Social Media Analytics Blog

Social Media Sports: Athletics World Championship 2013

The world championship of athletics just finished in Moscow. Russia, the United States and Germany were the countries that received the most medals. One of the highlights was definitely Usain Bolt’s 100m gold. It might not have been the best weather but it was definitely a dramatic backdrop when he reclaimed the world title at 100m with a flash of lightning over his shoulder. He sure is a well known sportsman. But how about the other athletes? How much recognition do they get on social media? Who is getting the social media gold medal?

Let’s start by having a look at the total number of Fans, Followers and Subscribers. This is not as easy as it sounds considering that not all of the participating athletes are using social media or only have a very inactive or not yet verified account. That’s why we have been focusing on those athletes that have won medals in the athletics world championship and are active on social media. The following comparisons will be divided into a men and women section.

Social Media Sports: Total Audience Numbers

First off, YouTube will clearly not matter much when looking at the social media activity of the athletes. None of the participating women is using a YouTube channel and of the medal winning male athletes there are only two on YouTube, which are Renaud Lavillenie and Robert Harting. Let’s see if Facebook and Twitter can give us more insights.

Without wanting to jump to any early conclusion it is quite obvious that there is basically one athlete who may be called the most known sportsman of them all. And this is Usain Bolt with more than 12 million Facebook fans and almost 3 million Twitter followers. Of course there are some more that stand out in social media. For example there is the British runner Mo Farah with more than 250,000 Facebook Fans. He is also closing in on 3 million Twitter followers.

Furthermore there is the Jamaican 100m gold medalist Shelly-Ann Fraser-Pryce. With about 128,000 fans on Facebook she is clearly far ahead of second-in-line Tirunesh Dibaba who has more then 76,000 fans. But what’s really interesting is that both of them don’t show up in the top 5 list when it comes to Twitter followers. With almost 25,000 followers the British athlete Christine Ohuruogu is winning the race on Twitter. But then again, this is not really much when you compare that number with the male participants.

To come to a first conclusion, it can clearly be said that not many of the athletes are using social media very actively. And after a closer second look it shows that the male athletes are more present the woman. But as always, those total audience numbers don’t really tell the whole story. To get a better impression of their social media activity it is necessary to examine the fan and follower change rates and the interaction rates.

Social Media Sports: Fan Change Rate And Interaction Rate Of Male Athletes

As you can see in the upper graph Usain Bolt, Mo Farah and Robert Harting are the athletes with the fastest growing number of Facebook Fans. But when you compare that to the graph right under it you find that they don’t necessarily have the most active fans. Here there are Renaud Lavillenie and Raphael Holzdeppe who are winning this competition. Quite naturally the interaction rate of all athletes peaked around the time of the competition in Moscow last week.

Social Media Sports: Follower Change Rate Of Male Athletes

When looking at the Twitter statistics there are no surprises. Again Usain Bolt and Robert Harting are attracting the most followers, only with the one exception that Nick Symmonds apparantly gathered a lot of new followers at the beginning of the World championship. But now let’s find out how their fellow female athletes are competing on social media.

Social Media Sports: Fan Change Rate And Interaction Rate Of Female Athletes

The athletes Shelly-Ann Fraser-Pryce, Christine Ohuruogu and Tirunesh Dibaba have the fastest growing number of Facebook fans. So far, nothing new here. But the social media situation on Facebook seems to differ a little between men and women when it comes to the interaction rate. Before the competition there is apparently not much going on the female athlete’s Facebook pages whereas there is at least some interaction among the male athletes Facebook pages.

The graph below shows that among the women Christine Ohuruogu is apparently winning the social media championship. She is attracting the most followers. But what is also interesting is that new names are popping up here; Brittney Reese and Valerie Adams. As already mentioned above this shows that there are some female athletes who prefer using Facebook and others who are rather active on Twitter.

Social Media Sports: Follower Change Rate Of Female Athletes

To come to a conclusion – even if not a surprising one – Usain Bolt is definitely the winner in this social media championship. Furthermore we could see that not many athletes are using social media very actively. And if you compare by gender the men are definitely more present on social media channels than women. But maybe in the coming days there will be a little more social buzz about the female athletes after the discussion about two Russian participants who were kissing on the winners’ podium.

What do you think? Who was the best participating athlete in this years competition? And who should have gotten maybe even more recognition?


Kick-Off: The Social Media Bundesliga

Bundesliga LogoThis past weekend it finally went off again. The 51st Bundesliga season has started. And that was a great start, because the games were exciting and the fans were able to celebrate a lot of goals. In fact, the nine matches of the weekend provided pure entertainment.

