Greater continuity on Facebook
In general, large municipalities are more “social”: 9 of the top 10 in the ranking are metropolitan (Naples, Rome, Cagliari, Genoa and Milan are also in the top ten), even if Pordenone stands out in sixth place. And in any case one is the presence, the other is the actual benefit. Facebook is the tool used with greater continuity, with 97 updates in the last month on 103 active profiles. Updates from YouTube channels (70 out of 102) and Instagram (69 out of 89), but above all from Twitter profiles (53 out of 87) are down. In general, content insertion accelerated and then leveled off between early 2020 and spring 2021, but we highlight the continued growth of video uploads to Youtube channels approaching 70,000 and Instagram posts are approaching 100,000.
The community following continues to grow
The followers of the provincial capitals on Facebook continue to grow, reaching 3.5 million, 230,000 more than in 2021. This social network is proving to be a versatile tool, particularly effective in small communities, where it has become a real meeting place for citizens.
Youtube is also present in almost all municipalities (102), but its management is not equally homogeneous. Overall, subscribers have grown 22% over the past year, more than other social media. In terms of absolute number of subscribers, the big cities are in the lead with Naples and Genoa, but the ranking of the penetration rate sees small realities such as Lodi (5.1 subscribers every 100 inhabitants), Pordenone (3.6) and Pavia ( 2nd place). ,8°%).
Instagram had a late but very lively diffusion: the administrations present increased from 38 in 2017 to 89 in 2022, the followers grew by 300,000 in the last 12 months and reached almost 1.3 million (+20% compared to 2021) . Rome, Milan, Bologna, Florence and Genoa are the quantitatively most consistent realities, but those with the highest penetration rates are Mantua (30.8 followers per 100 inhabitants) and Bergamo (29).
Twitter is gaining ground: the existing administrations (87) have been substantially stable since 2020, but out-of-date “ghost” profiles are growing, reaching 26. Circulation is concentrated: the four major cities (Rome, Milan, Turin and Naples) lead the way the absolute ranking of followers, covering 66.7% of total followers. The penetration ranking is also led by a large city like Florence with 28.5 followers for every 100 inhabitants. Presumably, the demanding management of this social channel has led to a polarization: on the one hand the big cities that continuously update their profile, on the other hand the smaller cities that have essentially abandoned it once they started using Twitter.
