Google has been using behavioural data to support health officials understand the response to social distancing guidelines. A case study in Edinburgh has revealed the changes in visits to different categories of businesses on March 29 compared to an average daily percentage from January to February. Using this data helps authorities understand where public movement is happening and how frequently.
Maybe* listened to the conversation about Edinburgh from March 28 to understand the conversation about #Edinburgh. Using this insight adds an additional layer of context to what is driving behaviours and how people are feeling.
Focus on: The social media conversation in Edinburgh
by Amy RountreeSince social distancing measures were introduced on March 23 2020, the number of businesses active on social media in Edinburgh has decreased by 11%. The audience for businesses active on social media has grown by 3%. There has been a natural and just inclination to say less on social media but now is the time for businesses to stay connected to customers where they can.
More talk about Edinburgh
In addition to the growth in audience, the same time period revealed an increase in conversation levels about Edinburgh. While businesses are less active, the general volume of conversation is growing as people are spending more time online.
While businesses have many things to worry about right now, not remaining connected with their customers is a missed opportunity.
Police, Royal Marines and local media engage community
There were 1020 posts about #Edinburgh over the period and in line with the increase in posts, engagement also increased with a peak occurring on April 8.
The most engaging posts over the period came from the police, the bands of the Royal Marines and the local media. All celebrated the community, the local area and gave a sense of heritage typical of the area.
Nostaligia for normal times
The impact of the engagement on these posts is evidenced by the number of people sharing the content. For instance the word ‘tattoo’ frequently features in the conversation about #Edinburgh as people seek to reshare content about themes familiar to them or that resonate with their sense of identity during a period of time which is confusing and abnormal.
Place and community lead the conversation
Place and community are important topics now more than ever as they psychologically give people a sense of connection at a time of disorientating isolation.
Listening to the conversation about #Edinburgh or any place helps businesses or relevant authorities understand what is going on in communities and how people are feeling. This insight can then be applied to tailor communication to ensure information meets the needs of its audience, is sensitive and above all is relevant.
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