- In your opinion, what are the strengths of the team on social media? Support your answer with examples. (Written examples with screenshots/embedded posts)
- Lots of Sponsors
- The Celtics twitter does a great job at incorporating multiple sponsors into their posts without the advertisement taking over the post. They are great at keeping the focus on the players and using hashtags or quick advertisement visuals.
- Good Posts During the Game
- The Celtics are good at keeping fans up to date on recent plays on Twitter and game highlights on Instagram. They post a lot more plays on Twitter and post the best of those plays on Instagram. For example, the Jan 24th game vs Orlando had 14 Twitter posts and 9 Instagram posts.
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- Behind the Scenes
- The Celtics also do a good job at keeping the fans connected with the players through social media. Through these two examples you can see that they are aware of creating “behind the scenes” content to create loyalty with fans.
- The Celtics also do a good job at keeping the fans connected with the players through social media. Through these two examples you can see that they are aware of creating “behind the scenes” content to create loyalty with fans.
- Different Coaches in the Spotlight
- One thing I found interesting was that the Celtics had post game interviews with coaches I have never heard of. The Celtics are my favorite basketball team, so it was cool to see other coaches’ inputs besides Brad Stevens.
- Example: https://twitter.com/celtics/status/1223069714261463040
2. In your opinion, what are the weaknesses of the team on social media? Support your answer with examples. (Written examples with screenshots/embedded posts)
- City of Boston Not Used Enough
- For a city like Boston, they don’t have nearly enough content with images around the city. Their instagram has lots of basketball content, but their whole page tends to be the same green look.
- Better Illustrations
- I think one of the Celtics weakest points is their graphics. Their illustrated posts on Instagram usually get 20-25k likes, less engagement than most of their other posts. While green is the theme for the Celtics, I think these graphics aren’t as appealing as they could be.
- Archives
- Maybe it is because it is the middle of the season, but there is rarely any content about past games, players or situations. With such a historic franchise like the Celtics, I believe it is key to keep that nostalgic feel and create loyalty among fans.
3. In your opinion, what are the opportunities for the team? (e.g. Where can they improve? What fans are not being reached? etc.)
- Differentiating Visuals on Instagram
- As mentioned earlier, I think the Celtics could increase their Instagram presence by having better illustrations/graphic design. Their illustrations consistently get less engagement. Also, more visuals from the city of Boston would create more of a connection with the fans.
- Younger Crowds
- I think the Celtics also have an opportunity to reach younger crowds. Their Snapchat only had one post from today (seen below). Younger generations are on Snapchat all the time where you could be consistently feeding them content. Also, I think memes have big potential with younger audiences. The last one the Celtics posted with Marcus Smart had over 120K likes, more than their usual engagement.
- Marcus Smart Meme: https://www.instagram.com/p/B7t1wHmJ_b3/
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