As we reach the midpoint of 2022, May’s analysis provides the perfect opportunity to reflect and analyse how the Sports for Business member organisations are performing compared to 2021.

Whilst it is important to acknowledge and to take into account that a few new organisations have joined the analysis in the past 12 months, they key metrics still provide useful insights into the continued value of social media.

From January to May 2021 (inclusive) the Sports for Business Member Organisations generated over 34,000 posts and close to 13 million engagements, and in the same period in 2022 posts have increased 60.7 per cent (from 34,229 to 55,021) with engagements rising 15.3 per cent (from 12.98 million to 14.96 million) meaning that 2022 is set to break all previous records.

May 2022 saw a slight increase in activity from the previous month (up 0.2 per cent from 11,237 to 11,260 posts) – the second-highest total for the analysis. However, this increase was not reflected in the number of overall engagements, which saw a 7.9 per cent decrease (from 2,550,548 to 2,347,986). Of the three platforms used to form the analysis, Facebook was the big winner for the month, with a 14 per cent increase in posts (from 2,955 to 3,369) leading to a 35% increase in engagements (from 413,244 to 558,850). For context Twitter saw a 2 per cent decrease in posts (from 6,593 to 6,481) and a 6% decrease in engagements (from 279,824 to 264,428) whilst Instagram activity fell 17 per cent (from 1,689 to 1,410 posts) with an 18 per cent decrease in engagements (from 1,857,480 to 1,524,708).

May’s analysis reflects a busy time for the GAA and a successful month for the IRFU. The ‘Engagements per 1,000 Followers’ metric highlights the excellent work of the Women’s National League account on Twitter, Badminton Ireland on Facebook, and Volleyball Ireland on Instagram.

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.

 

May 2022 Highlights on Twitter

 

 

 

The 6,481 tweets from May represents a two per centdecrease on April’s figures (from 6,593 to 6,481); however, it was still the third busiest month for the platform since Olytico’s analysis began.

The decrease in activity resulted in a six per centdecrease in engagements across the platform (from 279,824 to 264,428 engagements). For context, compared to the same period in 2021 this is an increase of 9.7 per cent (from 240,993 engagements in May 2021 to 264,428 in May 2022)

The GAA topped the activity charts for the first time since February 2022, their 763 tweets were a 45 per cent increase on April’s output, their top tweet showcasing an outstanding point for Wexford’s Mikie Dwyer. Dublin GAA rose to second (601,+31 per cent as they celebrated the Leinster Minor Football Championship win with victory over Kildare; and in third, Cricket Ireland (538,+334 per cent) congratulated PJ Moor on his 150*.

It was a busy month for Canoeing Ireland (49,+145 per cent) as they celebrated Jenny Egan’s bronze in the 5000m at the Canoe Sprint World Cup and for Vision Sports Ireland (37,+131 per cent) as participants from their 2021 Youth Leadership Programme met their Paralympic Heroes from Tokyo.

Irish Rugby returned to the top of the engagement table with an average of 184 engagements per tweet (+38 per cent on the previous month) as Leinster’s Josh van der Flier was announced as the EPCR Player of the Year. The FAI fell one place to second (158, -20%) and Munster Rugby entered the top three for the first time in 2022 with an average of 119 engagements per tweet (+57 per cent).

The top percentage increases in engagement amongst the top ten accounts came from the Camogie Association (33,+145 per cent) as they launched their PRIDE Round, Athletics Ireland (57,+84 per cent) as they celebrated yet another Irish Record for Rhasidat Adeleke – the 19-year-old now holds the Irish records over 60m, 200m, 300m and 400m, and Leinster Rugby (103,+71 per cent) as they reached the Final of the Heineken Champions Cup.

Special mention to Cycling Ireland (16,+51 per cent) as Sam Bennett got back to winning ways.

In the ‘average number of engagements per 1000 followers’ metric, the Women’s National League (582 engagements per 1,000 followers) topped the table for the second time as Athlone Town’s Laurie Ryan was named the SSE Airtricity Player of the Month for April, Golf Ireland in second (241) congratulated Colm Campbell on becoming the Flogas Irish Men’s Amateur Open Champion once again, and in third, the SSE Airtricity League account (233) highlighted Roy Keane supporting his old team Cobh Ramblers FC in the #LOI.

The most engaged with content on Twitter came from the Munster Rugby account as they congratulated former players Ronan O’Gara and Donnacha Ryan as they won the Heineken Champions Cup with La Rochelle, the tweet generated over 5,000 engagements in the form of likes and retweets.

