Also reigning on social networks. The death of the prince Filippo, Duke of Edinburgh, occupies the spaces of all media and beyond the death of the consort of the Queen Elizabeth, again shows how the monarchs of the United Kingdom (also included Carlo, William, Harry with their spouses) are among the most “popular” of the 10 reigning monarchies in Europe. Let’s see why.
The social presence of the 10 monarchies
As mentioned, there are 10 European monarchies currently reigning with limited or very limited “real” powers. In recent decades we have learned about them more for gossip news than for more “noble” reasons. But if until 5-6 years ago they suffered completely what the press looted of their life, today they have organized themselves to respond to the allegations, organize their communication and, as far as possible, orient their reputation. And they have invested heavily in marketing, especially digital.
Each house has its own website and social activities where information on institutional rather than personal activities, values and traditions of their families converge.
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The primacy on Facebook
If we analyze the data for the first quarter of 2021, provided exclusively by the Digital Observatory directed by Sandro Giorgetti, it is no wonder that the Windsors are the best known monarchy and with the largest number of followers. On Facebook the Royal Family (Elizabeth and Philip) travels to 1 million and 744 thousand fans with over 34 thousand interactions per post. At an enormous distance follow the Bernadotte rulers in Sweden with 498 thousand followers and the Orange-Nassau of the Netherlands with 329 thousand.
The competition on Instagram
But the real competition is played on Instagram where the Windsors take the field with their entire “team” and place William e Kate in the lead with 12 million and 326 thousand followers and an impressive average of 283 thousand interactions per post, followed by Harry e Meghan with 10 million and 340 thousand who, however, have not published anything on social media for months. Elisabetta, as a family, has 8 million and 651 thousand followers while Carlo and Camilla they have to “settle” for 1 million and 319 thousand followers.
Regina (Elizabeth) on Twitter
But Queen Elizabeth, having vanished the “ambition” of being a real celebrity on Instagram, puts everyone back in line on Twitter where she counts on 4 million and 321 thousand followers against the 2 million of William and Kate who, however, also remain the more engaging with 10,000 reactions to tweets.