On July 11, Twitter CEO Jack Dorsey announced that the service would be removing locked accounts from follower counts starting Thursday. As explained by Twitter's Vijaya Gadde, these "locked accounts" are usually "created by real people" but Twitter "cannot confirm that the original person who opened the account still has control and access to it." While this is a first step in removing "fake" followers from profiles, many outlets still believe there's a long way to go and Twitter's stock price sliding downwards after fake-account purge reports.
For WWE, losing followers matters. After all, one of the Key Performance Indicators that WWE continuously brags about is their number of "Social Media Followers". This number is a combination of followers on Facebook, Twitter and Other Platforms. It's important to the company to show continuous growth each quarter. While the disclaimer on WWE's "Social Media: WWE Reach" slide does note that "total followers have not been adjusted for duplication among or within platforms and do not represent the number of 'unique' followers", WWE certainly doesn't welcome negative KPI metrics which could dilute positive momentum with their sky-rocketing stock-price.
According to WWE's KPI materials, since the beginning of 2014, WWE has seen their total number of Twitter followers jump from 84 million in Q1'2014 to 201 million in Q4'2018. WWE has averaged 5.6% quarter-over-quarter growth over the past four years.
To review what sort of impact the great "Twitter Purge" may have on WWE's Twitter follower, I noted the number of followers for profiles listed as part of WWE Superstars and International WWE on Wednesday (7/11, pre-purge) and Friday (7/13, post-purge).
(It should be noted that the Superstars list appears to have been created a few years ago and still includes several wrestlers who have left WWE such as El Torito, Big Cass, Jack Swagger, Simon Gotch and Darren Young. In addition, it includes brands that haven't been active for some time with final tweets in March 2016 for WWE Divas and February 2015 for The Authority. Nor do these two lists, of about 126 accounts, represent the entirety of the WWE's Twitter followers. These lists do not include many NXT superstar accounts or newer arrivals to the WWE main roster such as Samoa Joe or Asuka. However, this comparison over time might provide an interesting cross-section sampling of WWE accounts include male wrestlers, female wrestlers, WWE alumni, WWE brands and non-wrestler WWE talent such as announcers and road agents. There is also a nice distribution of accounts with low number of followers - such as Jamie Noble's 17k - to high number of followers - such as John Cena's 11 million.)
Overall, my analysis suggested that the 126 accounts began with approximately 157.3 million followers on Wednesday and ended with approximately 153.7 million followers on Friday. The loss of 3.6 million followers represented a drop of about 2.3% of WWE's followers. That is a non-trivial amount since that's almost half the average quarterly follower growth for WWE's Twitter accounts.
Eight prominent and large accounts saw drops of 100,000 or followers over the two-day period including:
- The Rock (-400k, -3.1%): dropped from 13.1m followers to 12.7m followers
- John Cena (-300k, -2.6%): dropped from 11.6m followers to 11.3m followers
- WWE (-200k, -1.9%): dropped from 10.3m followers to 10.1m followers
- Randy Orton (-180k, -3.0%): dropped from 6.02m followers to 5.84m followers
- Steve Austin (-120k, -2.7%): dropped from 4.47m followers to 4.35m followers
- Chris Jericho (-110k, -3.1%): dropped from 3.5m followers to 3.39m followers
- The Miz (-100k, -3.2%): dropped from 3.08m followers to 2.98m followers
- Triple H (-100k, -1.4%): dropped from 7.25m followers to 7.15m followers
Conversely, other accounts saw only minimal changes:
- Sami Zayn (no change): remained at 1.06m followers
- Alexa Bliss (-9k, -0.9%): dropped from 961k followers to 952k followers
- Charlotte Flair (-10k, -0.8%): dropped from 1.3m followers to 1.29m followers
- Brock Lesnar (-10k, -0.8%): dropped from 1.22m followers to 1.21m followers
- Finn Balor (-10k, -0.8%): dropped from 1.19m followers to 1.18m followers
- Kevin Owens (-10k, -0.9%): dropped from 1.15m followers to 1.14m followers
- Bayley (-10k, -0.9%): dropped from 1.12m followers to 1.11m followers
- Lana (-10k, -1.0%): dropped from 1.04m to 1.03m followers
Here is the complete dataset collected by Chris Harrington.
