In the last year Valenciaport has multiplied its Facebook page followers by 6, LinkedIn by 75%, Instagram by 64% and Twitter by 37%
The Port Authority of Valencia converts social networks into a public service instrument to reinforce the relationship of the port with the citizens and the feeling of belonging to the Port Community
The social and environmental information and the campaigns Al pie del cañón or Imágenes históricas de Valenciaport have led to some tweets and Facebook pages reaching between 12,000 and 50,000 readings individually
València, September 23rd, 2020.- In recent years, Valenciaport has converted the use of social networks into a basic instrument for reinforcing the feeling of belonging to the Port Community and an essential bridge for better knowledge between this Community and the citizens of Valencia, Sagunto and Gandia. The figures show that the port is of increasing interest to the citizens, and vice versa. Recent initiatives such as the videos collected during the worst moment of the crisis of COVID 19, #AlPieDelCañón; information on the state of the ports and roads during the last storms, the traffic records, the concern for the dockworker who was injured this month and last summer’s campaign on historical images of the Port of Valencia have marked references to the importance of the networks as a public service.
The appreciation of the work of the port community, issues of the environment and sustainability, cultural programming, economic activity or port services are the axes on which Valenciaport works through its content on social networks, which are a fundamental instrument in its day to day relationship with the port community and society. In recent years, networked audiovisual contents have become fundamental pieces for communicating with its users, which is why Valenciaport is making a clear commitment to bringing the reality of the port closer through quality videos and images on its different channels.
Valenciaport has official public profiles on the social networks of Facebook, Instagram, Twitter, LinkedIn or Youtube. Through these profiles, photographs, videos, computer graphics, interesting activities, curiosities and, of course, announcements and information about the day to day life of the organisation are shared, and once again they demonstrate the commitment of the Port to transparency and digitalisation.
Proof of this is that in the last year, Valenciaport has multiplied its followers on Facebook by six and has increased the number of LinkedIn users by 75%, Instagram users by 64% and Twitter users by 37%, converting these tools into an essential nexus in the relationship with the port community and the city, playing an essential role in the communication and transparency of Valenciaport, and as a complement to the informative work and scope carried out by the media that follow the activity of the APV.
Humanisation and proximity to the community
During the most critical moments of the COVID-19 crisis, social networks have been used to channel all the information on Valenciaport marked by the health emergency. From the day to day of the port activity and information for the groups of interest that operate in Valenciaport. Its relationship with the port community has also been highlighted with the campaign #AlPieDelCañon, a solidarity action with which, by means of small videos, the aim is to promote the recognition of both health professionals and the logistics sector which, from the shadows, manage to ensure that such an essential activity for the population does not stop. The campaign has received more than 100 videos in 14 languages and has had more than 100,000 views of the videos and a reach of more than 500,000 people on the different social networks on which it has been present (Twitter, Instagram, Facebook, LinkedIn and Youtube).
Along these lines, the interrelationship with the port community is also noteworthy, with information of gratitude and support to the community itself, and its important work during the coronavirus pandemic for the operation of the logistics chain and the supply of goods, or its day-to-day work to be the door to the entry and exit of products from the Valencian Community and Spain to all corners of the world. Thus, for example, the gratitude for the work of the festival during the Covid-19 has had more than 11,000 impressions on Twitter and 50,000 people reached on Facebook.
Information on the history and evolution of the port installations is also of great interest. Thus, Valenciaport launched a campaign with historical photos of the ports of Valencia, Sagunto and Gandía showing the daily activity, events and infrastructures. These images have had an outstanding impact with 35,000 impressions on Twitter and 3,000 visualisations on Facebook and Instagram.
Likewise, through the digital channels, timely information on public service for port agents and citizens is communicated, such as the closing or opening of ports in the face of adverse weather phenomena, or events organised by Valenciaport information that has a great deal of coverage and interest such as the events for World Environment Day with over 12,000 impressions.