• Loading stock data...
Saturday, August 30, 2025
The biggest names in sports media. All in one room. Get your ticket now!

The Social Media Seven: 12/18–12/25

It’s been a tremendous NFL season so far for the Cowboys, and they continue to operate at a high level on social as well.

It's been a tremendous NFL season so far for the Cowboys, and they continue to operate at a high level on social as well. Check them out and more in this week's SM Seven! Lead Image Credit: @DallasCowboys

It’s been a tremendous NFL season so far for the Cowboys, and they continue to operate at a high level on social as well. Check them out and more in this week’s SM Seven! Lead Image Credit: @DallasCowboys

Happy Holidays! Welcome to the final Social Media Seven of 2016, where we cover the best that #smsports has to offer. This week has seen tremendous content across the board, so let’s get it started by opening this week’s gifts and spreading some holiday cheer!

1. San Antonio Spurs

The Spurs had the opportunity to say goodbye to their legendary big man this week, as Tim Duncan’s number 21 was officially retired and raised into the rafters in San Antonio. It’s not every day that an organization gets to honor one of their own, especially a hero of the fan base. The Spurs social team pulled out all of the stops, with sharp graphics, engaging content, and strong videos. For number 21, the days leading up to the ceremony went something along the lines of “21 Days of Duncan-mas.” We think. Anyway, the content was a hit, and each day offered a unique representation and look at the storied career of Tim, from reflective player stories to glowing endorsements of his character.

I highly recommend taking a look at that moment, which also does well in compiling all of the content into one easy location. For the big day itself, the Spurs organization handled his ceremony the same way he handled his career — with pure class. There was no need for highly-detailed content or anything extraneous; the team made it clear on social that this was ALL about Tim Duncan. Clipping parts of the ceremony, including some fantastic sound bites, as shareable videos helps fans not in attendance or watching on TV to also feel a part of the tribute. All together, an incredible night for Duncan and the Spurs organization. Well done on social, finding the right balance of subtlety and humility, yet with glowing pride and admiration. The nostalgia is real with this one, folks. Class all around.

2. The Salvation Army with Ezekiel Elliott and Darren Rovell

’Tis the season of giving, and the Salvation Army is just one of many great organizations that continue to care for people all year ‘round. During Monday night’s game at AT&T Stadium, Cowboys rookie RB Ezekiel Elliott celebrated a touchdown by jumping into one of the Salvation Army’s huge red kettles they had set up as sponsorship. This drew immense attention for the charity, with many claiming that it had been staged for publicity. These rumors were shut down almost immediately. Regardless, this celebration sparked hits on the website and saw an increase in donations for the organization, as the Salvation Army stated they raised $182,000 online within the first 14 hours, an increase of 61%. Incredible. ESPN Business Insider Darren Rovell remarked at the Salvation Army’s Twitter pitch using Zeke for donations, saying the organization was “not subtle.” But, as the SA validly points out, there is no time to be subtle in what they do. Comeback of the year? Perhaps. With this increased attention and engagement with sports, the social team for Salvation Army has been hard at work, still replying to many users and spreading their message through cheer and positivity during the holiday season. Elliott himself said he would contribute the amount equivalent to his ‘excessive celebration’ fine as donation to the SA. However, the league decided not to fine him, so he took measures into his own hands. Look at just how much leverage a professional athlete has on social. Great job by Elliott, and the others that have followed suit. Thank you to the Salvation Army for all of the hard work they put in to make the lives of others just a little bit better! More to come on Zeke’s Cowboys in just a little bit.

3. Notre Dame Fighting Irish

There’s nothing like spending the holiday season with family. With so many of our veterans across the globe serving so we can celebrate back home, I’d like to extend a special thank you to our servicemen and women who make this possible with their sacrifice and courage. It is truly a beautiful sight when our heroes come home and surprise their loved ones, and this greeting by Matt Farrell’s brother is no exception. Content like this can’t be put into words so I will leave this to a minimum. There is nothing that beats the raw emotion, which speaks so much louder than any words can, and comes straight from the heart. Take a look above and try to keep the hair from raising up on your neck. Truly beautiful and heartwarming.

4. Cincinnati Bearcats

No holiday season is complete without an ugly sweater! The Bearcats of Cincinnati hosted an Ugly Sweater Night for their home game against Marshall, and they took to social to get fans in the mood and actively participating. The roll-out of their platform was strong on Twitter, cross-promoting it for Snapchat and the fantastic geotag design they were featuring. The Bearcats’ social team was methodical in how they attacked this, and tried diligently to cover every base for followers. This included a neat how-to guide on how to use Snapchat filters, for those fans that are slightly behind the times. Fun and interactive for all ages! Throughout the game, they asked fans to share images using the #BearcatsSpirit, and they posted the best on Twitter for all to see — a great way to get everyone interacting with the program and athletics department, building memories and connections, and hopefully winning some fans. The idea of snap filters has become a staple in sports marketing, but the execution often varies from event to event and program to program. Cincinnati shows us how to use filters to your advantage and increase sharing, while also not serving as an overburden for fans and followers. Fun and easy, yet creatively addicting! Love it from the Bearcats.

