Here is part one.
First a note about the “Tweets per Follower” (TPF) stat for those new to the blog: TPF is simply the number of Tweets divided by the number of Followers. The lower the number, the more effective one’s Tweets are…kind of…It’s not science by any means, and does not account for existing popularity (the BPL vs the IPL, for instance), but I think it gives us a general idea as to the effectiveness of each organization’s Social Media manager, surely.
For instance, the English Cricket Board’s TPF is .05, which means they earn 20 followers for each and every Tweet – while Pakistani Cricket Board’s is 5.32, which means they earn one follower every 5.32 Tweets.
Again: it’s not science. It’s just for fun.
All of this is just for fun: it does not factor in population or Internet access and, again, is not meant to be gospel.
I chose three leagues for this part of the exercise: The Big Bash League, the Indian Premiere League, and the 18 Major English Counties. I thought about adding the Australian or Indian first class teams, or maybe the Caribbean T20, but decided against it. I believe that the three leagues above are the three most popular, globally speaking.
I am going to explore each league individually, ranked by Facebook likes, Twitter Followers, and TFP, and then compare all leagues to each other in all three categories.
Then at the end I have a couple surprises for you.
The County Championship (or the CB40, or the Friends Life T20…your call):
Somerset is the clear winner of the Facebook like category, and you can see that they have a strong presence on Twitter, as well. The Leicestershire and Gloucestershire numbers are not typos. Also Lancashire CCC does not, as far as I can tell, have an official Facebook page – that is one of those placeholder Facebook “interest” pages.
Now Yorkshire and their 30 bazillion County Championships lead the pack – by a country mile, too.
That is an official Lancashire Twitter feed – and Somerset despite falling to fourth in this category are still putting in a fine showing. Northamptonshire was not in the bottom three in the Facebook category which makes Gloucestershire the clear overall loser when it comes to Facebook likes and Twitter Followers.
It looks like Somerset is the clear winner: most Facebook likes, fourth most Twitter followers, and the lowest FPT. Congrats to the intern running their Social Media campaign: you are doing a bang up job.
While no squads break the .2 barrier I invented as a benchmark in Cricket and Social Media, part 1, it is nice to see that Gloucestershire is running a very effective Social Media crusade with a FPT of .45 despite their lack of Followers and Likes.
Finally, Surrey: lay off the coffee. Nearly 30,00 Tweets is probably over doing it. No reason to Tweet every gosh darn ball in other words.
Big Bash League:
I am going to post these without much comment, simply because I am not all that familiar with this league (the matches are on in the middle of the night here in the states.) Just for a reference point however, Brisbane won the league this year, the Sydney Sixers won it last year, and here is a link a list of cities in Australia sorted by population. Those three factors probably explain the following two charts:
But now let’s take a look at FPT:
I was hoping Hobart would pull a Gloucestershire, but not quite.
I see no clear winner here at the club level, but speaking generally, the Big Bash League is doing quite well, Social Media wise. They seem to be including it as part of their overall marketing strategy (they rank the teams on their homepage by number of Facebook likes and their Twitter handles are all standardized: @sixersbbl, @heatbbl…etc), something the County Championship clubs in England don’t appear to be doing (I cannot tell you how many Facebook “buttons” on County pages went straight to 404 town – but it was at least a half dozen.)
The Big Bash League does have the fact that it is truly an international league going for it, as well, however, something that not even the FLt20 has in its corner.
And, so, how does the BBL compare to the other big hitter on the block, the IPL? Let’s find out.
Indian Premiere League:
Mumbai, the clear winner. Thanks probably to the Tendulkar-effect, as well as to population – the latter factor probably explaining the chart overall.
The new team from Hyderabad is an outlier, of course, because they have yet to play a match – and as you can see the entire IPL is an outlier compared to the County Championship and the Big Bash League. Incomparable really. Though I will do it anyway. Later.
Kolkata, the 2012 champions, shoot to the top, as do the Super Kings.
And who is the most effective?
Kolkata, again, in a tie with the outliers, Hyderabad – but all the teams are running highly effective campaigns on Twitter. Only one team is higher than the .2 threshold.
Also, unlike the BBL, we have a clear winner: Kolkata Knight Riders. The 2nd most Facebook likes, the most Twitter Followers, and the lowest TPF.
As mentioned above, comparing the IPL to the BBL or to the English Counties is folly. It is comparing apples to oranges. Actually, comparing the BBL to the English Counties is apples to oranges; comparing the IPL to the English counties is comparing apples to hand grenades.
Therefore, charts comparing all of the clubs from all three leagues are a little pointless, but let’s do it anyway. At the very least, the FPT stat puts the three leagues on equal standing (only doing the top 20, no reason to embarrass anybody):
As you can see, when it comes to Twitter, the Counties are holding their own, relatively speaking. And I will say that I really do enjoy the Twitter accounts of the Counties – they are quietly enjoyable and not entirely annoying.
And, finally, FPT:
Congrats to Kolkata Knight Riders: they are running the most effective Social Media campaign in the world of International Club Cricket.
Note: I hope to do a redux of this post in the future that compares all of the first class leagues (Ranji Trophy, Sheffield Shield, County Championship…etc) to each other and all of the International T20 leagues to each other (BBL, SLPL, IPL…etc) – apples to apples in other words.
This was just for fun, however, and to give my reader a decent idea as to what our favorite clubs are up to in the crazy, mixed up madness of World Cricket and Social Media.
That said, I do stand by the point I made earlier that these are the three most popular cricket leagues – so it is at least apples to apples in that regard.
My personal TPF is 9.95. In other words, I am gaining a follower once ever 10 Tweets. If I want to get to 1,000 Followers, I will need to Tweet a jaw-dropping 8,000 more times.
I ranked each tournament’s sponsor by Facebook Likes:
I could not find a Facebook page for Friends Life.
The fact that nearly 10,000,000 people “like” Pepsi on Facebook is disconcerting, but the fact that over 5,000,000 “like” KFC makes me seriously question humanity’s future.
2 Replies to “Cricket and Social Media, Part 2”
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