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RadiumOne analysis reveals 'Social World Cup' - England and Germany joint top teams based on fan engagement

Thu 3rd Apr 2014 | IT & Technology

Research released today by programmatic advertising experts, RadiumOne, shows that a Social World Cup Final would have a distinctly familiar feel.  England would be faced with the digital equivalent of needing to beat Germany on penalties to win the tournament if it were based on fan engagement. RadiumOne analysed the number of stories shared about each team in the top 16 ranked FIFA teams across Facebook and Twitter, combined with fan interactions.

England and Germany come out as joint leaders in fan engagement, thanks to their consistent and efficient interactions and engagement levels with their respective fans. England have 3,342,779 Facebook followers, post 160 times per month and receives the most amount of monthly likes of any team (333,221). Germany are equally engaged with their fans, posting 201 times a month to their 2,480,403 fans. This approach has led to 15,409 fan comments, putting Germany on top of this particular table.

Host nation, Brazil, would be knocked out of the competition in the quarter-finals. It’s a surprise for the five time winners, as they have the largest overall audience (4,969,106 followers on Facebook and Twitter combined). However, when it comes to interacting with their fans, they are left well behind, only posting 54 times per month, ranking them only 11th, and dragging them out of the top four teams.

Given the extra attention since their entire Football Association team resigned, Uruguay would still fail to progress from the round of 16. The shock news has made Uruguay the most shared team in the last 30 days, but a very limited Facebook presence (145,887 followers and only 57 likes per month) and a limited Twitter following, means they are only 10th in the league.

Two of the top five ranked teams, Argentina and Columbia, prop up the social league. Despite their footballing prowess, the former has no Twitter following and, although they have a healthy number of followers on Facebook (827,296 fans), there is zero interaction. Columbia has only 604,000 followers on Twitter and no Facebook presence whatsoever.

The league, based on the number of stories shared about each team in the top 16 ranked FIFA teams, across Facebook and Twitter, combined with fan interactions, looks as follows:

Rank

Team

1st=

England

1st=

Germany

3rd

Italy

4th

Spain

5th

Brazil

6th

USA

7th

Croatia

8th

Belgium

9th

Portugal

10th

Uruguay

11th

Chile

12th

Netherlands

13th

Switzerland

14th

Greece

15th

Argentina

16th

Columbia

Abeed Janmohamed, Commercial Director at RadiumOne comments: “There are some big footballing nations clearly overlooking the importance of fan engagement as part of their commercial strategies but it’s an opportunity they should not waste. Engaging a community is a hugely powerful ‘twelfth man’ for the team and the brands supporting them. With their respective reputations, it’s not a massive surprise to see England and Germany fighting it out at the top of the table, thanks to their consistent approaches to fan engagement.”

 As the World Cup nears, RadiumOne will provide a full breakdown of all 32 teams. For more information contact Simon Eaton at RadiumOne seaton@radiumone.com.

Image: Action Images / John Sibley Livepic

Posted by: Kev Howland 

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