Social Media Predicts the Super Bowl

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Track Social's social media analytics platform has been used to predict the winner of Super Bowl XLVI. In 2008, Super Bowl XLII went down in history as the greatest Super Bowl of all time. The New York Giants surprised the nation by defeating the New England Patriots by just 3 points. Now, four years later, the two teams will meet again, and Track Social is announcing which team it predicts to win based on it's study of millions of cells of social media fan data. Track Social (tracksocial.com) is a Social Media Analytics platform for Smart Marketing that compares brands against competitors and grades them on Presence, Audience, Engagement, and Buzz, as well as hundreds of other social marketing metrics.

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Track Social's social media analytics platform has been used to predict the winner of Super Bowl XLVI.

Using millions of cells of data and robust mathematical models, to benchmark the performance of the teams in the social media, Track Social discovered how to translate Social Media Activity into Super Bowl Victory.

Just like the real thing, the Social Super Bowl gets played in four quarters, each quarter representing one of the four pillars of social media success: Presence, Audience, Engagement, and Buzz.

The teams’ performance is analyzed on these metrics, and a prediction has been made as to which team will proudly raise the Super Bowl Lombardi trophy this Sunday. So will it be the redemption seeking New England Patriots? Or will it be another upset by the New York Giants? Let’s get to the game to find out!

**1st Quarter: Social Presence**

Social Media Presence measures a team’s visibility online, how well established and active it is on social media platforms like Facebook and Twitter. Establishing a dynamic online presence is the first step in capturing a social media audience, and in this quarter, the Pats are starting off strong with a Track Social grade of A. As for the Giants? B+. The Pats dominated the first quarter, now onto the second!

Patriots: A
Giants: B+
Social Presence Winner: Patriots

**2nd Quarter: Social Audience**

The Audience category measures the total number of ongoing relationships a team has formed through Likes and Follows. While both teams received “A” grades, for having solid social fan bases, this one goes to the Pats. Why? Because on Facebook alone, the Pats have well over 3 million fans, nearly twice as many as the Giants. With just 1.6 million fans, the Giants have some catching up to do. They’re seizing the chance to rack up as many new Fans as possible as they head toward the big game. Now, a team’s performance on the field is obviously a huge factor in generating new Likes and Follows and both teams stand to gain significant numbers this week. But all that new activity doesn’t guarantee success in the third quarter.

Patriots: A
Giants: A
Social Audience Winner: Patriots

**3rd Quarter: Social Engagement**

Engagement is about how successful a brand’s social media interactions are with consumers. In other words, when a team posts or tweets, does anybody care? Are there crickets or are there outpourings of comments, likes, and retweets? It’s possible for a team to rack up big numbers of Facebook Fans and still not capitalize on that audience if their online interactions fail to keep fans engaged. That’s why the game is never won or lost in just the first half. In this quarter, the Giants make a game of it – it’s a near tie in the engagement category with both teams receiving perfect grades. Charging up an already excited fan base is one of the best ways social media can magnify a brand’s momentum. And one can only imagine how crazy the fans get when their teams make the Superbowl.

Patriots: A+
Giants: A+
Social Engagement Winner: Tie

**4th Quarter: Social Buzz**

The 4th quarter is crunch time and in social media, Buzz is what the big plays are all about. Buzz is a measure of how much people are talking with, at, and about a brand in the Social Media Universe. Audience numbers and engagement scores definitely play into a brand’s Buzz, but so does the general level of chatter about all things related to a brand. So if a team was to make it to the Super Bowl – it'd be expected that the team would generate some Buzz! And so this quarter was close once again, A+’s to both teams! Another tie!

Patriots: A+
Giants: A+
Social Buzz Winner: Tie

**And the Winner is…**

When taken together, Track Social’s four Social Pillars: Presence, Audience, Engagement and Buzz, represent the most comprehensive metrics-based approached to understanding how and why some brands succeed online while others lag behind. And when it comes to the Social Super Bowl, hands down the trophy goes to the Patriots. Straight A’s ain’t easy, but leave it to the Pats to be a Social Media powerhouse.

Congratulations to the winners of Super Bowl XLVI, the New England Patriots!

Be sure to check out Track Social’s NFL Zone for all the latest news on what the NFL teams are doing on social media!

About Track Social
Track Social monitors, aggregates and analyzes the Social Media accounts of thousands of businesses across multiple social media platforms. It operates around the clock, collecting millions of data elements from social media platforms such as Facebook, Twitter, YouTube and LinkedIn.
For more information about Track Social, please visit http://tracksocial.com/

About Sprokkit
The maker of Track Social, Sprokkit, is a marketing agency based in Los Angeles, California. It prides itself on fusing the logical with the inspirational, and generally making sense out of a world full of nonsense.
For more information about Sprokkit, please visit http://sprokkit.com/

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Morgan J. Arnold
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