Buffalo Bills Social Media Audit
The Buffalo Bills are a professional football team in the NFL competing in the AFC east division. As a fan of the Buffalo Bills since growing up in Western New York I follow the Buffalo Bills on several social media platforms. I chose to look into the Buffalo Bills brand because I feel that people know and are aware of the team. The Buffalo Bills use Instagram, Twitter, TikTok, Facebook, Snapchat, and Linkdln.
The Buffalo Bills Instagram account @BuffaloBills currently has 1.5 million followers and is verified. This page is regularly updated and typically has several posts every day. Posts right now since Football is in its offseason include lots or signings, resigning's, releasing of players. The most recent post with the most likes was the announcement the Bills have agreed to terms with Jordan Poyer on a two-year deal. I also noticed that on top of regular Instagram posts they somewhat frequently post Instagram reels which is video content. In the profile of the account, they have a linktr.ee link that shows you options for other Buffalo Bills content as well as other Buffalo Bills social media sites.
The official Twitter of the Buffalo Bills @BuffaloBills currently has 1.7 million followers and is verified. This account is the most active, having multiple posts throughout the day with updates or fun content. I feel for sports teams and sports fans Twitter is often the first source people use for sports updates especially during the season. The Buffalo Bills feed on Twitter right now if filled with the signings, releasing's, and resigning's of players for the upcoming season. The offseason of the NFL can be filled with drama and on Twitter it is very active and up to date on all of that.
Tik Tok
The official TikTok of the Buffalo Bills @BuffaloBills currently has 1.8 million followers and is verified. This is the most followed platform that the organization has. This page is somewhat updated. They really have not posted much during the offseason. It looks like this account is updated more regularly during the season. This platform is used for more funny/comedic content rather than specific updates/news about the team. I think they could utilize this platform more to engage with younger fans that are on TikTok opposed to other platforms. They could also utilize the live feature on the app and stream practices, post-game conferences, and have player-fan engagement.
The official Facebook page of the Buffalo Bills @BuffaloBills posts just about the same content that is shared on Instagram. I think Facebook targets an older audience compared to Instagram. They receive a lot less likes and comments compared to Instagram posts. On Facebook it looks like they are trying the most (compared to other platforms) to sell Buffalo Bills merchandise to its audience. So, opportunities with Facebook could be to spend money on ads to sell their merchandise. Facebook also notes that Pegula Sports & Entertainment is the channel owner.
Snapchat
The official Snapchat of the Buffalo Bills @billsnfl has 260K subscribers and is verified. I am not sure how active this account is, but they do not have anything currently posted. I feel the stories feature could be used during the season to post live updates during their games.
Linkedln
The official Linkdln of the Buffalo Bills is @BuffaloBills and has 38,194 followers. This is the company's least followed social media platform. They post about once a week and get a fair amount of likes and reposts. The content on this platform is slightly different than the content posted on the other social media platforms as this is a more of a professional platform.
Mary Genrich