VisitBritain has claimed a leading position in a league table listing the most influential travel organisations on Twitter.
The tourism body’s main Twitter feed @VisitBritain is at number 42 in the latest international table of companies listed under Influencers in Travels’ ‘50 Most Influential Travel Related Companies Online’.
It has achieved a ‘Klout Score’ of 63 – the highest for a national tourism agency in the world. The score has been derived from Twitter activity around @VisitBritain and how it engages with the online travel community and its influencers.
It is based on more than raw follower numbers, and includes a whole raft of engagement metrics that measure who you are talking to in terms of influence, what you are saying and how much people are talking about you.
VisitBritain is ahead of major leaders in the Twitter sphere such as @GoogleTravel, @VirginBlue, @LATimesTravel and travel influencers @Jaunted. It is also one of only two public sector bodies to feature in the table published on Influencers in Travel.
The position achieved by VisitBritain comes as the organisation plans to deliver a global marketing campaign for the 2012 Olympic and Paralympic Games in London.
The push aims to build awareness of Britain amongst people who have never visited the country and revitalise its appeal in key US and European markets.
Social media will be core to this campaign and VisitBritain has developed a range of social media platforms including LoveUK on Facebook and @VisitBritainBiz, its corporate news feed on Twitter.
Marketing director Laurence Bresh said: “Klout Score is fast becoming the standard for measuring influence on Twitter so we are delighted it indicates that we are an influential tourist board that is world class in its use of social media.
“This is clearly an achievement in itself and also a great foundation on which to build our use of social media to engage the world and inspire visitors to Britain.
“It will be at the heart of our campaigns to leverage the opportunities of the Royal Wedding in 2011, the Diamond Jubilee in 2012 and then the Olympic and Paralympic Games in London.
“It will help us showcase Britain to the world and deliver increased tourism revenues across the UK.”