Cowboys' Social Media Accounts Get Nearly Twice as Much Engagement As Next Highest NFL Team

The Dallas Cowboys have generated 27.7 million interactions from team-operated social media accounts since the beginning of December, according to MediaPost’s Digital Engagement Index, which says the next highest franchises were the Patriots with 14.1 million, Steelers with 11.8, Seahawks with about 10, and Packers with 9.9. Unsurprisingly, late-season engagement was largely correlated with teams headed for the playoffs.

The report says that different teams thrive on different social networks, with the Cowboys getting most of theirs through Facebook, while the Patriots have the most successful Instagram account in the league. (One-third of their photos there are of Tom Brady.) This data matters to the extent that teams will use their increasing megaphone reach to crowd out independent news coverage, as well as use the spaces for synergetic advertising.