How does your club’s social media performance rank against peers?

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Shunt has developed a series of tables and charts that allow community clubs to benchmark their 2023 social media performance against peers for several core metrics.

Fans: 1% of clubs have a +10K Facebook fanbase

  • Total Fans: 29.6M
  • Club Average: 1,579
  • Club Median: 946

As can be seen in the graph below the most common fanbase for a community club is between 501 to 1,000 (5,770 clubs have a follower count in this range). There are 162 with an audience in excess of 10,000 with the largest an impressive 60,000.  

Notes: Number of sampled clubs with a Facebook fanbase within a designated range.

Posts Published: 8% of sampled clubs didn’t post at all in 2023

  • Total Posts: 2.5M
  • 2023 Average: 134
  • 2023 Median: 90

The most common post publishing outputs for 2023 as can be seen in the graph below was 1 to 50 (5,066 clubs posted this often). The largest number of posts published by a community club was 1,848 or 5 times per day. That’s a lot of content!

Notes: Number of sampled clubs with 2023 Facebook post publishing within a designated range.

Fan Engagement: 7% of clubs had +10K Facebook engagements

  • Total Engagement: 60M
  • 2023 Average: 3,201
  • 2023 Median: 1,292

The most common fan engagements total’s for 2023 as can be seen in the graph below was 1 to 500 (4,391 generated this level of engagement). The best engagement achieved by a club was an enormous 345,000 reactions, comments and shares.

Notes: Number of sampled clubs with Facebook engagement results (reactions, comments and shares) within a designated range.

Post Performance: 92 clubs averaged 100+ engagements per post

  • 2023 Average: 23.92
  • 2023 Median: 15.86

The most common average engagements per post for 2023 as can be seen in the graph below was a rathe impressive 10.01 to 15.00 (3,505 achieved this level). The club with the highest performing posts achieved a whopping 670 engagements per post average.

Notes: Number of sampled clubs with Facebook post-performance within a designated range.

Post performance is a measure of the efficiency and effectiveness of a post. Based on a simple ratio that divides total engagement (reaction, comments and shares) by posts published for a given period.

The objective is to not post too little that potential engagement is left untapped and not post too much that audiences are “spammed” and turn-off.

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