Social Media Use of Parks in Europe
Results of an online survey and an analysis of social media KPIs in parks in Austria, France, Germany, Italy and Switzerland
- The present report reflects the results of study providing insights about the current social media use of parks (online survey with answers of 42 parks in Switzerland, Austria and Germany and social media KPIs from a panel of European parks).
- As far as the use of different social media platforms is concerned, our survey clearly confirmed the leading role of Facebook, with more than 90% of the parks using it (around 41% of parks several times a week), followed by Instagram (76%), Twitter (60%), Pinterest (31%) and Google+ (29%).
- Panels of parks were used to analyse social media KPIs such as number of followers and engagement rates. Our results indicate rather small communities (median value of 2444 fans for Facebook based on 167 profiles and 832 fans on Instagram).
- In terms of frequency, some social media platforms such as Facebook and Instagram are used much more intensively than other platforms.
- Our findings show that by far the most important goal of parks’ social media activities is to gain reach and awareness (90%). Engagement (71%) and conversion goals (59%) follow in second and third place.
Social Media Use of Parks in Europe
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