What's Cool In Road Cycling

The #Escarabajos boom on social network at the Giro!

As much as communication and social media grew to an unprecedented role in everyday life, ending up being integral part of everyone’s routine, quite the same happens in pro cycling. In races like the Giro d’Italia, some kind of a parallel race takes place among riders and teams, with different goals – popularity, brand awareness, visibility. And it is quite obvious that social media are a privileged battlefield for it – a reign where comparable figures run crazy marketing people and community managers.

So, if Team Colombia managed to provide a very solid performance on the road in its very first Grand Tour participation, social media statistics bring Claudio Corti’s team participation to a higher level, with outstanding results in terms of visibility and awareness. According to statistics by velofacts.com (source: https://www.velofacts.com/2013/05/26/twitter-activity-during-the-giro-ditalia/) Team Colombia twitter username (@Col_Coldeportes) was fourth among the 23 participants in mentions during the whole race, behind Sky Procycling, Omega Pharma-QuickStep and Team Movistar, and ahead of last year’s winning Team Garmin-Sharp.

In addition to that, Team Colombia welcomed over 2.000 new users in both its official communities on Facebook and Twitter, involving thousands of people in comments and discussions on a daily basis.

“We are elated with all that happened on the web and social network in the last month – General Manager Claudio Corti confirmed – as it reflects the huge impact our team made on the Giro, both from a performance and a communication/marketing point of view. Both our project and our strategy are paying huge dividends, and the fact that our coverage surpasses that of more rated teams says a lot about the added value Colombia can bring to any race and to its sponsors.”

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