Usually at this time of the month, we publish our updated Facebook League Table for the Top 20 Football Teams in Europe. With two other excellent online resources also publishing regular football Facebook and Twitter updates, we have decided to stop publishing our own league table. Instead, we will focus more on the ‘so what’ question; providing evaluation and insight based on the comprehensive data provided by Folos.im which publishes daily updates of ‘the follower counts for all of the Official Twitter football clubs we can find’ and Football Marketing which publishes monthly updates of the combined Twitter ‘followers’ and Facebook ‘likes’ for world football clubs.
Attached to this post, you will find a table providing detailed Klout scores for the Top 10 Clubs listed on the Folos.im Twitter League. Our table will hopefully stimulate some discussion in two related areas:
First, what insight does the table provide in terms of the online engagement strategy of the world’s most popular football teams?
Second, how relevant are the actual scores provided by Klout? This has been a topic of some controversy with opinions ranging from ‘useless’ to ‘critical’. By providing a case example of Klout Scores in practice, we would hope to contribute to this on-going debate.
Keynote findings from the table are as follows (please see Table Notes for full explanation of the measures used by Klout):
- The Top 10 Football Clubs had over 6.3m Twitter followers on the 19th July, 2011. This represents an increase of 335,305 from our last evaluation on the 4th July – a growth rate of 5.5% in just two weeks
- Klout Scores for the Top 10 Teams range from 74 to 82. There is no direct correlation between the number of followers and overall Klout Score. For example, Liverpool (with 372,745 followers) has a higher Klout score than Barcelona who have almost three times the number of followers at 967,431. Similarly, Chelsea in tenth place in terms of follower numbers have the same overall Klout Score as Barca. Given the very large differences in follower numbers, this can only be explained by differences in the way that they use Twitter as discussed below
- According to Klout, the Amplification Score measures the likelihood that your messages will generate actions (retweets, @messages, likes and comments) on a scale of 1 to 100. ‘The ability to create content that compels others to respond and high-velocity content that spreads into networks beyond your own is a key component of influence’. Amplification is a composite of the following subcategories:Engagement – How diverse is the group that @ messages you? Are you broadcasting or participating in conversations? Velocity – How likely are you to be retweeted? Do a lot of people retweet you or is it always the same few followers? Activity – Are you tweeting too little or too much for your audience?Are your tweets effective in generating new followers, retweets and @ replies? Factors measured include: Unique Retweeters, Unique Messages Retweeted, Likes Per Post, Comments Per Post Follower Retweet %, Unique @ Senders, Follower Mention %, Inbound Messages Per Outbound Message, Update Count
- The two Clubs with the highest Amplification Scores are Real Madrid and San Paulo. The third placed team in terms of Amplification Score is Liverpool with a score of 70. Barcelona, on the other hand, have an Amplification Score of just 65 (7th position). This partly explains the different overall Klout Scores of the two Clubs and suggests that Barcelona may have a greater tendency to broadcast rather than engage compared to the other clubs mentioned
- Interesting findings emerge from looking at the final column (first part of the table) on ‘Reach’. According to Klout ‘True Reach’ is the size of your engaged audience i.e. those who actively listen and react to your messages. The measure eliminates inactive and spam accounts, and only includes accounts that you actually influence (see notes to attached table for full explanation). According to the final column in the table, the total combined ‘Reach’ of the 10 Clubs is 2.4m, almost two-thirds lower than the actual number of ‘followers. and ‘likes’
- The second part of the table provides data on the number of tweets for each Club, total retweets, the RT Ratio, Unique RTs and the overall Twitter Style adopted. Some interesting results emerge. The 10 Clubs examined have posted 86,304 tweets. These have been re-tweeted 1.4m times – an average RT Ratio for all Clubs of 17.7%. However, there are significant differences between the Clubs in terms of RT Ratios. In particular, Flamengo, Liverpool and Chivas have very low RT rates. We can only assume that this is due to the type of tweet being posted with a greater emphasis on ‘replies and conversation’ tweets less likely to be re-tweeted compared to broadcast type tweets. In terms of Unique RTs, it is noticable that a very small proportion of ‘followers’ (less than 10% in most cases) actually RT i.e. number of Unique RTs/number of followers x 100.
As usual, comment and feeback are very welcome. How useful are Klout Scores? What insight do they deliver in terms of online behaviour and engagement?
Jim, Alan, Vincent