‘Waste of money!’: Harrogate council criticised for spending £700 on social media influencer

Harrogate Borough Council has been roundly criticised for spending £700 on a social media influencer whose posts about the town received little attention.

The Stray Ferret reported yesterday that the council paid Bristol travel blogger Heather Cowper to praise its new Harrogate Christmas Fayre.

But her post about it on Facebook received just two likes, which included one from the council itself. Her post on Twitter generated no likes but a series of posts on Instagram performed better, generating up to 65 likes.

Liberal Democrat councillor for New Park, Matthew Webber, who sits on the council’s audit and governance committee that scrutinises council spending, told the Stray Ferret he was “appalled by this waste of money”. He added:

“I would have thought it was possible to arrange to pay social influencers by their results and clearly this time the results were extremely disappointing.”

Cllr Matthew Webber

Cllr Webber said the council should have used local residents to promote the town instead.

“It probably received less likes on the various social media platforms than we could have got from just posting a similar article ourselves or other local residents who have social media profiles.”

‘I’d have done it for free’

Mary Beggs-Reid is a Harrogate resident who runs a Christmas page on Facebook that has over 500,000 members. She told the Stray Ferret she would have promoted the Christmas Fayre on the page for the council for free.

Ms Beggs-Reid, who found fame for starting the Christmas jingle, said she posted a video of Knaresborough market traders in the group that received 14,000 views in an hour.

“I’d do anything for my town. I’d have done it for free.

“But they’ve paid an out-of-towner to promote us. The council don’t look into what’s going on in our town”.

Mary Beggs-Reid

‘Online vanity project’

The £700 spend was also criticised by the national group Taxpayers’ Alliance, which campaigns for a low tax society.

Harry Fone, its grassroots campaign manager, said:

“Taxpayers will be absolutely livid at this terrible waste of money.

“The council should be ashamed that it has spent public cash so poorly.

“In future, town hall bosses should focus on frontline services rather than online vanity projects.”

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It wasn’t all criticism, however. One reader contacted the Stray Ferret to say the article was unfair as Facebook is not Heather on her Travel’s primary channel.

The reader said Ms Cowper’s posts about Harrogate had performed better on Instagram although she added she wasn’t suggesting it was good value.

Destination Harrogate

The decision to use a social media influencer to promote the town was made by Destination Harrogate, the council’s tourism body.

The organisation is headed up by Gemma Rio who was appointed in September 2020. A job advert from when before Ms Rio was appointed advertised the role for a salary of around £60,000 a year.

The Stray Ferret has requested an interview with Ms Rio on three separate occasions. These have all been refused.

Gemma Rio

‘Digital landscape has changed’

The council sent a pre-written statement from Ms Rio in response to our story yesterday.

“The digital landscape has changed significantly in the last few years with around 80% of adults (53 million) using social media daily, with the average user spending almost two hours on these platforms.

“Like many other destination management organisations – as well as most businesses – Destination Harrogate is keen to capitalise on this incredibly effective marketing tool to target specific audiences, especially around the tourism and travel sector.

“Heather Cowper was chosen as she regularly appears on the lists of top 100 travel blogs worldwide and has established herself as one of the best traveller bloggers. Regularly receiving thousands of views every month on her videos, photos, podcasts and blogs.

“Heather’s content is also incredibly well written – having spent many years sharing her own travel experiences and insights – and also attracts our target demographic.

“The joy of using social media as a marketing tool is that it is often more cost-effective and engaging than traditional advertising, as we can utilise photography and video as well as words. All adverts and promotions can also be evaluated extensively; whether that’s reach and engagement or driving traffic to our website, for example.

“We can also continue to adapt and tailor our approach to future campaigns, attract new visitors, as well as understand the behaviours of our target demographic to ensure a return on our investment.

“Social media advertising and the use of influencers to increase brand awareness looks like it will continue to be one of the most beneficial marketing tools. We’re keen to continue using it to showcase what the Harrogate district has to offer and stand out amongst competitor destinations.”

Harrogate council paid social media influencer £700 to promote town

Harrogate Borough Council paid a social media influencer from Bristol £700 to promote the town’s Christmas Fayre in a blog — which only received two likes on Facebook, including one from the council itself.

Heather on Her Travels is run by travel blogger Heather Cowper and is aimed at people over 50. Ms Cowper writes about her trips to different places in the UK and abroad with articles focused on “authentic travel with a little luxury”.

In December last year, Ms Cowper, who has 8,000 followers on Twitter, 4,000 on Facebook and 17,000 on Instagram, published an article called “11 Fun Things To Do Over Harrogate – Our Winter Break”.

It named the council’s new Harrogate Christmas Fayre as the number 1 attraction.

The Stray Ferret discovered through a freedom of information request that the council, through its tourism body Visit Harrogate, paid Ms Cowper £700 + VAT for the article.

Its performance on social media raises questions over whether the fee represents value for money.

On Twitter, the article received just one retweet. It performed better on Facebook but still only won two likes, including one from Visit Harrogate.

