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These Chicago Bulls Facebook Tactics Are a Slam Dunk for Engagement

The Chicago Bulls might not have made it to the 2015 NBA Finals, but that doesn’t mean they can’t keep fans engaged on Facebook. The Chi-Town team has averaged 32,000 engagements per post and a net audience growth of 19,000 since May.

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The Chicago Bulls have been excelling in engagement as a percent of audience on Facebook, too, showing that their fan base is particularly responsive on that network.

We all know that sports fans are ride or die, but what are the Bulls doing to foster that love and what can your brand learn from their on-point content creation? Here are some of the Bulls’ top tactics on Facebook.

Honoring the Past

30% of the Chicago Bulls’ most engaging posts in the year so far have been references to past glory, ahem, Michael Jordan.

In fact, the Chicago Bulls’ most engaging post to date this year featured Michael Jordan.

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With over 600,000 Likes, 11,000 comments, and 39,000 shares, the Chicago Bulls know that Michael Jordan and his legendary contribution to their team is a year-round engagement driver.

Posting Content Featuring Great Moments

But the Chicago Bulls don’t limit their Facebook content to glorious moments in the days of yore — they hearken back to more recent victories, too.

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20% of the Bulls’ most engaging Facebook content in the year to date are videos of Derrick Rose weaving and achieving.

And 40% of the Bulls’ most engaging posts in 2015 have been photos with winning scoreboards pasted on top as the season progresses.

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Changing the Profile Picture

The Chicago Bulls changed their profile picture on April 16 — and received 6.5 times more engagement than the team normally receives on Facebook.

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Changing the profile picture on a semi-regular is a good method for any brand to use, since it increases the likelihood you’ll show up on your fans’ feeds.

Key Takeaways

1. Look to the past Which heroes of the past do your brand’s Facebook fans worship? Find out via audience analysis and then post accordingly.

2. Videos FTW.  It’s time to invest in video. They increase engagement every time. Use Facebook Insights to create better videos and learn how to measure your progress here.

3. Relive the glory days Remind your fans of big achievements or successful products from the past. Nostalgia is a strong force, but don’t fool yourself into thinking you need nostalgia with a long tail: you can throw it back to last year or last week, as long as the event was meaningful enough to your audience to warrant genuine enthusiasm.

4. Change up the profile picture. Especially around big events or moments for your brand.  This is a great way to drive recognition on social.

How will you implement the Chicago Bulls’ lessons in your own strategy? Let me know in the comments below, and download our holistic Facebook guide to improve your own technique.

Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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