The Top Digital Marketing Trends Marketers Should Look Out for in 2024
By Michaela VoglNov 30
Published April 17th 2015
Brandwatch have teamed up with Kick It Out, football’s equality and inclusion organization and Tempero, a social media management agency, to publish research revealing the true extent of football-related hate crime across social media.
The eye-opening study covers all strands of discrimination posted across the 90 million web sources tracked by Brandwatch between August 2014 and March 2015.
The top line figures are truly staggering and show the volume of football abuse Kick It Out are dealing with:
The types of discrimination abusers are using:
Race and gender make up over 50% of all abusive mentions online, ahead of sexual orientation, disability, and anti-semitism discrimination.
Premier League clubs targeted on social media:
Chelsea receive more online abuse than any other Premier League club, with the leaders subject to 20,000 abusive posts. In fact the top two clubs, Chelsea and Liverpool, make up 42% of abusive mentions aimed at Premier League clubs.
Players targeted with abusive mentions:
Of the 39,000 discriminatory posts directed towards Premier League players, Liverpool striker Mario Balotelli was targeted the most.
The location of the abuse:
The abuse appeared mainly in highly populated areas; London (26,433), Manchester (8,331) and Merseyside (6,792).
Social media activity on Twitter accounts for 88% of the 134,000 abusive posts, followed by Facebook (8%), forums (3%) and blogs (1%).
The games attracting abuse:
1 – Chelsea v Liverpool, Capital One Cup – 27 January 2015
2 – Sunderland v Manchester United, Premier League – 24 August 2014
3 – Arsenal v Manchester City, Community Shield – 10 August 2014
4 – Manchester United v Arsenal, The FA Cup – 9 March 2015
5 – Liverpool v Manchester United, Premier League – 22 March 2015
6 – Chelsea v Arsenal, Premier League – 5 October 2014
7 – Liverpool v Chelsea, Premier League – 8 November 2014
8 – Manchester United v Liverpool, Premier League – 14 December 2014
The eight games attracting the most discriminatory mentions contain one common theme; each game contains a high profile, well supported club.
All research collected for this report was found using Brandwatch Analytics, a world leading social listening platform.