Dundee more susceptible of social media ads

editorial image

Research by Holyrood PR has shown that Dundee social media users are some of the friendliest in Scotland.

The research is part of a unique report that measures how friendly people are based on their use of social media.

The report ranks how ‘friendly’ Scottish social media users are based on their likelihood to ‘like’, ‘comment’ or share posts uploaded by other Facebook users.

The data – taken over a 12 month period - shows that Scots as a whole are more likely to engage with others on Facebook when compared with the average user worldwide, but some Scottish cities can be seen to be less friendly than others. Ten key towns and cities around the country were measured by Holyrood PR’s digital team and ranked in terms of friendliness.

Dundee came in fourth behind Lerwick, Falkirk and Stromness.

Glasgow placed last in the list with some Facebook users engaging as little as two times a month with other Facebook users. Edinburgh also falls short placing ninth with Edinburgh based Facebook users engaging as few as seven times with other Facebook users over a month.

Lerwick , Falkirk and Stromness on Orkney are all closely tied together in average number of engagements over a month, with a Facebook user in Lerwick or Falkirk being almost eight times more likely to engage with other Facebook users.

Kenny Murray, Digital Expert at Holyrood PR, undertook the research to show the impact of social media in Scotland. He said: “Social media is now so integrally knitted into the fabric of Scottish society – with most people under 25 using it as their sole means of communication or as an information-gathering tool.

“So a unique survey of this type offers an important insight into attitudes and behaviour of Scottish citizens.

“This latest data shows that Glasgow doesn’t actually live up to its reputation as the friendly city. In fact, it’s almost eight times less ‘friendly’ than Lerwick or Falkirk.

“And its traditional rival, Edinburgh, can’t claim any advantage as it only ended up one spot higher in ninth place.

“Glasgow’s failure could be attributed to small tight pockets of community which may actually be holding out as the last bastions of person to person engagement, and so resisting the pull to only converse via social media. Whereas, those in remote locations are simply making the best of online tools to remain in touch across distances.”

Holyrood PR also released data showing how susceptible Scots are to advertised posts on Facebook.

Falkirk leads the way with residents clicking an average of 19 advertisements in a monthly period, followed closely by Lerwick and Dundee residents.

However, Glaswegian and Edinburgh residents stayed true to their cynical nature, with Glaswegians being ten times less likely to click on an advertisement than those from Falkirk and Edinburgh residents being 50% less likely to engage with advertisements.

Kenny Murray added: “While this survey has a fun element, it does present a serious side. The data showing susceptibility to advertisements provides extremely useful intelligence for businesses and their sales and marketing teams. With many brands opting to pay heavily to target consumers through social media, it’s vital to understand just how much impact these adverts are actually having.

“With residents in two of the main cities being massively underwhelmed by advertisements, brands could be throwing money away if they don’t accurately analyse their online audiences.

“Facebook likes to hold their cards close to their chest in terms of their costing regime and how it’s decided, however if you don’t understand how likely people are to click your ad, you can’t even accurately assess how much you should be spending. We’ve heard stories of people being wildly overcharged because they don’t dig below the surface level.”