Title page

Table of contents
1 INSTAGRAM 4

1.1 REACH ANALYSIS 4

1.2 CONTENT POSTING ANALYSIS 6
1.3 CONTENT ANALYSIS 6
1.4 ENGAGEMENT ANALYSIS 1 7
1.5 ENGAGEMENT ANALYSIS 2 8

2 TWITTER 9

2.1 CONTENT ANALYSIS 11

2.2 ENGAGEMENT ANALYSIS 1 11
2.3 ENGAGEMENT ANALYSIS 2 12

3 SENTIMENT ANALYSIS 13

4 SEMANTICS ANALYSIS 13

5 REFERENCES 15
 List of figures
Figure 1: Growth of Followers _____________________________________________________________________ 4
Figure 2: Number of Profile Posts Per Day ___________________________________________________________ 5
Figure 3: Average Interactions per Post _____________________________________________________________ 5
Figure 4: Number of Profile Posts Day of The Week ___________________________________________________ 6
Figure 5: Content Mix ___________________________________________________________________________ 7
Figure 6: Pattern of Interactions ___________________________________________________________________ 7
Figure 7: Audience Interactions I __________________________________________________________________ 8
Figure 8: Number of Interactions II _________________________________________________________________ 8
Figure 9: Growth of Followers _____________________________________________________________________ 9
Figure 10: Number of Tweets ____________________________________________________________________ 10
Figure 11: Average Interactions per Tweet _________________________________________________________ 10
Figure 12: Number of Profile Posts Day of The Week _________________________________________________ 11
Figure 13: Pattern of Interactions _________________________________________________________________ 12
Figure 14: Audience Interaction __________________________________________________________________ 12
Figure 15: Tweets by Sentiments _________________________________________________________________ 13
Figure 16: Word Cloud _________________________________________________________________________ 14
 Social Bakers
1 Instagram

1.1 Reach Analysis

The total number of followers for beIN Sports grew from 8,695,500 to 8,855,824 since 19/09/2021.
This means the client has experienced a significant increase of 1.84% in its real followers within
a month. At the same time, beIN Sports has witnessed a substantial change in the number of
followers for the selected period of 18-09-2021 to 18-10-2021. A maximum change in the number
of followers occurred on 03-20-2021 with 11,305 followers, and a minimum change occurred on
19-09-2021 with 2,931 followers (figure 1).

Figure 1: Growth of Followers

The graphs show that is a link between the post schedule and the number of followers. The client
had more posts on Sundays; therefore, Sunday and Monday experienced more growth in their
followers. The main reason behind this is that major sports events happen either on Saturdays or
Sundays (figure 2).

The report shows a positive relationship between the reach and impressions within the given
period. As the page witnessed unique visitors, the number of impressions and engagement
increased with the same proportion; consequently, when the reach was minimum, or the number
of unique visitors was minimum, the page witnessed fewer impressions (figure 3).

Figure 2: Number of Profile Posts Per Day

Figure 3: Average Interactions per Post

1.2 Content Posting Analysis

beIN Sports posts content on Instagram every day. But the frequency of posting the content is
different for each day. The report highlights that the client publishes more content around global
weekends (Saturday and Sunday) (figure 4). The current schedule is good but not perfect due to
two main reasons. At first, major sports events happen on global weekends; therefore, the client
has more content to post during this period. And secondly, the current schedule is generating more
reach, and the Instagram page is growing. There is very little room for improvement where beIN
Sports should increase its focus on posting content on Fridays. The report shows a high
engagement on Fridays even there was very little content posted on those two Fridays
consecutively (08/10/2021 and 15/10/2021). This will help increase impressions and reach for the
client because the local audience has more time to spend on weekends.

Figure 4: Number of Profile Posts Day of The Week

1.3 Content Analysis

beIN Sports publish content related to worldwide sports activities. The current content mix of the
client includes videos, photos, and carousels. This is the widely used content mix for Instagram.
Nevertheless, the client needs to change the frequency of its content mix (figure 5). They are
posting more photos than carousels, which lead to fewer engagements from the audience.
Therefore, beIN Sports needs to share more carousels to increase engagements. The current content
strategy is based on creating awareness and educating the audience about the content. Which is the
primary reason for fewer engagements on content other than videos. Alternatively, as part of their
content strategy, it is recommended that beIN Sports create online content related to sports events
and include infographics. Contests will not only increase engagements but also attract a new
audience to the page. Whereas infographics will educate the client's audience and create awareness
as well.

Figure 5: Content Mix

1.4 Engagement Analysis 1

Both types of patterns can be found within the interactions of the audience. The video-based
content always receives more interaction, whether in the form of likes, views or comments, than
other elements of the content mix. The different patterns can be found within the schedule, where
the content shared around the days of global weekends has more interactions (figure 6). Since beIN
Sports is making efforts on other types of content (photos and carousels), the current pattern is
unsatisfactory. Either the client should only focus on the video content, or there is a need to
reconsider the schedule for sharing photos and carousels.

