It was another excellent month for Irish sport, reflected in the latest of our monthly reports on the work of National Governing Bodies on social media.

Success on the track for Ciara Mageean, Gymnastics Gold from Rhys McClenaghan, more Golds on the water for Paul O’Donovan and Fintan McCarthy, the WNT qualifying for the football World Cup Play-Offs and a bronze in the 7’s RWC for the Irish Men’s team all feature in September’s analysis.

With 9,700 posts (down 13 per cent on August) and over 2 million engagements (an increase of 11 per cent on the previous month), Olytico’s analysis highlights excellent months for the League of Ireland and Gymnastics Ireland, as well as seeing the Sport for Business member organisations pass the 100,000 mark for posts published and over 25 million engagements for the calendar year to date.

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 with, and the most engaging content as well as engagements per 1,000 followers.

It is important to note that this analysis is based on publicly available data. It does not include any analysis or insight on paid or promoted content. When percentage figures are used (unless otherwise stated), they refer to the previous month’s figures.

 

September 2022 Highlights on Twitter

 

 
September’s 5,355 tweets were 9 per cent down on August’s output (5,890 tweets), however engagements rose 12 per cent (from 268,595 to 299,763).

The SSE Airtricity League account topped the activity charts for the very first time, their 523 tweets (-2% per centon their activity in August) included a wonder strike from Waterford FC’s Phoenix Patterson.

 

Ulster Rugby in second (341, +228 per cent) remembered Nevin, Noel and Graham Spence on the tenth anniversary of their tragic passing and in third and their highest position to date, Golf Ireland (335, +28 per cent) congratulated Matt McClean on becoming the US Mid-Amateur Champion.

Dublin GAA in fourth (328, +41 per cent) remembered Brian Mullins on his passing and the Ireland Women’s Cricket account (285, -23 per cent) celebrated their qualification for the T20 World Cup in South Africa.
 

Special mentions to IWA-Sport (100, +170 per cent) as they wished the Irish Wheelchair Rugby team well as they set off for their European Championship Qualifiers which eventually led to them beating Sweden in the 7th/8th Play-off; and to Paralympics Ireland (39, +117 per cent) who congratulated Patrick Monahan on his 6th place finish in the Berlin Marathon.

The FAI reclaimed top spot in the engagement charts with an average of 298 engagements per tweet (+66 per cent on their previous month), their top content including this behind the scenes footage of Ross Tierney’s spectacular finish in training which has had close to a million views to date.

Irish Rugby in second (213, -4 per cent) celebrated the Men’s 7s team’s Bronze Medal in the RWC 7s and Athletics Ireland in third (144, -32 per cent) followed up their stellar August with further success on the track as Ciara Mageean smashed Sonia O’Sullivan’s 1500m record as she won the Diamond League event in Brussels.

September saw a wealth of success for Irish athletes with specific mentions for Pentathlon Ireland (54, +575 per cent) as Sive Brassil qualified for the European Championships Final, Gymnastics Ireland (50, +293 per cent) as Rhys McClenaghan and Eamon Montgomery made finals on pommel and floor respectively and Rowing Ireland (47, +12 per cent) as Paul O’Donovan and Fintan McCarthy won World Championship Gold in the LM2x.

Rowing Ireland (488) finished top of the ‘Engagements per 1,000 followers’ tables followed by the Women’s National League (443) and Golf Ireland (396).

The FAI took the award for top Twitter content in September as the WNT reached the  World Cup Play-Offs with victory over Finland; to date this tweet has generated over 5,500 public engagements.

 


September 2022 Highlights on Facebook

 

 

Activity on Facebook decreased for the second month in a row, September’s 2,892 posts were an 18 per cent decrease on August (from 3,523 to 2,892 posts) and subsequently, engagements on the platform fell 40 per cent (from 772,173 to 464,096).

The League of Ireland topped the Facebook activity charts for the first time, their 335 posts were an 18 per cent decrease from their output in August; their top content for the month included Michael Duffy’s long-range effort for Derry City against Bohemians.

