Sports aren’t really my thing… When I come to think of it though, I could name who the top sporting goods corporations are, partially because of their social buzz on different social media outlets. Even if you aren’t into sports; which company comes to mind when you think of sporting goods? Nike and Adidas are both multinational corporations that are engaged in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services of sporting goods. Both are known world wide and are top competitors in their market. Based on the social platforms Klout, Twazzup, and Google Trends, we can find out who really is the most “popular”. If Nike came to mind, THEN YOU ARE RIGHT!
When we look at comparability in terms of Klout buzz, Nike has a Klout score of 92, while not to far behind is Adidas’ Klout score of 90. The scores are very similar and close in case of social buzz. This means that they are around the same amount of influence on social media outlets. This score is generated from an algorithm. “The majority of the signals used to calculate the Klout Score are derived from combinations of attributes, such as the ratio of reactions you generate compared to the amount of content you share.” So what does this mean? Based on how many social media outlets, sharing and responses across social media, and number of followers (and the followers’ followers) equal the accumulated final Klout score. So as you can see, both have quite a high Klout score (out of 100), so there is no doubt that both Nike and Adidas are quite active and a “hot” topic on social media. With Nike being the higher, it is no surprise that the company scored a higher score with their very high influence on American sports as well as across the world.
As we dig even deeper, we can see that Nike has more influence through searches. Google Trends search reveals that over the 12 months, Nike has had much more searches overall than Adidas. When we divide up the averages over the past 12 months we can see that Nike is a 1.3 times hotter search trend compared to Adidas. With similar peaks in search trends, it makes sense because both are quite active on social media outlets such as Twitter.
Let’s look at Twitter a little more closely! A search on Twazzup gives us that data that Nike has accumulated an impressive 4,363 TPH or “tweets per hour,” with soccer superstar Cristiano Ronaldo and SportsCenter as the companies top influencers. This is obviously helping them out with getting their products noticed out in the world and being a huge influence in the sports world. If we look at Adidas, they have a 3,448 TPH, they are much less influential because of their lack of superstar promoters. Adidas’ top influential tweeters are their own company twitters Adidas and Adidas UK as well as the promotional twitter page Wired that has a high following. As with both of Nike and Adidas, the promotion of their products is very important to do well in their area of business.
This analysis shows us that the more social buzz/activeness on social media, and more influential supporters that you have in a product/company, the more you will see the benefits in sales and popularity of your products.
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