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Volume 22 No. 14
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Valuing Budweiser’s social media buzz

Budweiser, MLB’s official beer, received more than $7.5 million in social media value last season as a result of posts made by 25 MLB clubs on Facebook, Twitter and Instagram, according to social media data firm Hookit.

The valuation is based on team posts that contained the Budweiser logo or one of Budweiser’s official hashtags. The

Bud gained big exposure in a video posted by the Cubs.
valuation was done across only the teams’ social media accounts, not players or fans. Additionally, the computations are based on actual interactions (likes, comments, shares), rather than potential reach.

Hookit combines social media interactions with a content promotion quality score using hashtags, mentions and image analysis, which takes into account logo size, clarity, quality and positioning in each image. The media value is driven by digital advertising / social media marketplace cost per engagement industry standards and uses algorithms to weight the value of each interaction.

Roughly 58 percent of the total value received by Budweiser came from posts by the Los Angeles Dodgers.

According to Hookit CEO Scott Tilton, the Chicago Cubs generated the study’s highest-valued single post ($128,000), a September Facebook video of Anthony Rizzo’s 100th career home run, which was deposited over a Budweiser sign at Busch Stadium in St. Louis.