Twin city tourism in social media

Friday, August 27, 2010 at 2:10 | Posted in Estonia, Finland, helsinki, internet, Media, social media, tallinn | 1 Comment
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In my previous post about Helsinki-Tallinn Euregio Forum I wrote that I had not detected active usage of social media by any governmental or municipal organisation in Finland. I did write, however, that there is a growing interest in social media in administrations of Tallinn and Helsinki and it is probably being used “in a light scale” by both.

Today I discovered that Helsinki City Tourist office, in addition to their traditional web site, also have an active presence in YouTube, Facebook and Twitter. I would have embedded the lead video clip of their YouTube channel but they unfortunately seem to have disabled embedding. Something to reconsider?

In context of Helsinki-Tallinn Euregio Forum, tourism is one of the very core areas of a common information space since it is one of the few areas – if not even the only one – where the twin city concept already works in practical terms. Not only do Estonians and Finns frequently visit each other’s capital cities. An increasing number of tourists from elsewhere, while having either Helsinki or Tallinn as their main object, also spend a day or two in the other.

It would accordingly  be in the best interest of both Tallinn and Helsinki to attract tourists to the twin city region in the first place. Whichever city the potential visitor may choose, chances are they would bring in some revenue to the other city as well. This seems to answer one of the questions that the Forum’s group V (Bloggers, portals and social media, moderated by Barbi Pilvre and myself) is expected to discuss: What are the chances for common information space bridge building in social media?

Let us have a look at what the Helsinki Tourist Office have done! Their main focus seems to be in Facebook which is understandable, given the huge penetration of Facebook among target groups. The site is well done and frequently updated. Even more importantly, comments and questions are being responded to. I am positively surprised!

As I mentioned above, embedding video clips is disabled in the Visit Helsinki YouTube channel. I would strongly advice to enable it because allowing to share is exactly the way to spread information in social media. Those clips are real nice and nice videos are definitely helpful in bringing visitors to the twin city region if redistributed by bloggers, tweeps and in Facebook. The good content is right there, why prevent people from sharing it?

@HelsinkiTourism in Twitter seems to be orientated the same way as many of the Estonian governmental organisations I wrote about in my last post. There is a lot of useful info to be found but it is a one way street. Notably, they have 254 followers but just 10 are followed back and those 10 seem to be their partners. It is by no means wrong to use Twitter this way but a crucial part of potential of the social media is being missed if you do not interact and discuss.

Now, back to the common Helsinki-Tallinn information space which is the main topic of this year’s forum! As I mentioned tourism is one of the key areas where a common information space is easy to build up and practically certain to bring in positive response and practical advantage in a very short term. Tallinn has an ambitious tourism portal of its own but I have yet to discover any usage of social media (forgive me if I am wrong).

Why not join efforts with Helsinki to build up a twin city presence in social media?

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  1. [...] Ettevalmistuse ja lahtimõtestamise eesmärgil võtsin nõuks haakuvaid teemasid oma blogides ja mujal sotsiaalse meedia kanalites kajastada. Et foorumi töökeeleks on inglise keel, on mu blogipostituste pearõhk ingliskeelses blogis. Seni olen seal avaldanud kaks seonduvat sissekannet: Thoughts about (local) government and social media ja Twin city tourism in social media. [...]


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