The NBA has by far the biggest presence on Chinese social media site Sina Weibo with more than 27 million followers. Social media agency Mailman took a look at the presence of major U.S. sports leagues and their individual team presences across Sina Weibo, China’s No. 1 social media channel. Using KAWO technology, Mailman compared five major sports associations new to Chinese social media: the NFL, UFC, NHL, MLB and MLS, analyzing them against each other as well as the already established NBA. KAWO compiled a list of different statistics to measure involvement on Weibo: the statistics include the number of followers the organization has, the number of mentions, the engagement of the fans (average number of forwards, comments and likes per post) and the number of official accounts (individual teams in the organization on Weibo) (Mailman).
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| Source: KAWO |
U.S. SPORTS ON CHINESE SOCIAL MEDIA
|
Rank
|
League
|
Followers
|
Mentions
|
Engagement
|
Accounts
|
2
|
NFL
|
360,000
|
16,105
|
15
|
4
|
3
|
UFC
|
33,000
|
36,685
|
25
|
3
|
4
|
NHL
|
2,000
|
977
|
8
|
1
|
5
|
MLB
|
2,000
|
547
|
7
|
0
|
6
|
MLS
|
N/A
|
378
|
N/A
|
1
|
