Testament to the resilience of clubs and associations analysed was an impressive snapback that saw productivity surpass March levels by October complemented by an engagement outcome that was also in line with pre-Covid achievements.
The 2020 Q1 productivity and engagement profiles indicate the sport was on track for another big year, unfortunately as with the rest of the industry softball struck-out with the implementation of nationwide lockdowns in April. Shunt has recently published industry-wide research examining the impact Covid-19 and associated lockdowns have had on the sector. With a new balance struck, more compelling results were delivered in 2019.Ī sure sign of a sport that has a handle on its social media and the delicate interplay between informing and engaging audiences. What’s really interesting in this scenario is that the sports grassroots ‘sensed’ that something was amiss as productivity growth was wound back in 2018 while the quality of content clearly improved resulting in a sharp uptick in engagement. In a situation like this, it’s often a useful indicator that what might be required is a review of the balance between content quantity and quality. In an unusual result based on Shunt’s recent research into how grassroots sport have adapted to Covid lockdowns was the collective dip in post-performance by softball clubs and associations in 2017 as average engagement slid from 11.07 per post to 9.94. This simple ratio that divides total engagement by the number of posts is a key indicator of how efficient and effective they are. The real test of how healthy and robust a sports social media presence is the performance of posts published. Clubs hit engagement out-of-the-parkĮasily one of the most impressive statistics from the sports grassroots is its engagement profile (all Facebook reactions, comments and shares) with the 103 monitored clubs and associations delivering a five-year growth result of 164%. Softball clubs and associations have successfully climbed new productivity heights for each of the last five years with total Facebook posts published increasing from 6,800 in 2015 to over 13,900 last year equivalent to a more than doubling of posts published. Softball keeps climbing to new productivity heights
Once it did though it just kept coming with clubland not only picking up where they left-off but sweeping past pre-Covid levels by the end of October with no signs of slowing.Ī five-year Shunt analysis (2015-19) of softball clubs and associations has shown that the number of posts published is up 102%, while audience engagement has climbed 164% and the performance of posts (an engagement to productivity ratio) has also improved by 30%. The impact of Covid lockdowns on softball clubs and associations were swift and deep taking the sport several months of flat productivity before it got back on its feet.
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