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Volume 21 No. 18
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A look at social media engagement in U.S. college, pro team sports


Ohio State is No. 1 — at least when its athletic department’s social media presence is compared to the rest of its collegiate brethren, according to MVPindex, a firm that measures social media impact and return on investment.

The MVPindex score is a proprietary algorithm that factors in audience reach, engagement, conversation, sentiment and impact/value. Taking into account all of those metrics, the data shows that Facebook is by far the dominant and highest-performing channel for colleges and universities.



 SportsBusiness Journal and Hookit teamed up again to see which teams have the most socially engaged fan bases. For this study, Hookit analyzed all Facebook, Twitter and Instagram posts made by all MLB, NBA, NFL, NHL, MLS, NASCAR and WNBA teams from Oct. 1, 2016, to Sept. 30, 2017. Overall, nearly 1.5 million posts and 3.53 billion interactions were captured from that period. A composite score was established by Hookit that took into account factors such as number of followers per social media channel, how often fans viewed the posts, how often they shared them, the average number of likes, new followers added and many more.