Web/Social Audit Overview of Shamrock Rovers fc Assessment 2022

Running head: WEB/SOCIAL AUDIT OVERVIEW OF SHAMROCK ROVERS FC
Web/Social Audit Overview of Shamrock Rovers FC
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1WEB/SOCIAL AUDIT OVERVIEW OF SHAMROCK ROVERS FC
Table of Contents
1. Social Media Assessment.............................................................................................2
1.1 Social Media Recommendations.............................................................................3
2. Web Site Assessment....................................................................................................4
2.1 General.....................................................................................................................4
2.2 Navigation................................................................................................................5
2.3 Layout/Design/Usability...........................................................................................5
2.4 Content.....................................................................................................................6
2.5 Individual Page Recommendations.........................................................................7
2.6 General Website Recommendations.......................................................................7
References.........................................................................................................................8

2WEB/SOCIAL AUDIT OVERVIEW OF SHAMROCK ROVERS FC
1. Social Media Assessment
The social media channels that are used by Shamrock Rovers FC are Twitter,
Facebook, SnapChat, Instagram and YouTube.
The branding or message that is sent by the football club to the public with the
help of their social media channels is not considered as consistent across all their
channels. Each of their channels posts different messages (Gleeson et al. 2020). From
the comparison of the different channels, it can be understood that the Facebook page
posts messages for the public.
From the comparison and understanding over each of the likes, shares, retweets
and comments across the channels are:
Twitter – The range of likes for the channel ranges from 200-100.
Facebook – 62,653 people like are posted on this channel.
SnapChat – 150 people have been found to like the channel.
Instagram – 16 people have like the channel.
YouTube – The range of likes in this channel ranges till 50.
The followers and subscribers across each channel of the football club are:
Twitter – They have 32.3k followers on this channel.
Facebook – This channel has 62
SnapChat – 75 followers are present on the channel.
Instagram – 45 followers are found on the channel.
YouTube – 2.86k subscribers are following the channel.
From the understanding over the number of followers on each channel, it can be
understood that the Facebook page is the most active channel.

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The additional channels that could be used by Shamrock Rovers FC is LinkedIn.
This channel could be recommended as it is considered as the most professional form
of social media channel. Sports lovers would be interested to like the channel and follow
regular posts that would be posted within the channel. This would in turn help the
football club to advertise their ideas across this channel.
The content that is presented across each channel cannot be determined to be
consistent and current. In some of their channels, the content is not explained clearly or
some posts are not provided across all the channels.
From comparison over the competitor’s use of social media with that of
Shamrock Rovers FC’s use of social media, it can be discussed that this football club
maintains a good reputation in the global market (Nisar, Prabhakar and Patil 2018).
They mostly focus on Facebook to post regular photos, videos and other posts to
engage users within their platform. They also have a strong hold over their followers by
providing them with official merchandise at low prices, which would help them in
engaging with their audiences.
Shamrock Rovers FC do not possess their own mobile application for their club.
During suggesting for a future application for their club, certain suggestions that could
be helpful for the application are that the application should be made highly responsive
in nature. The app should contain a Home Page, a section comprising of calendar,
table, news, videos and photo gallery. Other sections would include a Ticket section
through which audiences could purchase tickets in advance (Vale and Fernandes
2018). A section comprising of Sign Up and Login within the page could be included. A
section of Language could also be incorporated through which users could switch the
language of the app according to their preferences.
1.1 Social Media Recommendations
The use of social media for a football club could prove to be beneficial for the
sporting organization. The recommendations for the use of social media for Shamrock
Rovers FC is to update content of each of the social media channels on a continuous
basis. The quality of the content should be engaging in nature. The connection with fans

4WEB/SOCIAL AUDIT OVERVIEW OF SHAMROCK ROVERS FC
is another critical component and hence a conversation established between them
when they would communicate with the club on social media (Meng, Stavros and
Westberg 2015). The use of right hashtags and mentioning of some particular fans in
their posts could be helpful for engaging with a new world of fans.
2. Web Site Assessment
2.1 General
The category of the business is sports and this is obvious from the website. The
website supports different sections, which are considered as appropriate for business
growth.
The purpose of the website of Shamrock Rovers FC is to propose their message
to the audiences regarding various activities that are being performed by them. The
website also aims to attract audiences by supporting engaging and creative content.
Thus, the design of the website supports special navigation menus that would redirect
the user to different pages based on the user needs and preferences (Blumrodt and
Huang-Horowitz 2017). The website is responsive in nature, which further helps in
accomplishing the purpose of the website and the football club.
The target audience of Shamrock Rovers are kids and adults from all age
groups. The website thus offers special navigation menus for both the age groups,
which would redirect users to a different page from where they would be able to select
their preferred products offered by the organization (O'Hallarn, Morehead and Pribesh
2016).
The audience would require a responsive webpage and thus from the analysis of
the website, it can be analysed that this design would be able to encourage them to
take actions that would be required by them.
The website performs well on mobile devices. Improvements that could be
suggested for Shamrock Rovers FC is to devise a dedicated mobile application for the
organization. This app should include all menus that are presented on the website.