The debut match of the new season was between the reigning record champion Bayern Munich and Borussia Mönchengladbach. The Munich team around the new coach Pep Guardiola won 3:1 and thus had a positive start into the 2013/2014 season. Especially noteworthy were also the 4:0 match win of Borussia Dortmund and the 6:1 hands-down victory of Hertha BSC Berlin. But the other games did not need to hide. You can check all results of the first match day here.

Of course, we want to take another look onto the German football league. How social are the 18 Bundesliga teams? Are all clubs represented on the top three social networks Facebook, Twitter and YouTube? And if so, how is their performance? Is there a social media Bundesliga?

The Social Media Bundesliga: Audience Numbers

Club Logo Facebook Fans Twitter Follower YouTube Subscriber
FC Bayern München Profile Picture FC Bayern München 7,767,193 543,557 90,928
Borussia Dortmund Profile Picture Borussia Dortmund 3,126,763 472,267 52,289
FC Schalke 04 Profile Picture FC Schalke 04 701,133 107,187 32,584
Werder Bremen Profile Picture Werder Bremen 456,283 78,505 11,810
Hamburger SV Profile Picture Hamburger SV 82,819 82.519 11,290
VfB Stuttgart 1893 e.V. Profile Picture VfB Stuttgart 302,998 43,006 7,046
Eintracht Frankfurt Profile Picture Eintracht Frankfurt 234,696 26,993 2,266
Borussia Mönchengladbach Profile Picture Borussia Mönchengladbach 231,438 48,438 8,000
Hannover 96 Profile Picture Hannover 96 193,993 43,647 4,882
1. FC Nürnberg Profile Picture 1. FC Nürnberg 166,577 36,409 4,535
Bayer 04 Leverkusen Profile Picture Bayer 04 Leverkusen 158,160 43,324 n/a
HERTHA BSC Profile Picture Hertha BSC Berlin 149,498 29,546 7,034
VfL Wolfsburg Profile Picture VfL Wolfsburg 91,538 35,659 568
SC Freiburg Profile Picture SC Freiburg 89,679 23,357 2,819
FC Augsburg Profile Picture FC Augsburg 76,734 15,785 659
1. FSV Mainz 05 Profile Picture 1. FSV Mainz 05 69,456 21,384 n/a
TSG 1899 Hoffenheim Profile Picture TSG 1899 Hoffenheim 68,665 19,838 n/a
Eintracht Braunschweig Profile Picture Eintracht Braunschweig 58,645 10,005 n/a
Day of analysis: 08/14/2013 - Click on any platform number to get to the original profile

As you can see all 18 clubs have an official Facebook page and Twitter profile. In case of YouTube it looks a little different. Four teams, Bayer 04 Leverkusen, 1. FSV Mainz, TSG 1899 Hoffenheim and Eintracht Braunschweig are not using an own YouTube channel to reach their audience on the biggest social video network of the world. But quite interesting, the Bundesliga newcomer from Braunschweig has created an own video platform for their fans called Eintracht-TV.

When it comes to the number of fans, followers and subscribers, there are really no surprises. Up front are this year’s Champions League finalists Bayern Munich and Borussia Dortmund. Especially for those two teams it is no secret, that they also have a lot of supporters from other countries than Germany since they are currently one of the best football teams in Europe. In case of Facebook, they are also the only Bundesliga teams that reach millions of fans. The other teams stay under the one million border. The reached audiences on Twitter and certainly YouTube are obviously a lot of smaller than Facebook.

Side note: Several clubs of the social media Bundesliga are also using Google Plus and a few Instagram to promote their contents and interact with their fans.

Social Media Bundesliga: Audience Engagement

Since nearly everybody knows that total audience numbers give a good overview, but won’t say much about the loyalty and engagement, we want to check the interaction numbers.

Facebook Interaction Rate

Social Media Bundesliga: Facebook Interaction Rate

Click to enlarge the chart and get exact numbers by hovering.

Since a high interaction rate indicates a high amount of active fans it is quite interesting to see if the big teams are still the leaders. And as you can see, it is the FC Augsburg which reaches the highest interaction rate with 2.26% within the last two months. Overall they are dominating this metric with consistently high values. But there are three more upward deflections. In week 24 by SC Freiburg with a value of 1.67%, in week 25 by Eintacht Frankfurt with an interaction rate of 1.55% and in week 28 by Braunschweig with 1.49%.

Twitter Interaction Rate

Social Media Bundesliga: Twitter Interaction Rate

Click to enlarge the chart and get exact numbers by hovering.

