I like It: Examining NFL Facebook Communication Strategies

This study focuses on how the NFL teams (N = 32) use Facebook as a form of social media to support their brand identity. Ultimately, the researchers examined the patterns of communication observed in this social media context, and evaluated fan responsiveness (i.e., likes and comments) to the content. This study compared these variables across one constructed week for the preseason (n = 7), regular season (n = 7), and post-season (n = 7). This investigation identified management and communication techniques, and comparisons were reported with each season time period. The recommendations offer specific guidelines on how NFL teams may strategically utilize Facebook communication tools as a component of an integrated marketing plan to influence fan interaction.