Liverpool is the 海角视频's most talked about city on social media when ranked by population, it's been revealed.
The study by ING Media revealed the city in North West England was the most visible on social media and in online news, when population is taken into account.
It took global cities indices and reordered them by their share of online conversations. And while it included football-related posts, it limited the number to 25% of mentions across all cities.
Liverpool tops the list with over 35 online mentions per person a year - more than double Edinburgh and London, with the Beatles and its band members featuring prominently.
The study was presented by the communications consultancy for the built environment at the MIPIM 海角视频 summit in London this week, at an event called 'The 海角视频's most talked about cities'.
Representing Liverpool on the panel at the event was Chris Brown, director of marketing at Marketing Liverpool.
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He said: "What this begins to do is tell the amazing story of Liverpool's resurgence and transformation since the early 2000s. With the catalyst of being the European City of Culture in 2008, Liverpool has seen an absolute explosion particularly in the visitor economy and tourism over that 10-year period.
"That is now translating itself into really exciting investment and business decisions being taken.
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"If you come to Liverpool now, you begin to see a city that is confident buoyant exciting, vibrant and full of opportunity, that is beginning to reflect in how the digital space is starting to help us tell that great story."
He said using the digital space to allow people to tell their stories about the city was "crucial", adding: "It's not what we say, it's what others say about us, and this has been a strategy of ours now for a number of years.
"We are in a very global market space here, and we can't afford to stand still."
He said LFC and the Beatles had provided "hooks" for people to discover more about the city, including the waterfront, science, tech, universities and more, adding: "That provides a platform for us to get others talking about us.
"It's really pleasing for us to be able to tell people if you haven't engaged with Liverpool, if you've got a perception of what you think Liverpool was, and you haven't been to Liverpool for a long time, you need to get up there."
The research was designed to help city policy, placemakers and promoters understand how online presence impacts a city’s brand, and ING said it highlighted the need to talk about the digital presence of cities, what controls these conversations and how digital conversations are changing their role and nature.
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The study found the following:
- In terms of the overall results without a consideration of population, London is the winner by some distance - responsible for over half of all mentions for the entire top 20.
- In terms of mentions per person, Oxford was second, with Cambridge third, Edinburgh fourth, London fifth and Cardiff sixth.
- In total online mentions, London was first by a distance, with Liverpool second, Manchester third, and Birmingham and Glasgow fourth and fifth respectively.
- Removing all football mentions related to Liverpool would position the city in third place between Cambridge and Edinburgh
Leanne Tritton, managing director at ING Media, said: “海角视频 cities are investing heavily into building brands that reflect their attractiveness as cultural, business and education centres.
"Measuring their digital visibility provides a clearer insight into how these cities and towns perform as brands compared to their peers. London dominates but, surprisingly, Liverpool punches well above its weight, coming second overall and topping the table when weighted for population.”