Those with a finger on the pulse of how social media fits into a sports marketing strategy will have noticed that Facebook has launched more detailed insights for properties with fan pages. Some of these metrics are visible only to the admins, but one is public – like the number of ‘likes’ a brand has.
The new measure ‘Talking About’ – gives an indication of how active a page is, or to put it another way – how engaged the community is. It takes into account the amount of shares, posts, replies and other signals of involvement with the community.
Anyone can get likes. It’s as simple as using the Facebook advertising back-end to find people who might want to click a button in return for some street-cred or even the chance of winning something of value. Getting people to engage with your Facebook page over time is a bit harder – that requires creating interesting, relevant content.
We’ve had a look at the ‘talking about’ numbers for the 55 or so yacht racing brands that we monitor on a monthly basis.
The percentage number needs to be seen in context – obviously the lower the number of ‘likes’ you have, the easier it is to get a larger percentage of the audience engaged. So we have also listed the Top 10 by pure volume as well. This is also a spot check – so properties in the news at the moment will do better than dormant or non-active properties.
Top 10 ‘Talked About’ Yacht Racing properties by %.
| 1 | Team Sanya | 21.6% |
| 2 | Energy Team | 18.39% |
| 3 | Abu Dhabi Racing | 16.05% |
| 4 | Camper Emirates Team NZ | 14.40% |
| 5 | TeamKorea | 7.98% |
| 6 | Quantum Racing | 7.89% |
| 7 | World Match Racing Tour | 7.25% |
| 8 | Volvo Ocean Race | 7.19% |
| 9 | Oman Sail | 6.03% |
| 10 | Emirates Team NZ | 5.07% |
Top 10 ‘Talked About’ Yacht Racing properties by Volume.
| 1 | Volvo Ocean Race | 3624 | 7.19% |
| 2 | Sperry TopSider | 1890 | 1.90% |
| 3 | Oman Sail | 1244 | 6.03% |
| 4 | America’s Cup | 674 | 3.94% |
| 5 | Puma Ocean Racing | 444 | 3.00% |
| 6 | Cammas Groupama | 404 | 2.00% |
| 7 | Quantum Racing | 382 | 7.89% |
| 8 | Giovanni Soldini | 373 | 4.2% |
| 9 | World Match Racing Tour | 308 | 7.25% |
| 10 | Camper Emirates Team NZ | 301 | 14.4% |
