As I have done a few times before, I’m going to present Twitter analytics for Major League Baseball team twitter accounts concerning fan engagement. In the initial off-season analysis, the Mariners had the most fan engagement over the off-season. In May, the Cubs blew all the other teams away by responding to fans, and the Yankees scored at the bottom both times.
This post will expand upon the original engagement metrics (retweets, replies, media and favorites) and add emoji metrics. I’ve addressed emojis before, albeit briefly in regard to which emojis different fanbases used, but this analysis will look specifically at team’s social media accounts.
The interaction metrics, replies, retweets and favorites, measure how often the team interacts with fans. A reply requires the most time and retweets are a form of endorsement. These both create more engagement than a favorite. The inclusion of media and emoji does not denote a personal interaction, but they communicate in a different way than text does. Images and video can show behind-the-scenes actions, lineup cards, or highlights. Emoji, while sometimes criticized for being silly, are continually changing digital media, facilitating the communication of emotion. The fire emoji in particular is use to denote “hot” players, strikeouts or outstanding plays.
The tweets used in this analysis were collected from June 15, 2015 to the All-Star break (July 16, 2015). I detailed the original collections methods the first post. I added to these methods by counting the number of tweets that contain emojis and denoted if there was a fire emoji used. I omitted any retweets from both the emojis metrics in order to capture the emoji use of each specific team. The general emoji metric is a count of tweets with any emojis in it, and the fire emoji metric is the count of tweets with a fire emoji present.