| TWITTER Handle | 7/11/18 FOLLOWERS | 7/13/18 FOLLOWERS | change | % change |
|---|---|---|---|---|
| WWEDeutschland | 45,800 | 43,100 | 2,700 | -5.9% |
| WWEEpico | 191,000 | 181,000 | 10,000 | -5.2% |
| scottstanford1 | 116,000 | 110,000 | 6,000 | -5.2% |
| howardfinkel | 401,000 | 381,000 | 20,000 | -5.0% |
| TonyChimelWWE | 70,000 | 66,600 | 3,400 | -4.9% |
| DavidOtunga | 664,000 | 633,000 | 31,000 | -4.7% |
| jamieGNoble | 17,800 | 17,000 | 800 | -4.5% |
| MichaelCole | 919,000 | 878,000 | 41,000 | -4.5% |
| BookerT5x | 1,350,000 | 1,290,000 | 60,000 | -4.4% |
| milanmiracle | 1,150,000 | 1,100,000 | 50,000 | -4.3% |
| LilianGarcia | 687,000 | 658,000 | 29,000 | -4.2% |
| JerryLawler | 1,440,000 | 1,380,000 | 60,000 | -4.2% |
| trishstratuscom | 1,200,000 | 1,150,000 | 50,000 | -4.2% |
| realfredrosser | 424,000 | 407,000 | 17,000 | -4.0% |
| ZackRyder | 2,290,000 | 2,200,000 | 90,000 | -3.9% |
| LaRosaMendes | 714,000 | 686,000 | 28,000 | -3.9% |
| RealJackSwagger | 985,000 | 947,000 | 38,000 | -3.9% |
| RealKingRegal | 809,000 | 778,000 | 31,000 | -3.8% |
| TrueKofi | 2,100,000 | 2,020,000 | 80,000 | -3.8% |
| RonKillings | 1,630,000 | 1,570,000 | 60,000 | -3.7% |
| AliciaFoxy | 744,000 | 717,000 | 27,000 | -3.6% |
| TJWilson | 830,000 | 800,000 | 30,000 | -3.6% |
| HeathSlaterOMRB | 693,000 | 669,000 | 24,000 | -3.5% |
| JCLayfield | 782,000 | 755,000 | 27,000 | -3.5% |
| LukeGallowsWWE | 329,000 | 318,000 | 11,000 | -3.3% |
| mikethemiz | 3,080,000 | 2,980,000 | 100,000 | -3.2% |
| Goldust | 622,000 | 602,000 | 20,000 | -3.2% |
| iamjericho | 3,500,000 | 3,390,000 | 110,000 | -3.1% |
| WWERoadDogg | 511,000 | 495,000 | 16,000 | -3.1% |
| WWETheBigShow | 2,560,000 | 2,480,000 | 80,000 | -3.1% |
| joeyfromrasslin | 128,000 | 124,000 | 4,000 | -3.1% |
| JinderMahal | 290,000 | 281,000 | 9,000 | -3.1% |
| TheMarkHenry | 1,290,000 | 1,250,000 | 40,000 | -3.1% |
| TitusONeilWWE | 614,000 | 595,000 | 19,000 | -3.1% |
| TheRock | 13,100,000 | 12,700,000 | 400,000 | -3.1% |
| WWEFandango | 591,000 | 573,000 | 18,000 | -3.0% |
| RealCurtisAxel | 662,000 | 642,000 | 20,000 | -3.0% |
| RandyOrton | 6,020,000 | 5,840,000 | 180,000 | -3.0% |
| TaminaSnuka | 488,000 | 474,000 | 14,000 | -2.9% |
| TherealRVD | 1,090,000 | 1,060,000 | 30,000 | -2.8% |
| steveaustinBSR | 4,470,000 | 4,350,000 | 120,000 | -2.7% |
| TestifyDVon | 298,000 | 290,000 | 8,000 | -2.7% |
| MarceloAtWWE | 114,000 | 111,000 | 3,000 | -2.6% |
| JohnCena | 11,600,000 | 11,300,000 | 300,000 | -2.6% |
