European National DMOs: Facebook and Twitter League Table, April 2011

Social Media League Tables

Attached to this post, you will find our updated European National DMO Facebook and Twitter League Table for April, 2011. This reveals some very interesting results compared to our previous update in December, 2010.

Only top level results are posted here. Further articles will provide a more detailed evaluation. As usual, comments and feedback are very welcome.

  • Since December of last year, the leading National DMOs in Europe have increased their Facebook ‘likers’ from 898,772 to 1,379,494, an increase of 53%. Twitter followers have increased by 29% to 111,427.
  • DMOs with the most rapid growth in Facebook ‘likers’ include Spain, Ireland, England, Britain, the Netherlands, Switzerland, Czech Republic and Portugal. For Twitter, Spain, England, Britain and Scotland have recorded the fastest growth in ‘followers’ albeit from a much lower base compared to the number of Facebook ‘likers’.
  • While impressive growth has been recorded, it should be noted that there is a very high concentration of Facebook ‘likers’ and Twitter ‘followers’ within a small number of DMOs. For Facebook, just five DMOs account for over half (53%) of the total number of ‘likers’ – Spain, Croatia, Wales, Britain and Ireland. The top ten account for 96% of total ‘likers’ – the previous five plus England, the Netherlands, Switzerland, Czech Republic and Portugal. For Twitter, the top five account for 67% of followers, with the top 10 accounting for 87%.
  • This high level of concentration provides further evidence supporting the main findings of our previous research in this area. For National DMOs in Europe, there are a small number who can be defined as ‘progressive adopters’ of social media. However, the majority of DMOs remain ‘cautious’ or ‘non-adopters’. This remains a very worrying trend given the growing importance of social media in global travel, tourism and hospitality; and its impact on consumer behaviour.
  • A follow-up post will provide a more detailed summary of our on-going research in this area, including new evidence on the level of actual engagement with social media – a brief preview of our forthcoming book chapter on this topic can be found here.
  • European National DMOs FB Twitter League Table April 2011

    As usual, comments and feedback are very welcome.

    Jim, Alan, Vincent

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    This entry was posted in Energise, Social Media and Tourism, Social Media Performance and tagged , , , . Bookmark the permalink.

    3 Responses to European National DMOs: Facebook and Twitter League Table, April 2011

    1. Vitor Roque says:

      First, thanks for the table about the European National DMO, but unfortunately numbers are just that, numbers …
      It is possible to know how these numbers are being calculated?
      Thanks in advance. Best Regards V.Roque

    2. Thanks Vitor. We would agree that ‘numbers are just numbers’. There are many other aspects of DMO’s social media involvement that we are currently looking at, including the depth of their engagement – however, we do feel that the League Table does serve a purpose in at least showing progress being made, by who etc.

      In terms of how the numbers are calculated, very simple really, we go to the official DMO facebook and twitter pages and record the number of ‘likers’ and ‘followers’.

      Take care and thank you for taking the time to comment.

      Jim H

    3. Vitor Roque says:

      Thanks. Best Regards V.Roque

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