It hasn’t happened before, but Liverpool are Premier League champions – at least in terms of social interactions with their website content, according to new research conducted by Tecmark.
Liverpool topped a table of all current Premier League clubs based on the number of social interactions* generated by content on their website between 1 January 2015 and 31 October 2015.
They amassed 32.5m social interactions, a figure over 5m more than their nearest challengers Chelsea, and almost double what third-placed Arsenal could manage.
Liverpool’s top performing piece of website content received almost 120,000 social interactions alone.
At the other end of the table, Watford, Stoke, West Ham and Swansea each generated fewer than 80,000 social interactions with their website content during the 10-month period.
Tecmark search director Stacey MacNaught said: “What’s evident is that Premier League clubs needn’t be hugely creative with content to get the social interaction that other brands would dream of.
“Articles and news amass a lot of traction simply because people care about these clubs. And it makes you wonder just what they could achieve on social media if they did start to get a bit more creative with content.
“The opportunity is huge and, as yet, we’ve not seen a Premier League club get anywhere near as creative with their content as other non-football brands.”
Tecmark senior account manager Richard Bannister added: “Premier League clubs rely on engaged audiences – a dedicated following is what sells tickets and merchandise – and social media is the perfect channel to keep an audience engaged in real time.
“But I’d love to see Premier League clubs take full advantage of their existing audiences by getting more innovative in their content efforts.”
Goals of the season
Here are the top three single pieces of content across the Premier League, according to social interactions generated:
1. Per – My swift recovery ‘a big miracle’ (Arsenal)
420,512 social interactions
2. Paul McGrath’s verdict on five United centre-backs (Manchester United)
207,551 social interactions
3. Final next for ladies after Lewes draw (Tottenham Hotspur)
126,458 social interactions
* All data compiled using BuzzSumo. Click here to download the full, raw data.
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