Debenhams is looking to fight back on the high street. How can we use the social media comments of customers to understand if the management has got it right?

In August we looked at how customers of House of Fraser used social media in the period before the department stores group went into administration. Hindsight is a wonderful thing, but in the case of HoF, there was a growing body of evidence from customers that all was not well on the shop floor. Moving on to this week and the focus of the media and investors has moved on to another high street retailer, Debenhams. Unlike House of Fraser, the outlook for Debenhams is still in the balance. Debenhams has lost a lot of money, but the

company appears to have the makings of a plan to reinvigorate its relationship with customers. Stores will close and more sales will be completed online. High street sites which survive the cull will become ‘sociable, easy and fun’ places offering customers ‘experiences’ including prosecco bars and beauty treatments. If the Debenhams management gets it right, we would expect to see evidence of an upturn in positive social media posts from customers. The novelty factor of the new stores format may have an initial impact, so what we’ll be looking for is a sustained improvement in customer sentiment over time. If that… read more »

The take-away from this post is that Premier League clubs achieve most of their fan engagement on Facebook with less than 50% of their video output. Want to understand why that is? Read on...

Ladies and gentleman, please take your seats, introducing…the best-performing video published by a Premier League club on Facebook this year. Manchester United’s unveiling of Alexis Sanchez in January has so far generated over 12 million views and 700k reactions from fans. The piano lessons have clearly paid off too. The Sanchez post shows the potential value of video to the Premier League clubs and sponsors. It also highlights how clubs can curate content intelligently to maximise the value of their video assets. Not every post by Manchester United achieves the same reach and engagement as the Sanchez video. So far in 2018

United has published almost 700 videos on Facebook. The average rate of interaction across United’s entire output is 24k fan engagements per video. Some videos grow big, others stay small. It's a similar story at the other Big Six clubs. Liverpool has released some stellar video content of its own this year. Highlights of the Legends game against Bayern Munich scored almost as many engagements as United’s Sanchez post. However, like United, there is plenty of blue water between Liverpool’s top-performing videos and the rest of the club’s output on Facebook. Activity this year The twenty Premier League clubs have published… read more »

Premier League Social Media Rankings 2018

Newton Insight’s Social Network Rankings is the most complete and authoritative analysis of the performance of the English Premier League clubs in global social networks. The report is a reference for clubs to assess their performance and competitiveness across different social networks. For sponsors and marketers, the results highlight how much value social networks are adding to the global fan base of the Premier League. Newton Insight’s report is essential reading for anyone with an interest in the business of football and the role social media will play in building its future. What's included? 70-page illustrated report Full

12-months results Detailed performance analysis of all 20 Premier League clubs on Facebook, Twitter, Instagram, YouTube and Weibo 12-page Executive Summary highlights key trends for clubs, supporters, sponsors and media owners, including: How the clubs are extending their reach and engagement How global fanbases are engaging Manchester United’s decision to join YouTube The growing influence of Twitter in sport The outlook for growth in the US Spotlight on club performance in China Dedicated tables and charts for each social network, with detailed performance data for each club Individual profile pages for the 20 Premier League clubs To discuss the report and… read more »