31 Jan Patriots vs. Eagles: Who’s Winning the Social Media Super Bowl?
With less than a week until the Super Bowl, social media buzz is rapidly heating up as every football fans takes to Twitter to offer his or her two cents on the big game.
Are the Patriots going to crumble under the weight of internal turmoil? Is Nick Foles going to lead his team to victory despite being a backup most of the season? Will Tom Brady throw 12 touchdowns in a blowout? We’re not sure, but there’s likely someone who has offered each of these opinions on Twitter since the Patriots vs. Eagles matchup became official.
Patriots vs. Eagles
From Monday, January 22 to Monday, January 29, there were more than 2.4 million mentions of “Eagles” and “Patriots” on Twitter — and that’s not to mention the uses of “Pats” or “Philly” to mention the teams. For the sake of evening the playing field, we limited conversation to the proper team names.
To answer the question of which team is driving the most buzz in the lead-up to the Super Bowl, the answer is definitively the Eagles. There were 1,321,000 mentions of the Eagles within the United States during this time period, good for 53% share of voice compared to the Patriots’ 1,170,000 mentions (47%).
We know that the Eagles are winning the overall social conversation game, but what about the quarterbacks? Are users talking about Touchdown Tom’s quest for a second consecutive Lombardi Trophy or are they focusing on the Eagles’ backup who has led them to the big game? And where does injured Eagles starter Carson Wentz fit into the conversation landscape?
Brady vs. Foles (vs. Wentz)
Just like he does on the football field, Brady had dominated the social media mentions over the last week compared to both Foles and Wentz, accounting for 67.3% of all mentions amongst the trio with more than 285,000 mentions.
Foles came in second, just like Vegas thinks he will on Sunday, with 106,000 mentions for a 25% share of voice. And Wentz is probably the most talked-about player who won’t actually be playing in the game, earning 32,400 mentions for a 7.7% share of voice amongst the three quarterbacks.
Like Benjamin Franklin once said, the only three things that are certain in this world are death, taxes, and people obsessing about Tom Brady.
#FlyEaglesFly vs. #NotDone and #GoPats
From a social media marketing perspective, it’s interesting to note how the two teams are using hashtags on Twitter ahead of their face-off in Minnesota.
Both the Patriots and Eagles have selected a hashtag (or two in the case of the Patriots) to promote heavily on social media leading up to the final game of the NFL season. The Eagles are, of course, using #FlyEaglesFly. The Patriots opted for #NotDone and #GoPats.
Interestingly enough, the Eagles’ one hashtag is being used significantly more than the two Patriots branded hashtags combined. There have been nearly 400,000 uses of #FlyEaglesFly in the United States during the time period we evaluated, while only 61,300 tweets have used the two Patriots hashtags.
What It All Means
And now we get to the most important question of all: Will the social media conversation around the Super Bowl affect the outcome of the game? We’ll have to wait and see. But we do know that social media can drive measurable business results. Interested in finding a digital partner to help you achieve the best results for your business? Drop me a line at [email protected], and be sure to sign up for our mailing list and check out our work.