In the Australian gambling market, sportsbetting is one of the most popular platforms for local punters. Like all online businesses, it is important for sportsbooks to get involved in social media – and, some companies are really thriving. A new report by iGaming Social Monitor has found that Twitter is the most popular social media platform among online bookmakers. 89% of mentions in the sportsbetting industry are made via Twitter.
Facebook, news sites and forums share 3% each while blogs and general websites see 1% of mentions each. Twitter has likely seen the most success in the social media market for bookmakers due to its ease of access. Users have a quick, uninterrupted line of communication with sportsbooks through which they can obtain information about odds and matches.
It is one of the simplest social media tools to use, and requires very little commitment. Another reason why Twitter is likely very popular is because it allows you to directly contact operators. So, any user that has an issue with a site can post to their profile and obtain assistance almost instantly. Many sportsbooks use Twitter as a customer support platform, making it very popular with punters.
Across all social media outlets, most of the mentions dealt with one of five particular topics: sports & odds (58%), bonuses & promotions (6%), other products (3%), affiliates & partners (0.5%) and accounts and payments (0.5). It seems that punters use social media to communicate with sportsbooks about actual matches – which means that sites like Facebook and Twitter are certainly serving their intended purpose.
The report also examined which operators are the most popular on various channels. Across all social media platforms, Paddy Power was the most successful with 3.7 million mentions. Bet365 and Betfair followed closely behind with 1.1 million and 706 000 mentions respectively. You can view the full report at: http://www.igamingbusiness.com/news/social-monitor-reports-sportsbooks-social-buzz-2014.
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