Recent analysis of social media engagement shows that people really, really are engaged with sports. They watch it on cable or network television. They Tweet about it, Like it on Facebook and Check-in often. Whether it was the Oklahoma Thunder v the Miami Heat or the Euro 2012 soccer finals, Twitter went wild with fan commentary. In fact, with the exception of the NBA finals, European soccer had more social media buzz than all television shows, including Justin Bieber’s All around the World, the Today Show and House. Well, on the cable side of things there was Sponge Bob which had more social engagement than The Big Bang Theory – the highest rated television show on the list. The social engagement numbers go beyond mere viewing of these shows into the world of social sharing on the aforementioned Twitter, Facebook, Instagram and more. Something could be classified as a flop due to few viewers but still rate well in social engagement due to intense fans – this was the case with Bieber.
Among several companies involved in calculating social media engagement, there is Trendrr. In order to arrive at a social media engagement score, they track telecasts and record social interactions around all the shows that they track. In May for example, Trendrr said they tracked 5.5K telecasts along with more than 71 million social media interactions to arrive at their rankings. The data showed that sports was the most engaging genre of all television broadcasts with the Lakers/Nuggets being the most socially engaged ‘media event.’ Sports further bled into the ‘Reality’ genre with Basketball Wives being the most socially engaged reality show. The ultimate goal of social engagement scoring is to provide useful information for marketers and brands – or it could be just about looking at the data for fun and trivia games.