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Statistics: Social Media Usage
Purpose:
This benchmark compares the social media publishing habits of local authorities, community organisations, local media and UK Government communications. It provides a realistic baseline for planning content on
@DerbyCommunityHub.
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Daily Publishing Comparison
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Publishing Style Comparison
BBC Radio Derby
Objectives
•Breaking news
•Derby County coverage
•Live broadcasts
•Interviews
•Traffic & weather
•Community stories
Characteristics
•Highest publishing frequency locally
•Continuous updates throughout the day
•Heavy use of short videos
•Live event coverage
•Fast responses to developing stories
15–30 posts/day
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Derby City Council
Objectives
•Public information
•Council services
•Roadworks
•Consultations
•Waste collection
•Community events
•Emergency communications
Characteristics
•Planned communications
•Office-hour publishing
•Additional activity during emergencies
•Informative rather than conversational
6–12 posts/day
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Derbyshire County Council
Objectives
•County-wide services
•Schools
•Highways
•Libraries
•Adult care
•Public consultations
Characteristics
•Similar communication model to Derby City Council
•Strong emphasis on public information
•Uses graphics and campaign branding consistently
6–10 posts/day
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Community Action Derby
Objectives
•Volunteer opportunities
•Funding
•Charity partnerships
•Training
•Community projects
Characteristics
•Lower posting volume
•High-quality community stories
•Partnership-focused
•Event promotion
1–3 posts/day
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Derby LIVE
Objectives
•Theatre shows
•Festivals
•Events
•Ticket sales
•Behind-the-scenes content
Characteristics
•Highly visual
•Frequent event promotion
•Uses videos and photography extensively
4–8 posts/day
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GOV.UK Communications
Objectives
•National campaigns
•Public safety
•Government announcements
•Service information
•Consultations
Characteristics
•Cross-platform campaigns
•Accessible graphics
•Coordinated messaging
•Consistent branding
•Rapid publishing during national events
12–20 posts/day
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Facebook Company Page Strategy
Successful Facebook pages follow a common pattern regardless of organisation.
Typical Daily Activity
## Best Practices
•Prioritise quality over quantity.
•Use photographs and short videos.
•Ask questions to encourage comments.
•Reply to community comments promptly.
•Pin important announcements.
•Share community-generated content where appropriate.
•Maintain a consistent visual identity.
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Publishing Volume Ranking
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Target Total: 12–18 posts per day across all channels.
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Key Findings
•BBC Radio Derby publishes the highest volume of local social content.
•GOV.UK demonstrates coordinated, campaign-led communication across multiple platforms.
•Derby City Council and Derbyshire County Council focus on service delivery rather than high-frequency posting.
•Community Action Derby prioritises meaningful engagement over volume.
•Derby LIVE uses visual-first content to promote events and increase engagement.
•Facebook is generally treated as the primary community engagement platform, while X is used for rapid updates and live information.
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Conclusion
For
@DerbyCommunityHub, the optimal strategy is to combine the strengths of these organisations:
•BBC Radio Derby: Timely local updates and responsive coverage.
•Derby City Council: Reliable public information.
•Community Action Derby: Community-focused storytelling and partnership content.
•Derby LIVE: Strong visual content and event promotion.
•GOV.UK: Consistent branding, accessible messaging and coordinated campaigns.
This blended approach supports a sustainable publishing cadence of
12–18 posts per day, balancing visibility with meaningful community engagement.
COMMUNITY
People