Crucial to future success will be regaining momentum after the pandemic, which requires agility in an ever-changing online environment.” The most forward-thinking places are already using a long-term strategy to identify and share their unique story across all forms of media. Every city has significant talent and investment needs, but smaller urban areas may be the biggest winners in raising their digital profile to access new opportunities. “In the new normal of the COVID-19 pandemic, it has never been more important for cities to communicate clearly and effectively with their people both online and on social media. Increasing awareness of a place may be one of the single most important measures local and national leaders can take to position their cities for recovery. This global exploration into digital visibility highlights that the extent to which people are talking about cities is positively correlated with economic potential at a country level. A snapshot of top trending topics and a comparison of performance between the 20 editions highlight how online conversation patterns are always changing. The built environment communications agency has also provided analyses to show which cities punch most above their weight and which show the most potential for increasing their digital profiles. ING has identified Europe’s Top 50 Cities using existing global city indices and reordered them according to their share of the online conversation. Digital messaging is having an impact on cities as brands.
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