Surrey CCC tops the Social Media Cricket Championship

Analysis released recently from programmatic advertising experts, RadiumOne, has revealed Surrey County Cricket Club is the top performing county in the LV County Cricket Championship – on social media, at least.

Despite relegation to the second division last season Surrey, home to Graeme Smith and Kevin Pietersen, has maintained a consistent lead over its rivals in both divisions across all social channels.

Worcestershire and Kent are both also outperforming their on-field displays on social channels, with the two teams ranking third and fifth (respectively) in RadiumOne’s Social County Cricket Division One – in spite of their Division Two league status.

Sussex, Middlesex and Derbyshire would be caught out for a duck if their positioning was decided by social performance. Both Sussex and Middlesex appear a division below their actual rankings in RadiumOne’s analysis with Sussex having almost the fewest interactions with its fans out of any team in County Cricket – only Glamorgan ranks lower on this measure.

Meanwhile, the research has revealed that Middlesex posts very little content compared to rivals of a similar stature. Derbyshire suffers from having one of the smallest online followings of all Counties.

Elsewhere, Lancashire’s promotion winning performance on the field was emulated online with the club sneaking into RadiumOne’s Social County Cricket Division One.

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“Given how last season ended it will be interesting to see how the social and physical leagues match up this year. Clearly, Surrey has put a lot of work over a number of years into developing a content strategy that has paid-off, and placed them at the top of the Social County Championship; it’s just a shame that on field performance hasn’t maintained its Division One status!

“Having an engaged social community provides a club with more than just bragging rights. With potential audiences able to connect, wherever they are, being able to talk directly to them can be a powerful asset for activating a county sponsorship deals. Identifying the types of content fans are most engaged with and the brands that they prefer from their behaviour and interactions across the web is a powerful bargaining chip in partner discussions.” – Abeed Janmohamed, Commercial Director, RadiumOne

 

Radium One Cricket

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Daniel McLaren
Daniel McLaren 820 posts

Dan is the Founder & CEO of Digital Sport. Can be found at sports industry events and heard every week on the Digital Sport Insider podcast. @DanielMcLaren

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