Today Carabante visited the Metro Interactive User Service Centre, from which the Company’s social profiles are coordinated. Metro obtains almost 2,000 new followers a month and a daily average of 250 mentions or enquiries in Twitter. Three years have passed since the creation of the official Metro page in Facebook and two years since its first appearance in Twitter
The Metro profile in Twitter is two years old today with over 34,000 followers and lies amongst the
leaders in Europe, behind the London Underground only. Its excellent reception amongst users and
its efficiency when it comes to offering information have caused this profile to grow by 300%, at
an average rate of almost 2,000 followers a month, with a daily average of 250 mentions or
enquiries received. Metro de Madrid kicked off its presence in the social networks on 24 November
2010 with the establishment of its official page in (www.facebook.com/metrodemadrid), while the
official profile in Twitter (@metro_madrid) was created a year later.
On the occasion of this anniversary of the presence of Metro de Madrid in the social
networks, the Regional Undersecretary of Transport, Infrastructure and Housing, Borja Carabante,
visited today the Metro Interactive User Service Centre, from where part of the Twitter profile is
managed. There Carabante underlined the importance of the social networks as direct channels of
communication so as to be closer to the public and be more familiarized with their concerns.
The Regional Undersecretary also congratulated Metro de Madrid for having successfully
achieved a Klout index of 66. The Klout index is a universally accepted reference for measuring the
influence of a profile in the main social networks, on a scale from 0 to 100. It takes into account
the volume of responses, the number of followers, the number of mentions made to the profile, the
number of times that users share the profile publications and the number of lists created by other
users in which it appears.
“Since the time when Metro first created this profile (twitter.com/metro_madrid), Twitter has
become a potent channel of interactive communication for the Company, the essential function of
which is to be able to offer users information in real time on the state of train running and of
the facilities on all the lines of the subway and to provide an answer to all enquiries”, explained
The Twitter channel, which is operational from 6 a.m. to 1:30 p.m., Monday to Sunday,
represents a new tool so that users may plan their journey in advance. In addition, all those
queries that users may have, whether about routes, state of the network, events and activities
taking place in the metro, are answered in the shortest time possible.
Facebook attains 14,800 followers
As regards Facebook, Metro currently has 14,800 followers. In the last quarter, an average of
3,820 users a day have seen the Metro contents in this social network, with a daily average of 52 I
like’s, 18 comments and 14 shared contents. The publications that have recorded a larger number of
I like’s and been shared more often were those relating to civic messages and cooperation
Although they operate very differently, both Facebook and Twitter jointly meet the same
objectives, namely to offer a public service with useful, practical and real information, while at
the same time listening to and answering the needs and preferences of users.