Long Beach tops social study

The report conducted by data expert, Spire, reveals that ports prefer Facebook when it comes to building a social network, with over 50% of the world’s top ports having Facebook accounts.

While Port of Laem Chabang in Thailand boasts the greatest number of likes on Facebook, Port Metro Vancouver in Canada has the highest level of engagement with an average of 274 likes per post.

When it comes to social media presence overall though, it’s the Port of Long Beach in California which tops the poll as Spire’s most sociable port.

The port uses social media platforms to focus on behind-the-scenes content that features its operations and the people who work there to engage its online community.

For example on YouTube (for which it has the highest number of subscribers) it uses TV-ready content in the form of a five times per week 30 minute programme called Pulse of the Port which it airs on its own website and its YouTube channel.

Spire said that by raising awareness around how global ports create employment, implement technology, develop and nurture economies, ports are able to establish a deeper connection with the public on the grounds of direct and indirect impact.

Although the use of social media is only part of the industry’s larger commitment to creating optimal environments for national and international trade, ports dedication to educate the public highlights the growing importance of near time real communication when it comes to operations.