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BizReport : Social Marketing : March 23, 2016

London takes top spot on Twitter

You may want to wake up in a city that never sleeps, or lose your heart in Paris, but on social media the city that beats out all the others in the world... is London.

by Helen Leggatt

Data compiled by online data firm Spredfast shows that the capital of the United Kingdom, London, was the most-Tweeted about city on earth last year, the backdrop for more selfies than anywhere else and has been Googled more times than any other city since 2004.

According to Spredfast, 'London' was Tweeted 81 million times last year, and the words 'London' and 'travel' were Tweeted together more than 630,00 - 50% more than the next most-Tweeted destination of Paris (431,662) and more than twice as many times as New York (291,891). The most-Tweeted attractions were the London Eye, with 241,570, followed by the British Museum, on 219,074.

"Social data is always a valuable resource for understanding what interests viewers, consumers, and even travelers," said Rod Favaron, CEO of Spredfast. "With London's cultural, historic, and unique entertainment offerings, it's no surprise that this location is the top travel destination, according to Twitter users. Our own team is often jockeying for more opportunities to travel to our London office, and it appears that they are not alone."

However, it's not all smiley faces for London. According to a project by Somerset House for its Big Bang Data exhibition last year, the city in which the saddest selfies are taken is London.

Facial recognition software analyzed and compared selfies taken in six cities from across the globe - Moscow, Berlin, Bangkok, São Paulo, New York and London - and found that, despite being around average for other selfie stats such as keeping the mouth shut, the number of selfies taken in London categorized as 'not happy' was significantly higher than elsewhere.

The analysis was based on 152,462 Instagram images selected from a 5km radius around Somerset House over the course of a week in September 2015 of which 640 were selected as self-portraits, or 'selfies'. These images were then turned into "rich interactive media visualizations" and compared to other cities.

Image via Shutterstock

Tags: London, social media, Twitter

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