Analytics FAQ

SkullSparks compiles and shares a wide range of college athletics digital analytics throughout the year. View full background information here in our FAQ. | Analytics Main

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Why does SkullSparks share analytics?
College athletics programs and fanbases are unique with different priorities. Every team however is interested in maximizing the return on resources devoted to digital. Analytics assist in identifying effective strategies and recognizing trends.

What happened to Twitter stats?
Twitter restricted API access in April 2023. Twitter’s Application Programming Interface (API) previously allowed our analytics partner to access and aggregate Twitter analytics. Now, without individual account login credentials, we are unable to offer Twitter statistics.

How are team accounts verified?
SkullSparks maintains our own lists of official Instagram, Twitter, Facebook, YouTube and TikTok team accounts. These are organized by sport, conference and other criteria. We verify the authenticity of each official account. We also cross-check using information from official team websites.

What if our account is wrong or missing?
Please DM @SkullSparks or email info@skullsparks.com with your information. We’ll promptly investigate.

Why does an account shows zero interactions?
If a team does not maintain an official account on a social platform, it will show zero interactions. Our analytics partners can also only pull data from accounts that are fully public. For example, “likes” must be enabled on Instagram and Facebook pages must not be geo-gated, age-gated or custom in audience whatsoever. Check if Marketing or the Ticket Office tinkered with account settings…

Why is a certain sport or level not covered?
We publicly share analytics in the course of our work for client teams. We monitor thousands of official college athletics social media accounts and must prioritize our resources.

What is a “Main Athletics” account?
Individual college sports have specific official accounts on Instagram, Twitter and Facebook while an official main Athletics account represents the overall Athletics Department. For example, the @Vol_Football Twitter account represents Tennessee football while the @Vol_Sports account represents the overall Tennessee Athletics Department and its 14+ sports. https://twitter.com/SkullSparks/status/1301234732584361984

What content is counted?
Interactions are counted on original posts made by the account. Interactions are not counted for re-shares of content from other accounts.

Why don’t you have data on Stories, TikTok, etc.?
The API of social platforms require individual account login credentials for that data (available only to the teams).

Are video views included?
Facebook and Instagram video views are not counted as interactions. More…

Are interactions the same as reach or impressions?
No. Interactions are likes, comments, reactions, shares or RTs of content. Reach is the unique number of people who saw a post at least once (this is not tracked). Impressions are the number of times a post was seen (this is not tracked). For example, if one person sees a post three times and likes it, and comments on it, the number of interactions = 2, reach = 1, and impressions = 3.

Why are interactions important?
We believe college athletics digital and design should inspire stakeholders (recruits, fans, donors) to action. If someone interacts with content by liking, commenting or sharing, we believe this demonstrates a higher degree of effectiveness for the content. We recognize that many variables impact interaction but this is the best indication we can generate from analytics.

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What other variables impact interactions?
Beyond great digital strategy and content designed to inspire interactions, it’s important to recognize additional variables impact interaction numbers: team performance (!), brand history, fanbase enthusiasm, market competition, access/limits placed on content by coaches/admin and other external factors.

How important are follower counts?
We prioritize interactions. Some accounts have amassed large follower counts and we believe there is a degree of importance to audience size. But there are many variables involved and we’re interested in recognizing content that resonates regardless of follower count.

How do you calculate average interactions per post?
We examine a specific time period (week, month, year) and determine total number of posts by accounts. We then divide the total number of interactions generated during that time period by total number of posts to arrive at average interactions generated per post.

Why do you round numbers?
For clarity and to keep infographics concise, we regularly round to the nearest thousand. Any number 500+ is rounded up to the next thousand. For example, 23,502 would be shown as 24k while 23,479 would be 23k. We often include additional charts with detailed data including specific numbers for further analysis.

How do we know your data is accurate?
Many teams have access to the same data from the same analytics partners. If we share something inaccurate, we promptly update. Beyond that, every team is a potential client. It’s in our best interest to generate trust in our numbers.