With social media in sports becoming increasingly important and always managing to raise a debate, a new concept has been introduced to the social media world. Last week a London-based, sports social media company We Play, launched a social media leader board in collaboration with Leaderboard and ExaLeague.
The Social Media Premier League table is based on the English Premier League football (soccer) teams and is designed to give fans an overview of the 20 premier league clubs’ digital presence. The table registers Facebook, Twitter and Peer Index data during the course of the week to create a We Play score before publishing an updated table each Monday at 10am (GMT). Peer Index Data measures the effect of your online voice, once you have created content and people see it, react to it, Peer Index Data is the measurements of those interactions to indentify your social media influence.
The We Play score by which the clubs are listed highest to lowest, is calculated based on ‘influence’/ 50% of the score is the teams’ overall Peer Index score. And the other 50% is made up of social influence they have with other teams in the league – this is analysed via shared topics and categories. The We Play score is not the only result you can see. The table also shows the gained or loss of fans/followers for the week in the +/- columns. Although the table shows Facebook and Twitter data the table is ranked by influence, as influence is everything in sport marketing.
Interview with We Play founder Luca Massaro
What inspired you to create the Leaderboard?
We wanted to create a view on social media that wasn’t purely based around numbers. Influence on your consumers is what businesses have to focus on and the We Play score gives an idea into how influential clubs have been in the past week.
What reaction/feedback have you had from it?
We’ve had an excellent reaction so far with several Premier League clubs reaching out and several Championship clubs asking if we’re going to build one for their league.
What are your long term goals for the board?
Long term we will no doubt build on the data being collated and expand to multiple leagues. We’re hoping all clubs use interactive technology like this to monitor the influence of their club and assets.
With the immediate reaction being a positive one it’s clear to see that this could be the future of measurement for social media in sport. The digital space is becoming more and more influential for sports teams and clubs to market themselves through fan engagement and brand connections. Although, We Plays table won’t truly represent the actual action of the Premier League, it will be interesting to see how the ‘smaller’ clubs fair on the Social Media Leader Board. For those with a keen interest in social media and sports this table is worth keeping an eye on!
You can view the table every Monday at 10am (GMT) HERE
What do you think of the Leaderboard? Where can you see this technology going?