Second European Games in Belarus

Strong social media presence for Minsk European Games

MINSK, 8 August (BelTA) – According to a survey conducted by the Artox Media Digital Group (AMDG), a media partner of the games, the 2nd European Games in Minsk attracted considerable interest among internet users, with feedback being largely positive, BelTA learned from the Minsk European Games Organizing Committee (MEGOC).

The study showed that the number of positive or neutral online posts exceeded the negative ones by more than seven times (125,000 against 16,000). Almost 240,000 posts made about the 2nd European Games were analyzed in the period from 28 May to 2 July 2019. In Belarus the number of posts in the period from 28 May to 20 June averaged some 1,500 posts a day. Closer to the opening ceremony of the games, 21 June, the number of posts increased culminating on 22 June when the number of positive comments significantly outpaced the negative ones (more than 4,000 positive posts against less than a thousand negative). 22 June registered the biggest number of interactions related to the Games. The second bump in posts was on 1 July, the closing ceremony of the competitions.

The survey analyzed all the keywords and phrases related to the event in the social media. The most active followers of the games were users of VK, Facebook and Instagram, accounting for 92% of the total.

According to the survey, Belarusians accounted for 59% of the posts. Outside the country, the 2nd European Games were most discussed in Russia (19%) and Ukraine (10%). Posts about the Minsk games were frequently registered in Kazakhstan, the UK, Azerbaijan, Germany, Italy and Georgia.

Minsk hosted the 2nd European Games on 21-30 June 2019. Competing in the games were over 4,000 athletes from 50 countries.

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