January marked a busy start to 2022 on social media as Olytico analysed over 9,000 posts and 2.4 million engagements across the Sport for Business Member organisations.

Activity rose across the three platforms by 30% (from 7,207 to 9,366 posts) and this resulted in a 14% increase in engagements (from 2,105,561 to 2,408,271). In a month in which we welcomed the Gaelic Players Association and the Irish Football Association into the analysis, we have also 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 year progresses and this particular data set evolves, we will highlight any trends and recognise some of the more niche sporting content in Ireland.

In particular, it allows us to look in a little more detail at the work that is being done across the wider spectrum of sport.

 

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.

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.

 

January 2021 Highlights on Twitter

 

 

Activity on Twitter increased 39 per cent vs December, from 2,198 to 2,620 tweets, and this rise in activity led to a 31 per cent increase in engagements on the platform (from 327,416 to 394,605). Eight of the top ten accounts increased their activity from the previous month.

It was a completely new top three in the activity charts with Cricket Ireland (567 tweets, an increase of 210 per cent on the previous month) topping the charts for the first time since September 2021 as they kept fans up to date with all of the action from the West Indies as the Men’s Team won their first-ever one-day international series away from home against an ICC Full Member.

 

In second place Dublin GAA (553, +738 per cent) celebrated becoming Champions in both the Walsh Cup and O’Byrne Cup.

In third place, and enjoying an excellent month across all platforms, Basketball Ireland (484, +143 per cent) reported on the action from the InsureMyHouse.ie National Cup as Garvey Warriors and The Address UCC Glanmire took the titles.

 

 

Cycling Ireland in twelfth (163, +50 per cent) welcomed four-time Olympian Nicholas Roche into a new role and opened a new outdoor @Learn to Cycle’ track in Dungarvan.

Team Ireland in 17th (87, +64 per cent) announced the six athletes that will be competing at the Beijing 2022 Winter Olympic Games and IWA-Sport in 21st (52, +93 per cent) announced a consultation process focusing on women with physical disabilities for their ‘Women in Sport strategy 2022-2025’.

There was no change in the top two for the overall engagement charts on Twitter, with the FAI holding on to the top spot with an average of 224 engagements per tweet (+5 per cent), and the IRFU in second (220, +30 per cent).

The FAI’s top tweet wished Shane Long a Happy Birthday with footage of his famous goal against Germany and the IRFU’s top content congratulated the Women’s Sevens Team as they beat England to secure a place in their very first World Rugby 7s Final.

The two heavyweights were joined in the top three for the first time by the SSE Airtricity League account (130, +339 per cent), beating their previous highest position of sixth in September 2021. The account’s top content for January featured ‘LOITV Animated’ and has had over 100,000 views to date.

 

 

In ninth, Ireland Women’s Cricket (68, +172 per cent) congratulated Gaby Lewis on being named in the ICC Women’s T20I Team of the Year and in 14th the United Rugby Championship and World Cup winning captain Siya Kolisi showed their support, along with the rest of the rugby community to young Alfie. Pentathlon Ireland (25, +320 per cent) announced Natalya Coyle had been elected onto the OFI Athletes Commission for 2022-2024 and Triathlon Ireland (16, +524 per cent) launched their Membership Programme for 2022.

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. Basketball Ireland top this new chart with an average of 491 engagements per 1000 followers, with Connacht Rugby (237) in second, Dublin GAA (173) in third and IWA-Sport (167) in fourth.

In a month in which the tragic death of Ashling Murphy shocked the nation, a post from Munster Rugby in which Captain Peter O’Mahony offered condolences to the Immaculate College graduate’s family and friends on behalf of Munster Rugby was the most engaged with content.

 

 

January 2021 Highlights on Facebook

 

 

Facebook activity rose for the first time in four months, the 19 per cent increase in activity during January (from 2,198 to 2,620 posts) resulted in a 21 per cent increase in engagements for the platform (from 327,416 to 394,605).

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 three accounts. Cricket Ireland with 311 posts (+227 per cent) topped the charts followed by Ladies Gaelic Football in second (254, +3 per cent) as they celebrated the crowning of Kilkerrin-Clonberne as the currentaccount.ie All-Ireland Senior Club champions and Basketball Ireland in third (253, +344 per cent).

