From his retirement announcement via a Feb. 12 Facebook post to the final innings of his Major League Baseball career last week, New York Yankees shortstop Derek Jeter has incorporated Facebook into his farewell season. Rob Shaw, who works on strategic partner development for sports media content at the social network, examined how Jeter’s swan song played out on Facebook in a post on the Facebook Media blog.
According to Shaw, more than 9.5 million Facebook users engaged in conversations related to Jeter from Sept. 1 through 25, with some celebrities, athletes and even former presidents using the social network’s Facebook Mentions application to do so.
In February, the Yankee captain announced his retirement in a Facebook post, giving fans a place to join in the conversation and generating more than 145,000 likes, shares and comments on a single piece of content.
As conversation continued throughout the season, the Facebook Data Science Team took a deeper look, releasing a map that shows the distribution of Jeter fans in the U.S. by location. While fans of “Mr. November” are heavily clustered in the Northeast, he’s also extremely popular in parts of the South, like Florida and New Mexico.
Throughout the broadcast of his final game, Turner Sports integrated interactive and social content from Facebook by asking questions on its Facebook page, and by feeding the Hashtag Counter feed through its production software to surface fan posts that featured the hashtags #Re2pect and #FarewellCaptain. Check out the Public Content Solutions program to learn more about the Hashtag Counter feed and other tools.