I want to begin saying I’m biased. I’ve always been biased towards the Carolina Panthers. They began playing in 1995, and while growing up in North Carolina during the 1990s, this football team was a staple in my home. Bias aside, there are some valid reasons why I believe the Carolina Panthers have one of the most impressive and effective social media accounts in the NFL.
They Build Meaningful Relationships
Fan love: Social Media Examiner listed this as the number one way to have a successful social media account. The Carolina Panthers have always showed their appreciation to their fans, whether it was giving touchdown balls to kids in the stands or through social media with a simple response back on Twitter or Facebook. This team understands that their fans are the heart and soul of their organization, and they continue to go above and beyond to show them how much it’s appreciated.
For example, I tagged them in my personal post for my birthday, and they commented back (fan girl moment).
Another example of their dedication to their fans:
As you can see, fans know this, too. This is why Panther fans showed up in droves when called to help Greg Olsen win the Walter Payton man of the Year Challenge. Fans were asked to vote for their favorite nominee by using that player’s unique hashtag on Twitter, Facebook, and Instagram. Panthers fans brought Olsen from a 100,000 deficit to a 600,000 win over San Francisco 49ers wide receiver Torrey Smith.
They Know Their Brand
One of the main responsibilities for social media managers is understanding the brand they represent. Why is your brand on social media? How will you, as a social media manager, communicate your brand? What do you hope to achieve? I think the most important step in the team’s social media rise came off of their nearly-undefeated 2015/2016 season. The team established their identity – they’re the fun guys. They don’t take themselves too seriously. The Carolina Panthers learned how to stand out from the crowd. They learned how to provide value in their content, and their posts are worth liking, sharing and commenting on.
They Use Their Social Media Accounts Appropriately
One of the biggest mistakes social media managers make is treating every social media channel the same. The Panthers socials are a great example for how to use the same content in different ways on different social platforms. Look how they handled the new hiring of their new defensive coordinator Steve Wilks on Facebook and Twitter.
Twitter is short, sweet, and to the point. Most of Twitter’s users are younger and tech-savvy. Topical and timely posts work great on Twitter, and they’re perfect for gameday updates like injuries, score updates, and post-game commentary.
Facebook is for more lengthy posts like coaching changes and hiring/firing updates. My favorite type of Panthers content is the videos they post on Facebook, especially after a win. The team gives fans a glimpse into the locker room after a great day on the field. The team’s Snapchat is constantly giving fans an inside look at the team’s practices, locker rooms ,and daily tasks. They also make a point to show fans how the team gives back by going with them to visit sick children at the hospital and other community activities. The Snapchat takeovers during training camp was a huge success for fans.
The Panthers might not have the respect of the league or a Super Bowl ring (yet), but they do have the heart and dedication of their fans that will surely take them all the way. The bottom-line from likeable.com is to let your fans speak for you. The Panthers embrace user-generated content that increases engagement, reach, and brand recognition. Try looking at your favorite team’s posts. What are they doing that you like? You might be able to gain a tip or two.
