Upon further review, how the NFL mishandled the Monday Night Football controversy on social media.


I’ve been following the NFL for over 15 years now, ever since my dad took me to my first game in the fall of 1994. Along the way, I’ve seen my share of controversies and storylines, especially of late. It started with “Spygate,” followed by a sharp rise in the public’s awareness of player concussions, and the recent scandal known as “Bounty-gate.” For the most part, however, the drama surrounding the NFL has centered on off the field matters.

That changed this year when the NFL locked out the regular referees, choosing instead to use replacement referees for the beginning of the 2012 NFL season. The idea was, by all accounts, a failure, highlighted by the most recent Monday Night Football (MNF) game between the Seattle Seahawks and the Green Bay Packers. The final play of the game, a Hail Mary by the Seahawks, has been dissected by several angles, and has largely been credited with the recent deal between the NFL and the Referee’s Union that has put the regular referees back in action this week.

Green Bay Packers, Seattle Seahawks, NFL, Replacement Officials, Hail Mary

Largely ignored in the wake of the MNF controversy has been the NFL’s social media activity following the game. This has irked me all week, since I took exception to several moves made by the social media managers for the NFL that night.

Soon after the end of MNF, the NFL posted a status update on Facebook that read “Seattle wins on Hail Mary” accompanied by a photo of Golden Tate’s touchdown catch from earlier in the game.

The NFL's first Facebook status update following the Monday Night Football controversy

Within the hour, the NFL had changed the caption for the picture to read “FINAL SCORE: Seahawks 14, Packers 12.” The image, however, stayed the same.

Finally, the NFL decided to drop the entire status update, leaving fans to read the NFL’s previous official update from the game, which were video highlights of the Seahawks eight first half sacks.

So what are the problems here? Glad you asked.

First, the NFL’s social media managers greatly underestimated how big of a controversy this play and game result was. You might say that’s a fair mistake since the game had just ended, but anyone who watched the end of the game and any subsequent post-game show knew that the referee’s decision was going to blow up as a storyline. The NFL should have given the controversy the appropriate amount of attention online.

By posting a status update mentioning the Hail Mary without accompanying it with a picture of the play, the NFL seemingly assumed fans wouldn’t notice the difference or get angry at the misrepresentation. Guess what? Fans noticed, and they got angry.

The second mistake by the NFL was re-writing the update without any mention of the Hail Mary controversy. By doing so, the NFL looked as if it was trying to avoid the subject entirely, whether that was their intention or not. The problem with attempting to avoid the controversy (and really, any controversy) is that the subject was already too big to ignore. This is especially true in sports, where impassioned fans often overreact to plays and game outcomes that aren’t really that big of a deal. Did the NFL really think a game-altering call from a replacement referee wouldn’t result in outrage?

Finally, the NFL’s biggest mistake was deleting the post. Every time an organization deletes a controversial status update or tweet, numerous stories are published offering the reasoning for avoiding such a strategy. Yet somehow, organizations continue to delete entire posts on social networks. This includes, by the way, the NFL’s Twitter account, which tweeted “Touchdown or Interception? #GBvsSEA” and then later deleted the tweet. (Hat tip to Anthony De Rosa (@AntDeRosa) for catching that.)

The problem with deleting the post is two-fold: one, when controversy occurs, fans and customers want a soundboard on which to voice their opinion. This was clearly the case with the NFL, as their Facebook status update received nearly 10,000 comments in less than 45 minutes. That number is substantially higher than their other posts, which seem to average anywhere from a few hundred comments to a little over a thousand comments. By taking down the post, the NFL removed a vital soundboard, leaving angry fans to flock to other means to voice their opinions. Two, the deletion of the post furthers the perception that the NFL wanted to avoid the controversy entirely, an action that was neither smart nor even remotely possible at that point in time.

How should the NFL have handled the situation? They should have addressed the issue directly, acknowledging that Seattle defeated Green Bay on a controversial Hail Mary on the final play of the game, along with an image of the actual Hail Mary. Would fans have still written angry comments on the update? You bet. At least those comments would have been in one place though, making it easier for the NFL to manage information and respond if necessary. Additionally, they wouldn’t have been accused of masking the issue or avoiding it.

What do you think about the NFL’s Facebook practices in the wake of the MNF controversy? Should they have deleted the post? What would you have done differently? Do you think I’m overreacting? Please let me know in the comments.

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Recapping social media’s reaction to the latest NFL replacement referee controversy

So if you went to bed early like me last night, you missed quite the show…

The NFL Replacement Referees made a controversial call on Seattle's "Hail-Mary" play at the end of ESPN's Monday Night Football.

The NFL Replacement Referees made a controversial call on Seattle’s “Hail-Mary” play at the end of ESPN’s Monday Night Football.

On Monday Night Football last night, the NFL replacement referees made a series of controversial calls and non-calls, culminating on the last play of the game, when they missed an offensive pass interference call by Seattle WR Golden Tate and ruled the result of the “Hail Mary” to be a touchdown, even though it appeared that Green Bay defensive back MD Jennings had control of the football over Tate. The result of the controversial call was a Seattle victory over Green Bay, 14-12.

Announcers, players, and fans alike all had plenty to say about the latest referee debacle, and the situation has dominated the day on social media. While I plan on writing a post on the NFL’s social media strategy (or lack thereof) after the incident, I want to give readers an opportunity to catch up on some of the better rundowns of the social media reactions to the NFL replacement referees mistake.

On Mashable, Sam Laird (@samcmlaird) has a gallery of some of the better Twitter responses by television personalities, professional athletes, and fans. – http://mashable.com/2012/09/25/twitter-nfl-controversial-ending/

On Twitter, CNBC’s social media manager Eli Langer (@EliFromBrooklyn) has a quick recap of the NFL’s bizarre Facebook status updates following the game. – https://twitter.com/EliFromBrooklyn/status/250455838572048384

While most of the Green Bay Packers have withheld opinions on Twitter, Packers Guard TJ Lang (@TJLang70) has done the opposite, sending a series of pretty explicit tweets directed at the NFL. – https://twitter.com/TJLang70?tw_i=250445192577036290&tw_e=screenname&tw_p=tweetembed

The Boston Herald has the story of a Wisconsin state senator who tweeted Roger Goodell’s office phone number. – http://www.bostonherald.com/sports/football/other_nfl/view/20120925wisconsin_state_senator_tweets_roger_goodells_office_number/srvc=home&position=recent

USA Today has a recap of the NFL’s statement following last night’s game, in which they support the call on the field of a touchdown catch by Seattle but acknowledge the missed offensive penalty call that should have ended the game and given the win to Green Bay. – http://www.usatoday.com/sports/nfl/story/2012/09/25/nfl-admits-error-in-seahawks-packers-game-but–upholds-result/57840636/1

Finally, Michael Sebastian (@msebastian) has a rundown on PRdaily.com about the NFL’s reputation problem following the latest replacement referee miscue. – http://www.prdaily.com/Main/Articles/12749.aspx

I’ll be back later this week with some thoughts on the NFL’s social media gaffe’s this year.