With millions of social media posts being created every hour, it can be difficult for a team or athletes to follow along with the success of their content and truly know what is driving engagement. Sure the hashtags make it a bit easier to find posts, but there are plenty out there that go unaccounted. But this is where a data-driven sponsorship intelligence platform called Hookit hopes to help these organizations figure out just how much engagement and value they bring to social and digital media platforms.
The number of people streaming the 2016 Rio Olympics skyrocketed in comparison to previous years so it’s safe to say people are depending on social media platforms to be their voice. Hookit uses a technology called Hookit Valuation Methodology (HVM) to track and measure the value a player, coach, team, league, event and much more has online. The company tracks every tweet, photo and video on Facebook, Instagram and Twitter and then submits a rating system of these accounts.
Hookit Index Top 100 Olympian Statistics
“Hookit’s tracking and valuation platform filled a gap in our marketing stack that we’ve been trying to fill for several years – we now have how the ability to reliably calculate media value that our channels generate for our corporate partners. It’s a great step forward for our digital sponsorship strategy, great for our channels, and great for Team Canada” said Canadian Olympic Team Executive Director, Todd Denis.
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This was the first time a national sports governing body used factual data to measure media value through online posts. It was found that Team Canada and its athletes generated over 6.7 million social interactions and views throughout the Olympics (including the opening ceremony). Since they were able to obtain this information in real time throughout the games, Canada’s marketing team was able to make adjustments when deemed necessary to get better numbers.
“We are thrilled to have collaborated with the Canadian Olympic Committee. Our Hookit Valuation Methodology (HVM) is at the core of our relationship with Team Canada through the 2016 Games. We are providing Team Canada with the industry’s most complete and multi-dimensional offering to track and quantify earned media value for their brand partners in today’s current media landscape,” said Chief Executive Officer of Hookit, Scott Tilton.
One of Hookit’s next partnerships is with the Los Angeles Lakers by means of analyzing the effectiveness of companies owning space on the players’ jerseys. This comes as a result of the NBA recently announcing that they would start to sell jersey sponsorships for the 2017-2018 season.