UK tourism hot spots winning at social media engagement

How many businesses in Harrogate have social media accounts?

Maybe* Place Insights shows us that 52% of businesses in Harrogate marked in yellow have social media accounts, slightly lower than the larger county capital, York.

Maybe* Place Insights showing the number of businesses in Harrogate and some of the surrounding areas

How many businesses in Harrogate post to social media everyday?

Of those 52% of Harrogate’’s businesses, an average of 36% of them are active every day. Like many places in the UK there is a noticeable daily drop off at the weekends. However for somewhere like Harrogate who may benefit from weekend staycayers and out-of-towners, the weekend is likely its busiest period. This may be a blocker for business resources allocated to social media. Scheduling some content, or at least being active to respond to customer queries will ensure its businesses can stay active without detracting from the services they provide in real time, real life away from the smartphones.

Maybe* Place Insights showing the number of businesses in Harrogate active on social media on a daily basis compared to nearby locations

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

Harrogate businesses take to Facebook, Twitter and Instagram to create 2700 pieces of content per day. Those social posts earn approximately 46000 engagements per day. That’s about 17 engagements per post. Interestingly although posting volumes and social activity dips at weekend, engagement doesn’t follow this pattern suggesting customers are no more engaged at the weekend than they are through the week.

Maybe* Place Insights showing the volume of social media posts by businesses in Harrogate and others on a daily basis and the engagement with them

What was Harrogate’s best performing social media post?

We’ve used the Maybe* Best post in a place tool to find Harrogate’s best post on Friday August 14. Join us, we’re off to the spa.

Rudding Park hotel is a Harrogate spa break destination we would love to be holed up in right now. The best performing post really shows off the natural beauty and relaxing environment of the surrounding area.

The hotel have used a travel influencer for the imagery which is a great way to recognise previous guests and build on peer-to-peer recommendations.

The hotel uses a blend of locally relevant hashtags as well as broader spa break and staycation conversation hashtags for global and local appeal, or 'glocal' as marketeers sometimes like to call it.

 

View this post on Instagram

 

A post shared by Rudding Park - Hotel & Spa (@ruddingparkhotel) on Aug 21, 2020 at 12:36pm PDT

What conversations do Harrogate’s businesses create?

The Harrogate hashtag sits firmly at the centre of the Harrogate conversation, as well as the wider Yorkshire hashtag. The conversation cloud shows that Harrogate businesses have a lot to say with topics about Summer, beauty and art also featuring. Even national retailers like Superdrug and Primark get a look in demonstrating Harrogate has something for everyone.

The conversation across Harrogate and the surrounding area is anything but grim up north. The businesses are a positive bunch landing the right tone and language to inspire alongside the beautiful visual content created by the likes of Rudding Park Hotel.

Maybe* Place Insights showing the conversation topics most frequently used by businesses in Harrogate across social media

Maybe* Place Insights showing the sentiment of the conversation topics most frequently used by businesses in Harrogate and the surrounding area across social media