Goals breed brand success through social media
Arsenal have significant global reach; UK, Europe, Asia, North America all see considerable brand engagement. But what is reach without goals?
Arsenal have had an indifferent start to the first three weeks of the season and although globally they have considerably more reach than most all Premier League clubs, Leicester City have had more visual engagement through social media.
As did their shirt sponsors, King Power, versus Fly Emirates of Arsenal. Why is this?
Arsenal have played 4 league games so far, won 2, drawn 1 and lost 1. This in itself might seem significant, but consider Leicester City, who have won 2 and drawn 2, which is not considerably different.
The secret to Leicester City’s social media success is in the goals scored. Leicester City have scored 8 goals and Arsenal only 3, of which 2 were own goals.
Who wants to post images of nice passes, or great tackles? Who wants to post images of own goals?
Goals – and goal celebrations – breed significant social media exposure. It’s what people want see and post.
Without goals, visual social media can be a disaster area for even the biggest of football brands, such as Arsenal, who after all have a following that dwarfs that of Leicester City.
We were recently in Singapore, covering the Arsenal preseason tour. Of the 52,107 fans or that showed to watch Arsenal vs Everton, around 50,000 were supporting Arsenal. Even when Arsenal played Singapore, Arsenal fans far outweighed those of the local team.
What our visual tracking technology tells us is that without goals Arsenal – and all other teams too – get a fraction of the visual coverage on social media they might expect. We can see it from the numbers.
If we compiled a social media league table, which we do in the office, Arsenal would be quite low down, Leicester City with their 8 goals would be showing in the top three.
Without goals, all the global fan support does nothing for your visual social engagement and with that, your sponsors, miss out on the exposure they need.