These days coworking and social media come hand in hand:
Coworking & Flexible workspaces are attracting renewed attention in the post-pandemic world, with existing operators as well as more traditional landlords striving to lean into the demand. Social media presence fuels the strong community that underpins a successful coworking space; but how can one measure and build on that strength?
CoworkIntel have compiled a report to analyse the efforts of coworking brands towards social media presence and how their audience engages with them online.
Firstly, we look at a social media engagement ranking by operator and a new metric called Flex Social Engagement Ratio aimed at understanding community engagement. Next we consider the breakdown by platform, and lastly, we explore a sample of the most successful posts from a selection of brands for inspiration.
Or read on for some highlights…
We decided to focus on the following operators based on size and historical significance, in order to understand their progress with community engagement through social media:
*Top 13 operators, excluding WeWork
In 2020, the top 14 brands posted 2,692 times. An average of 192 post per company, and an increase 38% in 3 years. The relationship between coworking and social media has developed as the landscape has become more and more competitive for Flex Spaces.
Total posts shared by our top brands has steadily increased, helping to drive an exponential growth in brand awareness. In 2021 so far we see an average of 3K likes per post; mostly driven by industry leader WeWork, without whom the average likes per post stands at just 99 in 2021.
Below is a summary ranking of top flexible workspace brands according to their performance on Instagram. Click to view a platform breakdown and more granular metrics in the full report.
In order to help coworking spaces understand their social media performance and improve their engagement versus competitors, we have created a social engagement ratio (one of many metrics available specific to you and your market through our tailored coworking data dashboard). The ratio is calculated as follows:
You can view ratios for top brands across Linkedin and Instagram, and much more, including more top posts like the one below in the full report.
CoworkIntel is a data analytics platform empowering benchmarking & optimized strategy for coworking operators, landlords and brokers. Come check us out!