As domestic seasons come to a climax and summer tours and Championships start, June proved to be a busy month for the Sport for Business member organisations. Over 11,600 posts, the second highest number for the analysis, and a 4 per cent increase on the previous month’s activity led to 3.29 million engagements, a 41 per cent increase on May’s figures.

Facebook was the biggest winner of the month, with a record number of posts (3,666, an increase of 9 per cent on the previous month) leading to a record 960,612 engagements for the platform (+72 per cent on May).

June’s analysis reflects an excellent month for Cricket Ireland, with their social engagements buoyed by the visit of India, and another productive month for the GAA and IRFU.

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

 

June 2022 Highlights on Twitter

 

 

 

June was the third month in a row Twitter saw a decline in activity, the 6,313 tweets represent a 3 per cent drop in activity (down from 6,481 the previous month).

Twitter engagements though, saw an impressive 44 per cent increase (from 264,428 in May to 381,732), suggesting that social media managers will be back sooner rather than later.

The GAA topped the activity charts for the second month in a row, their 695 tweets a 9 per cent decrease on their previous month’s activity. Their top tweet for the second month in a row included footage of a key Championship moment, June’s coming from Armagh’s Ryan O’Neill’s as his last-minute free sent the match against Galway into extra-time.

 


Ladies Football in second (695,+85 per cent) enjoyed great engagement with their ‘Player of the Match’ #properfan content which featured in their top four tweets for June, the most engaged being Armagh’s Lauren McConville’s performance against Meath. The FAI were in third with 373 tweets (+187%).

Seven of the top ten accounts saw an increase in activity, with Cycling Ireland (364,+64 per cent) in fourth reaching their highest position since August 2021, their top tweet celebrating Rory Townsend’s victory in the #CIRoadNationals (link).

Horse Racing Ireland in sixth (299,+40 per cent) congratulated Aidan O’Brien on his 41st English Classic win with a throwback post from 1998 and Hockey Ireland (233,+103 per cent) announced their 2022 FIH Hockey Women’s |World Cup Squad with some sensational imagery from Inpho’s James Crombie.

 

The Camogie Association (104,+333 per cent) highlighted a fantastic goal from Dublin’s Aisling O’Neill against Clare in the Glen Dimplex All-Ireland Senior Championships.

The FAI returned to the top of the engagement charts with an average of 327 engagements per tweet (+107 per cent on the previous month) with their top content featuring a wholesome moment as they welcomed two Ukrainian children who are living in Ireland to a training session and Nathan Collins’ fantastic goal against Ukraine generating over 180,000 views.

 

The IRFU were in second (215,+17 per cent) and they featured clips from the #IMART2022 Pool game as Banbridge Barbarian’s Robert Croy scored a try with the help of his teammates encapsulating the real #spiritofrugby.

Cricket Ireland were in third (118, +863 per cent) and deserve special mention as they generated the top two tweets for the month of June thanks to their series against India.

The United Rugby Championship (96,+152 per cent) delivered with their top content showing how fan engagement can be front and centre at a Championship’s key moments and Paralympics Ireland (63,+226 per cent) celebrated a silver medal for Ellen Keane at the World Championships in Madeira.

In the ‘average number of engagements per 1000 followers’ metric, the FAI topped the table for the first time with 426 engagements per 1,000 followers, Golf Ireland in second, made it three months in a row in the top three (413,+71 per cent) as Ireland’s top amateurs were in action at the AIG Irish Women’s Close Championship and the Women’s National League finished in third (349,-60 per cent).

The most engaged with content on Twitter came from Cricket Ireland as they thanked India for visiting and being part of a great series, the tweet generated an impressive 16,600 likes and over 700 retweets.

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June 2022 Highlights on Facebook

 

 

A record-breaking month for the platform. Activity increased by 9 per cent on the previous month (from 3,369 to 3,666 posts) and saw June 2022 overtake March 2022 (3,591 posts) to take the top spot.

This increase in activity resulted in a 72 per cent increase in engagements (from 558,850 to 960,612) – a new record for the platform beating the previous record of 836,519 set in July 2021.

Fourteen out of the twenty top accounts increased their output in June 2022 with notable increases from the FAI (222 posts, +192 per cent), Athletics Ireland (180, +109 per cent), the Northern Ireland National Team account (138, +273 per cent) and Triathlon Ireland (77, +97 per cent).

