Category Archives: Hookit

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Tracking Social Engagement for the College Football Playoff Top Six

Data provided by sponsorship valuation company Hookit shows how the College Football Playoff top six teams fared over the last week in terms of social media engagement. Hookit tracked the likes, shares, comments, and video views for posts by each school on Facebook, Twitter, Instagram, and YouTube.
Though just outside the top four, and so currently scheduled to miss out on inclusion in the Playoff games, No. 6 Georgia had the biggest bump in engagement this week, as measured by Hookit.. The Bulldog huge jump came thanks to their 36-17 victory over then-No. 13 Florida last Saturday. (And importantly for Georgia’s hopes, Florida even climbed the rankings to be picked No. 11 by the CFP committee on Tuesday.)
Being named No. 3 ahead of undefeated Notre Dame, also helped 7-1 LSU tick up in engagement on Wednesday.
(Illustration by SportTechie, Data provided by Hookit)
No. 4 Notre Dame looked like the biggest bust of this six in terms of the engagement value of its posts. The Irish had a huge 15,099 posts over the week, especially leading up to the CFP rankings on Tuesday, but only translated that into a total engagement of just over 1 million—68.7 per post. None of the other top six had less than a four figure engagement per post.
(Illustration by SportTechie, Data provided by Hookit)
YouTube was the least important social platform in terms of engagement for the CFP top six teams. Georgia marked the middle ground in terms of overall usage. Like all the other teams, the Bulldogs had comparatively low engagement on Twitter, but Georgia also had almost even engagement on both Facebook and Instagram. At the extremes, No. 1 Alabama’s engagement was predominantly through Instagram, whereas No. 2 Clemson, LSU, and No. 5 Michigan all did much better through Facebook.
(Illustration by SportTechie, Data provided by Hookit)

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Hookit Will Help Cleveland Indians Track Sponsorship Value

Sponsorship valuation company Hookit has agreed to a multi-year partnership with the Cleveland Indians. Hookit is the leading platform for quantifying sponsorship value earned across all forms of social and digital media for brands across the sports industry.
Using the Hookit Valuation Model, the Indians will track and measure social media engagement on accounts related to the team, players, media, and fans. The sourced data will be leveraged by the Indians for future negotiations with potential sponsors.

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“Cleveland fans have proven to be among the best in the country, which will certainly shine through as we help the Indians prove the value they are creating for their sponsor brands,” said Kimberly Cook, Hookit’s Chief Revenue Officer, in a press release.
As part of the deal, the Indians will also receive access to Hookit’s competitive analysis tool, which compares the Indians digital and social media sponsorship ROI against the other 29 MLB teams. Hookit has already worked with brands and rights holders across sports, including the Oakland Raiders, Indycar, and the Washington Wizards.
“With Hookit, we are excited to complement our on-field success with optimized content and more value for our team sponsors,” said Ted Baugh, Senior Director of Corporate Partnership for the Indians, according to the press release.
SportTechie Takeaway
Major League Baseball is becoming increasingly dependent on data analytics, from the way teams are constructed on the field to how team’s evaluate sponsorships off the field. This year’s World Series champion Boston Red Sox were applauded by SABR president Vince Gennaro for the club’s effective use of performance data. While Hookit is used mainly by traditional sports teams and organizations to measure digital media sponsorship valuation, a new Nielsen-backed data firm recently emerged to measure similar sponsorship ROI for brands within esports.


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