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.

Screen Shot 2013-09-11 at 12.23.33 AM

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:

World-Series-Giants-Tigers-Baseball-4

 

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:

WEBears

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:

 

YOUBearsCutler

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 co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.

You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.

You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.