Hi all. First timer here. I'm not really a Ravens fan, or a football fan, for that matter. But I do appreciate the SB Nation community (I'm an old timer at Red Reporter, the Cincinnati Reds SB Nation site), so I thought I'd share this with you.

I find the Ray Lewis story interesting. I'm a sucker for human interest stories and find Lewis's story particularly bizarre. I hadn't remembered the Atlanta deaths until the Washington Post did a piece on the mother of one of those men who died. That Lewis won it all in the last game of his career is something of a Christ story, or at least that's how it was portrayed in some of the media. We wanted to see if that perception was accurate, so we worked on a project that monitored the media - including social media - to see what people were saying about Lewis. We covered the whole season, and it's funny to see how the positive media coverage spiked around Super Bowl time.

Our project was more than just about Lewis; it was about managing a player's brand. I personally think it's sad that we think of human beings in terms of brands, but that's the reality and in recognizing that we can do a better job of managing our reputations. The Lewis story has a lot to do with reputation management, moreso than redemption, in my opinion. I could be wrong. I often am.

Most of the coverage of Lewis post-retirement has been positive, but apparently, they hate him in Cleveland.

Check out the findings from the project here.

One last thing: congrats on the Super Bowl win.