With draft day come and gone, the NFL has been all over the headlines the last couple of days. Taking advantage of all this media attention, the NFL has made a huge push into leveraging social media. If you watched the draft, you may have noticed how on Thursday night, all the potential draftees were ushered in front of an iPad to have their picture taken, which was then sent straight on out Twitter so fans could see what everyone was wearing in what the NFL was calling the #DraftRedCarpet. The NFL also tried to make the behind-the-scenes action much more visible for fans by tweeting all the action.
With over 12 million follower (Twitter – 4.5M, Facebook – 7.1M) the NFL has quite a substantial fan base. With such a huge following, you would probably assume the NFL has a large team managing their social accounts — but you would be wrong. Duane Munn is the one-man show responsible for managing all the NFL social accounts. Managing account for such a huge entity with so many followers is a titanic undertaking for one man. Duane was quoted saying:
“I tell my Mom that I never wanted to be a doctor, but with the amount of time I spend on my job, I imagine this is what it is like to be one,”
Not only is Duane the sole manager of these accounts, but he tends to stay away from things like scheduling tweets, opting to engage followers on a real-time basis. This allows Duane to stay on top of trending topics and make each post get optimal engagement. Using platfoms like Adobe Social, Duane is able to track online trends and buzz words so he can make relevant posts that really impact his followers. Also, since Duane is posting this content real-time, he is able to coordinate effectively with news and articles the NFL is releasing throughout the day, creating a streamlined and influential presence on social media. Without scheduling tweets, Duane is also able to avoid backlash by limiting the amount of inappropriate posts that go out during times of breaking news. Many large companies were criticized for this in lieu of recent events, like the Boston Marathon bombing.
It seems like the NFL really hit a home run by finding a person who can effectively manage all their social accounts solo. Although community management is not always a 1 man team, it certainly does help cut down on communication errors, while streamlining the whole process exponentially.