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Social media has become an increasingly important platform for public discourse and engagement, particularly in major cities like New York. These platforms allow individuals and organizations to share their perspectives, opinions, and experiences with a broad audience. They also serve as powerful tools for shaping public discourse and influencing decision-making processes on a local level.
A new study by market research firm KOL (acronym for Key Opinion Leaders) has identified the most influential social media accounts for topics specifically related to New York City, using a metric called “KOL points” to measure social media engagements for specific topics or concepts. The KOL score is calculated by examining the number of followers an account has, the level of engagement it receives (e.g., likes, comments, shares), and the relevance of the content it posts regarding specific topics or concepts.
According to the study, Mayor Eric Adams is the most influential social media account for NYC-related topics, with a KOL score exceeding 32 million points. This high score is a testament to Mayor Adams’ strong influence, including a large following and high levels of engagement across multiple platforms. Mayor Adams has used social media to share updates about his work as mayor, engage with his constituents, and promote initiatives and policies to improve New Yorkers’ lives.
The New York Times also made a strong showing, with two accounts in the top 10: New York Times Opinion and New York Times World. These accounts combined for a total of 3.7 million KOL points, demonstrating the reach and influence of The New York Times on social media, specifically for NYC-related concepts. The New York Times has long been known for its high-quality journalism and rigorous reporting, and its social media accounts provide an additional platform for sharing news, analysis, and commentary about the city and the world.
Other notable accounts in the top 15 included Stephen L. Miller, the NYC Mayor’s office, and Janice Dean, among others. These accounts represent a range of perspectives and interests, from media outlets and government officials to individuals with large social media followings.
“It’s refreshing to see government officials and top-tier media outlets doing such a good job at engaging the public by leveraging social media platforms,” said Ana Codallo, the Chief Technical Officer at KOLs. “Their topical reach, specifically for New York City-related issues, is immense.”
But what does it mean to be an influential social media account for NYC-related topics? It could mean anything from consistently posting high-quality content that resonates with users to engaging with followers and participating in relevant conversations. Whatever the formula may be, it’s clear that Mayor Adams and The New York Times have figured it out, as evidenced by their high KOL scores.
The study’s findings have important implications for individuals and organizations seeking to engage with the public through social media. By understanding the characteristics that make an account influential for specific topics or concepts, organizations can tailor their social media strategies to better reach and engage their audience. For example, they might focus on posting high-quality content that’s relevant to their audience, building a large following, and actively participating in relevant conversations.
As social media continues to grow, we’ll likely see even more influential accounts emerge on these platforms, further shaping how we communicate and engage with each other. The research firm offers access to their data via a mobile application available for iPhone and Android.
Additionally, it is worth noting that while Mayor Adams and The New York Times may be the top influential social media accounts for NYC-related topics, they are not the only ones. There are countless other individuals and organizations that have a significant presence on social media and are able to engage with their audience on a wide range of topics related to the city.
Furthermore, it is important to remember that social media is just one part of the broader media landscape. While platforms like Twitter, Facebook, and Instagram have become increasingly important for public discourse, traditional media outlets like newspapers, radio, and television continue to play a vital role in shaping public opinion and informing the public about important issues.
Overall, the study’s findings highlight the increasing importance of social media as a platform for public discourse and engagement, particularly in a major city like New York. It is clear that Mayor Adams and The New York Times have been able to effectively leverage social media to reach and engage with their audience, and it will be interesting to see how other individuals and organizations continue to use these platforms in the future.
