A short form video as the new standard, creating authentic content… Communication professionals and departments did not stand still this year. It seems to be increasingly challenging to create good content that is picked up by both the algorithm and your target group. And that is an even greater challenge when your organization works within strict(er) frameworks and has a very broad target group. How do municipalities in 2024 manage to retain followers and to sufficiently connect with residents and other stakeholders with their posts? We looked into it for you!
Together with Job Mugge , Sidney van Meel and Myron Braddock (communication students at HAN) we conducted email data a social media benchmark among municipalities. This year we expanded our research from 2023 from the 20 to the 100 largest municipalities in the Netherlands. In this article you will discover which municipalities excel in number of followers on different social media platforms and how they make a difference with inspiring content.
LinkedIn: strike a pose!
Let’s get straight to the point: Zwolle still does best on LinkedIn in terms of follower numbers! What else stands out c there you can ask a question ompared to the benchmark in 2023:
Municipalities Assen and Hengelo chase larger municipalities Amsterdam and Rotterdam out of the top 5. They are new in the top 5 by expanding to the 100 largest municipalities. Their relative number of followers is higher than number 4 and 5 of last year.
Municipalities Zwolle, ‘s-Hertogenbosch and
Groningen have managed to maintain their place in the top 5 and have all grown their number of followers by between 2-4%.
Top 5 Successful LinkedIn Accounts % followers in relation to number of inhabitants Position in the ranking of
‘largest municipalities’
The municipalities high in the LinkedIn ranking post (just like last year) a lot about innovation and collaboration projects. In addition, we also marketing list see a lot of messages about urban development.