The Jaguars' social media team "sees its mission as telling the story of the team -- and reflecting the attitude of its fans," which has led them to "making some fun of opposing teams, talking a little good-natured trash," according to a front-page piece by Emily Sullivan of the FLORIDA TIMES-UNION. Jaguars Dir of Marketing Josh Margulies said, "Our fans really identify with the confidence and swagger of our team. We try to have that same confidence and swagger on social (media) -- in a respectful way." Sullivan notes having a "vibrant, popular social-media presence is increasingly important to sports teams." But the Jaguars have been "stuck at 32nd in the NFL, the bottom," when it comes to Twitter. Margulies said the team is "still at 32, but numbers are trending up" as the team "improved and its online presence got sharper and sassier." On Facebook, the team was "third in total growth last season," behind only the Vikings and Eagles. The Jaguars were "first in the percentage of growth" with a 4.56% increase. On Twitter, the Jaguars were 20th in the "number of new followers, and sixth in the percentage of follower growth." On Instagram, the team was 11th in "total growth and second in percentage of new people following them." The Jaguars' social media team is made up of "about 15 people in their 20s and 30s, including creatives from public relations, digital, broadcast and marketing." After the Jaguars beat all four AFC North teams last season, a post "featured coach Doug Marrone's face superimposed over that of mighty Jon Snow from 'Game of Thrones,' with the team declaring itself 'Kings of the North'" (FLORIDA TIMES-UNION, 9/4).
