Abu Dhabi HSBC Golf Championship Social Media Report

Abu Dhabi HSBC Golf Championship Social Media Report

Week 4 of the European Tour 2015 and the tour has moved to the Middle East and the Abu Dhabi HSBC Golf Championship.

As you would expect from a tournament with a title sponsor such as HSBC there was a really attractive website. The website is responsive in design, however, the designers failed to provide a mobile version of the main home page graphic, so all the good work in delivering a mobile friendly website was lost because any visitor using a smartphone was left with a screen filled with sky!

The site highlights social media and fan interaction twice on the front page. I particular like that the main navigation was kept nice and simple: Tickets, Volunteers (how many tournaments miss this trick?), Tee Times and then an advert for golf in Abu Dhabi. Unfortunately the News section was not kept up to date as the last story posted was before play on the final day, so we are left with the tantalising news that Martin Kaymer is in a commanding lead, what we are not told, 24 hours after the tournament is who actually won!

abu dhabi golf championship web page


Let’s take a look at the Abu Dhabi HSBC Golf Championship Social Media Report.


Abu DHabi Golf Championships Twitter Stats

As you can see from the graph, the Abu Dhabi HSBC Golf Championship had a very healthy level of posting to Twitter. As the week progressed the volume increased and there was a varied mixture of text and image tweets along with a positive Retweet strategy.

The Abu Dhabi HSBC Golf Championship Twitter account had 3,621 Followers by the end of the tournament, this compares very favourable against the competing PGA Tour event, the Sony Open in Hawaii who had 2,976 Followers by the end of the tournament.

The Abu Dhabi HSBC Golf Championship also have a very active Facebook page with 28,422 Likes (at the time of writing) which is another very impressive number for a European Tour event. In comparison, the Sony Open In Hawaii can only boast of 3,931 Facebook fans.

Both the Twitter account and the Facebook page were a mixture of images and text posts. There seemed to be more off course content than on, which gives the remote audience a real sense of being involved.

One of the content threads that the social media team employed was a series of videos, such as ‘Celebrating 10 Amazing Bunker Shots’ in my view this is a really strong idea, but was poorly executed. The viewer had to click on the photo in the timeline, then click on a link, then visit the tournament website, then choose the relevant video. This was a great opportunity wasted. The social media team should, in my view, have posted the videos on a YouTube channel, this would give them more eyeballs. Not only that, the Youtube video could then have been played directly within the Facebook page timeline. A much neater experience for the viewer!

Picture Of The Week

abu dhabi golf championship photo of the week

What better image to choose this week than that of the World #1 Rory McIlroy celebrating his first hole in one in a pro tour event. As you can see, the photo got 5,107 Likes and a good quantity of Comments and Shares as well. I was tempted to choose the photos of the winner Gary Stal, celebrating with the tournament volunteers, but this image is perfect.

How do the Tour events compare this week?

abu dhabi golf championship social scorecard


The Abu Dhabi HSBC Golf Championship has this week rescued the reputation of the European Tour with a good website and a strong social media presence. There are some areas for improvement, such as the video sharing issues and minor improvements to the Responsive website elements. But compare this week to last -the South African Open failed to deliver a website, or any social media activities. I think the team at the Abu Dhabi HSBC Golf Championship have done an impressive job.

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