How to build an online community of fans around your place

Film fans, car enthusiasts, technophiles, cyclists and fashionistas. People are passionate beings and when they’re into something, they love nothing more than that sense of community and connection with others who share their passions.

So how can you tap into these tribes of superfans to build communities around your place or your business’ sector? By making your content relevant, discoverable and engaging in conversations. Here we show you how you can do that by listening and engaging with the conversation about place, and how you could do that for a specific industry.

Maybe* Place insights allows you to benchmark the social media activity, posts, engagement, sentiment and conversation topics of all businesses within your place. Maybe* Place insights allows you to compare up to five locations so you can also see how Wakefield’s output and efforts compare to other towns and places in the nearby area.

How many businesses in Wakefield have social media accounts?

Maybe* Place Insights shows us that 42% of businesses in Wakefield marked in pink have social media accounts, slightly lower than Huddersfield, but ahead of Pontefract.

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How many businesses in Wakefield post to social media everyday?

Of those 42% of businesses, 37% of them are active every day. This drops off at the weekend. With an extra day off for the August Bank Holiday, the average dropped more than usual.

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

Wakefield businesses take to Facebook, Twitter and Instagram to create an average of 3000 pieces of content per day. Those social posts earn approximately 38000 engagements per day. That’s about 13 engagements per post.

An extra long weekend over the bank holiday meant posting volumes slowed across the area. But where Wakefield does not come out on top for posting volumes, it tops the local leaderboard for engagement

What was Wakefield’s best performing social media post?

We’ve used the Maybe* Best post in a place tool to find Wakefield’s best post on Wednesday September 2nd. And if social distancing has put you off going to the cinema, why not instal one of your own?

Lights, camera, action.

The Home Cinema Company’s content is a montage of tech, fun quiz content for film fanatics, and some personal shots behind the scenes. They clearly love the movies and the photography creates the atmosphere you’d expect from a home cinema.

As a specialist business, instead of using place tags, it incorporates relevant technology terms, and hashtags brand names of the equipment they use and sell.

 

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A post shared by The Home Cinema Company (@thehomecinemacompany) on

What conversations do Wakefield’s businesses create?

The Wakefield hashtag sits firmly at the centre of the Wakefield conversation, as well as the wider Yorkshire hashtag and surrounding places like Doncaster.

In addition the conversation cloud shows that the conversation also features the local council, and FSB showing that local trade bodies and place makers are getting involved in the conversation.

The conversation across Wakefield and the surrounding area is a cheery one but occasionally can stray towards neutral. Being passionate and positive in content, will help boost the sentiment of the Wakefield conversation further.

Key takeaway

Maybe* Place Insights aims to inspire more businesses to take up social media on a daily basis. If you’re in the entertainment business, or a service that has a strong fanbase behind it, make sure you use relevant hashtag terms and content types to excite and engage them.

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

Maybe* is a collaborative social media management platform that provides engagement tools, actionable insights, reports and access to training that enables independent businesses make social media work for them.

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