This transcript has been lightly edited by AI
Sean: On the science side, from a stats and metrics point of view, what are some key numbers you're always looking for to know what you're doing is working or you're on the right track? Are there any particular metrics that are your go-to on any specific platform?
Bryan: On Twitter, I really look at retweets as the most important. If you have zero money and not much time, I focus on shares on Facebook and retweets on Twitter. We have almost 700,000 on Twitter, I believe.
Sean: So, 700,000 on Twitter and 2.8 million on Facebook.
Bryan: Exactly. I always aim for 1000 retweets. It looks good and serves as an easy benchmark. I'll take a deeper look occasionally to see what performed best and worst, and why. Retweets are crucial because they make content go viral and prompt responses. Even if people don't click directly, seeing the Giants' content repeatedly might lead to ticket purchases later. It's part of the psychological process, similar to seeing a billboard or TV commercial. When someone shares your content, it means they not only like it but think it's cool enough to represent on their own feed. That's why shares are at the top of the metric hierarchy for me – it shows your content is worthy of being shared on their networks.
Sean: There have been interesting articles recently about “Dark Social” and where traffic is going. It shows that a lot of content is being shared privately, like through WhatsApp in Europe. This private sharing is happening on Facebook too. When looking at numbers, especially for digital departments where traffic is crucial, you can't discount all the sharing that's happening out of sight. People still want to share Giants information, but they don't always do it publicly or mention you on Twitter.
Bryan: Another thing to consider is that in the sports industry, ROI isn't always direct sales. It often comes through sponsorship, and we attract sponsors by having a highly engaged social media presence. While follower numbers are important, it's the overall engagement and presence of your social media feed that really matters.
