February 3, 2017
Heading into Super Bowl LI, the Atlanta Falcons are ranked eighth in the MVPindex, jumping five spots from No. 13 at the start of the season. Not surprisingly, the New England Patriots are currently ranked second only behind “America’s Team,” the Dallas Cowboys. Like the Falcons, the Cleveland Indians saw a major boost in their social value through their World Series run. Over the course of the season, the Indians were able to jump seven spots in the MLB rankings.
So how has Atlanta’s success on the field fueled its increase in social value? This season, the team’s reach grew more than 18 percent to 3.5 million followers across all platforms, with 47 percent of its new followers joining since the start of the playoffs. In fact, Atlanta’s largest single day of follower growth occurred after the Falcons clinched the NFC Championship, gaining nearly 58,000 followers in 24 hours.
While follower count is an important number, the true benchmark for social success is the level of engagement that occurs. This is where the Atlanta Falcons have really excelled. Tracking all 8,125 posts from the Falcons this season, nearly 80 percent of its highest-performing posts occurred since Jan. 1.