Kieran Maguire: 'Desperate' Man United cyber strategy could backfire amid £625m reveal
Man United want to boost their £625million annual revenue through fan engagement – but their social media strategy could backfire.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the recent criticism of United’s online presence.
United’s CEO of media Phil Lynch has come under fire this week for his controversial interview with SportsPro Media.
Lynch described how the media team used “fan sentiment graphs” to guide players’ social media “narrative”.
Red Devils legend Gary Neville tweeted on 7 November that Lynch was guilty of “creating robots on and off the pitch.”
Maguire argues that the Red Devils’ sanitised approach to social media could be counterproductive in terms of their balance sheet.
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He told Football Insider correspondent Adam Williams: “Man United’s future financial success will be graded by its ability to monetise the relationship between the fans and the club.
“They claim to have 1.1billion fans. In the last non-Covid year, their revenue was £625million, so it’s making 55 pence per fan, per year.
“That is why the media people are desperate to unlock that higher take per fan.
“If you can turn that 55 pence into a pound, all of a sudden you’ve got almost twice as much money coming in.
“The only way that can be achieved is through some form of monetised interaction between the club and the fanbase.
“Why is it that the players have a bigger social media following than the club themselves?
“It’s because the individuals have personality and the corporates don’t. So this strategy could come back to haunt them.”