In second, the Ladies Gaelic Football account (245, -6 per cent) showcased the fun and camaraderie of the sport at the Sports Direct Gaelic4Mothers&Others National Blitz,  and in third, Horse Sport Ireland (186, +4 per cent) congratulated the Irish Eventing team of Sam Watson, Padraig McCarthy, Susie Berry and Austin O’Connor securing Olympic Qualification for the Irish team for Paris 2024.

IWA-Sport (87, +112 per cent) showcased a great day at the Para Athletics Grand Prix Munster Games held in Templemore and Team Ireland (37, +42 per cent) celebrated Ciara Mageean’s success on the track.

Gymnastics Ireland topped the engagement charts for the first time since August 2021, an average of 1,533 engagements per post, an increase of 342 per cent on the previous month was driven by the team’s success at the 2022 World Challenge Cup.

In second, the FAI’s platform (584, +71 per cent) benefitted from the success of the WNT and in third, Irish Rugby (553, +25 per cent) welcomed NBA superstar Steph Curry to their High-Performance Centre.

With an average of 825 engagements per 1,000 followers, and an increase of 46 per cent on August, Gymnastics Ireland topped this metric, with Rowing Ireland (742) and the League of Ireland (529) in second and third, respectively.

Top Facebook content for August came from Gymnastics Ireland, as Rhys McClenaghan won Gold on the pommel with a huge score of 15.100 at the 2022 World Challenge Cup apparatus finals in Paris, to date the post has generated close to 12,000 public engagements.

 

September 2022 Highlights on Instagram

 

 

The number of posts on Instagram also fell for the second month in a row, with September’s 1,453 posts a 16 per cent decrease from August (from 1,726 to 1,453 posts). The decrease in activity led to a 29 per cent reduction in engagements (from 1,882,007 to 1,328,630) and the platform’s lowest total in 2022.

Finishing top of the Instagram activity charts delivered the hat-trick for the League of Ireland this month across all platforms. It was the third month in a row that the account has finished top of the Instagram charts, their 307 posts however were a 22 per cent decrease from August’s output with their top post featuring the League’s highest-rated players in the latest and last iteration of the popular FIFA video game franchise.

 


The FAI (108, +440 per cent) finished in second as they thanked the fans that turned out for the U21 fixture against Israel and in third, the Ladies Gaelic Football Association (90, -4 per cent) announced that former President of Ireland, Mary McAleese, had agreed to be independent Chairperson of the integration process between the Camogie Association, the GAA, and the Ladies Gaelic Football Association.

The Northern Ireland football team account (58, +480) congratulated Jonny Evans on his century of caps, achieved against Greece and similarly, Leinster Rugby (63, +186 per cent) looked back on Cian Healy’s 250 appearances for the Province.

There was no change in the top three in the engagement stakes with the GAA (average of 6,851 engagements per post, an increase of 13 per cent on August) in first place, the FAI in second (3,426, +20 per cent) and Dublin GAA in third (2,336, +30 per cent).

Having announced a new sponsor in BKT, the United Rugby Championship account in fourth (2,257, +64 per cent) showcased some of the best tries in the competition’s early rounds.

 


Basketball Ireland (652, +12 per cent) launched their new season with the help of INPHO photography, and the Women’s National League (249, +20 per cent) saw Shelbourne advance into the Evoke.ie FAI Women’s Cup Final.

The League of Ireland topped off a stellar month as they finished top of the ‘Engagements per 1,000 Followers’ metric with an average of 2,970 engagements per 1,000 followers. Rowing Ireland (1,845) finished in second with the FAI (1,550) in third.

The top Instagram content for August came from the FAI and featured a fan-made flag ahead of the Men’s fixture with Scotland. The post featuring the bespoke homage to Goalkeeper Gavin Bazunu generated close to 13,000 public engagements.

 

August 2022 Engagement Per 1,000 Followers

 

 

*******

If you would like to be part of the Sport for Business community and be added to the list, email us today and let’s see what is possible. If you would like a more detailed analysis of your social media activity, contact stephen@olytico.com