Harnessing the Impact of Social Media on MLB and NFL Fans

Harnessing the Impact
of Social Media on MLB
and NFL Fans in 2010

info@catalystpublicrelations.com

Research Approach
• Online surveys conducted by Greenfield Online
– Over 1,300 online interviews with MLB and NFL avid fans who use
social media

• Surveys are nationally representative of MLB and NFL fan
based on gender and age

Margin of error is +/- 5% at a 95%
confidence level

Key Findings


1. Social media is increasingly being seen as a primary
sports information resource, but not the most trusted
one

Is Facebook the new ESPN? Of course not.

But social media sites are increasingly
playing greater roles as
go-to sources for the latest MLB and NFL news.


What we
learned

FREQUENCY :
Social Media
ranks #2 for
primary
information
source for fans!

Source: Sports Fans and Social Media Survey, Catalyst 2010


What we
learned

TRUST:
Social Media
ranks #5 by fans
for trusted
sources of
information



Implications for Marketers

Social media is not the
only stop for fans in
their information journey -
Brands should use their
existing equity to establish
credibility across all
mediums.


2. Facebook is not the only social network used
by fans

Facebook may be the 800 pound gorilla
of social media, but it is by no means the only
social media destination for MLB and NFL fans.

Other social media sites, including MySpace,
are still important properties to engage these fans.


What we learned

• Watch and listen to highlights • Real-time information
• Create Content • Authentic athlete and
• Pass along interesting and expert engagement
humorous information
to others
48% 35%

• Engage with other fans •Engage with other fans
• Social link sharing • Social link sharing
• Reach and Frequency • Smaller cities and south
and central U.S.

81% 40%



3. Fans primarily use social media tools after the game

While MLB and NFL fans use social media mostly after the game
differences do exist based on sites and age of fans.


What we learned

59% 69%
fans use Facebook
before a game
Use Facebook
after a game

27% 38%
fans use YouTube
before a game
Use YouTube
after a game
• This is especially true among older fans, over half use social
media tools most after the game


4. Fans want more athlete engagement

Fans want to know the players better.
Fans want greater insight into wants going on behind the scenes.
Fans want to hear from athletes in their authentic voice.


What we learned

• Over three-fourths of fans want the athletes to engage with
them directly through social media
– This is especially true among younger fans, who are more
interested in connecting with players through social media

• More than one-third of fans seek additional team and player
insights, and “behind the scenes” content



Implications for Marketers

Develop new content channels -
Athletes, brands and leagues
need to understand the desire for
consumer content and look for
unique mechanisms to best
channel this desire. Aggregating
areas of interest, such as the
young stars of MLB, could create
consumer platforms.


5. Fans that use social media to follow MLB / the
NFL are more passionate and engaged fans

Social media goes beyond simply making people more
interested in MLB and the NFL. Fans that engage in these
sports through social media are more
passionate and engaged fans.


What we learned
• More than half of fans consider themselves “bigger fans” since
they started following these sports using social media
– This is even greater among younger and more affluent fans

• Social media has made fans enjoy the fan experience even
more. Fans can now:
• Get more up-to-date information (68%)
• Be a more knowledgeable fan (66%)
• Get into more discussions (59%)

• These fans spend more time watching or following MLB and the
NFL
– Since they started using social media, 2/3 of fans watch more games on
TV



Summary of key findings
1. Social media is increasingly being seen as a primary sports information
resource, but not the most trusted one

2. Facebook is not the only social network used by fans

3. Fans primarily use social media tools after the game

4. Fans want more athlete engagement

5. Fans that use social media are more passionate and engaged fans


Thank You
For more information please checkout our website at
www.catalystpublicrelations.com

Email us at info@catalystpublicrelations.com

Contact Us via LinkedIn:

Bret Werner – Managing Partner

Shripal Shah – SVP, Digital


New York • Los Angeles • Charlotte
www.catalystpublicrelations.com

NOTICE

THESE MATERIALS CONTAIN
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therein) to anyone without the express written consent of Catalyst Public Relations,
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