In February 2019, the 21 organisations analysed as part of the monthly Sport for Business / Olytico analysis, all members of Sport for Business, published over 5,800 Social Media posts across Facebook, Twitter and Instagram, an increase of 14% on January.
The increased activity also resulted in an increase in engagement.
The 5,800 posts generated over 1,180,000 engagements in the form of likes, shares, comments and retweets – an increase of 66% compared to 715,000 in January.
The network split remained consistent for the fifth month in a row, with three out of every four social media posts in February from the 21 organisations being published on Twitter – up 8% from January.
This was followed by 20% on Facebook and 6% on Instagram.
The volume of content on both Twitter and Instagram increased on January levels, with growth of 27% and 18% on the platforms respectively.
Instagram continues to have the biggest impact in terms of engagement, with just under 880,000 likes and comments generated – representing 74% of the total engagement across all three platforms.
In February, Irish Rugby retained top spot on Facebook and claimed it on Instagram too, with strong reactions to their Six Nations content. For the third month in a row, the FAI topped the engagements charts on Twitter with their anniversary tribute to Ireland football player Liam Miller.
In the infographics below, we have ranked each of the organisations across a range of metrics on each network, including the most active, the most engaged and the most engaging content.
It is important to note that this analysis is based on publicly available data. It doesn’t include any analysis or insight on paid or promoted content.
February Highlights on Facebook
Irish Rugby retained the top spot in terms of the most engaging content on Facebook, followed by Cricket Ireland.
Much of Irish Rugby’s content focussed on the 2019 Guinness Six Nations, and their top performing post was no different, celebrating Ireland’s victory over Scotland in Murrayfield.
The post generated over 6,100 likes, 200 comments and 900 shares.
The GAA continue to be the most active organisation on Facebook, with their 235 posts representing 20% of the total Facebook content published by the 21 organisations in February.
The most eye-catching move in the rankings was from Cricket Ireland, who moved from fourth to second in Average Engagements Per Post.
In January, Cricket Ireland averaged 137 engagements per post. In Febuary this jumped over 140% to 329 engagements per post. The increase was driven by posts relating to the Ireland vs. Afghanistan T20 International matches.
February Highlights on Instagram
Irish Rugby claimed top spot for Instagram engagement in February, driven by their increased activity around the Guinness Six Nations. The number of posts from Irish Rugby increased by over 140% on January levels.
Their top post in February highlighted Peter O’Mahony as Man of the Match in the Ireland vs. Scotland Six Nation’s victory.
The post generated just under 27,000 likes and over 180 comments.
The GAA built on the success of their January content by increasing their activity on the network significantly – up 80% month on month. Although engagement per post fell by 15%, they continued to produced quality content – the most engaged with of which was a video of Tomás Ó’ Sé’s crucial score for Kerry against Galway in the Allianz League.
Irish Rugby jumped from the third place in January to the most active organisation on Instagram in February, with 87 posts across the month.
Ladies Gaelic Football continued to increase their activity and maintained their second-place position with 54 posts.
February Highlights on Twitter
The FAI continue to dominate engagement levels on Twitter in February. However, despite staying in the top spot, their engagement per post saw a 40% decrease on January’s levels, reducing the gap between them and Irish Rugby in second place.
The most engaged with piece of content for the FAI was an anniversary tribute to Ireland football player Liam Miller on the 9th of the month – with over 4,000 likes and just under 300 retweets.
After fourth months as the most active organisation on Twitter, Basketball Ireland were passed by the GAA and Ladies Football who took top spots.
Of the 21 sports organisations analysed, 17 increased their Twitter activity from January.
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