Methodology and limitations of published information

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BASIS OF PREPARATION: Social Media Analytics

The foundation of the Social Media Analytics section of the portal is an analysis of the publicly available social media data of the selected football clubs and football players.

The Social Media Analytics tool includes data from four sources (new media channels): Facebook, Twitter, Instagram and YouTube. Data is sourced from the public APIs (“Application Programming Interface”) of these websites. The database is refreshed on a daily basis for clubs and on a weekly basis for football players.


In the case of Facebook, this metric refers to the total number of users that “like” the Facebook page of a club or a player, regardless of whether they also follow updates from the page or not.

For Twitter and Instagram, this metric refers to the total number of followers of a club or a player on each specific media channel. 

On Youtube, the users following a club’s channel are referred to as “subscribers” instead of “followers”.

Geography of fans

The analysis of a football club’s or player’s followers from a geographical perspective is currently only publicly available on Facebook. Such feature is not available on Twitter, Instagram or Youtube.

For each analysed Facebook account, only the top 45 countries with the most Page Likes are available. This means that if a country is not among the top 45, then their corresponding data will be missing from the database.


We define engagement as the total sum of user interactions with a post that can be sourced from a media channel’s public API, i.e.:

Facebook = Likes+ Comments + Shares + Reactions

Twitter = Likes + Retweets

Instagram = Likes + Comments

Engagement rate

A key term used throughout the tool is ‘engagement rate’ of a post. We understand that there are various definitions of this term in the industry. Our definition of engagement rate is a post’s total engagement divided by the follower number of the page (the follower number on the day the post was originally published is used). This measure essentially shows the percentage of the followers who engaged with the post in a meaningful way.

The total reach considered as the number of people who have actually seen the post but are not necessarily followers of the page is not available, as this information only accessible to the actual owners of each account. 


KPMG makes no representations nor provides any warranties regarding the accuracy or completeness of the information contained in this portal.  KPMG, its managers, directors, partners and employees expressly disclaim any and all liability for errors in omissions from the portal.

The information contained in this portal is selective and does not purport to contain all the information that any reader, including potential investors, may require.  Potential investors should conduct their own investigation and analysis, and are advised to seek their own professional legal, financial and taxation advice.

Nothing in this portal is, or should be interpreted or relied upon as a warranty or representation as to the future, nor should it replace the due diligence investigations which a prudent investor would be expected to make prior to investing.

Prospective investors are not to construe the content of this portal as investment, legal or tax advice. In making an investment decision, investors must rely on their own examination of the investment and the terms of the investment, including the merits and risks involved.