Posts by Sean

Intelligency’s Eliot Ferrier wins Technology & Digital Apprentice of the Year

May 26, 2023 Posted by Company News 0 thoughts on “Intelligency’s Eliot Ferrier wins Technology & Digital Apprentice of the Year”

In a dazzling evening filled with exceptional talent at the West Yorkshire Apprenticeship Awards, our very own Eliot Ferrier was crowned ‘Apprentice of the Year’ in the Tech & Digital category. The event took place at the radiant Tileyard North in Wakefield, celebrating the immense achievements of apprentices and their employers from all over West Yorkshire.

Eliot’s journey with us at Intelligency began in September 2021. A novice in the digital marketing industry, he had no prior experience when he signed up for our apprenticeship programme. Fast-forward 20 months, and Eliot has morphed into an invaluable asset to our team, outshining all expectations. His success story includes not only completing his apprenticeship this past March but also earning his first promotion within the company.

When asked about his award-winning journey, Eliot exuded humility and gratitude, stating,

“I was really happy to be recognised for the hard work I’ve been putting in since I started my apprenticeship. It was good to have the support of my family, partner, and the company behind me, and I’m glad I was able to make them all proud.”

The waves of Eliot’s success have reached the top, as evidenced by our Director, Sean Walsh’s words. He celebrated Eliot’s achievement, saying,

“We couldn’t be prouder to witness Eliot’s hard work crystallising into this spectacular award. His journey illustrates the heights achievable through hard work, dedication, and passion. Eliot’s future in the digital world is undoubtedly bright, and we consider ourselves fortunate to have him on our team.”

Sean continued, “2023 has been incredibly promising, with the inauguration of our new offices at Dean Clough Mills, a flurry of new client wins, and a team growing in strength. Eliot’s triumph is undoubtedly the icing on the cake!”

To all the winners and nominees who showcased their talents, and the organizers and sponsors who made this event possible, we extend our hearty congratulations. It truly was an unforgettable night of celebration and camaraderie for all in attendance.

Intelligency wins Northern Enterprise Award

January 30, 2023 Posted by Company News 0 thoughts on “Intelligency wins Northern Enterprise Award”

Intelligency has been awarded ‘Most Innovative Data Intelligence Provider‘ in the 2022 Northern Enterprise Awards by SME News. The Northern Enterprise Awards celebrates the industriousness and dedication of the businesses and enterprises hailing from the north of England.

This is the second year in a row that we’ve finished the year with an award for our digital intelligence team having been placed #20 in the ‘Top 100 MediaTech Innovators‘ list in 2021.

Intelligency Director, Sean Walsh, said;

“We’re extremely pleased to have been awarded an Northern Enterprise Award. A lot of the work we undertake is relatively niche and there are few companies globally that do what we do, so it’s pleasing for our team to receive this recognition.

2022 was a great year for us. We have won some great new clients in the likes of Viaplay and, moved to larger premises (more on that soon!) and this award just tops it off. None of it could be done without our fantastic team and wonderful clients, so thank you.”

You can read more about the Northern Enterprise Awards in our article.

ROUND-UP: Facebook rebrands, Long URLs don’t affect SEO, Christmas shopping starts early & Anyone can use links in Instagram Stories

October 29, 2021 Posted by Company News 0 thoughts on “ROUND-UP: Facebook rebrands, Long URLs don’t affect SEO, Christmas shopping starts early & Anyone can use links in Instagram Stories”

Welcome to another installment of our weekly digital roundup looking at some of the industry’s news in the last week. As ever, feel free to share, Like and retweet if you like what you read.

Facebook rebrands to ‘Meta’

The biggest news of the week of course is that Facebook have announced a rebrand for the company name to ‘Meta’. It’s important to distinguish that their flagship platform and app, will remain ‘Facebook’. Likewise, Whatsapp and Instagram will continue to exist under their original brand names.

The rebrand allows the California based giant to create some distance from the historical ‘Facebook’ name following a period of negative PR generated by a whistleblower. The step to rebrand mirrors that of another digital colossus, Google, who restructured their company and rebranded their corporate entity to ‘Alphabet’ back in 2015.

Facebook founder, Mark Zuckerberg, also announced a desire to create a ‘metaverse’ – a 3D/VR online world where ‘avatars’ could interact virtually. Virtual worlds are not exactly ground-breaking, with the likes of Second Life and Active Worlds being available as early as 1995.

Google: Site quality can affect loss of rich results

Google’s John Mueller suggested in a recent Q&A session that poor site quality could lead to a loss of rich results (like FAQ schema).

Mueller stated:

“I think there are two things that might have happened… It’s hard to say offhand. One is that we might have re-evaluated the quality of your website overall at about the same time that you made those changes. It’s probably more of a coincidence if that were the case.

But it could be that we kind of like are not that convinced about this website anymore. And if we’re not convinced about the website, then usually we don’t show any rich results. And that would include the FAQs.”

More than half of UK consumers start Christmas shopping early due to availability issues

A study of over 6,000 consumers globally has found that 52% of consumers stated they had already started their Christmas shopping. The most important factor consumers will consider when undertaking their Christmas shopping this year is cost (59%). Getting value for money came in second at 52% and ensuring that the product was in stock was third at 43%.

For e-commerce clients, this only reinforces the need to act now (if they haven’t already) to make sure that their Christmas promotional activity and strategy is in place. Supply chain disruption is higher than normal this year owing to Brexit, COVID and HGV driver shortage. Brands need to make sure they capitalise on this surge in Christmas shopping sooner, rather than later. This is particularly relevant when just 13% of respondents suggested they would start Christmas shopping in December.

URL length doesn’t matter in SEO according to Google

URL length has long been a topic of discussion in the SEO world. The general consensus has been that shorter, neater and concise URLs are better for user experience and better for search engines.

However, this week, Google’s John Mueller revealed that “URL length doesn’t matter”. Mueller stated that as long as they are shorter than 1,000 characters then it should be ok. However, he did state that shorter URLs were likely to be prioritised over longer ones when it came to canonicalization.

Instagram allows URLs in Stories for all users

Yes, you read that right. Instagram is finally allowing all users to share links in stories. It has long be a real thorn in the side of content creators that they couldn’t easily append links to Stories. The change is likely to see webmasters reporting a higher level of traffic from Instagram and should prove beneficial for brands and creators that rely on Instagram as a platform.

The only caveat is that newly created accounts will not be able to immediately add URLs to Stories, presumably to avoid new accounts being created for link spam. Likewise, accounts that breach Instagram community guidelines (e.g. for misinformation, hate speech, racism etc) may find that they are unable to make use of links.

Read Instagram’s announcement to find out how to create links in Instagram Stories straight away.

Thanks for reading and as ever, if you have any questions or need help with your digital strategy, please feel free to contact us.

Intelligency #20 in ‘Top 100 MediaTech Innovators’ list

March 8, 2021 Posted by Company News, Data 0 thoughts on “Intelligency #20 in ‘Top 100 MediaTech Innovators’ list”

We’re delighted to announce that we have been listed in position 20 in this year’s Top 100 MediaTech Innovators list. The ranking celebrates the UK companies creating original tech to transform production and delivery of media.

Our top 20 position was decided by a mix of public vote and from a judging panel comprised of industry experts from the likes of Institute of Practitioners in Advertising, MediaCity UK & Department for International Trade.

Our innovative digital intelligence technology is used by brands nationwide. In the last 12 months we’ve helped major players in the healthcare industry with digital audience profiling, protected UEFA Champions League clubs from online harm & have seen record growth in turnover.

Our Intelligence Director, Liam Walsh, commented;

I’m delighted that our digital intelligence work in the media sector has been recognised by such a prestigious panel of judges and that we’re amongst some leading names in media tech.

The work we do with our client base is at the cutting edge of digital intelligence and we’re always exploring new ways to adapt and develop technology to help us provide practical solutions to complex problems.

Innovation is at the heart of everything we do at Intelligency, so it’s a real pleasure to see this recognised by the industry.

If your business is interested in finding out more about powering and protecting your brand online, please get in touch with us on

Thanks again to our wonderful clients, friends and peers who voted for us.

Merry Christmas from Intelligency

December 22, 2020 Posted by Company News 0 thoughts on “Merry Christmas from Intelligency”

As 2020 draws to an end and we close our offices until next year, we just wanted to say thanks to all of our amazing clients who have supported our business in what has been a challenging year for everyone. Keeping the business running through dark and difficult times is one thing, but growing it is something else.

We’re delighted to report that 2020 was another record year of growth in terms of turnover and profit despite COVID and that we’ve been involved in some really exciting projects with clients. Some highlights include:

  • Essentially being in lockdown since March we’ve been able to adapt our day-to-day operations with almost entirely home working processes in place across our team and partners.
  • We’ve launched 5 e-commerce websites in 6 months with enormous success reporting over £400k of additional revenue to clients that hadn’t previously “sold online”.
  • Won 5 new clients solely through client referrals whilst retaining 90% of our clients through the pandemic.
  • Helped launch 3 new businesses online with support on website development, paid social and SEO.
  • Designed and developed fully integrated Google Data Studio Dashboards to help unite reporting for all digital marketing channels into one dynamic outlet.
  • Integrated 5 Premier League football clubs into our digital intelligence platform.
  • Delivered YoY growth for organic traffic for every single one of our SEO clients despite the impact of lockdown.

2021 will hopefully see some return to normality for us all and we can’t wait to get back to reporting our results face-to-face with all our clients. In our pipeline we’re looking forward to:

  • Partnering with 3 new clients in January
  • Expanding our content team
  • Massively upgrading our audience profiling technology & tools

Until then, we wish you a very Merry Christmas and prosperous new year.


acuity & fiacuity merge to become ‘Intelligency’

December 1, 2019 Posted by Company News, News 0 thoughts on “acuity & fiacuity merge to become ‘Intelligency’”

Following substantial turnover growth in our last financial year and successful new client growth, we’ve taken the decision to merge our two businesses – acuity (digital marketing) and fiacuity (digital intelligence) – under one brand.

‘Intelligency’ sees these two brands become one and we’re delighted to now communicate our brand as a full-service digital intelligence company.

As our start-up continues to grow, we feel the need to simplify what we do and make sure that our own digital marketing strategy is clear, unified and straight-forward. Rebranding to ‘Intelligency’ means that we’re confident in our digital intelligence credentials and that we can provide something different outside the usual digital agency offering.

Our offices remain at the fantastic Piece Mill in Halifax and our offering will combine our digital intelligence services from fiacuity (such as historic social media vetting & analysis) with our acuity digital marketing team (who are regularly securing amazing results for our SEO, Digital PR and Content clients).

In the last 12 months we’ve worked with some of Europe’s largest and leading football clubs, healthcare brands, aesthetics companies, online retailers and technology companies. We’ve had our work published in the likes of the Guardian, The Independent and the Daily Mail. As our company grows, we have to make sure that our brand grows along with it.

We’re hugely excited for the future and look forward to taking our next steps in the ‘start-up journey’.

Sean & Liam (Directors)

Which London hotels are having the most success on social media?

August 19, 2019 Posted by Hospitality 0 thoughts on “Which London hotels are having the most success on social media?”

London is one of the most popular cities in the world, attracting a wide array of people from sight seeing tourists at Buckingham Palace to international commuters heading into The City to broker deals. As a result, you’ll often find hotels inundated with bookings, and each one thinking of new and creative ways to get the edge. Therefore our analysts wanted to take a look at how the famously glamorous hotels in London are using their social media channels to fend off rivals and who is making the most of these instruments.

Which brands are the most popular on social media?

There are three key channels that hotels use to contact with visitors across social media: Facebook, Twitter & Instagram. All three provide a different function with Twitter allowing you to keep your followers updated on the events at the hotel or connect with them. Facebook offers numerous opportunities to showcase your success, with a rating function and a review section, where past and potential customers can take a look at the hotel. Finally, Instagram is a fun opportunity to showcase the brand in it’s best light, by highlighting recent events that have been taking place, notable guests or the quality of the rooms, restaurant and bar. The chart below shows the popularity of 25 five star hotels in London across Facebook, Instagram & Twitter:

HotelTwitter FollowersInstagram FollowersFacebook Likes
The Dorchester52,234100,00045,049
The Ritz47,10096,00077,255
The May Fair Hotel34,50023,10048,252
The Goring24,60946,60013,448
Corinthia Hotel London24,04155,00024,525
Hotel Cafe Royal9,73150,30022,296
The Stafford London9,3454,9911,654
Milestone Hotel8,1073,3516,059
The Landmark London7,65120,70015,705
Hotel 416,1652,9904,553
Dukes London5,728N/AN/A
The Arch5,176N/A4,142
Flemings Mayfair4,93616,1005,102
The Rubens at the Palace4,4162,6186,497
The Trafalgar St James3,8184,7065,576
The Beaumont3,459N/AN/A
Cadogan Gardens Hotel3,2885,9052,047
Taj 51 Buckingham Gate3,28714,0008,027
Threadneedles Hotel2,6829501,288
The London Edition999N/A5,474
The Mandrake48621,4002,019
The Academy Hotel721,0001,543
The BerkeleyN/A76,60012,922

Our analysts found a number of interesting stories from looking into these hotel’s social accounts. Primarily, we found that Claridge’s was the most popular brand across Twitter & Instagram, likely due to the hotel being renowned for its high class and luxury but it also serves the dual function of being a Michelin star restaurant. However on Facebook, The Ritz was the most liked page with Claridges sitting further back in fourth.

How engaged are hotels on social?

An important element of using social media should be interacting and engaging customers. Interestingly, Facebook allows messenger pop ups to encourage interactions and promote response times and yet only six hotels make use of this feature, with only Hotel Cafe Royal and Milestone Hotel informing users of their response time. 

Additionally, replies on Twitter can showcase that a hotel cares about the happiness of it’s clients, and therefore should be receptive and treated as a ‘digital front desk’. Since the start of 2019, The Ritz has been the most communicative London hotel, directly responding to questions 67 times, more than twice as much as the next highest The Dorchester (23) and Landmark (22). Hotel 41, Dukes, The Beaumont, Flemings, Trafalgar St James and The Academy all failed to reply once. Whilst heavy hitters and a favourite of the royals, The Goring only replied to its customers 3 times.

Are hotels in London, making the most of social media?

Social Media platforms have developed an awful lot since their inception, and consequently brands can now not only use the sites to influence and push content to potential buyers, but also create an entire commercial ecosystem. Additionally, Facebook also allows hotels to provide a ‘Shop’ section meaning visitors to the page can buy products, thus providing your commercial team with an alternative outreach strategy, and again, only 24% of the hotels have activated this, with The Landmark again being an early adopter in the industry.

M Moreover, Instagram has a number of additional functions such as Reserve, Call and Email, which can be added to your profile. With a generation who is spending an increasing amount of time on social media, it is well worth having accessible buttons that allow for the user contact the hotel efficiently and may lead to an uplift in conversions. Positively over 90% of the hotels listed have the ‘call’ function on their profiles, and yet only 20% are enabled for reservations. Interestingly, only 5 of the 25 hotels allow their visitors to choose from all three options, whilst The Dorchester is the only hotel in the list which doesn’t use any of these features.

Want to know more about growth rates in hospitality?

fiacuity specialises in analysing the digital activity for a brand to assist with identifying opportunities and threats as well as advising on ROI strategies.

Get in touch with the team to get a better idea of how we can help you with your digital strategy whether that be competitor analysis or identifying your overall growth. The platform allows brands to review their whole digital marketing portfolio (across email, social, content, paid advertising, amongst others) to ensure that you make the most informed and effective decisions to reach your goals.

Boris vs. Hunt – Historical Twitter Analysis

July 9, 2019 Posted by Politics 0 thoughts on “Boris vs. Hunt – Historical Twitter Analysis”

The position for our next Prime Minister will be decided on Monday 22nd July by Conservative party members nationwide. In recent weeks there has been substantial press coverage of the final two contenders – Boris Johnson MP and Jeremy Hunt MP. Both men have a high media profile due to past appointments and both have contrasting styles.

Whilst much has been made of their previous policies, character and in particular, views on Brexit, little has been said regarding their past comments on Social Media. With this in mind, our digital intelligence analysts have analysed both candidates full Twitter history dating from 20th May 2010 to 12th February 2019 in order to better understand – “what does our potential future Prime Minister actually tweet about?”.

Key Highlights

  • Boris Johnson has mentioned the UK’s largest cities (by population – Leeds, Manchester, Liverpool, Birmingham, Glasgow, Newcastle, Sheffield, Sunderland and Bristol) just twice compared to his 68 mentions for London.
  • Scotland is mentioned just 4 times by Jeremy Hunt and 0 by Boris Johnson. Wales is never mentioned in any of Boris Johnson’s tweets. Though in the last few weeks (since the campaigning for PM) we have seen a significant increase in discussion about Northern cities/regions and Scotland, Wales & Northern Ireland.
  • England accounts for 70% of all tweets regarding nations in the United Kingdom by both MPs.
  • There are just 3 tweets concerning poverty, homelessness or unemployment from both candidates combined. Tweets relating to “taxes” feature 30 times for Hunt and 21 times for Johnson.
  • Boris Johnson mentioned Russia, North Korea and Iran consistently, though this reflects his former position as Foreign Secretary.
  • Neither candidate discusses illegal drug usage, policy or prevention.
  • Boris Johnson name-checked Jeremy Corbyn 55 times – more than Theresa May and David Cameron combined.
  • Boris Johnson’s most talked about topic is in reference to his constituency.
  • Neither candidate has ever tweeted about MP expenses.
  • Brexit was mentioned just 98 times in total.
  • Johnson has never had a direct 1-2-1 conversation with anyone on Twitter and tends to broadcast content about himself. Boris Johnson talks about himself 8.8x more than other people whilst Jeremy Hunt talks about himself 4.1x more.

What we’ve been looking at

Our team decided upon a number of key talking points and issues that have proved to have be important in the last few years. Below is a table outlining the frequency of phrases or keywords related to that topic for each candidate.

The tweets are taken from the date range (20th May 2010 to 12th February 2019) before their candidacy was announced and are based on 1,420 for @BorisJohnson and 2,783 tweets for @Jeremy_Hunt – retweets have been removed from the data.

Boris Johnson vs. Jeremy Hunt on Twitter

Small print: Where appropriate we have accounted for misspellings, abbreviations, initialisms and alternative ways of referring to the issue. Where there are too many alternative references these have been combined into a topic.

Analysis broken down by topic area


  • Both mention London 65+ times on their social media.
  • Leeds, Manchester, Liverpool, Birmingham, Glasgow, Newcastle, Sheffield, Sunderland & Bristol are mentioned 60 times in total, but mainly by Jeremy Hunt (who is usually referencing a medical facility as part of his job as Heath Secretary).
  • Boris Johnson never mentioned Leeds, Manchester, Liverpool, Glasgow, Newcastle, Sheffield or Sunderland.


  • Boris Johnson has never mentioned Scotland or Wales in 1,420 tweets.
  • Hunt has mentioned England 85 times and Wales 30 times. Scotland only 4 and Northern Ireland only once.
  • Countries in the union are mentioned 124 times, therefore England is mentioned 70.2%, Scotland 3.2%, Wales – 24.2% and Northern Ireland – 2.4%.
  • Boris Johnson has mentioned Syria 83 times but there is only one mention of ‘Syrian refugees’.
Breakdown of tweets about each country in the United Kingdom


  • Keywords ‘poverty’, ‘homeless’ and ‘food banks’ are rarely mentioned.
  • Boris Johnson – discussed ‘poverty’ once in 1,420 tweets. 
  • Jeremy Hunt has never mentioned food banks, homelessness or poverty but has mentioned unemployment twice in 2,783 tweets. 


  • Boris Johnson has mentioned Labour 35 times.
  • Jeremy Hunt has mentioned Labour 179 times.
  • Boris Johnson has mentioned Ed “Miliband” 16 times and current Labour leader Jeremy “Corbyn” 55 times
  • Jeremey Hunt mentioned Ed “Miliband” 32 times and Jeremy “Corbyn” 14 times

Prime Ministers

  • Boris Johnson has used the terms ‘PM’ and ‘Prime Minister’ 38 times
  • Jeremy Hunt has used these phrases 56 times.
  • References to the Prime Minister (David Cameron or Theresa May) were most prevalent in 2015 and 2017 (both election years).
  • Jeremy Hunt speaks about Cameron – 51 times, and May – 19 times.
  • Boris Johnson mentions Cameron – 13 times and May 50.

Other Political Parties

  • UKIP has 7 mentions overall across these tweets
  • Lib Dems are mentioned just once.
  • Labour have 214 mentions combined from both candidates with Jeremy Hunt accounting for 83.6% of these tweets.

What about Brexit?

We made a decision to not include stats about Brexit based on a few factors:

  • Both candidates have stated they want Brexit to happen, so we felt it would be more interesting to look at their policies and how they would shape the country post-Brexit
  • We also felt that Brexit inevitably would be the most talked-about topic. That being said… Brexit is inescapable from the media but not as mentioned by the two candidates as much as you would expect.

Hunt mentioned Brexit just 25 times whilst Johnson mentioned it 73 times during our sample range. This isn’t much of a surprise considering Johnson’s leading role in the Leave campaign.

However, it is surprising that Brexit wasn’t the most discussed topic for the tweets analysed. Instead, content was clearly more focused on criticism of Labour, London-centric and in relation to their own constituencies.

So what do they talk about?

To get a better understanding of their favourite topics outside of politics we’ve collated all of the candidates tweets and visualised them into a word cloud. The larger the word, the more prominently it features in their tweets:

Jeremy Hunt

Jeremy Hunt’s word cloud generated from 2,783 tweets

Unsurprisingly, Hunt’s most discussed topic is regarding the NHS, an institution that he oversaw as Health Secretary for just under 6 years. Associated words such as “health”, “care”, “staff” and “patients” all feature heavily.

Much of Hunt’s tweets are positively focussed, which is expressed through usage of language like “forward”, “great”, “can”, “good”, “thanks” and “brilliant”. This positive language is often applied to his initiatives within the NHS and arguably to counter criticism faced regarding cuts to the NHS during his tenure.

Hunt directly replies or opens conversation with other users 264 times from 2,783 tweets (9% of all tweets), with most of his content being statements broadcasted to his followers. Mayor of Manchester, Andy Burnham, is who he tweeted to the most in direct conversation.

Boris Johnson

Boris Johnson’s word cloud generated from 1,420 tweets

Like Hunt, Johnson’s content is reflective of his cabinet position as Foreign Secrerary. Language such as “Syria”, “Russia”, “nato”, “Yemen” “security”, “trade” and “Brexit” are substantially more discussed than domestic issues.

Language such as “Syria”, “Russia”, “nato”, “Yemen” “security”, “trade” and “Brexit” are substantially more discussed than domestic issues.

Like Hunt, there is a common frequency for positivity in his content with “delighted”, “fantastic”, “great”, “forward” and “together” featuring heavily.

Interestingly, Johnson does not use Twitter to have direct conversations with users. 100% of his tweets analysed are broadcast tweets – meaning he never replies to users or opens up direct 1-2-1 conversation with individuals.

How easy are their tweets to read?

We also analysed the tweets to determine a Flesch-Kincaid Grade Level. The Flesch-Kincaid grade was famously used by the US Navy to determine the readability of language to indicate how difficult certain text in English is to understand. This also provides us with an estimated reading age required in order to understand the tweets.

To provide an idea of scoring, it is recommended to aim for a score of 8.

Jeremy HuntBoris Johnson
Flesch-Kincaid Grade Level7.37.7
Reading Age Required12.312.7
Words per sentence9.797.47
Syllables per word1.621.73
You/Me RatioTalked about himself 4.1 x than othersTalked about himself 8.8 x than others

Both politicians are slightly below the recommended grade level score of 8, though Boris Johnson is closer. Whilst Hunt uses longer sentences, Johnson is more concise and uses more complex language. It is worth noting that the scores are skewed on the basis that most tweets (during the time period) would have been intentionally simplified in order to keep within a 140 character limit.

Interestingly though, Johnson talked about himself 8.8 times more than others, perhaps supporting criticism that he is more self-serving than his candidate.

The Independent Group has shaken up Parliament and seen a huge growth in followers across social

February 26, 2019 Posted by Politics 0 thoughts on “The Independent Group has shaken up Parliament and seen a huge growth in followers across social”

Both the Conservative and Labour Party have suffered a huge blow to their position in Parliament and their overall brand in the last week , as eleven Labour and Tory MPs abandoned their parties, citing issues ranging from Jeremy Corbyn’s handling of Brexit and his inability to deal with alleged rampant anti-antisemitism to the need for a second referendum on exiting the EU.

Chukka Umunna, Gavin Shuker, Luciana Berger, Mike Gapes, Chris Leslie, Angela Smith, Ann Coffey and Joan Ryan  all handed in their resignations and revealed that they were now part of the wider ‘Independent Group’, and were joint by former Conservative members Anna Sourby, Sarah Wollaston and Heidi Allen. This is not yet a party, but there is speculation that discussions are being held across both Labour and the Conservative parties, with some considering joining these ‘centrists’ in order to force a different vision for Brexit and the country as a whole.

The emergence of a new political group is always fascinating to watch, and indeed Labour has faced these problems in the 80s with the birth of the SDP. However, in the 80s political messages were mostly reserved for the Houses or the press, however in the 21st century The Independent Group has the opportunity to explore different channels in order to appeal to the general public, and one of the most potent examples of this is social media. Therefore, the analyst team here at Acuity, have analysed just how much these rogue MP’s profiles have grown in the last week, since the press conference and indeed whether the Independent Group has attracted followers in it’s first week.

The MPs

We have taken a look at the MPs’ Twitter, Facebook & Instagram account, and the table below highlights the overall stats across these platforms:

MP Day of Resignation Feb 26th Followers (+/-) Followers Growth
Anna Sourby 129,131 12,164 12,164 9.42%
Heidi Allen 37,965 50,040 12,075 31.81%
Chukka Umunna 416,651 348,352 8,117 1.95%
Sarah Wollaston 64,70 72,027 7,319 11.31%
Luciana Berger 104,838 18,146 6,606 6.30%
Angela Smith 23,142 101,128 3,336 14.42%
Mike Gapes 31,414 35,947 3,165 10.08%
Chris Leslie 35,581 40,033 3,031 8.52%
Gavin Shuker 15,915 28,123 2,886 18.13%
Ann Coffey 12,965 16,892 2,725 21.02%
Joan Ryan 14,472 16,546 2,074 14.33%

It is worth noting that Twitter is by far the most important platform for these MPs, with some having no presence on Instagram, a curious decision considering the more youthful demographic, and significant smaller follower count on Facebook. Twitter continues to be the tool which drives discussion and policy announcement online. Moreover, to adequately see the peak in interest for these figures, you need only look at the fact that in the whole of January Umunna saw his Twitter followers increase by 6,880 and yet over the last week that’s risen by 8,117. In fact, Umunna is a key figure within the Labour Party online with only Corbyn & Miliband (leaders) as well as David Lammy having a greater presence on Twitter. A less familiar figure such as Gavin Shuker acquired only 40 new followers in January and yet his exit from the Labour Party has led to 2,886 more following him. As you can see these MPs have seen considerable growth since the announcement, with Umunna increasing his overall following by just under 2%, whilst the likes of Ann Coffey and Joan Ryan have seen a big boost in their growth rates since their exit. Indeed, Tory Heidi Allen has the second highest number of new followers and consequently the strongest growth rate over the last week.

Sceptics of the Independent Party have argued that the move is purely for PR purposes as the politicians involved want to be more recognisable publicly and this was a good way to achieve this, and if that were to be true, it;’s fair to say their growth on social media has certainly matched their early ambitions.

The Group

Additionally, it’s important to look at the group as a whole, The hashtag for the group is #ChangePoltiics and it;s fair to say there has been a demand for a new type of politics, particularly in response to the current problems with Brexit. However, has social media taken to the Independent Group and how many followers in seven days.

Platform Followers
Twitter 190,800
Facebook 9,190
Instagram 5,598

As of this data being analysed the account has nearly 206,000 followers across social media. Obviously, a new exciting group being formed will attract casual viewers, journalists, opponents as well as supporters but it is also worth noting that within a day the group gained more followers than Plaid Crymu and the DUP, who famously hold seats in Parliament. Moreover, Labour, Tories and Lib Dems only saw 4,680 new followers since February 18th,  suggesting, at least on social media there wasn’t a huge backlash wave of new support for the traditional parties. As previously stated, the emergence of a new group will always generate buzz in the short term and many people may already follow Labour but are intrigued by the Independent Group. That being said, the growth has been impressive and suggests that, at least on social media, the group has a base to which is can express its views.

What does this mean?

Arguably The Independent Group is yet another sign that traditional politics is being consumed by Brexit and in-fighting. In the last two years we have seen various internal fighting within major parties, whether it be Brexiteers demanding the resignation of Theresa May and holding vote of no confidence, or Blairites issuing challenges for Jeremy Corbyn. The issue of leaving the EU has clearly exasperated the situation for these Conservative and Labour MPs, as well the abuse that Jewish MP Luciana Berger passionately expressed during their initial press conference. The big question now, is whether these MPs will stand in a by-election and how powerful they could be in deciding the future of the country. One thing is for sure, across social media they have set up a strong foundation and in Chuka Umunna they also have a politician who is very prominent in the space, and rising daily.

Deloitte’s top 20 richest clubs vs. their social media

January 25, 2019 Posted by Company News, Football 1 thought on “Deloitte’s top 20 richest clubs vs. their social media”

The release of the Deloitte top 20 richest clubs always provokes debates, with conversations ranging from ‘well my club has more money and is therefore much bigger!’, to ‘well this proves money just buys you glory supporters’. This year the hot topic in the UK has revolved around why Newcastle currently fighting of relegation from England’s Top 20 and spending little money, are also sitting in Europe’s Top 20 wealthiest clubs?

However, the question the team at fiacuity were most interested to ask was, ‘Is there a correlation between wealth and support online?’ and therefore we have pulled together the social data for these wealthy teams and compared them across Facebook, Twitter and Instagram.

Social Media vs. Revenue Rankings

The table below shows the followings of each club in relation to their revenue:

​Club Revenue € (2017/18) Instagram Followers Twitter Followers Facebook Followers Total Followers
​​Real Madrid 750.9m 68,072,642 53,548,000 109,420,549 231,041,191
​Barcelona 690.4m 64,735,672 52,544,000 102,000,000 219,279,672
​Manchester United 666m 25,912,231 20,921,400 73,000,000 119,833,631
​Bayern Munich ​629.2m 15,148,875 6,499,700 49,000,000 70,648,575
​Manchester City ​568.4m 10,252,440 7,163,700 37,000,000 54,416,140
​Paris Saint-Germain ​541.7m 18,686,901 8,444,000 35,000,000 62,130,901
​Liverpool ​513.7m 12,132,496 12,469,796 32,000,000 56,602,292
​Chelsea ​505.7m 14,728,985 15,430,900 47,000,000 77,159,885
​Arsenal ​439.2m 13,245,155 14,408,900 37,000,000 64,654,055
​Tottenham ​428.3m 3,577,356 3,318,600 10,000,000 16,895,956
​Juventus ​394.9m 21,535,143 8,444,000 36,000,000 65,979,143
​Borussia Dortmund 317.2m 6,724,111 3,334,400 15,000,000 25,058,511
​Atletico Madrid 303.4m 6,221,613 4,628,400 13,800,000 24,650,013
​Internazionale ​280.8m 2,520,355 1,967,928 11,000,000 15,488,283
AS ​Roma ​250m 2,276,342 2,468,546 9,300,000 14,044,888
​Schalke 04 ​243.8m 597,821 897,658 2,800,000 4,295,479
​Everton 212.9m 852,635 1,769,400 3,100,000 5,722,035
​AC Milan 207.7m 5,341,275 6,795,000 24,000,000 36,136,275
​Newcastle United 201.5m 227,136 1,330,000 2,100,000 3,657,136
​West Ham United ​197.9m 719,038 1,442,100 2,300,000 4,461,138

Moreover, the global size of West Ham and Newcastle also marries up with their position on Deloitte’s table which should come as no surprise. That being said, there are more than a few anomalies in the data which are worth exploring:There are some clear insights we can see quite obviously such as Real Madrid, Barcelona and Manchester United backing up their riches comfortably, with the most followers worldwide. Whilst Real and Barcelona have been winning trophies consistently in the last 5 years, it appears that the global brand of Manchester United is powerful enough to survive and grow in spite of the on-pitch performances.


Juventus provide us with the most fascinating problem. The club sits 11th in the Richest Ranking, however, they come 7th on Twitter, 8th on Facebook and 4th on Instagram. It can be deduced from this that Juventus’s current form, as well as the monumental signing of Cristiano Ronaldo, has likely skyrocketed their global brand to make them one of the most popular clubs worldwide. Have a read of our article how Ronaldo’s signing saw Juve gain some 24 million Likes on Instagram in just a week.

Man City

Manchester City undoubtedly has one of the most talented teams and managers in world football, and their position of 5th on Deloitte is a testament to their spending power. However, across social media they still have ground to make up on the chasing pack coming 10th on Instagram, the fastest growing global social media platform being the biggest red flag. In fairness, this shouldn’t be a huge worry as Man City have only recently become a major club in the last decade, and as a result by 2020 we would have expected them to continue to grow across Instagram, Twitter and Facebook.


Arguably Chelsea have been the club that has most benefited from the timing of their success and the birth of social media and this is reflected in their ranking as:

Chelsea Position
Twitter 4
Facebook 5
Instagram 7
Deloitte 8

Chelsea began winning the Premier League in 2005, which coincided with the rise of Facebook, whilst their sustained success over the last 10 years has allowed them to also take advantage of Twitter & Facebook. Consequently, we can see that they are faring better in the social media game than their Deloitte position.

What does this mean?

Whilst data can’t tell the whole story, and none of this dictates who has the ‘best fans’ or even the most innovative social media (@ASRoma would take some beating), it does show us global support across a medium that has become startlingly important in the last decade. We use social media as a way to make the world smaller as well as give our opinions on everything from food to politics. In terms of football, the table above shows that, unsurprisingly, wealth does equate to global profile. For many of these clubs, if not all, social media is not just a brand marketing platform, but a lucrative channel for sponsorship activation, crisis management and additional revenue generation.

The most successful clubs have already been looking at how they can best utilise their wealth of data to improve fan engagement, drive ticket sales and leverage technologies such as display retargeting. The role of retargeting pixels, CRM systems and data APIs are only likely to become more valuable in the coming years. To find out more about how the fiacuity digital intelligence platform can help clubs generate more revenue from their marketing activity, get in touch with us today for a chat.