MIPIM 2019: London has emerged as the top-performing city in Europe for online visibility, through mentions on social media and in online news.
The UK capital took a 15.6% share of online conversation, according to a new report by built environment communications agency ING, which conducted the research to explore how online presence affects a city’s brand. The findings were presented at MIPIM.
Paris ranked a close second, with 15.3%. The top five was rounded off by Madrid, Rome and Barcelona.
There were five British cities in the top 40, more than any other country. Manchester, Birmingham, Glasgow and Edinburgh were all included.
Of these, Manchester posted a high share of conversations on business, as well as a comparatively higher share of conversations around talent.
Meanwhile, London, Paris, Moscow and Istanbul led the pack for Instagram posts, each being captured roughly twice as many times as any other city.
Leanne Tritton, managing director at ING, said: “Visibility matters to cities, influencing investment, where talent concentrates and whether we decide to visit or not.
“The challenge is to ensure the quality of conversations happening across all forms of media – including digital – helps each city not just to climb the rankings, but also to activate its unique story.”
Main image © Design Pics Inc/Rex/Shutterstock
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