With the Winter Olympics, the return of the SSE Airtricity League, and the Guinness Six Nations in full swing, February 2022 was a busy month across the Sport for Business member organisations.

Activity levels broke the 10,000 post barrier for the first time since October 2021, with a 15 per cent increase from the previous month (9,366 to 10,372 posts); and this activity saw engagements rise 41 per cent compared to last month’s analysis, rising from 2.4 million to 3.39 million (an overall increase of 977,156).

For context, in comparison to February 2021 (5,514 posts and 2.6 million engagements) activity and engagement levels are up 95 per cent and 30 per cent respectively when comparing like for like; and whilst it is important to acknowledge that additional organisations have been added to the analysis during this time period, there are a few trends that can be gleaned:

 

  • Twitter has seen the biggest relative increase in activity across the 3 platforms (2,834 posts in Feb 2021 compared to 6,112 posts in Feb 2022, +116 per cent)
  • Facebook has seen the biggest relative increase in engagements across the three platforms (232,394 to 418,635 engagements, +80% per cent)
  • Instagram remains the dominant platform for engagements (2.18 million to 2.6 million engagements per month, +20 per cent)

 

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.

In January 2022 we introduced a new metric designed to rank member organisations based on ‘Engagements per 1,000 followers’ for each of the three main platforms. As the analysis progresses and the data set evolves, we will highlight any trends and recognise some of the more niche sporting content in Ireland.

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 % figures are used (unless otherwise stated), they refer to the previous month’s figures.

 

February 2021 Highlights on Twitter

 

 

Activity on Twitter increased 14 per cent vs January, from 5,366 to 6,112 tweets, and this rise in activity led to a 25 per cent increase in engagements on the platform (from 394,605 to 418,635).

For the third month in a row, we saw a completely fresh top three in the activity charts with The GAA (594 tweets, an increase of 186 per cent on the previous month) in pole position as they crowned Ballygunner GAA the AIB All Ireland Club Hurling Champions.

 

The Ladies Football account (520, +40 per cent) in second celebrated St Jude’s captain Aoife Keyes accepting the All Ireland Junior Club Championship trophy and the United Rugby Championship (492, +34 per cent) highlighted Leinster and Ireland super-fan Jennifer Malone and a Mack Hansen-esque try from the Cell C Sharks.

 


Hockey Ireland in ninth (234, +107 per cent) congratulated Sally Campbell and Ellen Curran on their first indoor international caps and Athletics Ireland in 11th (220, +249 per cent) saw Rhasidat Adeleke storm to the top of the Irish All-Time list clocking the fastest ever Irish Women’s Indoor 200m time in 22.85 seconds and a National Indoor 60m record for Molly Scott at the Irish Life National Indoor Championships.

 


Team Ireland (190, +118 per cent) celebrated Thomas Maloney Westgaard finishing 14th in the Cross-Country 15km Classic at the Beijing Winter Olympics and the SSE Airtricity League (215, +367%) announced a new weekly highlights show on LOITV for the #LOI & #WNL  as well as showcasing their product by sharing Derry City’s injury-time winner against Shamrock Rovers.

 

 

The top two for the overall engagement charts on Twitter swapped places with the IRFU taking first place with an average of 315 engagements per tweet (+43 per cent) from the FAI (243, +8 per cent). Top content for the two included Mack Hansen’s Player of the Match performance on his debut and along with the Irish FA, the FAI announced that following an extensive feasibility study, they have agreed to focus on a bid with the UK nations to host UEFA EURO 2028.

In third, and with their highest placing to date, the GPA (91, +190 per cent) announced their motion on integration passed with 90 per cent in favour; meaning the GAA will now prioritise integration to ensure equal recognition, investment and opportunity for all genders to play all sports in the Gaelic Games Family.

Golf Ireland, rising to their highest position in 14th (48, +173 per cent) showcased Leona Maguire’s first LPGA Tour win, Paralympics Ireland (59, -17 per cent) celebrated Patrick Monahan’s victory in the Seville Marathon, and the Camogie Association (21, +112 per cent) produced a handy graphic to see the correct way to measure the size of your hurley.

