Inside the Atlanta Falcons’ Social Media Presence With Kyle Benzion

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Photo via @AtlantaFalcons

(*Team Infographics is a Proud Partner of Front Office Sports)

Here are two things that are difficult — but essential — to achieve in sports social media: Establishing a balance in tone, and capturing the voice of the home city. In recent years, one of the best examples of doing both can be found in the Atlanta Falcons’ social presence.

To show how they have achieved this, Falcons’ social media coordinator Kyle Benzion provided some insight. For starters, the Falcons’ Twitter account reaches a nice balance between humor/clever copy and emotional storytelling.

“We really focus on creating a balance between what our audience wants and what our football team represents,” Benzion says. “Everything we do starts from insights. Our goal is to understand what our fans are feeling and then develop content and share news that they are interested in. Whether it means being the source of the news, interacting with other teams or brands, pumping up one of our players, or creating strong emotional videos, there are always insights that are tied to our decision making.”

This past season, the Falcons put forth another example of their strong storytelling abilities with the Falcons’ remix of “Welcome To Atlanta.” The team released the song and video at the start of the 2018 season to get fans excited about the upcoming year.

“The Falcons remix of ‘Welcome To Atlanta’ illustrated the strong connection between the city of Atlanta, the fans and the football team, but it wasn’t just a song about the football team,” Benzion clarifies. “Although it represented the continued growth of the Falcons Brotherhood and what this team can become, it was really a song about the city of Atlanta. The words embrace the past, yet, similar to the team’s mindset, are also focused on owning the future.”

Benzion goes on to credit team leadership for establishing a path for the social team to connect with fans as opposed to being transactional both with the “Welcome To Atlanta” video and with other social campaigns.

“We’re always encouraged to think big, really big,” Benzion adds. “In this case, it took a ton of planning from a variety of members throughout our organization. Everyone had to be on the same page to pull off a season launch like this. The video was the most shared video on Facebook in professional sports the first half of September and it was an incredibly fun and rewarding project to be a small part of.”

For in-game content, the social team keeps fans updated with scoring-drive motion graphics that it creates hand in hand with Team Infographics.

“Team Infographics is a great company to work with,” Benzion testifies. “I originally worked with Team Infographics when I worked for the Nebraska Huskers. I really liked what they were able to bring to game day and their fantastic customer service. We have worked directly with Team Infographics for two years and they have been nothing short of incredibly responsive and easy to work with. We look forward to continuing to work with them.”

Throughout all of their content, the Falcons utilize three different hashtags that each play their own part in telling the team’s story: #InBrotherhood, #RiseUp, and #TogetherWeRise. Benzion explains the thinking behind these.

“#InBrotherhood, #RiseUp, and #TogetherWeRise live simultaneously but each carry their own equity. #RiseUp is a call to action or a rallying cry that represents what Falcons do. #InBrotherhood represents the relentless spirit in which we work for each other, support each other and fight for each other on the field. Each equity allows us to bring the team, the city and the fans closer together in different ways.”

#InBrotherhood was originally created during the team’s 2016 playoff push that ended with a Super Bowl appearance. Our goal was to create something that helped bring the football team together with the city and the fans.

“For the Falcons and Head Coach Dan Quinn, “Brotherhood” is not just a word we toss around, but rather a way of life and something the team strives for every day,” Benzion adds. “Our entire city was able to relate to the traits that the ‘Brotherhood’ representes such as toughness, grit, hard work, and getting back up again and again no matter the circumstance.” 

One unique undertaking for the Falcons’ social team in the last year has been promoting the opening of Atlanta’s new Mercedes-Benz Stadium, which the Falcons call home. Benzion and company consider themselves fortunate to help tell the venue’s story alongside digital team members dedicated solely to the stadium’s channels.

As Benzion puts it, “Making people fall in love with a place requires a different strategy than falling in love with our team; but it’s not hard to do with the world-class technology, architecture and community connection that our owner, Arthur Blank, has built. During the lead-up to the opening of the stadium, we worked hand in hand with our communications team, dropping monthly time lapses, drone videos, and other stadium ‘firsts’ or reveals that were always incredibly high-performing pieces of content. Any new news on the stadium, fans loved. It was very unique because it allowed us to break out of our usual NFL fan base and reach completely new audiences.”

At the end of the day, Benzion believes that in order to achieve a high ranking digital position in the NFL is to avoid having a one-dimensional skill set.

“My biggest advice to a college student that hopes to be in my position one day would be to be multidimensional. Be great at what you do. Be a master of it and have a variety of skillsets. The more you can do, the harder it is for a potential employer to say ‘no’. If you can do graphics, video, social insights and analytics, photos and write, you are setting yourself up for success.”

(*Team Infographics is a Proud Partner of Front Office Sports)