Social media which are under the spotlights of online communication include the dynamic relationships between people. You can therefore talk of ethnography or, more specifically, to analyze how communication evolves in such a dynamic contest.

Trying to understand how these dynamics are translated in the various contexts of people relationship and aggregation is a topic of big interest.

That's how "bar sport" talks become public, in one big place where main actors can have their say, as much as the newcomers.

The way people talk about football changes, but even the way teams and players measure up with their fans. The rumors in the locker room, health status or any other particular can come out at any time with a tweet. Not to mention that being on a social network is not enough to be "social", so even this world has its ranking of people whom are nice to be followed even out of the soccer field and without anyone's mediation.

Why monitoring

Football is undoubtedly the most talked-about topic in Italy. That's why it is interesting to understand how it reflects on social media. The key point is the possibility to introduce KPI's to measure conversations and interactions between people around a specific topic. This is a common practice in the world of Social Media Marketing through the use of sentiment analysis, an instrument that helps understand how people talk about a product or a service.

The idea is to publish a set of data, collected in an easy to read info-graphics, so to give a starting point to think over the ways people interact with football teams.

The next objective will be to provide continuity in the operation by establishing it as an observatory on football and social media which will provide an analysis of how the dynamics of relationship have changed..

What to monitor

When talking about monitoring social media, immediately one thinks of the number of fans. This is not correct, the parameters to be taken into account to arrive at an objective fact are manifold, especially when it comes out of the context of the relationship brands / clients and comes into sports. 

It is therefore interesting to collect measure and evaluate the ratio between the fans and interactions, the coordination of the communication effort in a multi-channel environment, and to look at who has already introduced within their social media-mix official channels and at who does not believe it at all.


Calcio & Social Media” is the first official research to study how the Serie A and Serie B Italian football teams use the social media and in particular Facebook, Twitter and YouTube.

  • As the number of fans, followers and subscribers is constantly evolving, the averages have been calculated weekly. The average shown in the study is the average of these weekly averages.
  • Channels and pages have been measured from an external point of view and are therefore not based on any internal data.
  • All data related to the activity such as talking about, post, photos, tweet, etc… are weekly averages.
  • The average has been calculated considering only the teams having an official page/profile / channel.
  • Only official content (post, photo or video) has been considered. Content posted by the fans has not been taken into account.


  • The research for the Serie A started on 14/03/12 and ended on 17/04/12.
  • The research for the Serie B started on 17/04/12 and ended on 20/04/12.

Official channels

  • All Serie A and Serie B teams have an official Facebook account..
  • All Serie A teams have a Twitter account but the Catania Calcio.
  • 15 out to 22 Serie B teams have an official Twitter profile.
  • 14 out of the 20 Serie A teams have an official YouTube channel.
  • 12 out of the 22 Serie B teams have an official YouTube channel.
  • We have decided not to present the data regarding Google + since only a few teams are using it.