Flagship Consulting sizes up the UK’s top visitor attractions on social media

21st October 2013 by Flagship Consulting

21 October 2013

Flagship Consulting sizes up the UK’s top visitor attractions on social media

Major London attractions dominant as regional venues fight for their place in tourism’s social media sphere

Tate Modern, the National Media Museum and the Science Museum are the top social media users among the UK’s most popular tourist destinations. ‘Top 50 UK Social Media Attractions’, an evaluation of the social media usage of the top 50 visitor attractions according to the ALVA ranking, has been compiled by communications agency Flagship Consulting.

The report used Flagship Consulting’s algorithm to evaluate each attraction’s performance on social media through a mixture of online tools such as MozRank, Twitonomy and in-depth human analysis by the experienced digital team at Flagship. Each social media outlet was given a specific weighting, with importance given to content and interaction.

Trends from the report noted that a collective group of venues, including Tate Modern and Royal Palaces, scored higher than individual attractions. The group brands provided a greater variety of content and were able to cross-market products to a wider audience than single attractions.

Bucking the trend of London based attractions, Bradford’s National Media Museum scored second highest, beating other large attractions with its strong graphical brand which translated well across its social media channels. It has invested in developing original content, playing to its visual strengths which then increased its engagement.

The top attractions all provided excellent imagery, displaying highlights of their grounds and exhibitions, and linked to their social sites from their homepage. Overwhelmingly, these attractions generated communities of advocates who discussed the brand through their social media sites, which the attractions then used as a springboard to encourage and promote interaction and engagement.

Sophy Norris, director of travel communications at Flagship Consulting said, “The past few years have been fantastic for tourism in the UK, boosted by the success of the London 2012 Olympics. However, it can be seen that this emphasis on London has not only affected the footfall of attractions outside the capital city, but it has affected their social media impact too. This is a real shame as social media can level the playing field and even small, remote attractions can make a real impact with their social media campaigns.

“For any attraction looking to increase their brand awareness, engage with their visitors and boost footfall, the value of social media cannot be underestimated.”

Charlie Southwell, head of digital at Flagship Consulting, said “The top attractions created and tailored their content for multiple channels encouraging their visitors to discuss the brand and related topics in their online communities. The key for tourist attractions using social media successfully is keeping on top of brand mentions, and creating varied, interesting and interactive content and experiences to connect with their target audience.”

Flagship Consulting has outlined four ways in which UK attractions can look to the future to develop their digital presence:

  • Gamification of experiences is an on-going trend and attractions should tap into their customers’ loyalty using sites such as Foursquare and voucher code apps.
  • Responsive design now allows a tailored experience for every user, regardless of which device they are using, moving away from a one size fits all approach.
  • Users can, and should, engage with attractions before, during and after their visit. To maximise their experience, brands should create digital experiences which can lengthen and reward their engagement.
  • Targeted posts on social now allow attractions to segment their audiences online. This results in tailored content and increased conversion rates.

To view the full ‘Top 50 UK Social Media Attractions’ report, please visit:



For further information please contact Sophy Norris on 01392 248 934 or email sophy.norris@flagshipconsulting.co.uk

Editor’s Notes:

Flagship Consulting is an award-winning corporate and brand communications consultancy with expertise in areas including media relations, crisis management, social media, reputation building and event management, digital and creative services. With a proven track record of helping organisations of all sizes achieve their communications goals, Flagship prides itself on delivering creative campaigns that drive results and get people talking. Established in 1999, Flagship has a 20-strong team of PR professionals based in London’s West End, a South West base in Exeter and a partnership with New York headquartered Peppercomm.

To find out more, visit www.flagshipconsulting.co.uk.

Posted in the categories Media Centre
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