1d • General discussion
Amplifier Session 3: When Amazing Social Media Meets Terrible Strategy
Just audited the Harlequins Rugby Club after watching their game at The Stoop in London, and discovered a perfect case study in wasted potential.
The shocking stats:
→ 292K Instagram followers (2nd largest rugby club in Europe)
→ 173K Facebook followers (largest in UK Premiership)
→ BUT: Getting crushed by competitors in website traffic
The brutal reality: Northampton Saints (smaller social following) gets MORE website traffic than Harlequins. That's not a fanbase problem - that's a strategy problem.
What I found missing:
✅ No Meta Pixel - I visited their site, got distracted, never got retargeted
✅ Zero post-game follow-up - I attended their game, never saw a season ticket offer
✅ Missed trending opportunity - Ellie Kildunne (England Rugby World Cup star) plays for them, 13K monthly searches, barely mentioned on site
✅ Video content sitting unused - Great TikTok content not being repurposed as paid ads
The lesson for every business: You can have the biggest social following in your industry and still lose to competitors who understand the bottom of the funnel.
Social media followers ≠ Revenue Website traffic + Retargeting = Revenue
Quick wins they're missing:
- Install Meta Pixel for visitor retargeting
- Create Ellie Kildunne content hub (13K searches/month)
- Retarget stadium attendees with season ticket offers
- Turn TikTok highlights into Facebook ad funnels
Bottom line: Having a massive social following means nothing if you can't convert followers into customers.
Sometimes the biggest opportunities are hiding in plain sight.
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Amplifier Session 3: When Amazing Social Media Meets Terrible Strategy
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