Despite their much-touted millions, Ghana’s biggest clubs Accra Hearts of Oak and Asante Kotoko are failing to replicate the numbers on digital media, research by German-based outfit Result Sports indicates.
The research analysis underlines the need for much work and attention from clubs in the country through the use of digital media tools to connect to fans, wield enough influence and reach in marketing their respective brands.
Hearts of Oak, with undeniably the best-run handles on social media in the country, could only manage to place 26 on the African club rankings. The Phobians boast a combined 116,116 following from 80 per cent of the five social media platforms used as basis for the research.
Each club’s digital community is quantified based on its effective utilisation of the following digital media tools – Facebook, Instagram, Twitter, Periscope and YouTube.
Fellow Ghana Premier League side and arch-rivals Asante Kotoko also come just four places below, 30th on the continental classification. They operate four accounts and command a 88,910 following in total.
North African clubs dominate with seven while three others from South Africa complete the top 10 places. They include Al Ahli (Egypt), Zamalek (Egypt), Raja Club Athletic (Morocco), Kaizer Chiefs (South Africa), Orlando Pirates (South Africa), Club-Africain (Tunisia), Wydad Athletic Club (Morocco), Al Masry (Egypt), Etoile Sportive du Sahel (Tunisia) and Mamelodi Sundowns (South Africa).