The Twitter interaction rate is the average number of Retweets per own Tweet divided by the number of Followers. This chart looks kind of different compared with the Facebook interaction rate. A leading club is not so easy to determine. In fact, there are four obvious peaks. Two by Eintracht Braunschweig in week 25 with 0.12% and in week 28 with 0.10%. The other peaks were made by FC Augsburg in week 27 with a value of 0.09% and by Schalke 04 in week 30 with an interaction rate of 0.09%. However, FC Bayern shows us a continuus interaction rate above the average.

YouTube Views Change Rate

Social Media Bundesliga: YouTube Views Change Rate

Click to enlarge the chart and get exact numbers by hovering.

The views change rate shows the relative change in views of YouTube channels in percent. Since this is an important Key Performance Indicator (KPI) to compare YouTube channels of different sizes, the results are kind of surprising. Even more as seen in the Facebook interaction rate the small club from Augsburg is totally leading in this metric. On 2 August, reached the highest value with 2.09%. Exactly one week later they reached again a very high value with 1.82%. This peaks are regarding to two video uploads. First one are the comments on the game of the FC Augsburg against RB Leipzig. Second video on the 9th of August was the press conference before the opening match against Borussia Dortmund.

In summary we can see a familiar image. The Facebook pages, Twitter profiles and YouTube channels with the biggest audiences have also the most inactive fans. Vice versa the Facebook pages, Twitter profiles and Youtube channels with only a small number of supporters are getting the most interactions in relation to their size.

Social Media Bundesliga: The Top 3 Posts, Tweets And Videos

What were the top three content items on Facebook, Twitter and YouTube in the last 2 months?

Top 3 Facebook Posts Of the Social Media Bundesliga

Selected by the best interaction rate. You can watch the whole Facebook post content analysis here.

Social Media Bundesliga: Best Facebook Posts In Case Of Interaction Rate

Social Media Bundesliga: Best Facebook Posts In Case Of Interaction Rate

Social Media Bundesliga: Best Facebook Posts In Case Of Interaction Rate

Top 3 Tweets Of the Social Media Bundesliga

 

 

So the most retweeted tweets from Bundesliga clubs were sent by Bayern and Dortmund. The both Bayern tweets thematize the team change of Thiago Alcantara. The third most retweetet sent by Dortmund welcomed their new player Aubameyang. You can check the full tweet analysis here.

Top 3 Videos Of the Social Media Bundesliga

For YouTube we sorted the videos after view count. The whole analysis for the last 2 months can be found here.

Same situation as already seen at the most retweetet tweets of the last two months. Also on YouTube the two most viewed videos were uploaded by FC Bayern München. The third most viewed video was aired by the Schalke 04 channel.

The Summary Of The Social Media Bundesliga

First, you can say that all the teams have arrived in the social media era and are actively promoting their content on the biggest social media networks. If they are not using YouTube, they use Google Plus at least or even Instagram. Bundesliga newcomer Braunschweig has even created an own video page. In fact, all clubs know how important it is to connect with their audiences through social media as all are actively doing marketing.

Five teams really stand out of the rest. These are the FC Bayern München, Borussia Dortmund and Schalke 04 in case of the biggest audiences and so the greatest reach. The two other teams are Eintracht Braunschweig and FC Augsburg which are showing a quite active fan base and great ideas to engage with them.

What do you think of the Bundesliga and its social media activities? Are you interacting with your favorite team on one or more of the social media platforms?


Wimbledon On Social Media: The Diverse Popularity Of The Four Finalists

Wimbledon 2013 is over. The winners of the single player finals are Andy Murray and Marion Bartoli. The two matches were very different in their course. While the match between Sabine Lisicki and Bartoli seemed to be very unequal and was decided quickly, the match between Andy Murray and Novak Djokovic was much more on an equal footing. If you take a look at the social media profiles of the four finalists some interesting differences are obvious.

We took a deeper look at their performance on Facebook and Twitter and concentrated our analysis especially on the days before, while, and after the final games.

The first chart, the fans total chart, will give a first overview about the total number of Facebook fans of each player.

Wimbledon On Social Media – The Fans Total Chart

Fans Total Chart For Wimbledon On Social Media

At first glance we see that the both male players are much more popular on Facebook then the two females.

Additionally, the fan total chart shows us a quite unexpected picture. Both winners, Murray and Bartoli, have less fans than their rivals who were beaten by them in the finals. Surprisingly, the only number of fans which grew significantly in this timeframe were the ones of Andy Murray. This stands in contrast to Marion Bartoli’s fan change rate, which didn’t increase noteworthy after she defeated Lisicki.

