Manchester United top Twitter engagement table for November

Despite being still relatively new to Twitter, the current Premier League champions have topped our recent Twitter Engagement table. The Red Devils saw an engagement rate of 98.7% from it’s 1.4 million Twitter followers. Using a very simple calculation of Retweets + Mentions / Followers * 100, we were able t calculate a quick engagement metric in order to see which clubs were doing the best job online.

Obviously, this isn’t a perfect engagement calculation but it does offer us a quick insight into the value of followers and activity.

The table did show some surprising results, one being that Liverpool had only an engagement rate of 18.8% despite having a sizable following. Arguably one of the best results went to Arsenal who command a mammoth 3.1 million Twitter followers and still managed to hold a respectable 44.6% engagement rate in November. Our quick engagement figure may not be perfect, but it does quickly allow us to see how effective clubs are being with their content coupled with how often fans engage with the official Twitter properties.

Twitter Engagement Table (November 2013)

1 Manchester United 1452195 80.8 98.7%
2 Cardiff City 81030 73.6 80.7%
3 Arsenal 3128281 95.3 44.6%
4 Everton 275635 96.2 43.6%
5 Southampton 162653 94.1 41.4%
6 Fulham 182005 89.9 39.6%
7 Crystal Palace 70609 71.8 32.0%
8 Hull City 61624 70.9 31.0%
9 Manchester City 1319358 96.7 26.6%
10 Tottenham Hotspur 705940 92.8 26.1%
11 Chelsea 3067047 93.9 23.2%
12 Newcastle United 310753 90.6 20.7%
13 Sunderland 180514 90.1 19.7%
14 West Bromich Albion 107534 89.6 19.6%
15 Liverpool 2138175 94.5 18.7%
16 Norwich City FC 158635 89.1 16.8%
17 West Ham United 233008 90.1 16.4%
18 Aston Villa 225753 90.9 16.3%
19 Swansea City 176690 88.6 11.6%
20 Stoke City 151756 90.1 8.7%

As football clubs invest more heavily in Social Media, now that they are seeing more demand, we can expect to see more metrics like this becoming more important and common online. Judging growth solely on follower statistics is slowly losing relevance, where engagement is growing in importance. With clubs looking to monetize their Social Media presence to potential sponsors, metrics like this can help place a value on the club’s Social Media, as well as help create internal benchmarks to measure against.

Furthermore, such engagement metrics can add value for projecting not just future Social Media engagement, but aligning with marketing campaigns such as season ticket strategies. These figures can be used and installed into the marketing funnel to help project how much traffic Social Media can generate for the club website, and in turn – conversions.

Sean Walsh

Founder of and leading Football Social Media expert.

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2 Responses

  1. Jamey says:

    Interesting table, did it take in to account clubs twitter accounts for overseas followers? LFC have a number of accounts for different markets, or was the table solely UK based?
    Would be interesting to see if an LFC indonesia account had more interaction than the LFC UK for example.

  2. Jamey says:

    Interesting table and formula, out of interest is it solely the clubs uk based twitter accounts, or have overseas twitter accounts been taking into account such as Liverpool USA or Indonesia.
    Would be interesting to compare engagement rates for clubs accounts in different markets. Liverpool UK Against Liverpool Indonesia for example.

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