ABSTRACT

MIAMI DOLPHINS An in depth analysis of NFL

SOCIAL MEIA AUDIT
[Document subtitle]
franchise the Miami Dolphins
activity on Instagram and Twitter
over a one week span.
Christian Yee
Social Media in Sport Marketing
Overview
The Miami Dolphins are a professional football team who play in the National football league.
Established in 1966 the Miami Dolphins have play in the AFC East and have won Two
Superbowl’s. What makes the Miami Dolphins different from other NFL franchises is the large
Hispanic demographic that the Dolphins must address on there social media platforms due to the
large Hispanic population in the South Florida area. The Dolphins have 1.1 million Instagram
followers as well as 1 million Twitter Followers.

Instagram
Right now in the NFL it is the off season and there are no games going. This can make it difficult
for franchises to come up with meaningful content. Throughout this whole week the Miami
Dolphins made 5 posts and two of them were happy birthday posts for Running Back Matt
Breida as well as Quarterback Tua Tagovailoa. While both pictures were posted not too far apart
from one another both pictures had very different reactions from social media. The Happy
Birthday Matt Breida post only received 10,721 likes as well as 112 comments, where as the
Happy Birthday Tua post was met with 43,990 likes as well as 985 comments. The difference in
responses to the two similar post show that Tua Tagavailoa is a very marketable player
(Quarterbacks usually are) and the Dolphins should continue to focus more around him in their
posts especially now during the off season when the amount of cogent able to be posted is
limited. There is also a very low level of fan engagement because throughout all Five of the
Dolphins posts throughout the week the Dolphins responded to none of their comments on there
Instagram.
The next posts the Dolphins made throughout the week all involved community events that they
were doing. The first event was custom jersey giveaways all in five different locations around the
South Florida area to Celebrate 305 day. This post only got about 2,100 likes as well as 31
comments. I feel like where the Dolphins messed up in this because they did not include in this
post a picture of what the jerseys would look like so there was very little response to this post.
After this post was a video showing the dolphins honoring legendary wide receiver Nat Moore.
This post received about 80,000 view 12,000 likes as well as 73 comments. The Final post that
the Miami Dolphins made on Instagram this week was a picture showing what the jerseys that
were being included in the giveaway first. This post received 19,000 likes.

Twitter
The Miami Dolphins Twitter Account is much more active than their Instagram likes and they
have a much better amount of engagement across twitter. The First thing that I noticed about the
Miami Dolphins twitter is that they had a lot more posts involving the players themselves.
Heather that was player retweets or just posting pictures of there players. These posts receive a
fair amount of likes. I also noticed that the Miami Dolphins use their Twitter to post a lot of the
community service that they are doing specifically aiming to raise awareness for Child Hunger.
While it is good that the Dolphins are doing this you definitely want to see more engagement
from these posts. In total these two posts got a combined 2 comments 22 retweets and 185 likes
Through the Dolphins Post I also noticed a lot of promotion for some of the content they create
such as the Drive Time Podcast and the Blitz. While they receive likes and Retweets these
numbers should definitely be higher. The dolphins could possibly cut down on the amount of
promotion for this content as it is content that is more suited to your more Die hard fan as
apposed to your more casual fan and this is why these posts are not getting that many like
comments and retweets’
Twitter Likes

Over the past week the dolphins have only liked three posts and it has only been when that post
is directly related to the dolphins. The dolphins need to be more active on social media. With the
amount of pro sports teams in Miami the dolphins defiantly need to be more active on those
teams pages as it will help to attract various fans.

Suggestion
While the Miami Dolphins do a lot of good things on social media they also could improve a lot
from various different aspects. The first thing they should do is start posting pictures that have
their star players In them. It is various obvious when certain players are in a post that post will
get more likes retweets and comments. For Example The dolphins put back to back posts of two
players birthdays but one post got way more likes than the other. The dolphins also need to
engage through their followers. Throughout all the Instagram posts that I went through there was
not a single response. This has to change due to most other sports franchises having some form
of fan engagement on their social media platforms. The dolphins should also come up with some
more content to post during the off season because while no football is going on there is still and
opportunity to sell the Miami Dolphin brand whether that be season tickets or jerseys. With the
large Hispanic population in Miami the Dolphins could definetly use some posts in Spanish on
Instagram. The Miami marlins as well as the Miami heat do this and it has caused a massive
increase in fan engagement. Finally the last thing that the Dolphins should change is the amount
they post on your Instagram story. The Dolphins hardly ever Post on there Instagram story’s and
this needs to change. Instagram story’s allow you to post content but only temporarily and there
are so many opportunities that the Miami dolphins are missing out on by not using there
Instagram story.