Visit Lincoln tops social media league table

Visit Lincoln has been ranked number one in the 2017 English Tourism Social Media Index, an annual league table which grades 133 regional tourism bodies in England according to social media performance by their official channels.

Visit Blackpool and Visit Thanet ranked second and third respectively.

Now in its third year, the Index has seen seven of the latest top ten make notable moves up the table since 2016 – second place Visit Blackpool finished 74th last year, while Visit Exmoor has improved 78 places to finish seventh this year.

The Index, produced by social media agency Umpf in association with TripAdvisor Rentals, was assembled by measuring the social media performance of each tourism body based on an algorithm, calculated by a team of people who considered use of eight social networks.

The data was then analysed by a panel of three industry judges, including TravelGBI editor George Clode, who presided over the final results, creating a league table which benchmarks social media success among England’s tourism bodies.

Visit Lincoln climbed 56 places from 2016, attaining the highest score this year to finish in first place by showing great consistency in its data score.

This included top marks for Facebook follower growth and Twitter engagements in relation to its audience size. The judges’ scores were also unanimously high. Impressed by the range and quality of the Visit Lincoln content, as well as the breadth of media used, the judges felt that Visit Lincoln showed great attention to detail across the board.

Rachel Clayton, analyst at Umpf, said: “After finishing 57th in last year’s Index, Visit Lincoln has shown a greatly improved approach to social media management with a very consistent performance to claim this year’s top spot.

“Visit Lincoln was among only a handful of bodies to receive no red flag penalties for replication of content, spelling or grammar mistakes, misuse of hashtags or periods of inactivity. This, plus high appraisal from the judges, further improved the overall score of this year’s winner.”