In November 2018, the 21 organisations analysed as part of this research, all members of Sport for Business, published over 5,800 Social Media posts across Facebook, Twitter and Instagram, an increase of 2 per cent on October.
However, when it came to engagement, there was a substantial increase. These 5,800 posts generated over 2.2 million engagements in the form of likes, shares, comments and retweets – an increase of 165 per cent compared to the 830,000 in October.
Twitter continues to be the most active platform, with over 64 per cent of all content published on the network, followed by 27 per cent on Facebook and 9 per cent on Instagram.
The 538 posts published on Instagram was a 9 per cent decrease on October, but the network continued to have the biggest impact in terms of engagement, with over 1.6 million likes and comments generated – representing 75 per cent of the total engagement across all three platforms.
The most engaging content on Twitter, Facebook and Instagram had a common theme – the historic night in the Aviva Stadium when Ireland defeated the All Blacks.
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’s 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.
November Highlights on Facebook
The 17th November 2018 is a date few Irish rugby fans will ever forget. The 113-year wait to beat the All Blacks on home soil finally came to an end as Joe Schmidt guided his men to a historic 16-9 win in the Aviva Stadium.
A photograph shared at full time, with confirmation of the final score, was the most engaged with post of the month, with over 36,000 likes, 2,000 comments and 13,000 shares. This single post accounted for over 30% of the total engagements generated by Irish Rugby on Facebook in November and helped them take the top spot in terms of average engagement per post for the month.
For the third month in a row, the GAA remained the most active account. Their 338 posts marked a 46 per cent increase on October’s figures – averaging over 10 posts per day.
Despite publishing fewer posts than they did in October, Basketball Ireland moved into 2ndposition, with Team Ireland Equestrian remaining in 3rdposition for the second month in a row. respectively. Major changes in the management of the Senior Men’s Team was one factor in the FAI average engagement per post increasing by 46 per cent month on month.
November Highlights on Instagram
The Guinness Series gave Irish Rugby plenty to post about in November, and they led the way in both volume of posts published and engagement per post on Instagram.
Their use of the platform to provide score updates – with pictures of the try scorers – helped boost their volume of posts to 183 – more than three times the next nearest organisation, the FAI.
The success of their final-score photograph on Facebook was matched on Instagram, with over 60,000 likes and 1,000 comments.
The FAI and GAA were second and third respectively in terms of engagement – with both organisations generating an average of over 5,600 engagements per post.
Irish Rugby mad it a clean sweep across the networks – their final-score tweet was the most engaged with content published on Twitter by any of the 21 organisations in November, with almost 6,000 retweets and over 17,000 likes.
Basketball Ireland remained the most active organisation on Twitter for the second month in a row. A 69 per cent increase in posts published saw Ladies Gaelic Football jump from 8th to 5th position.
Paralympics Ireland were the least active account on Twitter, with only seven posts published in November. Despite this, they ranked third in engagements per tweet (49) suggesting there is a demand from their audience for more frequent updates.
The FAI topped the engagement per post standings in November, with their 275 tweets generating on average 272 engagements. The retirement of Robbie Keane, the announcement of Mick McCarthy and Stephen Kenny and updates from the Republic of Ireland vs Northern Ireland game all contributed.
However, it was a tweet thanking Martin O’Neil, (and showing a video of Shane Long’s goal against Germany) that generated the highest engagement for the FAI in November – with over 1,000 retweets and 5,700 likes.
Learning about Instagram
If you are a member of the Sport for Business community and would be interested in a learning session about how to best use Instagram, email us today quoting ‘Instagram’ in the subject line. It is one of the many events we are considering for 2019 and if there is sufficient interest we will make it happen.
If you would like a more detailed analysis of your social media activity, contact firstname.lastname@example.org