DALLAS, Nov. 20, 2017 /PRNewswire/ -- After an epic World
Series that lasted seven games, the 2017 Major League Baseball
(MLB) season has come to a close, and today MVPindex unveiled the
teams, players and content that defined the year in social media
for MLB.
To determine the most valued MLB athletes, teams and posts on
social media this year, industry-leading social measurement and
valuation platform MVPindex ranks them using a proprietary
algorithm that evaluates social activity throughout the past year.
The MVPindex score is composed of three different variables: Reach,
Engagement, and Conversation. Scores are displayed as a normalized
scoring range between 0.00 and 1.00, and are measured relative to
the other entities in their respective categories.
Beginning with Opening Day 2017 through the end of the World
Series, the most Socially Relevant MLB Athletes (based on their
MVPindex score) are:
- Javier Baez
- Bryce Harper
- Mike Trout
- Marcus Stroman
- Anthony Rizzo
- Adrian Gonzalez
- Yadier Molina
- Hunter Pence
- Robinson Cano
- Justin Turner
Javier Baez was able to grow his
social media reach by 26 percent during the season to become the
top MLB player on social, with the biggest growth occurring after
he was featured in the ESPN Body Issue. Baez was also the top brand
ambassador on social for David Seeds
and Toyota.
Despite Aaron Judge's rise this
season, he ranked just 36th on social among MLB players
due to lack of posting on his channels. But when he did post, fans
responded: Aaron Judge took four out
of the Top 10 spots among social media posts from MLB players,
specifically his Instagram posts during the 2017 post-season and
during his first All-Star Game in Miami where he won the Home Run Derby. In
fact, Judge gained more than 100,000 new followers in one day after
his Home Run Derby championship.
2017 saw teams and players using Twitter for real-time updates,
energizing fans who were following the conversations around the
games. Instagram was the winning MLB platform as fans engaged with
fun and authentic content posted by their favorite players.
Instagram also had the largest growth of all platforms, increasing
from 565 million engagements in 2016 to 773 million in 2017.
According to Kyle Nelson,
co-founder of MVPindex, MLB teams and players are realizing that
social media is the future of building authentic fan engagement.
And for those who have the right playbook, it's also a
cost-effective way to generate real value – not only for themselves
but for the brands they represent.
From a team standpoint, the New York Yankees and Los Angeles
Dodgers finished the season #1 and #2 respectively on the MVPindex,
dominating the Top 20 team posts with content that featured the
Yankees beating the Cleveland Indians to advance to the ALCS and
the Dodgers' first World Series appearance since their win over the
Oakland A's in 1988.
The Houston Astros, this year's World Series champions, started
the regular season ranked 20th. After their World Series win, the
Astros reached the 1 million followers mark on Twitter and rose to
the 12th spot in the MVPindex team rankings. The Cleveland Indians
went up six spots from last season, coming in at #10 for 2017.
The Top 10 most socially valuable teams on the 2017 MVPindex
are:
- New York Yankees
- Los Angeles Dodgers
- Chicago Cubs
- Boston Red Sox
- Toronto Blue Jays
- San Francisco Giants
- New York Mets
- Texas Rangers
- St. Louis Cardinals
- Cleveland Indians
When it comes to being an effective brand ambassador,
Marcus Stroman took top honors –
generating more than $2 million in
value (MVPindex EVA™) for his partners, which include Jordan Brand, New Era and American Express.
During the 2017 MLB season, players combined to post more than
67,300 times across all social channels, including 3,745 posts on
behalf of brands. $141 million worth
of social value was generated from the MLB (league, teams, and
players). In 2016, the MLB generated $98.9
million worth of social value.
"This season we saw fans consuming sports content differently.
They turned to digital, mobile and social platforms rather than
traditional media channels, and it created compelling opportunities
for brands," MVPindex's Nelson said. "It's now more important
than ever for brands to have a dedicated social strategy to meet
fans where they are and a measurement platform to help them
understand the true value of their marketing spend."
The Top 5 MLB-activated brand campaigns and their respective
social media value for the year are:
- Papa John's Papa Slam campaign ($10
million)
- Esurance's All-Star Game Ballot campaign ($8.5 million)
- T-Mobile's Home Run Derby sponsorship ($6.5 million)
- Majestic Athletic's Starting Lineup campaign ($3.4 million)
- Mastercard's All-Star Game sponsorship ($2.3 million)
About MVPindex
Founded in 2014, MVPindex was the first social media intelligence
platform to analyze athletes' social media portfolios and calculate
their digital brand value. Today, MVPindex is a comprehensive
social media index and valuation platform for the sports and
entertainment industries, offering real-time analytics on more than
65,000 athletes, entertainers, teams, leagues, and brands ranked
across the most popular social platforms. The MVPindex Engagement
Value Assessment™ (EVA) has become the de facto industry standard
for calculating the monetary value of social media campaigns and
properties. MVPindex clients rely on this data and insight to make
strategic decisions about brand ambassadors; evaluate their
partnerships; maximize sponsorships; and see what is resonating
with their fans. For more information or to request a
demonstration, visit www.mvpindex.com.
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SOURCE MVPindex