Interviews, insight & analysis on digital media & marketing

Crystal Palace gibberish tweet picked up by Times chief sports writers to increase engagement

The Club Social Rankings measures sports club performance by engagements per post. Example: Premier League 2020/21 Season.
Engagement Stars: 5 = 15k+ – 4 = 10-15k – 3 = 5-10k – 2 = 1-5k – 1 = <1k
Twitter engagement is a native metric and is calculated by combining likes, retweets, replies, @mentions.

In the Mediacells January report we looked at the 2021 social media landscape from a football club content perspective and identified 12 messaging types.

One the key engagement drivers, Admin Banter, is the occasional practice of the club social media account moderator aka Admin, who is often an adept and skilful editorial voice.

When Crystal Palace visited Brighton a couple of Saturdays ago a clincher-goal, five minutes into stoppage time by Belgian striker Christian Benteke excited the admin @CPFC so much that they unleashed a stream of seemingly meaningless consonants, which Twitter default-translated into Italian.

In data terms, it meant that Crystal Palace shot up the Mediacells engagement league Club Social, earning 20k likes and 2k+ retweets.

Not huge numbers on their own but when you look at who was on the retweet list, namely Martyn Ziegler, chief sports reporter for The Times and Matt Lawton chief sports correspondent for The Times, the engaged audience extended manifold.

It was Everton who climbed the highest last week – a win at Anfield launched them six places to #5 in Club Social.

Elsewhere, Southampton FC’s moves up two places after an interactive tweet challenging fans to describe Takumi Minamino’s wonder-strike at Chelsea with an emoji.