London’s Tottenham Hotspur has achieved first place in a list which ranks the UK’s biggest sports clubs in terms of how well they use social media.
The new index has been created by William Hill, together with Umpf – a PR and social media agency – and shows the social performance of nearly 150 professional British football, cricket and rugby teams.
The data used for the social media league was collated using a score based on an algorithm, together with the opinions of a panel of industry experts.
Spurs came out on top with 69.9 out of a possible 100, which beat Chelsea (67.6) and Leyton Orient (67). Manchester United scored 65.3, while rugby club Leeds Rhinos achieved a score of 62.8.
At the bottom of the index, at number 148, was Ross County – a Scottish Premiership team – with just 10 out of 100.
According to The Drum, Umpf’s social media account manager, Amy Byard, said that Spurs scored highly with the judges as well as the algorithm.
Speaking further about the results, Byard said that Tottenham Hotspur F.C. has a clear understanding of the importance of tailoring the content it produces for each of its social platforms.
Some of the club’s notable strengths included impactful video content and archive imagery, as well as Q&A sessions with players.
Byard also said that Spurs effectively uses behind-the-scenes footage to pique fan interest.
Number 17 on the list was Arsenal with 59.1, with Cardiff City ahead on 59.4 points. Aston Villa came in 13th place with 59.7, narrowly beating Norwich with its score of 59.6.
While the index results failed to show a correlation between social media activity and how well a sports team performed on the field, a similar index of SMEs would no doubt highlight a link between using social media as part of a website marketing strategy and overall sales or brand perception.
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