BASIS OF PREPARATION: Social Media Analytics
The foundation of the Social Media Analytics section of the footballbenchmark.com portal is an analysis of the publicly available social media data of the selected football clubs and football players.
The Social Media Analytics tool includes data from four sources (new media channels): Facebook, Twitter, Instagram and YouTube. Data is sourced from the public APIs (“Application Programming Interface”) of these websites. The database is refreshed on a daily basis for clubs and on a weekly basis for football players.
In the case of Facebook, this metric refers to the total number of users that “like” the Facebook page of a club or a player, regardless of whether they also follow updates from the page or not.
For Twitter and Instagram, this metric refers to the total number of followers of a club or a player on each specific media channel.
On Youtube, the users following a club’s channel are referred to as “subscribers” instead of “followers”.
Geography of fans
The analysis of a football club’s or player’s followers from a geographical perspective is currently only publicly available on Facebook. Such feature is not available on Twitter, Instagram or Youtube.
For each analysed Facebook account, only the top 45 countries with the most Page Likes are available. This means that if a country is not among the top 45, then their corresponding data will be missing from the database.
We define engagement as the total sum of user interactions with a post that can be sourced from a media channel’s public API, i.e.:
Facebook = Likes+ Comments + Shares + Reactions
Twitter = Likes + Retweets
Instagram = Likes + Comments
A key term used throughout the tool is ‘engagement rate’ of a post. We understand that there are various definitions of this term in the industry. Our definition of engagement rate is a post’s total engagement divided by the follower number of the page (the follower number on the day the post was originally published is used). This measure essentially shows the percentage of the followers who engaged with the post in a meaningful way.
The total reach considered as the number of people who have actually seen the post but are not necessarily followers of the page is not available, as this information only accessible to the actual owners of each account.
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