Figure 6: Pattern of Interactions

1.5 Engagement Analysis 2

There are three types of interactions that the audience of beIN Sports is currently engaging in, e.g.,
Likes, Comments and Shares. The state of distribution of the interaction is very uneven. There is
a considerable gap between comments and likes. More than 98.51% of the posts receive like, and
only 1.49% of the posts are commented on by the audience (figure 7). This mix should at least
have a ratio of 90% to 10% because comments do not necessarily include positive or negative
reviews about the post but also tags for other potential audiences. Therefore, there is a great need
to increase the number of comments for beIN Sports. On the other hand, content sharing is very
satisfactory as more than 48% of the videos, 31.83% photos and 19.63 % carousels are being
shared (figure 8).

Figure 7: Audience Interactions I

Figure 8: Number of Interactions II

2 Twitter
Reach Analysis

Over the last 30 days, beIN Sports' twitter faced a considerable increase in followers based on
04/10/2021 as there were +29,262 new followers on this date. Other than that, there was an average
change of 4,919 followers during the last month (figure 9). The difference is not associated with
the post schedule. Even the number of posts were below the average per day posts for the month.
The reason for more Twitter followers was the shutdown of Facebook, Instagram, and WhatsApp,
which increased traffic on Twitter, and ultimately more followers for beIN Sports' Twitter
followership (Richard Lawler, 2021).

Figure 9: Growth of Followers

The pattern for increased reach and impression was primarily linked with the number of tweets.
The day with more tweets received more interactions and reach than the days with fewer tweets.
Figure 10: Number of Tweets

Figure 11: Average Interactions per Tweet

Content Posting Analysis

beIN Sports post content daily, but the frequency of tweets is different each day. The current
content calendar or posting schedule is perfect as the client is currently posting on the days that
are highly recommended for publishing content on Twitter. The only recommendation or room for
improvement is that beIN Sports should've capitalized on the opportunity they had due to the shut
down of Facebook. But unfortunately, the content frequency was the same, and there were no
efforts to increase the number of tweets during that period.

Figure 12: Number of Profile Posts Day of The Week

2.1 Content Analysis

The current content mix of beIN Sports' Twitter is mainly focused on texts and images. Since the
report does not provide any information about the content mix, tweets of the past 30 days were
reviewed to understand the content mix of beIN Sports. The current content mix strategy is not
optimal. The client should also include other forms of content mix, e.g., videos, infographics, and
blogs. This will increase visitor engagement and help the client attract more audiences.

2.2 Engagement Analysis 1

Currently, a pattern of schedule can be found on the Twitter account of beIN Sports. The heatmap
suggests that there are more interactions on Mondays, Tuesdays and Wednesdays, which means
that the audience reacts to posts on these days in replies, retweets and mentions (figure 14).

The current pattern is not satisfactory because beIN Sports needs to include interactions based on
the content mix. This will increase the cross-platform traffic, hence, grow the overall audience for
the client.
Figure 13: Pattern of Interactions

2.3 Engagement Analysis 2

There are three types of interactions that the client is involved in. The audience interactions are
analyzed based on retweets, replies and likes. The current distribution of interactions is
unsatisfactory as the percentage of replies and retweets is almost near to none. This means that
either the client isn't sharing engaging content, or the content mix cannot capture the audience's
interest. The figure (figure 14) highlights the distribution share by percentage for audience
interactions. If the content is retweeted and there are more replies on a tweet, that automatically
increases audience reach and interactions. This will also help the client in attracting an audience
from other Twitter pages as well.

Figure 14: Audience Interaction

 Social Bearing Analysis
3 Sentiment analysis
The overall sentiment about the beIN Sports' tweets is neutral. This is not enough to analyze what
the audience think and feel about the client. To make this information more authentic and valuable,
the client needs to change the content mix. The tweets must include visuals, videos and blogs to
generate true user sentiments. It could be better if the client has encouraged and emphasized more
keywords related to its business/services. That'd have ultimately helped in generate the audience's
real-time sentiments about the client.

Figure 15: Tweets by Sentiments

4 Semantics analysis
Figure (figure 16) highlights the word cloud associated with the beIN Sports. The word cloud is
mainly consisting of keywords that are irrelevant to the client's business. The only two related
keywords are sports and beIN. The phrase cloud should include more keywords related to the news
and sports-related activities that show the client's real business. Like there is a little talk about
FIFA. According to the current semantics, the company has failed to implement the relevant
keywords successfully. Therefore, including sports-related keywords will attract the sports
enthusiast audience to the page.
Figure 16: Word Cloud
5 References
Richard Lawler, 2021. Facebook explains the backbone shutdown behind its global outage on
Monday. [Online]
Available at: https://www.theverge.com/2021/10/5/22710963/facebook-dns-bgp-outage-
backbone-maintenance
[Accessed 18 10 2021].