Does Winning Have a Social Media Effect for Sports Teams?

Sports fans are passionate. No matter what sport you talk about, no matter where you are, sports fans rabidly consume many forms of media. How can sports teams capitalize on an industry where the NFL alone makes $9 Billion?

First, what motivates engagement? Are fans more passionate over a hard loss or a joyous win?
Here is the win/loss record of the San Francisco Giants mapped to the volume of their social interactions.

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Clearly, the Giants have more interactions when they win than lose, especially with home games.

To put it another way, are Giants fans likely to do this:



Perhaps the perfect social media strategy is to have winning team, right?

Here’s a curious observation:

When a team is winning, fans say “we” a lot:


When the team is doing poorly, fans say “you”.  Look at how Chicago fans react when the Bears resigned Jay Cutler to a controversial large contract:



Your digital presence is a conversation, not a sales pitch.

People want to celebrate, converse, and connect. Nurturing your fans at different stages will result in conversions — however you measure that.

Whether you are a sports team or a local business, everyone wants to share in your success and have a sense of belonging. They don’t want to just be pitched to (forgive the pun) every day. Managing your page like this well help drive success in the future.

How do you keep your fans engaged on your page? What do you do to help your fans feel like a community? Let us know!

Dennis Yu

About the Author

Dennis Yu
Dennis Yu is on a mission to create a million jobs.

He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.

He has been building brands and teaching marketing for over 13 years.

Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.

He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.

None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert,, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.

Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.

Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.

You can contact him at or on one of his social accounts below.