The San Francisco Giants aren’t just winning the World Series two games to none â€" they’re also killing it so hard on social media they’ve managed to match President Obama’s social popularity with a near-maximum Klout score of 99.
The Giants have long been one of the most digitally advanced teams in sports, but a Friday morning tweet by Bryan Srabian, the team’s digital marketing director, noted the Obama-tying social milestone. Chances are extremely high that’s a record for any sports-world entity, but Klout has not been able verify that for us just yet.
For comparison, the Detroit Tigers, San Francisco’s World Series opponent, are currently boasting a Klout score of 93. Justin Bieber was previously the only person to achieve a Klout score of 100, but his ranking has fallen to 91 after the company reshuffled its secret algorithms in August.
So how are the Giants doing it? An uptick in Bing searches â€" which are factored in to Klout scores â€" is likely one reason, but the team’s tech-savvy fan base and top-shelf Twitter engagement efforts probably play a bigger role.
The team has been heavily promoting the #SFGiants and #OrangeOctober hashtags as primary rallying cries throughout the playoffs, but also gotten creative with other clever conversation points. As comeback victories became a trend, for example, the team began adopting the hashtag prefix #Rally â€" first with #RallyZito for starting pitcher Barry Zito, then for other players as well before getting even more creative.
On Wednesday, the Giants’ official Twitter account christened the team’s trip to Detroit for Game 3 as a #RallyFlight. Before that, #RallyEnchiladas became an official hashtag in honor of pitcher Ryan Vogelsong’s favored pre-game meal, and fans tweeted a deluge of enchilada photos to his wife Nicole:
Unreal the amount of enchiladas being tweeted to me right now! Love it! Here are Ry’s @sfgiantsfans #RallyEnchiladas twitter.com/nicolevogelson…
â€" Nicole Vogelsong (@nicolevogelsong) October 21, 2012
“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,†Srabian told ESPN.com. “Even just from the eyeball test, you can measure [the engagement] is high. It’s really exciting.â€
Of course, sterling performances by Giants players don’t hurt the team’s social engagement either. During Wednesday’s Game 1, third baseman Pablo Sandoval tied a World Series record by hitting three home runs. According to Major League baseball, the words “Pablo,†“Sandoval†or “Panda†(his nickname) were included in 20 percent of the the game’s 813,000 total social media comments.
Thumbnail image courtesy SFGiants.com
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