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)
|14||West Bromich Albion||107534||89.6||19.6%|
|16||Norwich City FC||158635||89.1||16.8%|
|17||West Ham United||233008||90.1||16.4%|
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.