Irish Sport Social Media July 2017

In our monthly look back on the social media milestones and numbers hit by Irish sport we take in a period in July when athletes set course records in rowing and swimming, there were ITF Futures wins in tennis, retirements in triathlon and world cup qualification for our Hockey stars. July was once again a superb month of achievements on the international and domestic stage.

Thanks to the reach of social media, such achievements, especially those from supposed smaller governing bodies are reaching a wider audience.

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With Irish Rugby, Cricket and Soccer on a summer sabbatical it was left to Rowing, Swimming, Hockey and Tennis to dominate on social.

In July there was 7,145 social media posts created across Twitter, Instagram and Facebook. The GAA were the king of the content creators with 1.31K posts, of which 68% were on Twitter. Basketball Ireland, Athletics Ireland and Rowing Ireland all made it into the top 5 with 786, 647 and 629 posts respectively.

Overall the average per channel was 11.9 social posts per day with an average engagement of 0.1%.

51.4% of the posts on social used hashtags with 4pm the top hour for engagement.

#TeamIreland was the most common hashtag used with 9 of the sporting bodies using it while Instagram was the top channel for engagement with an average engagement rate of 2.04% (compared to 0.023% average for Twitter).

The most engaging post of the month by engagement rate was created by Rowing Ireland as they reached 27% of their audience on Instagram by announcing a new course record. Sinead Lohan’s ITF futures win in Portugal ensured 14.6% engagement for Tennis Ireland while Triathlon Ireland reached 15.1% with their retirement message for Aileen Reid.

Meanwhile the GAA had the biggest engagement total as 7.82k people engaged with their post to vote Conor Cooney Player of the Week in a series that generates substantial interest.

Among our  favourite metrics on social is amplification; a total of shares and retweets.

Irish sporting bodies were retweeted and shared 52,000 times in July with a total of 79,000 engagements. We also like mentions; recognising that this is essentially just eyeballs and a cumulative total of people’s social audience, it is still important to look at those that are spreading the message for our sporting achievements.

Irish Hockey’s success led to 5.64M twitter eyeballs and a mention from Sports Centre on ESPN while Cricket Ireland had 14.9M eyeballs on them with 503 top mentions.

This month we also include the SSE Airtricity League of Ireland Premier League and Irish Guinness Pro14 teams.

Cork City, with 90,000, has the biggest following of the League of Ireland teams, some 6 times bigger than Longford town.

10 of the teams have over 30,000 followers, showing that there is appetite to show your support on social media. To put their following in context, 9 of the 12 clubs have a bigger social audience than 13 Irish governing bodies including Swim Ireland, Irish Hockey and Triathlon Ireland

 

Irish rugby meanwhile dominates the newly named Pro14 with Leinster top of the pile with an audience of 489,000, 15 times bigger than the Southern Kings SSA franchise, one of the two recent additions to the competition.

This report was produced by Sportego. To learn more about their offering on social and data, visit www.sportego.ie

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