Rare and, as it turns out, short-lived playoff appearances for the Miami Dolphins and Oakland Raiders led those two National Football League clubs to the top spots in growth on Facebook and Twitter, respectively, during weeks 16 through 18 of the season.
Social marketing firm Unmetric analyzed all of the NFL teams on Facebook, Twitter and Instagram from Dec. 19 through Jan. 9—the last two weeks of the regular season and the first week of the playoffs–using its cross-channel reports, and it found that the Dallas Cowboys still topped Facebook in audience size, while the New England Patriots did the same on Twitter and Instagram.
Other findings by Unmetric included:
The Cowboys also led in Instagram growth and Twitter engagement.
The Kansas City Chiefs were tops in Facebook engagement, while the same was true for the Patriots on Instagram.
The Raiders posted the most on Facebook during the time period studied by Unmetric, while the Green Bay Packers were the top tweets and the Dolphins were the most active club on Instagram.
The Packers tallied the most Facebook likes during weeks 16 through 18 of the NFL season, while the Cowboys paced Twitter in terms of likes, and the Pittsburgh Steelers led Instagram.
The Cowboys drew the most comments on Facebook and Twitter, while the Carolina Panthers topped Instagram in that category.
Readers: Is your favorite NFL team still alive in the postseason?