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Large number of followers + high posting rate ≠ high Twitter engagement score

The first leg of #SowetoDerby – the biggest league game in South Africa that also has a rich history – is behind us in this 2014/2015 Professional Soccer League (PSL) season. A comfortable 2:0 win by Kaizer Chiefs against Orlando Pirates has ensured an emphatic log leadership at midway stage with 36 points (and a margin of 13 points ahead of next team). Pirates is at lowly 9th spot with 18 points.

Despite their log leadership, it was rather counter intuitive to learn that the Phefeni Boys are not doing as well against their arch-rivals in the Twitter engagement stakes.

How is this possible, in addition to the above, given that Chiefs are not getting it right on Twitter given the following 2 stats that are in their favour?

 

1.  Tweeting activity – as at 6/12/14

Kaizer Chiefs posts 19.5 tweets a day compared to 4.6 tweets by Orlando Pirates – that is a tweeting rate of more than 4 times! Clearly, Chiefs’ level of tweeting activity is far superior to Pirates.

 

2. Twitter Followers – as at 6/12/14

Chiefs Twitter followers exceed those of Pirates by more than 50%.

359200

KAIZER CHIEFS

237600

ORLANDO PIRATES

 

Response by tweeps

Kaizer Chiefs’ current performance on the field and on Twitter should be leading to lots of love from tweeps, right? Well not as compared to Pirates, according to our comparative analysis of RT’s and Replies:

 

AMPLIFICATION (RT’s per 100 Tweets)

  • Kaizer Chiefs (1933)

  • Orlando Pirates (2123) 

ENGAGEMENT (Replies per 100 Tweets)

  • Kaizer Chiefs (23)

  • Orlando Pirates (70) 

Simple interpretation of the two pie charts above is that Orlando Pirates tweeps are more engaged than Kaizer Chiefs tweeps.

 

Verdict

Rate of tweep engagement is not necessarily determined by the size of a brand’s following or how active it is on Twitter.

Do you know which are the key factors that determine high tweep engagement?

 

Source of stats for this post: Twtrland

 

 

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