Clear COVID communication creates understanding and empathy from your customers

The ongoing uncertainty and ever changing regulations are a concern for all, but being up front and clear about it from the off will keep your customers up to date, avoiding any unmet expectations at an already challenging and difficult time.

Maybe* is committed to supporting local recovery across the UK. This week we’re off to Uttlesford, where business social media use is just above the UK average. We're examining how businesses in the Essex town are using social media to communicate new restrictions to their service.

Maybe* Place Insights allows you to benchmark the social media activity, posts, engagement, sentiment and conversation topics of all businesses within your place. When you know what the local conversation sounds like in any town or place, you can replicate the successful tactics no matter where you are.

How many businesses in Uttlesford have social media accounts?

Maybe* Place Insights shows us that 31% of businesses in Uttlesford have social media accounts. This is ever so slightly higher than the national average of 28%.

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How many businesses in Uttlesford create social media content everyday?

Of those 31% of businesses, 27% of them are active every day. But at weekends this drops as low as 18%.

How many posts do businesses make and how engaging are they?

Uttlesford’s businesses create an average of 1,200 pieces of social media content per day. Those social posts earn approximately 68,000 engagements per day. That’s about 57 per post, which is good going.

Posting volume in Uttlesford does drop a bit at weekends, the area should stay consistent through the whole week to maximise the opportunity of a weekend surge of social media users. 

What is Uttlesford’s best social media content?

We’ve used the Maybe* Best Post in a Place tool to find Uttlesford’s best post on Thursday October 15.

COVID-19 measures from local Great Dunmow bar, The Flitch House, made for one of Uttlesford’s best posts.

What conversations do Uttlesford’s businesses create?

Uttlesford’s content sees place feature prominently in the conversation with Saffron Walden taking the lion's share. COVID and Coronavirus are also big pockets of the conversation.

Uttlesford businesses need to up the ante a bit and start introducing more winter warming language to their content. It’s easy to remind people it's cold, or darker, but be upbeat about it and try though you may be communicating new restrictions, see it as an opportunity to highlight your offering too. 

Key takeaway

Maybe* Place Insights aims to inspire more businesses to take up social media on a daily basis. When one business thrives, others can follow suit by participating and engaging in the local conversation.

Keeping customers up to date with honest and accurate information, will keep you connected to customers. And don’t be afraid to be honest about how you’re feeling. Your customers care, so be real about the human impact on yourself and your staff.

WATCH THE WEBINAR HIGHLIGHTS: discover more super social from Uttlesford's independents with the Maybe* team

Maybe* is a social media management platform that helps organisations make social media work better for them. We provide easy to use engagement tools, smart insights and reports that rock.

Join us every Wednesday for our "What's working best" social media insights webinars