InExeter is a fantastic example of great social media content by a BID (business improvement district). InExeter has made it its mission to celebrate and curate its businesses and its businesses' social media updates, and is reaping the benefits. Using the BID as an example, here we show you the techniques you can add to your own social media toolkit to get great results.
InExeter is a beacon of best practice – celebrating place and curating great social media content
Know what works . . then keep doing it
Tracking your engagement shows you what content is working for your audience and what inspires them to communicate with you.
InExeter experienced its most successful day in terms of social media engagement on June 20. Over the course of the week commencing June 15, InExeter used its Instagram account to shine a light on all the local businesses reopening by regramming their great social media content.
View this post on Instagram
Open from 10am!👍 #Repost @frocksinswingtime • • • • • • Frocks in Swing Time Good morning! We're looking forward to our first Saturday opening since Lockdown. We are open from 10am today so why not pop in for a browse and find something beautiful! We guarantee smiles all round! 💞
View this post on Instagram
👏👏👏👏#Repost @realmccoyexeter • • • • • • McCoys Arcade So great to be open again ! #inexeter #indieexeter #vintage #vintageshop #realmccoyexeter #vintagefashion #vintagefinds #notbuyingnew #slowfashion #behindthebusiness #indieexeter #independentexeter #inexeter #indie #shoplocal #exeter #devon #swisbest #independentretailer #supportindependentshops #supportindependent #ItsWhatWeDo
What is your audience saying?
The conversation about InExeter is dominated by the Twitter handle ‘tweetInExeter’. This demonstrates how much conversation the BID gets from its community.
Through September and October 2020, InExeter sees discussions about heritage and culture. The social media conversation also benefits from lots of juicy conversation about Exeter as the city name also continually crops up.
We are delighted to bring back our free Saturday workshops which are now bookable and limited to six participants. This week: Nature Journaling/Children 11-12noon/Adults 1-2pm/ *We are a Covid-secure venue*@ExeterCityofLit @tweetinexeter @visitexeter https://t.co/OJJfN3oL4w
— The Devon & Exeter Institution (@devon_ex_inst) September 30, 2020
Thank you #ThornesFarmShop for these delicious and HUGE cauliflower! 😲😋 looking forward to cooking up again @jamieoliver ‘s #cauliflowercheesepasta dish! 🤤👍😊 #greengrocer #supportlocal #exeterlivebetter #inexeter @tweetinexeter pic.twitter.com/SsP2tpSXuI
— 🍌🥦TheGrocerOnTheGreen🥕🍎 (@grocer_on_green) October 7, 2020
How does your audience feel?
InExeter sees a small amount of negativity, but the majority of the conversation about it is glowing and positive.
Tracking the sentiment of the social media conversation about you shows you how positively you are seen. You can engage with both positive and negative feedback, and learn from it.
Popped into the @CityGateExeter for a pint and found that someone is choosing the blank space to highlight the beauty of #Exeter @ExeterCouncil @ExeterCathedral @ExeterGuildhall @RAMMuseum @exeter_phoenix @tweetinexeter pic.twitter.com/9rKtpv0IQd
— Apex Scaffolding (@apexscaffexe) September 11, 2020
Whatever great social media content you’re creating, ensure that it's engaging, shareable and relevant. Be passionate about place and the people you represent. Excitement and energy catches on, so make sure you are head cheerleader and championing everything your town, city and the businesses within it have to offer.