First-Ever Social Media Re-Port from Spire Sheds Light on Which Shipping Hubs Open Up the Most to Their Communities
From Maritime Trivia to Trending Hashtags, Certain Global Shipping Ports That Were Once Previously Unknown Voices are Leveraging Social Channels to Keep Partners and Citizens Engaged
Today Spire, the satellite-powered data company that monitors the world’s oceans to provide unprecedented insight into maritime-related activities such as trade monitoring, asset tracking and general maritime domain awareness, delivers its 2015 Social Media Re-Port. Spire’s comprehensive report provides a first-ever look into container ports’ social media activities, revealing how open and transparent our world’s ports are with their local communities.
For the average person, what goes on at container ports goes unnoticed. Yet, with 90 percent of the world’s trade being transported by sea, ports serve as a crucial financial hub for the economy. For the US alone, ports bring in a total $4.6 trillion. When ports are experiencing an increase in shipping volume or delays, a region as well as the entire nation’s economy is impacted. In efforts to raise awareness of the global significance of seaports, more and more port authorities are turning to social media to educate the public. Spire believes ports that deliver greater transparency around their operations indicate tech savviness and overall improved port efficiency.
Here are the findings of Spire’s 2015 Social Media Re-Port:
Facebook is the preferred social media network among ports: about 50 percent of the world’s top 50 ports have Facebook accounts. While Port of Laem Chabang of Thailand boasts the most number of Likes on Facebook, Port of Metro Vancouver experiences the highest level of engagement with an average of 274 Likes per post. The secret? Vancouver makes sure to post at least one photo accompanied by either a news announcement, project update, quiz, or question every day around 1:00 PM. One of the port’s recent and most popular posts asked users to share a fond memory of Canada Place, to which 33 users commented, 680 users liked, and 144 users shared.
Top 10 Ports on Facebook With Most Number of Likes :
- Laem Chabang, Thailand - 150,290 Likes
- Metro Vancouver, Canada - 25,758 Likes
- Los Angeles, California, USA - 19,927 Likes
- Long Beach, California, USA - 15,318 Likes
- Jebel Ali, Dubai, United Arab Emirates - 11,521 Likes
- Santos, Brazil - 8,791
- Tanjung Priok, Jakarta, Indonesia - 6,204
- Oakland, California, USA - 5,375
- Antwerp, Belgium - 5,264
- Colombo, Sri Lanka - 5,110
Many ports treat Twitter and Facebook in the same manner, confining tweets to announcements, interesting facts and local events. However, Port Authority of New York and New Jersey, which has the world’s biggest Twitter following (31,456) and tweets almost every day of the month, uses Twitter to regularly alert commuters and general travelers about ongoing construction, bridge activities and traffic delays, as well as the latest port-related news and stories. A tweet about the shipment of bananas promotes the port’s YouTube video and blog post about global trade.
Top 10 Ports on Twitter With the Most Followers:
- New York-New Jersey, USA - 31,456 Followers
- Long Beach, California, USA - 13,354 Followers
- Los Angeles, California, USA - 11,074 Followers
- Rotterdam, Netherlands - 8,872 Followers
- Metro Vancouver, Canada - 8,211 Followers
- Miami, Florida, USA - 6,431 Followers
- Tacoma, Virginia, USA - 5,780 Followers
- Seattle, Washington, USA - 5,680 Followers
- Antwerp, Belgium - 5,406 Followers
- Norfolk, Virginia, USA - 4,785 Followers
All ports try to focus on behind-the-scenes content that feature the respective port, its operations, and the people involved. Port of Long Beach, which has the most YouTube subscribers (851), distinguishes itself from the rest by producing TV-ready content that is in the form of a 30-minute video program called Pulse of The Port. This news-like program not only airs on a local channel five times a week, but also lives on the port’s website and YouTube channel. The most highly viewed video on the port’s channel is a feature on how ship-to-shore gantry cranes operate. Although the Port of Long Beach has the most subscribers, Port Authority of New York-New Jersey has the highest number of channel views (620,110) than any other port thanks to its video revealing the One World Observatory which has amassed over 197,831 views alone. On average, most port video views range in the tens of thousands.
