Premier League club social media content reached record audiences last year. Mediacells analyses and benchmarks the key messaging in the 2020 Club Social leaderboard.
It was a challenging year for the entire world but there were some great examples of philanthropy, community support, moral championing and inspiration, both at club and player level.
The Club Social Top 100+ shines a spotlight on the social content that works, not just in the sporting arena.
102. Arsenal FC: Provenance.
Commemorating a club’s history, value and appeal is how Arsenal enter, not for the last time, the 2020 Club Social Top 100.
101. Chelsea FC: Celebrate!
If the Player Happy Birthday post was a wedding song, it would be Dancing Queen or Blue Monday. Chelsea definitely are going down the Abba route!
100. Sheffield United: Admin Banter!
The role of Admin on official club social accounts is akin to the Sunday League referee, except everybody likes the Admin. Take this brilliant quip that explains, with painful irony, why the Blades were denied a goal on their return to the Premier League: The goal-line decision system did not alert the referee.
99. Arsenal FC: Rejoice!
A notch up from the Celebration post, Gunners manager, Mikel Arteta is filmed by Arsenal Digital taking the newly-acquired FA Cup trophy to the dressing room, to an Emirates squad chorus of those first seven notes from the White Stripes Seven Nation Army.
98. Manchester United: Empathy.
Sometimes football is not about the beautiful game and addresses the more tragic side of life, as the Reds do upon hearing of the Beirut port explosion, which claimed over 200 lives on August 4.
97. Manchester United: Welcome!
The transfer arrival is a club social media staple and the safe landing of 19-year-old Uruguayan midfielder Facundo Pellistri is given a huge Old Trafford welcome. The style tends to be iconic and graphical or a ‘Just Got Signed’ snap, either behind a club desk, preferably with a sponsor board or with the stadium behind.
96. Manchester United: Celebrate!
More Blue Monday than Abba [see #101].
95. Newcastle United: Empathy
The Magpies remember tragic Ivorian defensive midfielder Cheick Tioté who would have celebrated his 34th birthday last year.
94. Chelsea FC: Camaraderie.
When a club or player supports another’s decision or shares emotion or sentiment. Here, the Arsenal mascot was one of 55 Covid-19-induced redundancies. London rivals Chelsea appear to be showing empathy but the Oncoming Fist emoji is ambiguous; is it a punch in the face or a gesture of solidarity? Whatever, the full-size dinosaur cuddly was reinstated in November.
93. Manchester United: Welcome!
#JustGotSigned [see #97]