While Chesterfield is home to the award-winning Vicar Lane Shopping Centre, there’s loads more making the Derbyshire town tick. Not only does it rank 43rd in Maybe*s social media benchmarking of UK towns and cities, but it’s home to more than 100,000 people and thousands of businesses, 52% of which are active on social media with a combined reach of 218m.
How do Chesterfield organisations stack up on social media?
Who is doing social media well in Chesterfield?
Home to Chesterfield FC, the Proact Stadium is active on Facebook, Twitter and Instagram, amassing a following of 95,000. Sharing content about the football club, match fixtures, community events, as well as gigs and performances, is the stadium’s approach. Tributes to player Jordan Sinnott accounted for the club’s best performing post.
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LOVE TOO TRUE
Chesterfield online fashion boutique Love Too True is an up and coming fast fashion retailer for both men and women. Like its more famous rivals, Boohoo and Missguided, the brand is most active on Instagram. Creating content for the fun fashionista, it makes playful use of language, emojis and memes; all delivering social media engagement in the thousands.
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Chesterfield Borough Council
The local council successfully uses Twitter to showcase residents and their priorities. Posting on average 1-2 times per day, the council achieves engagement at four times the rate that they post. Sustainability, housing, shopping local and local business content drive the council its most engagement.
Staveley Miners FC
Another of Chesterfield’s local football teams move up the Maybe* leaderboard. Results, fixtures and general news and opinion about the beautiful game engage over 5,000 fans on Twitter.
Bolsover District Council
Bolsover District council engages local residents via Twitter and Instagram. The council was active consistently throughout January, posting at least twice a day. Events, council meeting agendas, local news, new openings, and community groups all feature on its social media feeds. The use of video also makes for a fun and varied approach to local marketing.
In latest #BolsoverTV programme Paul Baker @CreswellCrags tells us it costs over £320k a year to run the historic site, we visit @pleasleypt to see how the new visitor centre is progressing & Council Leader Steve Fritchley talks to us about Dennis Skinner https://t.co/excNysMKH2 pic.twitter.com/MIkwxRoRZy
— Bolsover Council (@BolsoverDC) January 27, 2020
Other organisations driving the conversation in Chesterfield
Vicar Lane Shopping Centre engages its audience to drive footfall as well as creating a better experience for visitors. The Centre delivers regular engagement with customers and works closely with its independent and national retailers like River Island, Superdrug, and Iceland.
In addition it hosts regular in-centre events and pop up experiences, demonstrating that the Centre well and truly has its finger on the pulse of what makes its shoppers tick. The new "Big Screen" that was recently added enables all social media to be on show in a new exciting environment.
With a social following of under 10,000, the Centre proves you do not need the largest number of followers to drive significant impact. It's all about how well you engage the followers you have.
Des Ches as they like to call themselves on social media is the official marketeers for Chesterfield, tasked with promoting the market town as a destination to live, visit and invest in. Highlighting tourist attractions, local events, and businesses in the town across Facebook, Twitter and Instagram, Destination Chesterfield achieves the most engagement by recognising local heroes and champions. This is a great way of building investment in a place through local people.