Clubs fail to monetise social media
Kabelo Boranabi | Friday August 6, 2021 12:55
Barcelona’s average commercial revenue per social media follower stood at €1.30 (approximately P16.85) for the 2019-2020 season. These social media platforms have proven to benefit clubs, fans and players by allowing them to discuss and interact with fans and listen to what they say in an ongoing way. It also allows them to reach a wider audience than just local people and that could be either national or international.
African clubs are catching up with modern day technology as a way to boost their pockets. Just this week, South Africa’s champions, Mamelodi Sundowns penned a partnership with Roc Nation Sports, a subdivision of American hip-hop icon, Jay-Z’s Roc Nation entertainment company.
Through the deal, Roc Nation Sports will help amplify the Sundowns brand, while coming up with a social media strategy and execution as the club looks to establish itself as a global brand. It is a deal that is set to bring commercial benefits to the ‘Yellow Nation’.
While just across the border where Downs signed a historic deal, local fans have been reminded how far their clubs have been left behind the 21st-century technology. Orapa United could have potentially boosted their social media presence earlier this week with the announcement of the season’s marquee signing in Thero Setsile. The club through their Facebook page lazily announced the capture of Setsile on a two-year deal from Jwaneng Galaxy.
The post has Setsile clad in a 2016 Zebras replica, instead of his new club’s jersey. This comes just a month after the club launched its new kit for next season and nothing would have been nicer for the Ostriches’ faithful to see their latest recruit in the new jersey.
The post also raises concerns about the language clubs use on their posts, which has often proven too casual.
But clubs like TAFIC have made attempts to utilise social media to grow their brands. TAFIC’s banter themed Facebook page, has attracted several followers.
Most clubs remain inactive on social media with some, as Mmegi Sport observed having not posted since 2019, with only a handful still active.
Record league champions, Township Rollers remain the only club with a verified Facebook page. Rollers are ranked number 32 in the African Football Digital Benchmark rankings for April and are the only local side appearing in the top 62.
In Southern Africa, Rollers are ranked number seven, behind powerhouses such as Kaizer Chiefs, Orlando Pirates, Mamelodi Sundowns, Supersport United and Cape Town City. Rollers currently have a total following of 334,000 on digital platforms.
They also have 284,000 followers on Facebook, 28,000 on Instagram and 21,000 on Twitter. Behind Rollers are Gaborone United, Jwaneng Galaxy, Orapa United and TAFIC who have since intensified their efforts in making use of social media platforms.