Leinster Rugby in fourth (183) and Cycling Ireland in seventh (137) both increased output by 41 per cent. Dublin GAA in ninth (96, +220 per cent) were in the top ten for the first time since October last year.

Camogie in 12th (71, +154 per cent) celebrated St Rynagh’s winning the AIB GAA All-Ireland Intermediate Club Championship Final and IWA-Sport (56, +19 per cent) featured Para Powerlifter Britney Arendse motivating the nation to stay active on Operation Transformation.

In the overall engagement charts, the IRFU re-took first place with an average of 679 engagements per post (+103 per cent), their top content on the platform announced Johnny Sexton would lead the Men’s Team into the 2022 Guinness Six Nations. In second, Ulster Rugby (469, +15 per cent) celebrated victory against Northampton and in third, the FAI celebrated another birthday, this time with Robbie Brady’s strike against Italy in Euro 2016.

Newcomers to the analysis, the Northern Ireland National Team (with an average of 361 engagements per post) marked Stuart Dallas’ 250th appearance for Leeds United and in eighth, Horse Sport Ireland (243, +75 per cent) celebrated success in the opening Longines FEI Nations Cup of the season.

Special mentions to the League of Ireland (212, +1,048 per cent) who featured Shamrock Rovers’ Roberto Lopez’s MOTM performance in the African Cup of Nations, and to Golf Ireland (58, +88 per cent) who launched their Junior Policy, ensuring Junior members are at the forefront of every club’s future.

In our new metric, Connacht top the table (average of 404 engagements per 1,000 followers), followed by Cycling Ireland (310) and Leinster Rugby (279). Special mentions to Volleyball Ireland (206) who welcomed the easing of Covid restrictions for indoor sports.

As we saw on Twitter, sporting organisations across the board shared their condolences, with a post from Connacht Rugby celebrating the life of Ashling Murphy generating the most engagement on the platform.

 

January 2021 Highlights on Instagram

 

 

Instagram posts rose 31 per cent in January, from 1,136 to 1,380 and this was the first month-on-month increase in activity on the platform for four months. This increase in activity drove an 11 per cent increase in engagements (from 1,561,589 to 1,730,840).

Basketball Ireland topped the activity charts for the first time since August 2021, their 202 posts, a 254% increase on December; and their top post featured action from Devin Gilmore of Eanna Basketball in the National Cup. Whilst falling one place into second, the United Rugby Championship increased their month-on-month output (115, +26 per cent) showcasing skills from Springbok Lukhanyo Am.

Staying in third, Cricket Ireland (98, +10 per cent) celebrated both victory in the West Indies and Josh Cox’s unbeaten 111 against Uganda in the ICC Under-19s Men’s World Cup. European action saw Connacht Rugby (87) and Leinster Rugby’s (84) output rise 61 per cent and 75 per cent respectively.

The League of Ireland (29, +190 per cent) utilised archive footage from Dundalk playing in the Champions League for their #goaloftheday and the Camogie Association (28, +300 per cent) congratulated Raharney on their AIB GAA All-Ireland Junior Club Championship.

Special mention to Rowing Ireland (5, +150 per cent) who were celebrating Olympic Gold Medallists Paul O’Donovan and Fintan McCarthy winning the Men’s Crew of the Year at the 2021 World Rowing Awards.

Football, Rugby and the GAA made up the top ten positions for the Instagram engagement charts. Topped by the FAI with an average of 6,398 engagements per post (+40 per cent) as they announced home friendlies against Belgium and Lithuania in March, they were followed by the IRFU (6,018, +13 per cent) and the GAA in third (4,826, +138 per cent) as they welcomed the return of the Allianz Leagues.

Completing an impressive month for the NGB, Basketball Ireland topped the Instagram ‘Engagements per 1,000 followers’ chart (4,105) followed by Munster Rugby (1,776) and Volleyball Ireland (1,647).

The top Instagram post for January came from the IRFU as they announced the 37 man squad for the Guinness Six Nations, with the post generating over 18,000 engagements in the form of likes and comments.

 

 

 

January 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