Which Sports Media Giants Are Scoring Big on Twitter?
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.
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.
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
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.
— Bleacher Report (@BleacherReport) February 14, 2015
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.
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
@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.
@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!
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. 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.