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SBD Global/February 24, 2014/Olympics

Facebook, McMorris Lead Social Media Engagement As Sochi Games Wind Down

As the Sochi Games come to a close, Facebook has passed Instagram as the social network with the most interactions, with 60% of total fan interactions. In second was Instagram with 32%, followed by 8% for Twitter. In a new report by Hookit, 885 int'l athletes were tracked on social media for the time frame of Feb. 4-20, and they combined to have nearly 25 million fan interactions across the three main social networks. The athletes have also combined to add almost 7 million new fans. The most popular athlete through the Games continues to be Canadian snowboarder Mark McMorris. His Instagram dominance over other athletes is evident in the fact that he has nine of the 10 most popular Olympian photos posted to the site. He has added more than 368,000 social media fans over the course of the Sochi Games. A closer look into the data compiled by Hookit delivers a good glimpse into the power of the different social media outlets by region. For example, McMorris has been the most popular Olympian with both new followers and fan interactions, with a majority of those on Instagram. Conversely, Dutch speedskater Sven Kramer and Slovenian alpine skier Tina Maze both see almost all of their fan interactions on Facebook. Popular U.S. athletes usually see more even distribution across all networks.


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