The first round of the Serie A football championship has ended.
Championship with Milan "winter champion" ahead of the other Milanese team by only two points and a large group of pursuers with a few points behind.
So if the championship is anything but closed, how is the other championship going, that of communication on social media by the twenty teams registered in the 2020/21 championship?
To answer the question,
DataMediaHub
,
as part of the collaboration with ANSA
for monitoring and analyzing social conversations and trends on the main topics of interest, analyzed the number of fans / followers, interactions and the rate of interaction (or engagement rate if you prefer) for each team, on the two social platforms with the largest audience, with the largest number of users.
The analysis was conducted from September 19, 2020, the first day of the championship, to January 25, the last day of the first round.
Having to make the extreme synthesis of the emerging results we could say that
there is Juventus, and then all the other teams at a great distance
.
But in reality the reasons of interest go beyond the Juventus overwhelming power.
On Facebook Juventus has an extraordinary figure of over 43.5 million fans.
A very high number, which is just under double the two pursuers on the most populous social network on the planet, but which compares with the 124.5 million fans of his most famous player: Ronaldo.
The two Milanese teams follow, respectively, with 27.4 and 25.1 million fans: Inter and Milan
.
Far away, under ten million fans, Roma is about double the size of Napoli at about 4.6 million fans.
Of the twenty teams participating in the championship, only seven exceed one million fans.
In the queue one of the newly promoted, the Spezia
, with only 64 thousand and a few fans.
But of course the population basin for this team must also be considered, which in the language of football of the past would have been called a "provincial".
If even as regards the number of interactions, the landscape substantially changes little, even if as many as 98% of the interactions on the Juventus fanpage, in front of everyone with 32.7 million interactions, are made up of "likes" and other reactions, while comments and shares weigh only 1%.
Beyond the absolute values, the surprises come from the interaction / involvement rate.
Here, it is no longer Juventus but Lazio who win.
The team coached by Simone Inzaghi has in fact the highest interaction rate of all, 0.411%.
More than quadruple the team led by Pirlo.
Of the 2.2 million interactions on the Lazio fanpage, 88% consists of likes and other reactions, 7% from comments and 6% from shares.
For a correct reading of the summary data of the presence on Facebook of the twenty football teams, please note that the rate of interaction, and therefore of engagement, is given by the total of interactions (like + reaction + comments + shares) for each post divided by number of followers.
On Instagram, the distance between Juventus and the other football teams is even greater. In fact, Pirlo's team stands at 46.2 million followers. About five times as many as those of the second team for number of followers: Milan at 9.3 million.
The ranking is therefore reversed compared to that of Facebook with Inter in third position with 6.2 million followers.
Instead, the fourth and fifth positions occupied by Rome and Naples respectively, as for Facebook, remain unchanged.
Also in last position is Spezia, eliminated yesterday by Napoli in the Italian Cup, which has about 57,000 followers.
Obviously we must not forget that, according to the latest Istat data available, the inhabitants of Spezia and its province are just over 221 thousand.
Therefore, assuming that the vast majority of those who follow the football team on Instagram are resident in this province, the result is far from despicable being 57,000 followers over a quarter (25.8%) of residents.
On the other hand, Bologna is surprisingly positioned much lower in the number of followers on Instagram
than its position on Facebook.
On the other hand, taking into consideration the position, very close to the relegation zone, with only five games won out of nineteen played, one might surprise that in any case around 15% of the resident population "love" the football team coached by Mihajlović.
But we know that football faith often goes beyond the punctual results obtained by the team that each fan has in their heart.
As for Facebook, Juventus also tears up its opponents on Instagram, reaching over 250 million interactions.
Gigantic numbers that, however, in relation to the number of followers of the Agnelli-Elkann family team are not so extraordinary.
And in fact Milan reduces the gap to one in three, in terms of number of interactions, compared to Juve.
Champion for engagement rate is the team coached by Vincenzo Italiano, La Spezia, with a 5.2% engagement rate.
This despite the fact that the number of videos published by the Ligurian team on its Instagram profile is decidedly lower than that of most of the other teams.
The interaction rates of Bologna, Hellas Verona and Benevento are also very good.
In this regard, it is interesting to note that for all the teams in the Serie A championship the engagement rate on Instagram is significantly higher than that obtained on Facebook.
Evidently, all things being equal, the Instagram algorithm increases the reach, and therefore the visibility of the posts compared to that of Facebook.
It is equally interesting that it emerges that compared to the average interaction rate, reported in the summary infographic,
for practically all the teams, contrary to what perhaps one might have expected, the videos generate a lower engagement rate than that generated by individual photos and / or from albums, or carousel if you prefer, of photos.
Below the average interaction rate are also IGTV posts, those with a video longer than sixty seconds.
Instead, the video posted by Ronaldo on Instagram these days has created a lot of involvement, which portrays him smiling with Georgina Rodriguez on a snowmobile in Courmayeur. In fact, according to current legislation, Ronaldo would not have been able to leave Piedmont to go to Valle d'Aosta, and on the case the carabinieri of the Courmayeur station have started investigations, with also the Minister of Sport Vincenzo Spadafora who had hypothesized a violation of the health protocol by the Juventus champion.
After all, post your own facts on Instagram when you have the astounding figure of 257.2 million followers on this social platform, which generate, again from 19/09/2020 to 25/01/2021, 635.8 million interactions, more than double the team he plays for, he could hardly go unnoticed.
The engagement rate of the Portuguese champion is also more than double compared to Juventus at an average 2.5% in the period under consideration.
But almost half of that of Pirlo, his coach, who, although with a decidedly lower number of followers (8.3 million) and an infinitesimally lower number of interactions (9.6 million), attests to an average interaction rate of 4.2% .
In conclusion,
if the winter champion is Milan, Juventus dominates on social media
, thanks above all to the fact that the football club is sixth in the world with 110 million fans, which make it the most popular Italian team in the world. .