| NaomiWWE | 1,010,000 | 984,000 | 26,000 | -2.6% |
| HEELZiggler | 2,820,000 | 2,750,000 | 70,000 | -2.5% |
| KaneWWE | 447,000 | 436,000 | 11,000 | -2.5% |
| lavozcabrera | 53,100 | 51,800 | 1,300 | -2.4% |
| WWE_PL | 7,926 | 7,732 | 194 | -2.4% |
| WWEAbuDhabi | 12,300 | 12,000 | 300 | -2.4% |
| AmyDumas | 494,000 | 482,000 | 12,000 | -2.4% |
| NatbyNature | 2,060,000 | 2,010,000 | 50,000 | -2.4% |
| ItsJoseann | 210,000 | 205,000 | 5,000 | -2.4% |
| BellaTwins | 3,570,000 | 3,490,000 | 80,000 | -2.2% |
| WWEUsos | 1,400,000 | 1,370,000 | 30,000 | -2.1% |
| HeymanHustle | 1,940,000 | 1,900,000 | 40,000 | -2.1% |
| WWEElTorito | 79,800 | 78,200 | 1,600 | -2.0% |
| TheBoDallas | 251,000 | 246,000 | 5,000 | -2.0% |
| bullyray5150 | 305,000 | 299,000 | 6,000 | -2.0% |
| WWE | 10,300,000 | 10,100,000 | 200,000 | -1.9% |
| WWEBigE | 726,000 | 712,000 | 14,000 | -1.9% |
| WWESheamus | 4,970,000 | 4,880,000 | 90,000 | -1.8% |
| WWEDivas | 168,000 | 165,000 | 3,000 | -1.8% |
| WWE_Fr | 45,100 | 44,300 | 800 | -1.8% |
| WWEDanielBryan | 4,520,000 | 4,440,000 | 80,000 | -1.8% |
| natalieevamarie | 931,000 | 915,000 | 16,000 | -1.7% |
| WWEBrayWyatt | 1,170,000 | 1,150,000 | 20,000 | -1.7% |
| WWE_Primo | 118,000 | 116,000 | 2,000 | -1.7% |
| DanielleMoinet | 947,000 | 931,000 | 16,000 | -1.7% |
| WWEAustralia | 47,800 | 47,000 | 800 | -1.7% |
| TheDeanAmbrose | 543,000 | 534,000 | 9,000 | -1.7% |
| WWEJapan | 44,100 | 43,400 | 700 | -1.6% |
| ViktorRiseWWE | 134,000 | 132,000 | 2,000 | -1.5% |
| VinceMcMahon | 2,090,000 | 2,060,000 | 30,000 | -1.4% |
| StephMcMahon | 2,840,000 | 2,800,000 | 40,000 | -1.4% |
| WWEmena | 79,000 | 77,900 | 1,100 | -1.4% |
| WWE_es | 36,100 | 35,600 | 500 | -1.4% |
| TripleH | 7,250,000 | 7,150,000 | 100,000 | -1.4% |
| AJStylesOrg | 945,000 | 932,000 | 13,000 | -1.4% |
| WWEUK | 147,000 | 145,000 | 2,000 | -1.4% |
| NederlandWWE | 15,100 | 14,900 | 200 | -1.3% |
| ReneeYoungWWE | 909,000 | 897,000 | 12,000 | -1.3% |
| WWEDramaKing | 156,000 | 154,000 | 2,000 | -1.3% |
| TenilleDashwood | 1,610,000 | 1,590,000 | 20,000 | -1.2% |
| SashaBanksWWE | 1,640,000 | 1,620,000 | 20,000 | -1.2% |
| ERICKROWAN | 330,000 | 326,000 | 4,000 | -1.2% |
| WWECesaro | 1,660,000 | 1,640,000 | 20,000 | -1.2% |
| XavierWoodsPhD | 593,000 | 586,000 | 7,000 | -1.2% |
| MojoRawleyWWE | 176,000 | 174,000 | 2,000 | -1.1% |
| LukeHarperWWE | 443,000 | 438,000 | 5,000 | -1.1% |
| WWEsAuthority | 19,500 | 19,300 | 200 | -1.0% |
| ByronSaxton | 102,000 | 101,000 | 1,000 | -1.0% |
| WWENeville | 616,000 | 610,000 | 6,000 | -1.0% |
