What were Europa Nostra’s top tweets?

Social media has become increasingly important in getting the message across and for an organisation like Europa Nostra it is important to follow developments in online communication in order to reach out to the general public.

For this reason Europa Nostra has been actively engaged in social media since 2009 and frequently creates content on Twitter, Facebook, LinkedIN, YouTube and Flickr.

Europa Nostra on Facebook, Twitter, YouTube and Flickr (4/9/2017).

Over the years Twitter has been an important channel when communicating on the organisation’s activities and we have grown our audience to 7.200 followers and sent more than 4.000 tweets.

We asked ourselves what were the tweets that had the biggest impact, in order to fine tune our social media messages for the future. On the occasion of the end of our Mainstreaming Heritage project, co-funded by the Creative Europe programme of the European Union, we delved into the numbers for the period 1/8/2016 – 31/8/2017. Whilst analysing our year on Twitter we discovered some interesting facts that we would like to share with you.

Europa Nostra’s audience on Twitter.

Our Twitter audience is composed by a 59% of women and 41% of men and their top interest are Politics and current events (78%), followed by Business and News (76%) and Book news and general info (75%).

The tweet with most impressions was a reply to a photo of the site where once stood Malta’s world-renowned Azure Window posted by the Prime Minister of Malta Joseph Muscat. This story was heavily commented on social media and you can read a summary in The Telegraph.

Impressions refer to the number of times a user is served a tweet in timeline or search results and can therefore be a fickle number, in the sense that a user may not really notice the tweet whilst scrolling a personal feed. So we looked at engagements and these are the total number of times a user interacted by clicking anywhere on the tweet, including retweets, replies, follows, likes, links, cards, hashtags, embedded media, username, profile photo, or tweet expansion. We thus discovered that our audience engaged the most with a tweet we had sent last December with the link to the video message delivered by our President Plácido Domingo to the United Nations.

The tweet with the second most engagements was the one announcing the 2017 winners of our European Union Prize for Cultural Heritage / Europa Nostra Awards.

Our best wishes on the occasion of the end of Ramadan also received many retweets and likes, proving that we have a diverse audience across the globe.

Other top tweets included a political message to increase the budget for the European Year of Cultural Heritage and a congratulory message on decisions taken by the EU Concil on establishing the year.

Our invitation to vote for the Public Choice Award also proved quite popular. This year we have launched social media campaigns for our online contest related to the awards and to solicit applications for a special edition focusing on the European dimension of the awards.

Are you curious to find out more about our year on Twitter or have suggestions on what tweets should Europa Nostra send? Please get in touch with us.

 

Giuseppe Simone
Website & Social Media
gs@europanostra.org
+31 (0) 703024059

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