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Warrington Wolves are better than Man Utd… at social media

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WARRINGTON Wolves have been ranked a credible 23rd place in a recent study of professional sports clubs on social media, above Manchester United.

The Social Scorecard: Sports“, by search marketing agency Red Hot Penny, examines how the UK’s top professional sports clubs across football, rugby, cricket, basketball and ice hockey are engaging with their social media followers, and if they’re effectively leveraging their followings to drive their retail business.

A total of 80 clubs were analysed comprising of the top 10 English clubs from Super League (rugby league), the Premier League (football), Scottish Premiership (football), Premiership (rugby union), Pro14 (rugby union), County Championship (cricket), Elite Ice Hockey League (ice hockey) and British Basketball League (basketball).

Warrington ranked in third amongst Super League clubs, behind Leeds and Wigan.

The overall score was calculated by a club’s total followers, follower numbers per seat, their total average post engagement and total engagement rate, along with three overall performance scores for each channel (Facebook, Twitter and Instagram).

The aim of the analysis was to see which clubs were really connecting with their fans, and to see how much potential their social channels have to boost retail activity.

They did boast one of the best followers per seat ratios, with the Wolves having 10 followers per ticket available in the Halliwell Jones Stadium.

The average post engagement for Warrington on social media is 1,532, which puts them in 37th place.

It was on Twitter that the Wolves scored best, finishing 5th out of the 80 clubs, behind only league rivals Salford, Scottish football clubs Kilmarnock and Celtic, and county cricket side Yorkshire – while on Facebook, Warrington came in 14th place.

Sport Team Total Score Followers Per Seat Avg ER
1 Cricket Somerset 82.000 379,405 45 4.03%
2 SPL Celtic 78.500 2,781,377 46 1.48%
3 PL Spurs 76.750 16,310,000 263 1.56%
4 PL Everton 74.500 5,572,000 141 1.41%
5 Rugby Union Northampton 74.375 241,830 16 1.10%
6 PL Man City 74.125 51,280,000 931 1.23%
7 PL Arsenal 73.000 63,900,000 1,067 0.95%
8 Rugby Union Exeter 72.750 237,749 22 1.06%
9 PL Liverpool 71.875 52,900,000 978 1.15%
10 SPL Rangers 71.250 1,322,505 26 1.73%
11 PL Chelsea 70.750 73,400,000 1,763 0.80%
12 Cricket Essex 69.875 183,890 33 1.62%
13 Rugby League Leeds 68.250 395,896 19 0.36%
14 Pro 14 Rugby Ulster 68.250 373,442 21 1.42%
15 SPL Kilmarnock 66.625 54,141 3 7.29%
16 SPL Aberdeen 66.250 235,436 11 2.01%
17 Pro 14 Rugby Leinster Rugby 66.250 559,377 30 1.28%
18 Rugby League Wigan 65.750 235,082 9 0.69%
19 Rugby Union Harlequins 64.625 283,040 19 0.88%
20 Rugby Union Bath 64.375 273,901 19 0.78%
21 Pro 14 Rugby Glasgow Warriors 64.250 186,561 39 2.44%
22 SPL Heart of Midlothian 63.875 142,855 7 2.76%
23 Rugby League Warrington 63.500 157,844 10 0.68%
24 PL Leicester City 63.000 10,290,000 318 0.60%
25 Rugby Union Gloucester 62.250 249,193 15 0.73%
26 PL Man Utd 62.125 115,500,000 1,540 0.37%

 

Notes: All data was captured between the 5th November and 7th December 2018 and all stadium capacities were correct at the time of publication.

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About Author

Journalist and sport content specialist, who is also editor of Love Rugby League. Formerly ran the official website of the Carling Cup, as well as operating a digital services business in Warrington.

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