Which Sports Media Giants Are Scoring Big on Twitter?

Which Sports Media Giants Are Scoring Big on Twitter? Lucy Hitz Blogger Extraordinaire Simply Measured

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The sports industry is constantly evolving. As a result, the media companies keeping us in the loop publish an incredible amount of content, engage audiences around the world, and develop massive Twitter followings. Today, let’s take a look at some of the sports media companies that keep us all informed.

There are several commonalities between the sports media giants I compared on Twitter between 2/1/15 and 2/19/15: @BleacherReport, @SINow,  @espn,  @Deadspin, and @Grantland33.

For instance, they all see the most engagement on photos — 82% of interactions on all sent Tweets, to be exact. This makes sense, since these digital dunkers are posting photos most frequently as a content type, knowing it appeals well to their social audience.

Twitter Benchmarks
Q4 2014

But despite what these media brands have in common, each  excels in its own way on Twitter. Let’s look a little more closely at these champions to find out who’s winning what and how they’re doing it.

@BleacherReport Has Engagement on Lock 

This chart from the Simply Measured Twitter Competitive Analysis compares engagement for @BleacherReport, @SINow, @espn, @Deadspin, and @grantland33 between February 1-19, 2015.
This chart from the Simply Measured Twitter Competitive Analysis compares engagement for @BleacherReport, @SINow, @espn, @Deadspin, and @grantland33 between February 1-19, 2015.

Between February 1-19, @BleacherReport scored over 1.1. million in total engagement.

@BleacherReport held 78% of market share for engagement among the accounts analyzed.

They win a lot of this engagement from videos, illustrated by the fact that this was their most engaging Tweet during this time period.

Clearly, combining timely, embedded visual content, entertainment, and sports is a winning engagement-driving strategy for the Bleacher Report brand.

@espn Has Followers Galore 

You can’t beat @espn when it comes to follower count. The sports behemoth clocks in at 16.4 million followers to date.

Screen Shot 2015-02-20 at 2.45.21 PM
This chart from the Simply Measured Twitter Competitive Analysis compared follower count and growth rate for @BleacherReport, @SINow, @espn, @Deadspin, and @grantland33 between February 1-19, 2015.

With a massive media network that includes multiple television channels, web properties, and social presences, @espn has its hands in everything, both as the source for sports events and the most cutting-edge news about those sports events.

It’s a fail-proof recipe for a big social follower count, especially on Twitter, where real-time updates and reactions to events are huge components.

@SInow Wins with Impressions

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This chart from the Simply Measured Twitter Competitive Analysis compares Impressions and Reach for @BleacherReport, @SINow, @espn, @Deadspin, and @grantland33 between February 1-19, 2015.

@SInow drove the most impressions on Twitter at 2.4 billion during this given time period by tweeting frequently and maintaining an influential, active follower base.

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This chart from the Simply Measured Twitter Competitive Analysis compares the number of brand Tweets sent by @BleacherReport, @SINow, @espn, @Deadspin, and @grantland33 between February 1-19, 2015.

@SInow  also retweets influencers very often, which keeps  the impressions  a-flooding in.

The Challenge for Media Companies on Social 

Especially for media companies, social is an incredible means of disseminating content and getting it in front of new eyes that will actually find it relevant.

Since social is the delivery mechanism, many media companies aim to always reel folks in with social content but keep them directed towards their site. Other media companies see their social presence as a personality and entity of its own. Many media companies fall somewhere in the middle.

Which media brands, sports or otherwise, do you see excelling on Twitter and targeting their content enviably? Let us know in the comments below!

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Lucy Hitz

I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.