The GAA topped the activity charts for the third month in a row, their 443 posts was an 11 per cent decrease from May’s output but was still enough to hold off the Ladies Gaelic Football account (364, +62 per cent) and Cricket Ireland (296, -14 per cent). Interestingly all the top three accounts’ top content mirrored that seen on Twitter, illustrating the value of good content and how it can be utilised across platforms.

Special mentions to Triathlon Ireland, their top content featuring an interview with Brian O’Driscoll after he took part in a relay triathlon, IWA-Sport (73,+55%) who wished good luck to Team Ireland as they departed for Sarajevo to compete at the IWBF Division B/C European Championships and Vision Sports Ireland (27,+50%) as they announced a #zerolimits Track Day alongside Sport Ireland and MotorSport Ireland.

In the engagement stakes, 17 out of the top 20 accounts increased their average engagements per post, the main driver behind the record month; special mentions to Paralympics Ireland (422,+241 per cent) as Róisín Ní Riain became their newest World Champion medallist and Rowing Ireland (99,+228 per cent) as Katie O’Brien took Gold in the PR2 W1x with a new world best time.

 

 

Irish Rugby held on to the top spot (2,776,+113 per cent) as they supported Nick McCarthy as he spoke openly about his sexuality, their post generating over 10,000 engagements in the form of likes, shares and comments.

In second, Cricket Ireland (931, +240 per cent) benefitted from the huge engagement the Indian cricket team bring with them wherever they are playing in the world – seven of the top ten posts on Facebook came from the Cricket Ireland account and all featured the Indian Series, which was a contributing factor to the platform’s record month.

In third, and making the top-three for the first time was the United Rugby Championship (683,+173 per cent) as they crowned the DHL Stormers as Champions and Deon Fourie as the URC Grand Final Player of the Match.

Badminton Ireland took the top spot in the ‘average engagements per 1,000 followers’ metric for the third month in a row with 958 engagements per 1,000 followers – what is particularly impressive is the growth of these numbers for the organisation, June’s figures were a 68 per cent increase on the previous month.

Horse Racing Ireland finished behind them for the second month in a row (608, +14 per cent) and the United Rugby Championship finished in third (557, +202 per cent).

The top Facebook content for June came from Cricket Ireland and their series with India with their ‘Thank You’ post generating close to 10,000 public engagements to date.

 

June 2022 Highlights on Instagram

 

 

Activity increased on the platform for the first time in three months, June’s 1,693 posts (a 20% increase on May’s 1,410 posts) is the third highest monthly output for the platform and is thanks to sixteen out of the top 20 accounts increasing their output in June.

Unsurprisingly this led to an increase in engagements compared to the previous month: June’s 1,957,164 Instagram engagements represented a 28% increase.

The FAI with 186 posts, an increase of 296% on the previous month topped the activity charts as they remembered Robbie Brady’s goal against Italy six years ago (link). Cricket Ireland completed an impressive month across all platforms in second place (116, +36%) and the League of Ireland kept up an impressive output in third (115, -45%) as Kerry FC applied to enter the #LOI licensing process (link)

Special mentions to the Irish FA (66, +408 per cent), Swim Ireland (52, +93 per cent), the Camogie Association (49, +158 per cent) and Hockey Ireland (43, +617 per cent).

As the Men’s team set off on their tour of New Zealand, the IRFU returned to the top of the Instagram engagement charts with an average of 5,569 engagements per post, a 51% increase on the previous month, with the GAA in second (4,180, +5 per cent) and the FAI in third (3,689, +14 per cent).

 

 

View this post on Instagram

 

A post shared by Irish Rugby (@irishrugby)

Special mentions to Ireland Lacrosse (158, +102 per cent) who kicked off the selection process for the Men’s team ahead of the World Championships in California next year and Special Olympics Ireland (90, +112 per cent) as they welcomed the team back from Berlin after picking up 14 medals and 6 placements.

 

 

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A post shared by Ireland Lacrosse (@irelandlacrosse)


The FAI (2,925, +345 per cent) topped the Instagram ‘Engagements per 1,000 followers’ chart’ and Basketball Ireland (1,477, -18 per cent) finished in second, with the League of Ireland (1,155, -36 per cent) in third.

The top Instagram post for May came from Cycling Ireland, a first for the organisation, as Ben Healy took the Elite Men’s Time Trial National Championship. The post generated over 32,000 engagements in the form of likes and comments.

 

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A post shared by Cycling Ireland (@cyclingireland)

 

June 2022 Engagement Per 1,000 Followers

 

 

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