The UK Social Media Landscape

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  • September 29, 2009
Patrick Altoft

Patrick Altoft

Director of Strategy

Running a social media campaign is a great way to get lots of visitors to a website but its very hard to target the campaign to a particular country. If your goal is to generate links, buzz or blog subscribers then worldwide traffic is fine but what happens if you are primarily interested in local visitors?

In the past most people have used Digg, Reddit and StumbleUpon as the main networks to seed a viral article or blog post and this week I loaded up Google Trends to see which of these was biggest in the UK. As you can see below the daily traffic figures are nothing to get excited about and traffic to all of them seems to have dropped a lot in the UK during 2009.

Social media sites

However what is exciting is the chart below which includes Twitter data. Judging by these figures Twitter is the best place for doing a viral campaign to target UK users.

Social media sites

Of course Facebook is still by far the biggest site but it’s not really a link sharing site in the same way as Twitter & the other social media sites are.

London leads the way

According to The Telegraph London leads the way with social media and Digg is quoted as saying:

Nearly 10 per cent of traffic to news recommendation site Digg comes from London alone, making it the top city worldwide. A Digg spokesman said: “Nearly 10 per cent of traffic to Digg is from London and the UK is our second largest country next to the US.”

Apparently London is the largest city on Twitter too:

Last month, Evan Williams, Twitter’s chief executive and co founder, said that London is the service’s “top Twitter-using city”. Talking to BBC’s Newsnight, he said: “We have definitely noticed the UK has exploded for us recently… London is our top Twitter-using city.”

Whether this is testament to the way we use social media or the way all BT IP addresses seem to resolve to London remains to be seen.

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