NHL Fan Analysis Part 4: Social Media Equity

Note: This is Part IV of our study of NHL Fan Quality.  This week we will be ranking NHL teams/fans on the following dimensions: Fan Equity, Social Media Equity, Fan Equity Growth, Price Elasticity, Win Elasticity, and Social Media based Personality.  For more details on our measures of quality, please click here.  For Part I, click here.  For Part II click here.  For Part III click here.

NHL 2014 Social EquityToday we continue our analyses of NHL fan bases with something thoroughly modern: Social Media Equity.  In this analysis, we look at how teams’ combined social media following on Facebook and Twitter compares to teams that have similar records and populations.  Social Media Equity has some significant pluses in that it is not constrained by stadium capacity, and allows for including non-local fan support.  Social Media Equity may also be a forward-looking metric since social media is more prevalent among younger consumers.

The social media rankings are dominated by the traditional NHL powers.  Detroit is first followed by Boston, New York (Rangers), Pittsburgh and Chicago.  A significant difference between the revenue premium based brand equity ranking and the social media based rankings is the relative position of US and Canadian teams.  The US teams dominate the social media rankings while the Canadian teams dominate the Fan Equity rankings.  At the bottom of the rankings we have Anaheim, Columbus, Tampa Bay, Phoenix and St. Louis.  These tend to be the teams that struggle on many of our fan metrics.

Mike Lewis & Manish Tripathi, Emory University 2014.