When it comes to social media, beating Duke pays off

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Marquee schools ruled the Final Four. They also ruled social media during the NCAA tournament.

According to Position Logistics, the 10 schools that added the most Facebook and Twitter followers during March Madness were from BCS conferences. North Carolina added the most Facebook fans – 88,731, dwarfing second-place Florida with 49,599 – while national champs Kentucky added 18,405 Twitter followers. Runner-up Kansas added the second most at 6,040.

But those were hardly the only notable additions.

Despite winning just its First Four game, BYU gained more Facebook fans (3,638) than Kansas (3,610) despite the Jayhawks’ additional exposure. LIU-Brooklyn was throttled by Michigan State during the round of 64, but added 1,282 Twitter followers. That’s less than the Spartans gained (4,353), but more than Wisconsin (1,244) or Louisville (930).

But perhaps the most impressive gain came by beating Duke. Lehigh added 419 Facebook fans after its win against the Devils (Duke added 369) and 701 Twitter followers. Fellow 15 seed Norfolk State gained just 86 Facebook fans (and 257 Twitter followers) after beating Missouri.

It pays to play the Devils, I guess.

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