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Volume 26 No. 5
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Patriots' Social Media Team Continues To Grow Digital Brand

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Atlanta bound.

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The Patriots’ Twitter and Instagram accounts respectively have the most followers of any team in the NFL, and all of the content spread over the various social media channels is "created and managed by just five 20- and 30-somethings," whose work this week "will be amplified to an even bigger audience," according to Jen McCaffrey of THE ATHLETIC. The team's Twitter and Instagram accounts have 4.3 million and 3.5 million followers respectively, and their Facebook page has "another 7 million followers and their YouTube page has 76,000 subscribers." The Patriots’ social media team, which includes one full-time intern, are "pros at cultivating and growing one of the biggest digital audiences in the sports world." Over the last four seasons, the Patriots’ Twitter account has "tripled in size" from 1.45 million followers in September '15 when Social Media Manager Cecily Faenza took over to its current 4.3 million. The Instagram account has "gone from 1.3 million to 3.4 million followers." A typical week "focuses on the previous game on Monday and Tuesday before flipping to the upcoming game on Wednesday." They try to "plan some content out, but there’s only so much that can be set up ahead of time." Before this season there were a "lot less pre-planned posts." The Patriots have "four official international Twitter accounts" in Brazilian, German, Chinese and Spanish. There is also a Spanish version of Patriots.com (THEATHLETIC.com, 1/28).

TOP NFL TEAMS ON SOCIAL MEDIA (FOLLOWERS THROUGH DEC. 31)
RANK
NAME
TOTAL FOLLOWERS
TWITTER
FACEBOOK
INSTAGRAM
1
Cowboys
15.2M
3.8M
8.6M
2.8M
2
Patriots
14.7M
4.3M
7.0M
3.3M
3
Steelers
11.9M
3.4M
6.5M
2.1M
4
Packers
9.2M
2.2M
5.4M
1.7M
5
Seahawks
8.6M
2.3M
4.0M
2.2M
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Pats social

FREEDOM OF SPEECH: Patriots President Jonathan Kraft addressed fans' perception of the team and any negative media coverage it faces, saying Boston is a "great sports town and people are going to comment." Kraft said there are a "lot of smart people in the media in Boston and they know our team, they observe it and they should comment on it." He added, "We fear the day that they're not commenting on it because we grew up dying about news about the Patriots and you wouldn't get it." Kraft: "Let people comment and the players and the coaches will go to work and we'll see what happens" ("Quick Slants the Podcast," NBCSPORTSBOSTON.com, 1/30).