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 the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.

He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.

He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon.

Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.

You can contact him at