After winning the 2017/18 Bundesliga title, FC Bayern Munich have now also been crowned the season’s social media champions! The Ismaninger Institut für Fußballmanagement (Ismaninger Institute for Football Management) has independently assessed the official Facebook accounts of the 18 Bundesliga clubs throughout the season using the scientific method of the Social Media Index (SMI). And the results leave Bayern sitting top of the standings on 30.97 points.
*The Social Media Index is based on the "SCHIEMA model of social media marketing" by professor Tobias Haupt (head of "digitalisation in sport" at the Institute for Football Management).
Factors such as sponsor inclusion, crossmediality, frequency of posts, interaction rate, sporting success, multimediality, activation rate, innovation and rate of growth are all included in the Social Media Index calculations. The Ismaninger Institute für Fußballmanagement has published the social media league in Germany at the end of every month starting in the 2016/17 season. And it was right at the death in May that Bayern overtook leaders Eintracht Frankfurt and dethrone the defending champions.
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