This study measures the performance of social media (SM) management among professional Spanish football clubs. It seeks to identify the factors that explain efficiency in terms of club size and financial and sporting performance between 2016–2023.
Data Envelopment Analysis was employed as an optimisation technique to assess SM management efficiency, complemented by the Färe-Primont productivity index. A Panel Data model was applied to perform a multivariate analysis of the determinants of efficiency.
The most efficient clubs in managing their SM were FC Barcelona, Real Madrid C.F. and Real Betis Balompié. Larger clubs, with a high number of followers relative to their revenue, from the First Division and participating in European competitions, manage their SM more efficiently.
This research contributes to the existing literature by providing a comprehensive perspective on SM management efficiency and its interaction with clubs' financial and sporting performance, offering valuable practical insights for digital-era sports management.
