Denver Broncos Social Media Audit
I chose to do my social media audit on the Denver Broncos because they are my favorite football team. I also picked them because I have noticed that compared to other teams, their social media is lacking in funny, sharable content. So, here is the audit:
Denver Broncos Valentines Day post using funny pun with Pat Surtain II’s name.
The first social media platform I examined was Instagram. The team uses Instagram to show fans what is going on with the team, as well as some throwback posts of landmark moments for the team. One thing that I immediately noticed after just a couple minutes of scrolling is that the Broncos’ posts are getting more engagement in the off season than they were during football season. As of February 2023, the Broncos have an advantage over their competitors. They just hired a new coach after a rough season and their followers are reacting positively to this. Despite their recent posts garnering a reaction from followers, the Broncos do not engage with their commenters at all.
An older audience is more prevalent on Facebook, so the Broncos should consider posting their throwback posts from Instagram on there. On Facebook, though, the Broncos rarely recycle material from their Instagram, which is good because it incentivizes fans to follow them on all different platforms. The Broncos do utilize Facebook’s feature of sharing articles to promote their website. They do not get much engagement on Facebook, and the Pittsburgh Steelers get around 40 times as many likes per post.
A lot of companies capitalize from being funny on social media. The Denver Broncos do not. Especially on TikTok, the team does not get much engagement. The Broncos use TikTok to show followers more behind-the-scenes things that are going on with the team. Fans can see what the team is doing before the game or off the field on TikTok. They have significantly fewer followers than other teams. Notably, they have half as many followers as the Bills and the Steelers do.
A Broncos Twitter post showing their mascot, Miles driving a school bus.
The Broncos Twitter mostly consists of updates of what the team is doing on the field as well as what they are doing for the community off the field. Many other NFL teams are not retweeting fans’ content, which opens an opportunity for the Broncos to uniquely engage with their followers.
A screenshot of the Broncos’ Pinterest, showing their most recent board, created two years ago.
I did find that the Broncos have an “official” Pinterest account. This Pinterest is pretty popular (for Pinterest, at least) with around 15,000 followers. However, it has been inactive since 2020. They should consider deactivating since the account has not been used for over two years.
The Broncos need to have more social care. They need to respond to their fans, because as of right now, they are not offering any unique content on their social media to give fans an incentive to follow them. The Broncos do not need to hop on the bandwagon and just post memes on social media, but at the very least, they need to respond to concerns from fans, especially after the season they just had.