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Mexico Breaks Brazilian Hearts In World Social Final

Thu 12th Jun 2014 | World Cup 2014

The world’s premier footballing event in Brazil would be won by Mexico if the competition was based on social media audiences, according to programmatic advertising experts, RadiumOne UK.

In echoes of the London 2012 Olympic football final, Mexico would be surprise winners against the host nation with its enormous audience on Facebook swinging the result in its favour.

The Social Score methodology* devised by RadiumOne UK is based on a team’s total audience across leading global social networks including Facebook, Twitter, YouTube, Instagram & Google+. The Social Score shows the relative reach of each nation’s football team (as of 11th June 2014) and reflects the potential audience that it can unlock for sponsors and commercial partners.

Despite falling short in the final, the host nation Brazil comes out well ahead of rivals that might be expected to excel in social media, including the big European nations and the USA where the social networks were created.

The English FA is making strong use of social platforms to engage with England fans as demonstrated by a creditable performance in finishing third ahead of the Germans.

Mexico is just one of five teams in the competition chalking up points by having a presence on all major social networks. Fellow Spanish speaking nations Colombia, Uruguay, Ecuador and Spain are the only other nations to use all the major platforms simultaneously.

However, despite Uruguay’s commitment to using all of the major social networks, it would be faced with a shock exit in the group phase – despite the passion of the fans and the ability of the team, its social presence is not enough to get into the last 16, being pipped at the post in the rankings by Nigeria. Elsewhere in Group D, England and Italy are building engaged audiences far more effectively on the selected platforms they have chosen to communicate on.

Rupert Staines, MD Europe, at RadiumOne comments: “Engaging the fan community socially is a hugely powerful ‘twelfth man’ for any team and the brands supporting them. With their respective reputations, it’s not a massive surprise to see the likes of Brazil, England and Germany fighting it out at the top of the table, thanks to their consistent approaches to fan engagement although Mexico is more surprising.”

“However, there are still too many footballing nations, sports & content rights holders overlooking the importance of fan engagement as part of their wider commercial strategies. They are not tapping into 'Dark Social' and missing out on a significant commercial revenue opportunity.”

“Take our partnership with the FA for example.  They truly understand and action the commercial value from their 18m strong digital audience through RadiumOne’s platform tools.”

The results of the tournament, based on RadiumOne’s Social Score analysis would be as follows:

 

Stage 

Overall Social Rank

Team

Final

1

Mexico

Final

2

Brazil

Semi-final

3

England

Semi-final

4

Germany

Quarter-final

5

Columbia

Quarter-final

6

Italy

Quarter-final

7

France

Quarter-final

8

USA

Round of 16

9

Spain

Round of 16

10

Japan

Round of 16

11

Argentina

Round of 16

12

Portugal

Round of 16

13

Australia

Round of 16

14

Belgium

Round of 16

15

Netherlands

Round of 16

16

Croatia

Group

17

Uruguay

Group

18

Nigeria

Group

19

Greece

Group

20

Chile

Group

21

Ecuador

Group

22

Costa Rica

Group

23

Honduras

Group

24

Switzerland

Group

25

South Korea

Group

26

Algeria

Group

27

Ghana

Group

28

Russia

Group

29

Ivory Coast

Group

30

Bosnia & Herzegovina

Group

31

Cameroon

Group

32

Iran

 

An infographic, showing the relative sizes of each of the 32 nations’ social audiences is available here.

*The Social Score methodology devised by RadiumOne UK is based on a team’s total audience across leading social networks (including: Facebook, Twitter, YouTube, Instagram & Google+).

 

 

Posted by: Aaron Gourley 

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