Connecting with fans in the digital age: an exploratory and comparative analysis of social media management in top football clubs

Abstract

In a globalised society, characterised by increasingly demanding markets and the accelerated growth of the digital approach, sports organisations face the challenge of connecting with fans, generating and maintaining audiences and communicating with stakeholders creatively and efficiently. Social media has become a fundamental tool, with engagement as a critical measurement element. However, despite its popularity and use, many questions about its application, measurement and real potential in the sports sector still need to be answered. Therefore, the main objective of this study is to carry out a descriptive and comparative analysis of the engagement generated through social media posts by elite football clubs in Europe, South America and North America. To this purpose, 19,745 Facebook, Twitter and Instagram posts were analysed, through the design, validation and application of an observation instrument, using content analysis techniques. The findings show evidence of a priority focus on “Marketing” and “Sports” type messages in terms of frequency, with high engagement rates. They were also showing a growing stream of “ESG” type messages, with a low posting frequency but engagement rates similar to “Marketing” and “Sport”. “Institutional” messages remain constant in all football clubs. “Commercial” messages still have growth potential in both regards, frequency and engaging fans, representing an opportunity for digital assets. Also, specific format combinations that generate greater engagement were identified: “text/image” and “text/videos” are the format combinations more used by football clubs on Facebook, Twitter and Instagram; however, resulting in different engagement rates. This study showed evidence of different social media management strategies adopted according to region, obtaining similar engagement rates. This research concludes with theoretical and practical applications that will be of interest to both academics and practitioners to maximise the potential of social media for fan engagement, social initiatives and as a marketing tool.

The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues

“…This awareness of fan preferences facilitates the promotion of targeted social media campaigns, enables personalized relationships with fans, and creates opportunities for effective advertising (Sussman et al, 2023). Solanellas et al (2022) and Romero-Jara et al (2023) present a comprehensive approach to content categorization that spans various social media platforms (Facebook, Twitter, and Instagram) across multiple sports competitions. Content that pertains to "sports" (i.e.…”

“…Solanellas et al. (2022) and Romero-Jara et al. (2023) present a comprehensive approach to content categorization that spans various social media platforms (Facebook, Twitter, and Instagram) across multiple sports competitions.…”

A valuation of football companies between tangible and intangible values: A preliminary study

“…In addition, a football club's infrastructure is often seen as a physical manifestation of its brand and cultural heritage. Investments in iconic structures or technologies that enhance fan engagement can, therefore, not only increase direct revenues but also significantly improve the club's market value (Romero-Jara et al, 2023).…”