Leeds United

Leeds United move to sixth in digital presence table

Fan engagement outside of the match-day experience has become even more important for clubs as they strive to bridge that ‘pitch-to-fan’ divide. One important battleground is in the sphere of digital communication.

Clubs are beginning to see this growth area as a vital means of engaging with fans, making them feel a more inclusive part of the club they may have followed for years. Social media such as Facebook and Twitter, and increasingly more so Instagram, are playing a more important part of an individual’s life and clubs are increasingly keying in to this aspect of people’s lives.

Clubs are increasingly turning their efforts towards capturing, and keeping, a digital audience as they strive to widen the reach of the club beyond the stands and that ‘Saturday/midweek’ experience that lasts just a day or two. The use of the digital sphere to draw fans closer to the club allows fans to feel ‘connected’ all week, the club becoming a part of their daily lives. Where it was once about scarves and programmes, football has expanded into hashtags, likes and RTs.

One of those clubs is Leeds United who have seen their digital presence and growth move them into sixth position in the above ‘league table’ from analysts Result Sports. At Leeds this digital revolution has been driven this season, massively improving under the influence of newcomer Craig Wilson (@DigitalWilson).

The graphics, the gifs, the general all-round look of the digital side of the club is looking more sparkling at Elland Road this season. This improved look and feel has definitely been a hit with Leeds fans, increasing both reach and engagement. In fact, Wilson managed to resurrect the infamous ‘pen icon’ and ‘don’t go to bed just yet’ phrase successfully – avoiding the lynch mob that followed the first time it was used on a previous transfer deadline day.

Headline figures of Leeds United’s digital engagement
  • Absolute Digital Community: 852,432
  • Facebook (Likes): 477,132 (+3254)
  • Instagram (Followers): 59,479 (+1,690)
  • Twitter (Followers): 267,663 (+7,041)
  • YouTube (Subscribers): 18,124 (+123)
  • Others (Followers): 30,034 (+105)
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