– None of these cities perform strongly for more traditional news coverage, except Rome, but benefit from huge amounts of user-generated content. Their category shares show significant variance highlighting areas these cities can potentially consolidate a lead in. These cities generate significantly more mentions on digital media relative to their positions on city indices, presenting an opportunity to climb the rankings by consistently improving the quality and impact of the conversations about them. Top 5 cities punching above their weight for digital mentions – Italy (with 1 city) generates slightly more traffic than Germany (4 cities), highlighting the unequal distribution of mentions between not only cities, but also countries. – Cities featured from the UK (5) France (2) and Spain (2) are collectively responsible for over half of all mentions in the Top 40. – London, Paris, Moscow, and Istanbul lead for Instagram snaps, being captured roughly twice as many times as any other city. The same pattern exists for many Northern European cities. – Berlin scores well for digital news coverage, however, comparatively fewer mentions on social media reduce its overall ranking. – More than half of Top 40 cities show a strong correlation between city rankings and online mentions. – While London leads both city and digital mention rankings, Paris is ahead on total social media mentions. – London and Paris share almost a third of the online conversation for the Top 40 cities. Responding to this, ING Media has reordered Europe’s Top 40 cities, based on global city indices, by their share of the online conversation and provided some analysis on which cities punch most above their weight and which show the most potential for increasing their digital profiles. Yet there is little comparative research into the impact digital messaging is having on cities as brands. Global city indices benchmark cities on almost every aspect of urban life, influencing investment, where talent clusters and our travel choices.
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