That Team You Love To Hate Is #MarchMadness’ Most Socially Engaged School

What if we did a NCAA Men's Basketball Championship bracket based on how engaging the teams are on social media?

Starting tomorrow, Cinderellas will rise, blue bloods will crush the competition—and you’ll be talking about your tattered brackets on social media.

So what if we did a NCAA Men’s Basketball Championship bracket based on how engaging the teams are on social media? Would Kansas or Kentucky still lead the way, or would the small-but-passionate fan base of a Hawaii or Chattanooga run the table?

According to new research by Blue Fountain Media, the team that most fans love to hate would win it all. Blue Fountain Media scored this year’s tournament teams based on engagement on Facebook, Twitter and Instagram, finding that the Duke Blue Devils top the field.

Blue Fountain CEO Gabriel Shaoolian explained to SocialTimes why Duke ranks elite:

Duke pulled though because they have almost a half a million followers on Instagram – with the engagement rate on Instagram being 6 percent, it really skyrocketed their stats through the roof. Kentucky, who come second, only have 135,000 on Instagram. Whereas Duke’s men’s basketball team has just over 90,000 followers on Twitter, compared to Kentucky at 272,000.

Shaoolian noted that Instagram was key for Duke, but it’s been true for college basketball teams in general this year.

Blue Fountain found that engagement rates for college basketball teams on Instagram was much, much higher than Facebook or Twitter.

According to Blue Fountain, these are the engagement rates for media accounts owned by brands in 2015:

  • Facebook: 0.2 percent
  • Instagram: 2.261 percent
  • Twitter: 0.02 percent

And now for college basketball teams:

  • Facebook: 0.9 percent
  • Instagram: 6.2 percent
  • Twitter: 0.3 percent

Here’s a look at the full bracket, which might be a contender if you’re looking for some last-minute picks:


Readers: Who is your March Madness pick?

Image courtesy of Duke Basketball on Facebook.

Publish date: March 16, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT