Lausanne, Switzerland, March 22, 2021: The biggest challenge facing Asia’s National Olympic Committees when it comes to social media is audience growth, a survey published by ANOC has revealed.
The Association of National Olympic Committees teamed up with the London-based independent sports marketing agency Redtorch to monitor the social media accounts of all 206 NOCs on four platforms: Facebook, Instagram, Twitter and YouTube.
The 111-page survey deducted that total social media traffic was 28.4 million, with 63 per cent of this on Facebook.
The Americas has the most with 15 million (53 per cent), followed by Europe (8 million), Asia (4 million – 74 per cent on Facebook), Oceania (0.9 million) and Africa (0.5 million).
Of the 44 Asian NOCs in the survey, 62 per cent have between two and four people running their social media accounts, and 86 per cent of them have social media integrated into their plans; 44 per cent have a documented social media strategy.
The biggest challenge for Asia was audience growth, according to the survey.
Regarding individual NOCs, Jordan has the largest Facebook size (1.1m), the fourth highest worldwide, while Japan has the most fans on the other three platforms, followed by Qatar.
In the Resources and Strategy section, the report says:
• NOCs in Asia typically have the biggest social media teams who spend most of their time running social media accounts
• 86% of NOCs have social media integrated into their strategic plan; 45% have a documented social media strategy, the highest of all continents.
Challenges and Improvements:
• Growing their audiences and a lack of resources in relation to staff and tools are the biggest challenges NOCs face
• Branding (69%) and content creation (59%) are the two areas in which NOCs most want to improve.
The report also includes comments and recommendations from several Asian NOCs.