 

 

.

May 2022 Highlights on Facebook

 

 

Facebook activity increased 14 per cent from the previous month and the 3,369 posts (an increase from 2,955 posts from the previous month) is the second highest recording for the platform (only behind March 2022’s 3,591 posts). This increase in activity delivered a 35 per cent increase in engagements (from 413,244 to 558,850). Twelve of the top twenty accounts saw an increase in activity which explains this month’s increase overall

The GAA topped the activity charts for the second month in a row, their 496 posts (an increase of 41% per cent on the previous month) saw them hold off Cricket Ireland (343, +294 per cent) and Leinster Rugby (271, -4 per cent).

Horse Sport Ireland in sixth (179,+54 per cent) celebrated an amazing performance from Denis Lynch and the 13-year-old gelding Brooklyn Heights, which saw them claim the hugely prestigious Rolex Grand Prix of Rome for the second time.

Dublin GAA in eighth (123,+43 per cent) celebrated the Leinster Championship win and Gymnastics Ireland (74,+208 per cent) wished Ryan Devine and Rowan Deakin well as they competed in the Senior World Cup event on Trampoline.

Irish Rugby topped the engagement charts with an average of 1,301 engagements per post (an increase of 270 per cent on the previous month) as it was announced that Dublin and the Aviva Stadium would host the 2023 Heineken Champions Cup and European Challenge Cup Finals. The Northern Ireland National Team account in second (530,+40 per cent) wished Stuart Dallas well in his recovery from injury and Ulster Rugby in third (386,-15 per cent) congratulated Neve Jones on her TikTok Women’s Six Nations Player of the Match performance.

Special mentions to Athletics Ireland (264,+109 per cent) and Sarah Lavin as she took the Gold in the 100m Hurdle Finals of the International Anhalt Meeting in Germany and to Cycling Ireland (116,+244 per cent) as Ronan Grimes and tandem duo Katie-George Dunlevy and Linda Kelly won Gold in the Time Trials at the European Paracycling Championships.

In our new metric, Badminton Ireland (average of 571 engagements per 1,000 followers, -12 per cent) topped the table for the second month in a row, followed by Horse Racing Ireland (533) and Cycling Ireland (515).

The top Facebook content for April came from Horse Racing Ireland as they remembered the great Lester Piggott, winner of 16 Irish Classics. Their post has generated over 8,000 public engagements to date.

May 2022 Highlights on Instagram

 

 

With just over 1,400 posts in May, activity on the platform fell for the second month in a row. The 1,410 posts (a decrease 0f 17 per cent from April’s 1,689 posts) resulted in an 18 per cent decrease in engagements (from 1,857,480 to 1,524,708). Eight of the top ten accounts ranked by activity saw their output fall compared to April.

The League of Ireland account (211 posts, a decrease of 15 per cent on the previous month) topped the activity charts for the second month in a row. As the domestic rugby season comes to an end, Leinster finished in second (99, -10 per cent) with the United Rugby Championship (96, -7 per cent) in third.

Special mentions to Triathlon Ireland (35,+59 per cent) as Erin McConnell finished second in the Sharm El Sheikh African Cup, Gymnastics Ireland (30,+58 per cent) who led with highlights from the FIG All-Around Championships and Team Ireland (15,+88 per cent) as they celebrated 800 days to go until Paris 2024.

 

 

View this post on Instagram

 

A post shared by Triathlon Ireland (@triathlonireland)

The GAA (with an average of 3,988 engagements per post, -13 per cent) topped the engagement charts with Irish Rugby (3,689, +8 per cent) in second and the FAI (3,234, +25 per cent) in third. The GAA’s most engaged with post celebrated the launch of the 2022 GAA Football All-Ireland Series and the race to Sam Maguire Cup Glory.

Volleyball Ireland (2,112,- 48 per cent) topped the Instagram ‘Engagements per 1,000 followers’ chart’ for the second month in a row first time as they crowned Colaiste Muire and St Brigid’s College as the first ever School Beach Volley West Champions. The League of Ireland (1,797, -33 per cent) finished in second, with Basketball Ireland (1,793, -27 per cent) in third.

 

The top Instagram post for May came from the IRFU as they looked forward to the Summer Tour to New Zealand and Test Matches against the All Blacks. The post generated close to 15,000 engagements in the form of likes and comments.

 

May 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

 

 

 

Sport for Business Partners