I took the studies Scott Goodacre has been publishing in The Online Rule about the way Premier League and MLS clubs celebrate their goals on Twitter and applied the same model to analyse how spanish La Liga clubs do it.
As you can observe, there is a huge difference between the most followed football club in the world (21M) and a couple of newcomers to La Liga with less than 100k, so obviously you have to interpret the engagement numbers. My aim with this analysis is it will help my fellas behind the screens can improve their jobs.
Overall the clubs do basic stuff, copy the bigger organizations because they don’t have enough talent, time and resources to analyze what perform best. You can feel the journalistic background of the majority of Community Managers because of their purpose (purely informative). Another important misconception is that announcing a goal must be instantaneous. In a society hyperconnected, where everyone interested in your match will be seeing, listening or following through other live options, branding and content creation must be important in behalf of immediacy.