Some people call it the No Fun League, and considering some of the National Football League's rules, it has earned this nickname. The powers-that-be in the NFL have banned end zone celebrations, laid out 15-yard penalties for "taunting," and blacked out TV broadcasts of home games that don't sell out. They have even weighed in on where and when cheerleaders can stretch. However, when it comes to social media, the NFL has finally started to lighten up.
Just two years ago, the NFL had strict rules about using Twitter and Facebook, but those days are gone. Now everyone in the NFL-from coaches and team owners to players and fans-recognize the power and the pull of social media.
Every one of the league's 32 teams has a social presence, and their staff constantly watches Facebook and Twitter to see what is being said about their organization. By some reports, staff members are required to follow conversations and react to new stories within 5 to 10 minutes. They are well aware that news travels fast, and any delay can be seen as a fumble.
The NFL Facebook page has more than 4 million fans, and @nfl has almost 2.5 million followers on Twitter. So, what the game plan?
Jeff Berman, GM of NFL Digital, told Mashable: "In the past, we were really focused on driving traffic - the purpose of every post was just to bring people back to NFL.com. And while that's still a priority, we're increasingly focused on engagement, acquisition and community. How do we engage fans in a conversation, whether it's serious or fun or controversial? And then how do we lead them to engage their friends?"
Much of the engagement is being accomplished by the players themselves. With their Facebook and Twitter accounts, they are able to share information with other players and interact with fans. Having lifted the ban on Twitter, the NFL now just cautions players to avoid revealing confidential details. At first, some players made social media missteps, but now they are becoming more and more socially savvy, knowing full well that anything they tweet is broadcast farther and wider than any JumboTron can reach.
One of the most active tweeters is New England Patriots wide receiver Chad Ochocinco (@Ochocinco), who rebelled against the NFL ban in 2009. He now boasts nearly 3 million followers.
Others big names in NFL social media include free agent Terrell Owens (@TerrellOwens), Buffalo Bills wide receiver Stevie Johnson (@StevieJohnson13), and New England Patriots tight end Rob Gronkowski (@RobGronkowski), but there are hundreds of others to choose from. These players each know that they are their own brand, and social media plays a critical role in expanding that brand.
John Thornton, former defensive tackle for the Cincinnati Bengals and Tennessee Titans, offers an interesting take in a Mashable interview: "Social media has taken the place of autographs. Before, you wanted players' autographs, now you want players to say something back to you on Twitter."
