Glasgow’s reputation as Scotland’s friendliest city has taken a dent, according to a unique report that measures how friendly people are based on their use of social media.
Research by Holyrood PR has unveiled new data that ranks Scottish social media users for their likelihood to ‘like’, ‘comment’ or share posts uploaded by other Facebook users, which in turn, illustrates how ‘friendly’ they are.
While 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, 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.
Glasgow placed last in the list with some Facebook users engaging as little as 2 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.
However, at the top of the list Lerwick on the Shetland Islands, 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 8 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.”