Shining social media for the UK’s local High Street businesses

Maybe* is all about making the Local High Street thrive. So with that in mind, our * Best Post in Place tool has had an exciting new feature added to it. You can now drill down to find the best social media posts at a sector level. Woohoo! 

Every week we make a virtual stop off in a town across the UK to sniff out the best in social media. This week we’re off to Knaresborough and we’re getting hyper local, drilling down into the social media comings and goings of the local High Street. Let’s find out what Knaresborough High Street’s social media best looks like and how businesses are engaging customers.

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 Knaresborough have social media accounts?

Maybe* Place Insights shows us that 30% of businesses in Knaresborough have social media accounts. This is just over the national average of 28%.

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How many businesses in Knaresborough local High Street create social media content everyday?

Of those 30% of businesses, an average of 30% of them are active every day. But at weekends this drops as low as 20%. On Black Friday 40% of Knaresborough’s High Street businesses with social media accounts were active.

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

Local High Street businesses in Knaresborough create an average of 102 pieces of social media content per day. Engagements average about 4,475 per day, which is approximately 44 per post.

What is Knaresborough’s best social media content?

We’ve used the Maybe* Best Post in a Place tool to find Knaresborough’s best post on Friday 27th November (Black Friday).

The best performing post came from The Crystal Buddha. The business keeps Knaresborugh’s chakras aligned and its customers feeling zen, something we could all benefit from at the moment.

The post itself was a beautiful crystal with a slight reduction in price because of some damage, proving not only that honesty is always the best policy, but that engagement is not always the result of a perfectly posed shot.

What conversations do Knaresborough’s businesses create?

The businesses on Knaresborough’s local High Street have plenty of place hashtags for the wider Yorkshire area. But the local High Street also has plenty to say about Christmas, Black Friday and Shop Local. Beauty trends are a hot topic in Knaresborough and the conversation graph really brings to life the variety of businesses trading on the local High Street.

What’s the tone of the conversation?

Knaresborough’s conversations do stray towards the neutral rather than the positive. This is easily impacted by overusing links in social media posts, while Coronavirus conversation over lockdown is naturally a bit of a buzzkill. That being said, safety information is a necessary inclusion,  so don’t forego serious info for the sake of increasing sentiment, just make sure you position it clearly and plainly so it’s reassuring rather than frightening.

Key takeaway

Businesses on a local High Street can benefit from exploring the best social media posts by sector to learn from the best in any given industry. Knowing this information helps you improve your own social media output so you can engage more customers.

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.