Which metrics are commonly used to measure sports teams' social media performance?

• A. Budget and payroll
• B. Engagement rate, reach, impressions, video views, shares, comments, follower growth, and sentiment
• C. Win-loss record
• D. Stadium capacity

Answer: (B)

Understanding how a sports team performs on social media is about measuring how people see and interact with the content, not how the team does on the field. The best answer combines metrics that reflect exposure, interaction, and perception: engagement rate shows how much people are interacting relative to the audience, reach indicates how many unique users could have seen the posts, and impressions track total times the content was displayed. Video views reveal how engaging video content is, while shares and comments show active engagement and potential for wider reach. Follower growth tracks the audience size over time, and sentiment gauges the overall tone of conversations around the team. Together, these metrics give a full picture of social media performance.

The other options focus on finances (budget and payroll), on-field results (win-loss record), or venue size (stadium capacity), which don’t tell you how the team is performing on social media.