| LanaWWE | 1,040,000 | 1,030,000 | 10,000 | -1.0% |
| WWE_Ufficiale | 20,900 | 20,700 | 200 | -1.0% |
| WWERollins | 3,200,000 | 3,170,000 | 30,000 | -0.9% |
| AlexaBliss_WWE | 961,000 | 952,000 | 9,000 | -0.9% |
| TomPhillipsWWE | 109,000 | 108,000 | 1,000 | -0.9% |
| WWERomanReigns | 3,290,000 | 3,260,000 | 30,000 | -0.9% |
| RealPaigeWWE | 2,200,000 | 2,180,000 | 20,000 | -0.9% |
| MmmGorgeous | 331,000 | 328,000 | 3,000 | -0.9% |
| WWEGraves | 444,000 | 440,000 | 4,000 | -0.9% |
| itsBayleyWWE | 1,120,000 | 1,110,000 | 10,000 | -0.9% |
| FightOwensFight | 1,150,000 | 1,140,000 | 10,000 | -0.9% |
| FinnBalor | 1,190,000 | 1,180,000 | 10,000 | -0.8% |
| deviousjourney | 119,000 | 118,000 | 1,000 | -0.8% |
| BrockLesnar | 1,220,000 | 1,210,000 | 10,000 | -0.8% |
| RusevBUL | 615,000 | 610,000 | 5,000 | -0.8% |
| wweespanol | 126,000 | 125,000 | 1,000 | -0.8% |
| JasonJordanJJ | 253,000 | 251,000 | 2,000 | -0.8% |
| MsCharlotteWWE | 1,300,000 | 1,290,000 | 10,000 | -0.8% |
| KalistoWWE | 264,000 | 262,000 | 2,000 | -0.8% |
| SinCaraWWE | 425,000 | 422,000 | 3,000 | -0.7% |
| KarlAndersonWWE | 299,000 | 297,000 | 2,000 | -0.7% |
| BigCassWWE | 152,000 | 151,000 | 1,000 | -0.7% |
| WWEApollo | 168,000 | 167,000 | 1,000 | -0.6% |
| BaronCorbinWWE | 364,000 | 362,000 | 2,000 | -0.5% |
| real1 | 566,000 | 563,000 | 3,000 | -0.5% |
| NiaJaxWWE | 420,000 | 418,000 | 2,000 | -0.5% |
| DanaBrookeWWE | 422,000 | 420,000 | 2,000 | -0.5% |
| WWEGable | 225,000 | 224,000 | 1,000 | -0.4% |
| CarmellaWWE | 692,000 | 689,000 | 3,000 | -0.4% |
| shanemcmahon | 590,000 | 588,000 | 2,000 | -0.3% |
| SamiZayn | 1,060,000 | 1,060,000 | - | 0.0% |
| BraunStrowman | 358,000 | 358,000 | - | 0.0% |
| AskMrBacklund | 9,331 | 9,336 | (5) | 0.1% |
A few notes on the observed trends:
- Average drop for the 65 active, in-ring WWE talent was about -2.1% whereas the drop among 21 WWE alumni was about -3.0%.
- The 25 accounts for active, non-in-ring WWE talent (such as announcers or executives) was -2.4%.
- The 15 WWE Brand pages (such as WWE Japan or WWE Poland) suffered the least number of shuttered followers at -2.0%.
- The twitter account for one WWE talent (@KonnorWWE) disappeared sometime between yesterday and this morning.
Chris Harrington (@mookieghana) is the co-host of Wrestlenomics Radio, a weekly podcast which examines the business, economics and statistics of professional wrestling. Content like this article is discussed on both our free show and in-depth Patreon premium show.