Team Scotland smashed the medal target of 34+ medals by stepping onto the Glasgow 2014 Commonwealth Games podium a grand total of 53 times (19 Gold, 15 Silver, 19 Bronze). From the Triathlon on Day one to the Squash on Day 11, the support for the team was remarkable and this was not only heard across the 13 Games venues but also online.
The Team Scotland journey was made accessible through the supports website, mobile app and nine social media platforms with #GoScotland becoming a forum to show support for the team and share opinion. @Team_Scotland was mentioned 90,000+ times on Twitter alone, more than any other country.
Amongst the home nations, each countries Glasgow 2014 hashtag was monitored with each tweet resulting in one point. #GoScotland notched up 18,113 tweets which is double the total of #GoWales, the second place nation. As a result, 25 up and coming Scottish athletes will benefit from funding and join the SSE Next Generation Programme which helps develop athletes for the next Games.
57% of the #GoScotland tweets were categorised as displaying ‘happiness’, with 40% of these tweets showing signs of ‘surprise’, highlighting the overwhelming positive messages of support sent to Team Scotland athletes. The most mentioned Team Scotland athlete on Twitter during the Games time period was Erraid Davies, the 13 year old from the Shetland Islands who took Bronze in the Para-Sport 100m Breaststroke SB9. Erraid coincidently does not actually have a Twitter account!
James Saker, Digital Media Manager said: “The response across social media during the Games time period was incredible and it really spurred on our athletes. From the team’s perspective, we attempted to connect > engage > convert, aiming to both educate the audience and build a community of unofficial ambassadors who back the team. With the nine platforms ranging from Twitter to Snapchat, we engaged with almost every demographic and took them on the Glasgow 2014 journey with us.”
On Twitter alone, @Team_Scotland achieved 11.5 million impressions during the Games time period with 101,040 interactions. To date, Team Scotland is the most followed Commonwealth Games Association across all nine social media platforms: Facebook, Twitter, Instagram, Snapchat, Vine, Youtube, Spotify, Google+ and LinkedIn.
Supporters can continue to follow the efforts of team members over the next few months as they return to single sport competitions and in 2015 our focus will turn to those athletes vying for selection for the Commonwealth Youth Games in Samoa in September 2015.
Photo credit: Donald McIntosh