New-School, Classic, Tough, Cohesive, Overcoming
These are the five words that I use to describe the Baltimore Ravens brand prior to looking at their social media. Though the first two may contradict themself, I believe that the Ravens are both new school and classic. With the emergence of Lamar Jackson as their franchise quarterback, the Ravens have moved to a “newer” style of football. Though, when I think about the Ravens, they seem to be one of those hard nosed, classic football teams, especially being a member of the AFC North. The city of Baltimore embraces toughness. Thought to be one of the tougher cities in America and with football being a tough guy sport, they go hand in hand. That is why toughness comes to mind when I think about the Baltimore Ravens. The new look Ravens have embodied their slogan “Big Truss” all the way from Lamar Jackson and Mark Ingram to Justin Tucker. Big Truss essentially means to trust everybody in the organization. This embodies their cohesiveness as a team and organization as a whole. My final word was overcoming, because of Lamar Jackson. Jackson was thought by many to not be a franchise quarterback, and he has proved everybody wrong. The Ravens organization has supported Lamar as their quarterback and he will be their franchise quarterback for the foreseeable future.
Consistency, Authenticity and Personality
On Twitter and Instagram, the Ravens stay true to their brand. For their tweets and captions, they rarely use hashtags. This differs from many teams who use their own slogan in every tweet or hashtag. The Ravens are authentic in a way that they promote their players. The Ravens social team posts their players doing community events as well as quotes from coaches and players.
Their personality across platforms is quite the same. Their graphics on Instagram and Twitter both use a gothic-like font, as well as the same edits on pictures. The way they use the platforms varies, as it should. Twitter is used for more video content like interviews and and press conferences, as well as game updates and news. Whereas Instagram is more for pictures of the athletes and quick highlights.
Eye-Catching Content
The Ravens Instagram does a tremendous job at making their profile pop. Their colors, purple and black, are not bright and flashy. With the right edits and pictures, they are able to make their profile pop and catch users’ eyes. Below is a screenshot of their Instagram profile.
Fan Interaction
The Ravens do not interact with many fans on Instagram, but they did respond to a few fans and other accounts on Twitter. I was surprised by this, as Instagram is the easier platform to respond on. I did not see them reply to any comments on Instagram, but saw them reply to a few tweets.
Flashy, Community, Team, Original, Creative
The Ravens have become a flashy team in the NFL with weapons such as Lamar Jackson, Mark Ingram and Hollywood Brown. They are able to post exciting highlights with their marquee players, who are all relatively young and new to the team. They also post a lot of team oriented posts as well as posts around the community. Such as Chris Wormley (pictured above) reading to children, or out shopping with kids. They post a lot of original content, including highlights and graphics that the Ravens production team created. They are also creative with what the post, such as funny posts or creative captions.
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