What’s about the Twitter followers?

Wimbledon On Social Media – Followers Total Chart

Followers Total Chart For Wimbledon On Social Media

We can see the same distribution as on Facebook – Djokovic leads infront Murray and Lisicki in front of Bartoli. The strong growth of Murray’s Twitter followers is leaping to the eye.

The next chart is the Facebook People talking about this chart. This chart sums up how much fans interacted during and after the finals.

People Are Talking About This Chart

PATAT Chart For Wimbledon On Social Media

Andy Murrays fans were by far the most active during the last days – especially after he won the match against Djokovic. Second are Sabine Lisicki’s Fans, which surely felt sorry for Lisicki losing her match so definite and therefore interacted a lot. Marion Bartoli’s fans where the most inactive of all supporters.

As often we finish our analysis with the Key Metrics Radar chart to get the final overview. Again the timeframe is focussed on the last 6 days:

Wimbledon On Social Media – Facebook Radar Chart

Radar Chart For Wimbledon On Facebook

It’s no big surprise that Andy Murray wins in the Metrics own posts and in the total interactions. Again the big contrast to Marion Bartoli is noticeable, since she lays far behind Murray in these two metrics.

Djokovic and his fans apparently were rather inactive the last days – he only takes the lead in the total number of fans. Sabine Lisicki surprisingly also wins in two metrics, the People talking about this rate and fan change rate. It seems that although she lost the final, she got even more popular on Facebook. Bartoli only wins in case of the Interaction rate – which was predictable since her Facebook fan base is very small.

To conclude, although Sabine Lisicki and Novak Djokovic lost their matches, they have more fans and followers than their antagonists on social media, which is an interesting result. Murray’s social media popularity increased fast after he became this year’s Wimbledon champion. Marion Bartoli instead, didn’t use her social media audience to celebrate her victory.

Whats your opinion on this?


NHL On Facebook – Which Stanley Cup Finalist Showed More Commitment On Facebook?

Blog Opener NBA On Facebook

The Stanley Cup 2013 is over! The Chicago Blackhawks defeated the Boston Bruins in game 6 and won the series 4:2. It was their second Stanley Cup in the last four years – their fans celebrated their victory till the late night, and also on their Facebook page the Blackhawks proudly posted much photos of the new champions – in contrast to the Boston Bruins, who didn’t make any statement since their smackdown on Facebook. No wonder, since the two late goals of the Blackhawks which came within 17 seconds tragically smashed the Bruins dream to make it to game 7.

As implied above, today we want to take a look at the Facebook performance of both finalists. Which team did a better job to engage their supporters during the last 6 months? And which team has the most active fans? Let’s find it out.

We start our analysis by getting a first overview about the fan distribution:

The NHL On Facebook – The Fan Distribution Chart

Fan Distribution Chart NHL On Facebook

A very balanced picture! While the Boston Bruins have 1.38 million Facebook Fans, the Chicago Blackhawks follow with 1.34 million supporters. This fight won’t be decided by the number of Fans, that’s for sure. But which number of Facebook Fans is growing faster? Let’s take a look:

NHL On Facebook – Fan Change Rate

Fan Change Chart NHL On Facebook

The number of Fans has grown fast during the last months for both teams, especially in the time from May till now. Nevertheless the Chicago Blackhawks take the lead in this metric, since their growth rate is higher than those of the Bruins – their victories in the last final games surely had something to do with that.

Time for our next chart.

NHL On Facebook – Post Type Distribution

Post Type Distribution Chart NHL On Facebook

While the Boston Bruins are posting 73% photos, 19% videos, 5% links and 1% status messages, the Chicago Blackhawks are using over 95% photos and less than 5% of other formats – which sounds a bit one-sided. The Bruins are the team that evidently has the more balanced post type distribution.

The Final Overview – The Key Metrics Radar Chart

Radar Chart NHL On Facebook

This chart shows us that the Boston Bruins are ahead of the Chicago Blackhawks in significant metrics like the total interactions and the People Talking About This Rate. On the other hand only the Blackhawks allow user posts and respond to Fans, which is a big advantage and shows their commitment to engage their supporters.

Let’s conclude: The Boston Bruins are taking the lead in nearly all metrics – but only with a small advantage. Nevertheless only the Chicago Blackhawks allow user posts and responds to them, which is a very big Brownie point.

So we got a relatively balanced result after our analysis. But of course the winner of the Stanley Cup 2013 in the real life are the Chicago Blackhawks, who – in my opinion – fought well and deserve the title. What do you think? And who you wish to be in the finals next year?

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