Top 10 Ports on YouTube With the Most Subscribers:
- Long Beach, California, USA - 851 Subscribers
- Rotterdam, Netherlands - 743 Subscribers
- New York-New Jersey, USA - 563 Subscribers
- Metro Vancouver, Canada - 415 Subscribers
- Los Angeles, California, USA - 316 Subscribers
- Antwerp, Belgium - 248 Subscribers
- Seattle, Washington USA - 247 Subscribers
- Everglades, Florida, USA - 141 Subscribers
- Jacksonville, Florida, USA - 78 Subscribers
- Houston, Texas, USA - 76 Subscribers
Top 10 Ports on YouTube With the Most Channel Views:
- New York-New Jersey, USA - 620,110 Views
- Long Beach, California, USA - 450,127 Views
- Metro Vancouver, Canada - 396,379 Views
- Rotterdam, Netherlands - 378,502 Views
- Antwerp, Belgium - 181,058 Views
- Los Angeles, California, USA - 103,971 Views
- Seattle, Washington USA - 86,173 Views
- Everglades, Florida, USA - 60,854 Views
- Jacksonville, Florida, USA - 40,962 Views
- Houston, Texas, USA - 15,950 Views
Posting a scenic picture of cruise ships is not enough to take advantage of this visual platform. Port of Long Beach, which has the biggest base of Instagram followers (2,287) takes a hint from popular social media trends and uses hashtags like #ThrowbackThursday and #TriviaTuesday to engage and educate the public on the port’s unique history, as well as the U.S. economy. The port uploads an average of 18 pictures per month, and one of its recent trivia question about how many containers are lost per year gained 127 Likes.
Top 10 Ports on Instagram With the Most Followers:
- Long Beach, California, USA - 2,287 Followers
- Los Angeles, California, USA - 1,560 Followers
- New York-New Jersey, USA - 625 Followers
- Metro Vancouver, Canada - 451 Followers
- Jebel Ali, Dubai, United Arab Emirates - 410 Followers
- Antwerp, Belgium - 334 Followers
- Laem Chabang, Thailand - 315 Followers
- Norfolk, Virginia, USA - 269 Followers
- Tanjung Pelepas, Malaysia - 235 Followers
- Baltimore, Maryland, USA - 222 Followers
While only 22 percent of the world’s top 50 ports are on LinkedIn, Port of Rotterdam dedicates its page to business-specific content such as industry trade show interviews, construction plans, and thought leadership articles. Although only posting on average three times per month, the established cadence of these materials has enabled Port of Rotterdam to gain the largest amount of LinkedIn followers (13,366). The port’s recent post about its construction plans to enable the distribution of a cleaner fuel alternative has yielded 137 Likes.
Top 10 Ports on LinkedIn With the Most Followers:
- Rotterdam, Netherlands - 13,366 Followers
- New York-New Jersey, USA - 11,939 Followers
- Singapore, Singapore - 5,675 Followers
- Seattle, Washington, USA - 4,869
- Los Angeles, California, USA - 3,384 Followers
- Long Beach, California, USA - 2,940 Followers
- Metro Vancouver, Canada - 2,681 Followers
- Houston, Texas, USA - 2,243 Followers
- Jacksonville, Florida, USA - 1,872 Followers
- Oakland, California, USA - 1,871 Followers
The 10 Most Social Ports in The World
Spire created its own ranking system to compile the list of the top 10 Most Social Ports. The ranking is based on a blend of various statistics such as the number of Followers, Likes, and posts, level of engagement, and presence on the different social media platforms. A complete index of social media rankings for the top 10 ports and how they fare against each other can be referenced in the table image.
- Long Beach, California, USA
- Los Angeles, California, USA
- New York-New Jersey, USA
- Metro Vancouver, Canada
- Antwerp, Belgium
- Seattle, Washington, USA
- Jacksonville, Florida, USA
- Laem Chabang, Thailand
- Rotterdam, Netherlands
- Singapore, Singapore
By raising awareness around how our world’s ports create employment, implement technology, generate income, innovate, reduce poverty, and develop and nurture economies, ports are able to establish a deeper connection with the public on the grounds of direct and indirect impact. The report findings show that social engagement, in the form of providing further visibility into ongoing efforts, results in more Likes, Follows, Favorites, Comments, Retweets, and Shares.
The use of social media is only part of the port industry’s larger commitment to creating optimal environments for national and international trade. From implementing green technology to computer-powered cranes, container ports aim to deploy the latest, most advanced technology in order to efficiently handle the trillions of dollars in the form of imports and exports every year.
The industry’s dedication to educate the public highlights the growing importance of near-real-time communication and the unrecognized need for more information around what kind of activities take place around the globe.
Spire compiled its 2015 Social Media Re-Port by sourcing data from the respective ports’ social media accounts. The U.S. and World ports included in this research were derived from The Journal of Commerce’s Top 25 North American Ports, and Top 50 World Container Ports. Insights and social media activities on Facebook, Twitter, Instagram, Youtube and LinkedIn were analyzed between April 9, 2015 to May 11, 2015.
Spire is a satellite-powered data company that tackles the world’s most unpredictable business challenges with truly global data solutions. By providing unique data from any point on Earth, every hour, Spire offers a competitive advantage for organizations that require insight into areas such as global trade, weather, shipping and supply chain, illegal fishing and maritime domain awareness. To learn more, visit: www.spire.com.
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