Irish Sport Social Media – April ’17

Lions, rackets and shuttlecocks ensured that April was a historic month for Irish Sport.  That was reflected in social media coverage during the month as shown in the April 2017 Review produced below by our partners Sportego.

While eleven of our rugby stars will board a plane to New Zealand next month for the British and Irish Lions tests against New Zealand, two of Ireland’s historically smaller sporting bodies, Tennis Ireland and Badminton made history.

Tennis Ireland secured promotion to the Davis Cup following a 2-1 win over hosts Bulgaria in the final play-off promotional match of the BNP Paribas Group II while Chloe and Sam Magee made sure of their place in history, by winning a first ever medal for Ireland at the European Badminton Championships.

The pair’s success was reflected on social media with both their respective governing bodies achieving high engagement rates and growth. Tennis Ireland had an average engagement rate of 0.88% per post with Badminton Ireland achieving a very credible 0.70%. To put it is context, the GAA had an average engagement rate per post of 0.027%.

In total, Irish sporting NGB’s produced 4,920 pieces of content, excluding Instagram and Snapchat stories. 68% of all social media posts produced by NGB’s appears on Twitter with just 4% on Instagram and 2% on YouTube.

Of this, links were the most popular with almost 4 posts per day, 4 times more than videos which had the highest average engagement.

While creating content is brilliant and the first step, that content has to be well received. Amplification is a key metric in this regard. Likes are good, retweets and shares are better as they help grow audiences. With the league finals drawing to a conclusion there was a lot of retweeting and sharing for the GAA and they led the way in the amplification stakes with 10.2k total across Facebook and Twitter, almost double the tally of Irish Rugby, enjoying some down time after a busy 6 Nations

Finally, regular readers of our reports will know how we love to look at the potential eyeballs/impact of mentions a NGB achieves monthly on twitter. This is the shop window for a brand and while they may not engage directly, it does help to build awareness.

This month as they have done quite often, Irish Rugby leads the way with Cricket Ireland second. Go Racing and Swim Ireland had big numbers with 1.97m and 864k respectively while Horse Sport Ireland just beat Badminton Ireland into 10th place in the list with 303k eyeballs.

The most influential mentioners of Irish sporting bodies included England Rugby (843k followers), Joe.ie (363k), England Cricket (358k), Test Match Specials (287k), Pajhwok Afghan News (202k), Patrick Kielty (185k), Lords Cricket Ground (160k), Fenuhealth (144k) and Paul McGrath (128k).

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