5WEB/SOCIAL AUDIT OVERVIEW OF SHAMROCK ROVERS FC
The concept of responsive web design have been implemented within the
website.
The website offers a secure mode of transaction when customers would be
taking in the e-commerce activities offered by the website (Biscaia et al. 2016). Users
are directed through the policies from one of their navigation menus.
2.2 Navigation
The navigation offered by the website is consistent and intuitive. The contents
within the website are easily understandable.
The landing page of the website is easily usable and loads efficiently.
Each of the links or sub-links offered by the website are properly working.
Navigation breadcrumb trail is supported within the website.
The website offers a search facility for the users to locate certain sections within
the website.
Site map is also supported within the website for understanding the order of the
website and different included sections.
2.3 Layout/Design/Usability
The fonts supported within the website can be understood properly as they offer
a clear view.
Considerable contrast is supported between the background colour and font
colour of the website (Budakov 2016). This provides an easy view to understand each
of the content supported within the website.
The texts supported for the website have an appropriate size, which helps in
understanding each context clearly.
The overall design of the website helps the user to find each of the contents
easily.

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The alignment of style for the website properly aligns with the brand. The colour
of the logo of the brand matches with the colour in the website.
The style of the website is consistent throughout the entire website offering a
distinct look to the website.
The layout of the website properly suits the target audience. They can easily
navigate each of the elements within the website (da Mota and Isaías 2018).
The visitors viewing the website would consider the website as playful as it
incorporates each elements that are in relation to matches, league tables, match details
and others.
Visual consistency is supported within the website, which is highly appealing in
nature.
2.4 Content
The content offered by the website is concise in nature but still can be useful for
users to understand properly.
Photos or decorative touches are being put within the website but they offer a
distinct look to the message being delivered by the website.
Each of the image presented within the website are being optimised using ALT
tags, which further helps in describing the contents of the image and the content that is
being represented.
There are no inefficient lines in the coding areas and thus the coding for the
website could be considered as efficient (Constandt, De Waegeneer and Willem 2019).
Each of the title tags, heading tags and meta-description tags offered for the
website have a relevant use of keywords. This helps code developers to understand the
specific areas in the website, which are aligned with the code.
The loading time of the website is acceptable in nature as it provides quick
loading under high-speed internet conditions.

7WEB/SOCIAL AUDIT OVERVIEW OF SHAMROCK ROVERS FC
2.5 Individual Page Recommendations
The url of the website is: https://shamrockrovers.ie/
From the buy tickets section, the three sections does not offer any updates
regarding any events or match tickets.
The shop page of the website is well designed and segregated as adults,
children and accessories that would help users to enter into particular section upon their
preferences.
The match day page of the website supports a LIVE FOOTBALL section, which
helps users to get live updates regarding any concerned match.
The fans section of the website offers a description and a helpline number for
users to connect with the football club.
2.6 General Website Recommendations
From the analysis of the website, general website recommendations that could
be supported is that the website could offer a better feel to the website based on
interactive buttons. The background colour of the website could be improved to a grey
background based on offering a premier look to the website. The upper section of the
website could include buttons to each navigation areas giving a better feel to users.

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References
Biscaia, R., Ross, S., Yoshida, M., Correia, A., Rosado, A. and Marôco, J., 2016.
Investigating the role of fan club membership on perceptions of team brand equity in
football. Sport Management Review, 19(2), pp.157-170.
Blumrodt, J. and Huang-Horowitz, N.C., 2017. Managing brand identity strategy: how
professional football wins the game. Journal of Business Strategy.
Budakov, P.V., 2016. Development of a logo assessment matrix for designing football
club corporate identity. International Journal of Design, 10(2).
Constandt, B., De Waegeneer, E. and Willem, A., 2019. Ethical code effectiveness in
football clubs: A longitudinal analysis. Journal of Business Ethics, 156(3), pp.621-634.
da Mota, C.P. and Isaías, P., 2018. Digital Marketing: Relationship Between Real
Madrid's Actions and Brand Promotion and Customer Loyalty. In User Innovation and
the Entrepreneurship Phenomenon in the Digital Economy (pp. 28-49). IGI Global.
Gleeson, B., Lynch, M., Lynch, M., Lynch, M. and Lynch, M. (2020). Homepage -
Shamrock Rovers FC. [online] Shamrock Rovers FC. Available at:
https://shamrockrovers.ie/ [Accessed 1 Mar. 2020].
Meng, M.D., Stavros, C. and Westberg, K., 2015. Engaging fans through social media:
implications for team identification. Sport, Business and Management: an international
journal, 5(3), pp.199-217.
Nisar, T.M., Prabhakar, G. and Patil, P.P., 2018. Sports clubs’ use of social media to
increase spectator interest. International Journal of Information Management, 43,
pp.188-195.
O'Hallarn, B., Morehead, C.A. and Pribesh, S.L., 2016. Gaining STEAM: A general
athletic department social media strategy. Journal of Issues in Intercollegiate
Athletics, 9.

9WEB/SOCIAL AUDIT OVERVIEW OF SHAMROCK ROVERS FC
Vale, L. and Fernandes, T., 2018. Social media and sports: driving fan engagement with
football clubs on Facebook. Journal of strategic marketing, 26(1), pp.37-55.