Place insights provide data on how digitally active every place across the UK is. You’ll discover the percentage of businesses active on social media, how much they post, and how much social media engagement they earn across Facebook, Twitter and Instagram. Discover the topics and interests that are driving consumer behaviour and online conversation so that you know what you need to inform place marketing as a tourism body, Local Authority or BID to encourage visits and more business in your place.
What is the data showing me?
Place stats shows you where your place is nationally ranked for digital activity based upon the number of businesses on social media, and how many of them are actively posting every day. Note that these statistics will take into consideration any national businesses who have a presence in your place.
% organisations with social media shows you how many businesses in your place have at least one social media account from across Facebook, Twitter or Instagram. The UK average is only 28% – is your place above or below average?
% organisations active on social media shows you how many businesses in your place are active on at least one social media account from across Facebook, Twitter or Instagram EVERY DAY so you can see whether businesses are consistently active throughout the week.
Post volumes shows you how much social media content the businesses in your place collectively post per day. Use this to understand how much communication your place is sharing with residents or visitors.
Post engagement shows you how much social media engagement the businesses in your place collectively achieve on their social media posts per day. Use this to understand if residents and visitors are interested in what the businesses in your place have to say.
Sentiment score shows you how positive, negative or neutral in tone the conversations created by the businesses or organisations in your place are. Are the businesses in your place representing themselves positively and with excitement, enthusiasm and energy?
What’s being said shows you the conversation topics created by the businesses in your place. The bigger the word in the graph, the bigger the topic of conversation. Use this to understand what the biggest topics of conversation created by businesses are. Is it a true reflection of your place? Does the place name sit at the heart of the conversation?
Using this insight on a regular basis will help you identify whether the digital activity of your place is growing, whether you need to encourage and support more businesses to take up social media, and what topics of conversation are the most frequent, and whether it is in line with how you want to see your place represented.
To get started
Head over to Maybe* on a desktop
Select ‘Listening’ and choose ‘Place insights’
Choose the place name at a geographic or Local Authority level from the filters on the left hand side of the screen and your data range
You can add your place as well as up to four others to compare the digital activity of your place
Pro tip: Use the star icon to discover the social media posts earning the most engagement in each place so that you can see which businesses are the best social media performers.
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