How the World Series Was Won on Twitter
The San Francisco Giants’ 2012 World Series title is especially fitting for Mashable readers, as the team has consistently ranked among sports‘ best in social media as well. So great was the Giants’ social impact this year, in fact, that the team actually matched Barack Obama last week with a near-max Klout score of 99.
The Giants just swept the Detroit Tigers in four games and, according to the infographic below, the battle in the Twittersphere was nearly as one-sided. Just over 700,000 tweets used the hashtags #WorldSeries, #SFGiants or #Tigers, with #SFGiants accounting for half of those. #Tigers was used in 196,000 tweets and #WorldSeries in just over 154,000.
According to Major League Baseball, total social comments for the entire postseason topped 10 million and more than doubled the 2011 playoffs’ total volume. But how did the Giants dominate that online conversation so handily? Twitter played a central role.
“The number of people talking about you, the positive sentiment, the way that people are using our hashtag, you can tell we have a really passionate fan base,” Bryan Srabian, the team’s digital marketing director, told ESPN.com last week. “Even just from the eyeball test, you can measure [the engagement] is high. It’s really exciting.”
The team heavily promoted the #OrangeOctober hashtag throughout the postseason and spun off a number of other creative hashtags as the playoffs wore on. A string of comebacks led to the hashtag prefix #Rally becoming a Giants staple — first with #RallyZito for starting pitcher Barry Zito, then for other players as well. #RallyEnchiladas even became an official hashtag in honor of pitcher Ryan Vogelsong’s favored pre-game meal, and fans tweeted many an enchilada photos to his wife Nicole.
Of course, historic on-field performances didn’t hurt the Giants’ social cause either. During Wednesday’s Game 1, as third baseman Pablo Sandoval tied a World Series record by hitting three home runs, the words “Pablo,” “Sandoval” or “Panda” (his nickname) were included in 20% of the the game’s 813,000 total social media comments according to Major League Baseball.
For more on how the World Series played out on Twitter check out the infographic below, then let us know in the comments — how did you follow the World Series online?