Cagliari city more and more "social". There is also the Sardinian capital in the top ten of the most active Italian cities on social networks according to the ranking drawn up on the sidelines of the survey by FPA, a company of the DIGITAL360 group, on the use of the main channels for digital communication in 107 provincial municipalities.
The study, which Cagliari in eighth place with 646 points overall, examined various indicators: presence on 7 social networks, penetration rate, update frequency on Facebook, YouTube and Twitter, as well as the production of content for the latter two. channels.
The survey on social cities is a preview of the "ICity Rank 2021" Report, which will be presented in its entirety on November 23 at the "Forum PA Citt" event, and which will return the complete ranking of the most digital municipalities in Italy .
The digital acceleration imposed by Covid-19 has brought many cities that were previously absent to social networks, or has increased their use by administrations: the coverage index of the three main platforms (Facebook, Twitter and YouTube) has passed from 69% to 88% from 2017 to today. Overall, at the moment the 107 Italian provincial municipalities have 101 Facebook pages, 100 YouTube channels and 82 Twitter profiles. There are 21 administrations that have activated all seven tools considered by the survey (Facebook, YouTube, Twitter, Linkedin, Messenger, Instagram and Telegram), another 64 at least five. In some cases, "management" difficulties remain: 7% of Facebook pages, 15% of YouTube channels and 25% of Twitter profiles are updated less than once a month.
Bologna, Venice, Rome, Florence and Cagliari are the administrations with the most tweets. On YouTube, two southern cities, Naples and Palermo, have published more videos, followed by Turin, Genoa and Rome. On the other hand, analyzing the "incidence", that is the relationship between social users and the population, there are some surprises: on Twitter they still drive two big cities, Florence and Milan, while for Facebook there are Crotone and Verbania and on YouTube Lodi and Pordenone.
"The research highlights how the great digital push induced by the pandemic has also affected the use of social networks, which have now become an essential tool for public communication both as a direct information channel and as platforms for interaction and involvement of citizens - notes Gianni Dominici, Director General of FPA - Today four fifths of the Italian capital municipalities have at least five active social tools. However, there are territorial and dimensional differences, without forgetting that being present on social networks is not in itself a guarantee of correct use for communication and interaction with citizens. On this we still have to work, as our survey shows, and a lot depends, as always when we talk about innovation in the PA, on the cultural approach and skills of those who work in our administrations ".
(Unioneonline / vl)