 

In our new metric for 2022, the Sports for Business member organisations have been ranked in accordance with their ‘average number of engagements per 1000 followers’ designed to showcase and highlight the excellent work being done across the board. Athletics Ireland tops this new chart with an average of 333 engagements per 1,000 followers, with the Women’s National League (318) in second, and Basketball Ireland (316) in third.

 

Irish Rugby took the top prize for Twitter content in February, thanks to the Men’s team beating Wales 29-7 at the Aviva Stadium, the full-time post generated over 4,000 likes and 700 retweets as Andy Farrell’s team head to Twickenham for the crucial match against England.

 

February 2021 Highlights on Facebook

 

 

Facebook activity rose for the second month in a row, the 16 per cent increase in February (from 2,620 to 3,052 posts) coming after a similar increase in activity during January. This activity resulted in a six per cent increase in engagements for the platform (from 394,605 to 418,635).

Eight of the top ten accounts saw an increase in their activity compared to the previous month and the overall rise was driven by two significant increases in the top four accounts. GAA with 351 posts (+236 per cent) topped the charts as Harry Ruddle of Ballygunner beat Ballyhale Shamrocks with the last puck of the game to win The AIB All Ireland Club Hurling Championship followed by Ladies Gaelic Football in second (279, +10 per cent), Leinster Rugby in third (268, +46 per cent) and Athletics Ireland (227, +224 per cent) in fourth as they celebrated a new National Record for Georgie Hartigan.

Conversely, only four of the top ten accounts based on engagement saw an increase in the average engagements per post. Irish Rugby in first (with 1,286 engagements per post, +89 per cent), Paralympics Ireland in sixth (235, +64 per cent), Team Ireland (201, +281 per cent) and Athletics Ireland in tenth (136, +8 per cent).

As Covid restrictions were lifted, Gymnastics Ireland were able to welcome back their Junior and Senior Women’s Artistic squads to the National Training Centre which boosted them into their highest position for four months (76, +434 per cent)

 


In our new metric, Athletics Ireland (average of 562 engagements per 1,000 followers, +247 per cent) topped the table, followed by Team Ireland (272) and Horse Racing Ireland (250).

 

The top Facebook content for February came from the IRFU as they celebrated victory over Wales in the 6 Nations, generating close to 20,000 public engagements (link).

 

February 2021 Highlights on Instagram

 

 

Instagram posts rose 14 per cent in February, from 1,380 to 1,568 with 6 Nations and League of Ireland related posts contributing significantly to this, and the overall 51 per cent increase in engagements (from 1,730,840 to 2,614,356).

Unsurprisingly, Irish Rugby returned to the top of the activity charts for the first time since November, their 136 posts a 106 per cent increase month-on-month. The URC held steady in second (120 posts, +5 per cent) and the Ladies Gaelic Football Association account (120 posts, +64 per cent) found itself in the top three for the first time in 2 years as they announced Galway star Olivia Divilly as The Croke Park/LGFA Player of the Month for January.

 


The League of Ireland account in fourth (111 posts, +283 per cent) launched the 2022 season and Golf Ireland (11, +57 per cent) announced their five strategic themes to drive growth.

 

Irish Rugby (with an average of 8,492 engagements per post, +41 per cent) topped the engagement charts as the Men’s U20 team claimed victory away in France with the GAA in second (4,810, -0.3 per cent) highlighting a point from play from Monaghan Goalkeeper Rory Beggan as he was named Man of the Match in their tie against Tyrone. The FAI in third (3,259, -49 per cent) were celebrating having sold over 15,000 season tickets.

 

Special mention to the GPA (396, +646 per cent) with their ‘You see players. We see people’ campaign.

 

 

For the second month in a row, Basketball Ireland topped the Instagram ‘Engagements per 1,000 followers’ chart (2,556, -38 per cent) followed by Ladies Gaelic Football (2,112, +48 per cent) and Irish Rugby (2,048, +182 per cent).

 

The top Instagram post for February came from the IRFU as they celebrated a try-scoring debut for Ulster’s Michael Lowry in the recent victory over Italy, with the post generating over 31,000 engagements in the form of likes and comments.

 

 

February 2021 Engagement Per 1,000 Followers

 

 

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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