April 6, 2012
It was big news in the world of sport that BBC would not own the full rights for Formula 1 coverage for the 2012 season. Sky Sports have launched a new channel, Sky Sports F1 HD, and have broken the hearts of many a football fan by giving Georgie Thompson a lead presenting slot on the channel. After the first race in Albert Park, Melbourne at the Australian Grand Prix, where Jenson Button raised the chequered flag, I was given some very interesting social media statistics from Socialbakers, a social and digital analytics company. They were able to track the Facebook engagement rates of drivers and teams between 16-19th March and it brought about some interesting conclusions.
Is it often said that success breeds success, so what this analysis allows us to do is see if success in competition has a direct relation to increasing engagement on Facebook (or other social media platforms). Socialbakers defined their engagement rate to be the average number of likes, comments and shares per post on a given day, divided by the total number of fans for a page. This shows the percentage of your fan base that interacts on average with your post.
Needless to say, in Jenson Button’s case, the winner of the first race of the season, success certainly does breed social success as his engagement rate from his 664 fans increased by 28% in the 4 day period. I was shocked myself to hear of Button’s abysmal fan base total on Facebook, especially considering Lewis Hamilton boasts a modest 1.1 million fans. Fernando Alonso had the second highest engagement rate at 4.48%, with 10,152 fans. McLaren are the most popular team on Facebook, echoing their driver Lewis Hamilton’s impressive social figures, with 465k fans. Red Bull are 2nd with a close 463k fans and current champion Sebastian Vettel is also 2nd most popular driver with 827k fans. It’s fair to say that McLaren and Red Bull are dominating Formula 1 with these figures, and with 2 wins of the previous 3 championships, the trend of social media possession looks set to continue.
With strong brand visibility on Facebook, it allows team sponsors like Vodafone and aigo to benefit from their teams successes. It will be interesting to see how Ferrari develops their presence over the coming months, especially after Fernando Alonso won the 2nd Grand Prix in Malaysia on 25th March, and with Alonso having an ever increasing engagement rate with his 10k fans.
Thanks to Socialbakers for their stats that developed the basis for this post.This entry was posted in Digital Sport. Bookmark the permalink. ← Shamrock Rovers v Bohemians: Aaron Greene & Karl Moore Derry City v UCD: Kevin Deery Analysis →