Unmetric: The Cleveland Browns Turned Social Networks Into the Dog Pound in Weeks 1-3

The team’s first win since 2016 spurred the most growth by NFL teams on Facebook, Twitter, Instagram

Unmetric analyzed all NFL teams from Sept. 6 through 24 Unmetric

The Cleveland Browns’ first victory since Christmas Eve 2016 led to a sweep of the highest growth on Facebook, Twitter and Instagram during the first three weeks of the National Football League season, according to social marketing firm Unmetric.

The Browns also led engagement on Twitter and Instagram, while the Kansas City Chiefs did so on Facebook.

Unmetric analyzed all of the teams in the league on the three social networks from Sept. 6 through 24, using its cross-channel reports, and it also found that:

  • The Dallas Cowboys boasted the largest audience size on Facebook, while Twitter and Instagram belonged to the New England Patriots.
  • The Cowboys were also the most prolific posters on Facebook, while the Miami Dolphins claimed that title on the other two social networks.
  • The most Facebook likes went to the Denver Broncos, while the Browns led Twitter in that category and the Patriots topped Instagram.
  • The Cowboys also drew the most comments on Facebook, while Twitter was led by the Browns, and the Oakland Raiders were tops on Instagram.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.