In October 2018, the 21 organisations analysed as part of this research, all members of Sport for Business, published over 5,700 Social Media posts across Facebook, Twitter and Instagram, an increase of 14 per cent on September.

These posts generated over 830,000 engagements in the form of likes, shares, comments and retweets – an increase of 80,000 or 11 per cent on September.

Twitter continued to be the most active platform, with over 63 per cent of all content published on the network, though that is down on last month as a percentage, followed by 27 per cent on Facebook and 10 per cent on Instagram, up from eight per cent last month.

Similar to last month, and perhaps not unrelated to that rise, the 594 posts on Instagram had the biggest impact in terms of engagement, with over 585,000 likes and comments generated.  That represents a massive  70 per cent of the total engagement across all three platforms, up from 67 per cent of the same measure last month.

The most engaging content across all platforms had one thing in common – they looked back at moments from the past – both happy and sad.

In the series of infographics below, we have ranked each of the organisations across a range of metrics on each network, including the most active, the most engaged and the most engaging content.

It’s important to note that this analysis is based on publicly available data. It doesn’t include any analysis or insight on paid or promoted content.

October Highlights on Facebook

October 8th marked the three-year anniversary of THAT goal by Shane Long against the then world champions Germany in the Aviva Stadium.

A video of the goal shared by the FAI was the most engaged with post of the month, with over 2,750 likes, 900 comments and 400 shares, in addition to 91,000 video views. The post helped the FAI take top spot in terms of average engagement per post for the month.

While the GAA remained the most active account with 231 posts in October, Team Ireland (Olympic) and Team Ireland Equestrian were the two most prominent movers on the list, into 2ndand 3rd positions respectively.

The Youth Olympics in Buenos Aires provided Team Ireland with a plentiful supply of great content which helped them generate almost 15,000 likes, shares and comments across the 179 posts published.

October Highlights on Instagram

The trend set by Team Ireland continued on Instagram, with a 500% increase month on month in terms of posts published – their 202 posts more than twice that of the nearest account – Irish Rugby.

However, it was a poignant post from Irish Rugby that generated the highest level of engagement. Marking the two-year anniversary of the death of Anthony Foley, more than 17,000 people engaged with the post.

The FAI and GAA led the way in terms of engagement – with both organisations generating an average of over 4,700 engagements per post.

October Highlights on Twitter

Irish Rugby shared a similar post on Twitter to that which scored so well on Instagram and once again, it was the most engaged with content published by any of the 21 organisations in October, with over 4,800 engagements.

The return of the Super League saw Basketball Ireland jump from fourth to first in terms of tweets published month on month, while the FAI made it three from three in terms of engagements per post, topping the list.


We publish this important snapshot of Irish sporting activity on social media every month, highlighting the best activity in this crucial area of engagement and playing a part in helping to raise standards across the whole sector.

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