What are people talking about in your town? Are you in on the conversation? If the answer is 'no', then you're needlessly missing out. Maybe* Place Insights allows you to benchmark the social media activity, posts, engagement, sentiment and conversation topics of all businesses within your place. So we have taken a tour of Bracknell to see how active and engaging businesses are there and what topics of conversation gets Bracknell’s businesses’ tongues wagging. Why? So you can apply this logic to your own area and business and start winning on social media.
Take a tour of the best social media activity in Bracknell
How many businesses in Bracknell have social media accounts?
Through July, 37% of all businesses in Bracknell have a social media presence. Since lockdown the number of businesses across the UK on social media has decreased to just 5% in some places which means that as consumers flock to social media, businesses are shying away from it - big mistake, folks!
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How many businesses in Bracknell post to social media everyday?
Maybe* Place Insights supports local authorities, BIDs, councils, place-makers and businesses connect more efficiently to customers via social media. But to connect effectively, businesses need to be active every day. In Bracknell, of all the businesses with social media accounts, only 29% of them are active every day, so there's room for improvement.
Through the week this is a higher percentage, but at the weekend, social media gets a little quiet in Bracknell - this seems to be the trend across the country, but again, it's an odd move for businesses as this is when consumers are their most active on social channels, so effectively they're a captive audience. Businesses may be prioritising serving customers face to face at the weekend, but it's a good idea to schedule some content or at the very least try and respond to customer service enquiries.
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How many posts do businesses make and how engaging are they?
Bracknell businesses that are active on social media are busy bees. An average of 5,100 posts by businesses make it on to Instagram, Facebook and Twitter day to day. On average this delivers 82,000 engagements for the businesses, that’s 16 engagements per post.
To increase engagement businesses need to get more eyes on their content and that's where BIDs and councils can support by re-sharing their businesses social content.
Using this insight helps businesses stay better connected to customers and residents by demonstrating how often businesses are posting and how well they are engaging.
What conversations do Bracknell businesses create?
Bracknell’s conversation is dominated by airport taxis and PC repair services. Conversation topics about place are much less frequently used, and topics about supporting local, shopping local and independent businesses barely feature. This is a real shame and something that the town and the businesses within it would benefit from rectifying.
Bracknell’s businesses are not as active, or as invested in their local area on social media as they could be. BIDs and local authorities could collaborate more closely with residents and businesses to drive interest and pride in place. This will translate into increased social media sentiment for the town, more engagement for the businesses which can be used to drive footfall into stores, food outlets and other businesses. It won't take much time or resource to get Bracknell on the social media map.