The municipalities high in the LinkedIn ranking post a lot about projects and initiatives in the municipality. Accounts of municipalities lower in the ranking pay much more attention to labor market communication, and then especially vacancies. This information will not be attractive for every resident to follow the LinkedIn page of the municipality.
Top 5 Successful LinkedIn Accounts % followers in relation to number of inhabitants Position in the ranking of ‘larges recent mobile phone number data t municipalities’
innovation in housing and care
projects in which different parties work together.
In previous research we saw that posts that show a personal perspective of, for example, a resident, perform well .
More is not always better: the municipality of ‘s-Hertogenbosch knows how to attract many followers with an average of 1.34 posts per week. Zwolle has to make more of an effort. They post an average of 5.45 times per week.
What is also noticeable in the messages: there are usually other accounts tagged and direct questions are asked to the reader such as ‘Do you know someone?’ and ‘Would you like to know more?’
Example post on LinkedIn from the Municipality of Zwolle and the Municipality of ‘s-Hertogenbosch.
Municipalities on Instagram
Instagram is the most difficult channel for municipalities to bind followers to. On LinkedIn and Facebook, the percentage of followers for almost all top 20 municipalities is much higher than on Instagram. An exception to this rule is the municipality of ‘s-Hertogenbosch: clearly number 1 and therefore the municipality to be inspired by on Instagram! At the caseno email list bottom of the list is the municipality of Haarlemmermeer with 1.8% followers compared to the number of residents.
The top 3 successful municipal Instagram accounts have made a clear choice for the type of content they post on this channel (and communic priority of content in the newsfee ate this in their bio): images of the city (all three municipalities) and facts and history (municipality of Rotterdam and Amsterdam). User Generated Content also fits in with this: images made by residents or other people involved in the city. The municipality of ‘s-Hertogenbosch even makes an explicit call in its bio to submit beautiful images of the municipality.
As a portrait photographer I pay extra attention to portraits that I see on LinkedIn. Most profiles on LinkedIn are completely fine but sometimes I see very entertaining and strange portrait photos and profiles.The people involved are often also.
