Press Releases

New Research Shows How Anglers and Boaters Use Social Media
Social Media Audit reveals which social media sites are most popular among anglers and boaters

ALEXANDRIA, VA (July 21, 2010) – The Recreational Boating & Fishing Foundation (RBFF) today revealed new research that helps define the impact of anglers and boaters in social media. The Social Media Audit, conducted by RBFF and Magnet 360, evaluated anglers and boaters in three market segments – new, casual and avid. Key findings include: (1) Fishing and boating are very popular topics in social media, (2) More people share experiences about fishing and boating in social networks like Facebook and Twitter and (3) Avid anglers and boaters tend to post more in forums, where the conversation is focused on specific topics like techniques, equipment and repair.

“We knew it was important to learn how anglers and boaters are using social media in order to more effectively reach them with our program and product information,” said RBFF President and CEO Frank Peterson. “We hope this research will not only help us inspire participation in boating and fishing, but also help guide our stakeholders’ marketing and communication outreach efforts.”



  • Facebook is predictably, the “face” of a strong majority of casual anglers. Most posts are by individuals sharing their own fishing experiences. However, Facebook fan pages also have a strong following.
  • Twitter has a majority of posts from casuals, is used to share fishing reports and has a niche within the fly fishing community.
  • Forums have engaged followers/participators. Content is technically focused on equipment, where to fish and how. Strongest forums are at the state/regional level and cater to avids.
  • Anglers are creating, sharing, consuming and commenting on a wealth of fishing content via YouTube and Flickr.


  • Facebook is the lead channel with posts by individuals sharing their own boating experiences.
  • Forums have engaged followers/participators. Content is technically focused on equipment, repair and buying/upgrading boats. Strongest forums are at the state/regional level and cater to avids.
  • Twitter comes in third with posts best summed up as real-time “shout outs” from people socializing on boats.

RBFF hosts Take Me Fishing™ campaign profiles on several social networks including Facebook, Twitter and YouTube. Its own social network, Fishington, on currently has more than 75,000 members. Launched in 2008, Fishington has been recognized as a Webby Honoree and received awards from the Web Marketing Association and W3 Awards.

About RBFF
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. RBFF helps people discover, share and protect the legacy of boating and fishing through national outreach programs including the Take Me Fishing™ campaign and Anglers' Legacy™.

About Magnet 360
Magnet 360 is a collaborative agency network that offers access to experts and industry leaders in all facets of marketing through one strategic point of contact. Magnet 360 takes an integrated approach to social media marketing beginning with a qualitative landscape audit. The goal being to capture the "voice of the consumer" and gain an understanding of what is organically happening online.