NBA Conference Finals: Spurs & Thunder Dominate Local Twitter Market

Last night, the Oklahoma City Thunder beat the San Antonio Spurs in Game 4 of the Western Conference Finals.  We were interested in examining the Twitter presence of both teams in their respective markets during the game.  Thus, we collected all tweets that included the word “Thunder” originating from the Oklahoma City market and all tweets that included “Spurs” originating from the San Antonio market, that were tweeted during the hours that the game was played.  We then divided the number of collected tweets by the total volume of tweets in the respective markets during the time period of the game.  This essentially gave us the “Twitter Share of Voice” for the Spurs in San Antonio and the Thunder in Oklahoma City.   11.8% of all tweets in Oklahoma City during the game included the term “Thunder”!  9.3% of all tweets in San Antonio included the term “Spurs”.  We performed a similar analysis for all other conference finals games thus far.  The results of the analysis are presented in the chart below.

Local Market Twitter Share NBA Conf Finals 2014

It seems as though tweets that mention the local team in the Western Conference Finals cities tend to have a higher Twitter Share of Voice than the Eastern Confernce Finals cities.  We can also examine the content of the team-related tweets to determine if the sentiment of the tweets is positive, negative or neutral.  The chart below presents the ratio of positive to negative sentiment for the team-related tweets in each market during the playoff games.

Local Market Twitter Sentiment Ratio NBA Conf Finals 2014So far, local market Twitter “happiness” in highest for San Antonio fans during the first game of the series, and for Oklahoma City fans during the third games of the series.  Indiana fans seem to tweeting progressively less about the Pacers, and the positive to negative tweet ratio has been decreasing as the series advances as well.

Manish Tripathi & Mike Lewis, Emory University 2014.