5. Dallas Cowboys

With the help of the division-rival Eagles, the Cowboys were able to clinch the NFC East and home-field throughout the NFC playoffs, even before playing this weekend’s game against the Lions. It’s been a trying past few years for Dallas, a storied organization that has seen a noticeable energy return to Arlington this season with the emergence of rookies Dak Prescott and Ezekiel Elliott. Just days after a victory (and Zeke’s Salvation Army extravaganza), the Cowboys sat at home watching the Eagles and Giants play on Thursday Night Football. Philly’s victory helped Dallas claim the division and number one seed, and the party started immediately on social. The team started with a simple, yet bold graphic, perfect for getting the point across. Using their motto #FinishTheFight, they rolled out content that was equal parts celebratory happiness and anticipatory excitement for the playoffs. The Cowboys’ video team does a fantastic job producing authentic, powerful content, and their hype video for “To be continued…” is strong. Even as an outsider, it makes me excited for Dallas football in the postseason, so the feeling must be magnified amongst the fanbase. To round-up the buzz surrounding the team, they used Twitter moments to their advantage, compiling some of the stronger content put out by the team as well as blending in fan reactions and celebrations. This gives a unique feel of unity and overwhelming positivity for followers who look through it, undoubtedly making this holiday season feel even more special. Keep an eye out for more video content from the Cowboys’ social team as their season comes into the postseason.

6. National Lacrosse League


The National Lacrosse League unveiled its new logo this week, after weeks of anticipation and built-up excitement amongst fans. The league hopes to continue the growth of lacrosse across the U.S. and Canada, and establishing a strong identity goes a long way in doing so. While not as strong in its reach as the league would’ve liked, the NLL has to be happy with how the roll-out was executed. The logo looks great; a solid mix of clean and sharp with a modern font and the adaptability to change variation based on each team’s color scheme. The video that the team has put together is successful in building a culture and atmosphere around the league, everything they want to associate with the sport and brand. Speed, physicality, skill, and passion. With the sports landscape in the U.S. already crowded, it will be interesting to see how the NLL, as well as its counterpart, the MLL, do in growing interest in lacrosse and sustaining a following. It definitely helps to have a tremendous ambassador for the sport in Paul Rabil, and his approval of the NLL and its direction bodes well for the casual lacrosse fans and athletes that don’t necessarily know of the league’s ambitions. Best of luck!

7. READ MORE: Skittles with Trevor Siemian

With our final example, Trevor Siemian provides us, and his linemen, something sweet for the holiday season. Everyone has felt the struggle of holiday shopping, not knowing what to get for those we care about. Well, Skittles has the answer! The brand was able to integrate with the Broncos QB and his search, ultimately having him gift his linemen push-button parkas that dispense the colorful candy. Being able to activate a sponsorship within a story and tie-in successfully with a fun situation is relatable and feels more authentic than most. Kudos to Skittles for such creative presentation! To read more, check out Giving the Gift of Skittles on Julius, from our very own Russell Wilde Jr. To cap off 2016, this is a great example of strong content. Remember to be fun, engaging, and creative as you push forward into 2017!

Bonus: Cleveland Browns

It’s the season of happiness and miracles. Congrats to the Cleveland Browns on their first victory in over a year! There’s a ton of excitement and celebration going on, more than the ‘W.’ lets on. Happy holidays, Cleveland! Enjoy this one.

— —

I want to take this time to thank everyone for making 2016 a year I’ll never forget. In the half year I’ve been a part of the FOS family, I’ve felt nothing but welcome with open arms and pushed to excel with my content. Thank you to everyone who has made the Social Media Seven so successful; I appreciate your thoughts, opinions and excitement for the piece every single week, and I truly enjoy putting these together because of that. I look forward to an even better 2017, with continued growth and happiness in my personal, academic, and professional life. As always, please feel free to reach out on Twitter or LinkedIn!

Wishing everyone a happy holiday season and a successful, positive, and progressive 2017. Enjoy and see you soon!

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.

Cowboys’ Parsons Approach Shows High Cost of Delayed Contracts

Parsons will sign a four-year, $188 million deal with the Packers.

Parsons Trade Reinforces Packers As NFL TV Powerhouse

Betting odds surge for Green Bay after acquiring the star defensive end.

Cowboys Can’t Bank on Mavericks’ Lottery Luck After Parsons Trade

The Mavericks lucked into Cooper Flagg through the 2025 NBA draft lottery.

Featured Today

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.
Aug 27, 2025; Los Angeles, California, USA; Los Angeles Dodgers starting pitcher Shohei Ohtani (17) flies out to left field in the eighth inning against the Cincinnati Reds at Dodger Stadium.

The Biggest Deferred Sports Contracts in Each Major Sports League

Shohei Ohtani will make $680 million after his contract ends.
August 11, 2025

NBA Christmas Schedule Leans on LeBron, Steph While Betting on Flagg

The Lakers, Warriors, and Rockets are all in action.
Oklahoma Sooners defensive back Woodi Washington (5) runs after a reception during the Armed Forces Bowl football game between the University of Oklahoma Sooners (OU) and the Navy Midshipmen at Amon G. Carter Stadium in Fort Worth, Texas, Friday, Dec. 27, 2024.
August 19, 2025

Oklahoma Selling Fans Tickets to Press Conferences

Press conference tickets for the Sooners’ season opener are already sold out.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
August 10, 2025

Bears CEO: Arlington Heights Only Local Location for New Stadium

The Bears currently play in Soldier Field in downtown Chicago.
August 8, 2025

Three Schools Sue Mountain West, Commish Over Withheld Funds

Boise State, Colorado State, and Utah State intensified the court battle.
Courtesy: Harlem Globetrotters
July 25, 2025

The Harlem Globetrotters Have Changed Hands Repeatedly, but Keep Making Money

The team is gearing up for its 100th season.
July 16, 2025

Judge Rules for NFL, Fanatics Against Small Apparel Seller

The lawsuit argued the NFL “aids and abets” Fanatics with its strategy.