Although many brands schedule tweets — and in some cases, this can get companies in trouble when unrelated breaking news hits — the NFL, for the most part, does its social media posts real time.
“There are certainly times when it is appropriate to schedule tweets, but we prefer to pay attention to trending topics and use intelligent measures to make sure each post gets traction,” Munn says.
To do so, the NFL uses the platform Adobe Social, which provides access to real-time metrics of what’s happening on social sites.
“We are able to track online sentiment and which keywords and players are getting the most buzz,” he said. “This way, we can look at which articles on the web started it and insert our own tweets in that conversation.”
Munn also receives a daily content plan that keeps him posted on what will be posted to NFL.com throughout the day, allowing him to pick the best times to get that news in front of fans.
The NFL has also been staying relevant by squeezing into conversations surrounding pop culture. In a nod to Oreo’s viral post during the Super Bowl blackout, the league recently posted a picture on Instagram, Twitter and Facebook in celebration of Pi Day in March. The image showed a collection of players whose jerseys fit into the iconic 3.14 (and so on) numerical sequence.
Article Appeared @http://mashable.com/2013/04/26/nfl-social-media-strategy/