Heather on her travels

One of the Instagram posts.

Several photos of the trip on Instagram fared better, receiving up to 50 likes.

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Other UK councils have used social media influencers to promote their area, including Edinburgh City Council. Edinburgh Live reported the authority paid £14,000 to Instagram influencers who praised the Scottish capital as a destination.

However, these posts were more successful, with one post about a bike tour around Edinburgh racking up almost 2,500 likes.

‘Attracts our target demographic’

Gemma Rio, head of Destination Harrogate, which controls Visit Harrogate, defended the £700 fee for Ms Cowper. Ms Rio said she produced “incredibly well-written content” that could help the council attract new visitors through social media:

“The digital landscape has changed significantly in the last few years with around 80% of adults (53 million) using social media daily, with the average user spending almost two hours on these platforms.

“Like many other destination management organisations – as well as most businesses – Destination Harrogate is keen to capitalise on this incredibly effective marketing tool to target specific audiences, especially around the tourism and travel sector.

“Heather Cowper was chosen as she regularly appears on the lists of top 100 travel blogs worldwide and has established herself as one of the best traveller bloggers. Regularly receiving thousands of views every month on her videos, photos, podcasts and blogs.

“Heather’s content is also incredibly well written – having spent many years sharing her own travel experiences and insights – and also attracts our target demographic.

“The joy of using social media as a marketing tool is that it is often more cost-effective and engaging than traditional advertising, as we can utilise photography and video as well as words. All adverts and promotions can also be evaluated extensively; whether that’s reach and engagement or driving traffic to our website, for example.

“We can also continue to adapt and tailor our approach to future campaigns, attract new visitors, as well as understand the behaviours of our target demographic to ensure a return on our investment.

“Social media advertising and the use of influencers to increase brand awareness looks like it will continue to be one of the most beneficial marketing tools. We’re keen to continue using it to showcase what the Harrogate district has to offer and stand out amongst competitor destinations.”

Ripon city centre pub closes for ‘forseeable future’

A pub in the centre of Ripon has closed for the foreseeable future.

The Lamb and Flag, on High Skellgate, looks quiet and dark today with the pub garden fenced off.

It is unclear why the pub has closed but the owners, who took over a little more than a year ago, revealed the news in a statement on their Facebook page. It said:

“This decision has not come lightly but unfortunately the Lamb and Flag will be closed for the foreseeable.

“We would like to thank everyone for their support but at this time we will be closing.

“We will update everyone if there are any changes.”

The Stray Ferret asked the pub’s owners why they decided to close and whether it would reopen. However, we had not received a reply by the time of publication.

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Starbeck artist goes viral… at the age of four!

A four-year-old boy from Starbeck has racked up over 2,500 likes on Facebook for a painting he created.

Clive Leeming, who started reception at Starbeck Primary Academy this week, became a sensation in the Family Lowdown Tips & Ideas Facebook group after his mum Elena shared his abstract painting.

Proud mum Mrs Leeming said:

“Like most parents we have our kids’ paintings on the fridge or wall for a while then put them in a box and don’t think anything of it. But this one in particular, when he brought it to us we were like ‘wow’.

“He only paints about once a week, but since he was really young he’s loved messing around with paint.”

Clive’s abstract painting

Over 1,000 people in the million-strong Facebook group commented to say how impressed they were with Clive’s artwork. Some even said that after years of art school they struggled to produce work of this calibre.

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Clive’s dad, Darren, added that they’re now trying to find him art classes in Harrogate:

“We really want to encourage him as best we can, because he’s got a talent. He’s loved painting from an early age, and it’s often abstract art.

“We’re trying to find a class, but it’s hard for a four-year-old!”

Four-year-old Clive Leeming with his painting.

Clive created the painting on regular paper, using acrylic paints and water. But what is the budding Picasso’s painting of?

“It’s an elephant!” he says.

Facebook image of Harrogate radiographer gets 13,000 shares

A photo of a radiographer at Harrogate District Hospital, accompanied by a message urging people to follow lockdown rules and get vaccinated, has gone viral.

Dr Jon Sharpe, a consultant musculoskeletal radiologist, posted the simple but powerful image of radiographer Jo Huddart on his Facebook page on Saturday.

Since then it has received 13,000 shares, 12,000 reactions and 1,800 comments.

Annie Garlick took the image of fellow radiographer Jo Huddart on Ms Huddart’s phone.

Dr Sharpe’s post says the NHS faces its toughest fortnight in history and then explains the extraordinary lengths these “unsung heroes” go to daily.

Every patient with covid or suspected covid meets a radiographer for scans so they are on the front line, at significant personal risk. He adds:

“They wear PPE that is hot and uncomfortable for most of their shift. They do this day after day, shift after shift. Twenty four hours a day.

“Some of them have been doing this job for decades. Some of them are fresh out of university. I doubt any of them ever thought radiography would look like this.

“They are unsung heroes and I am immensely proud of each and every one of my colleagues.

“The clapping was nice, the odd free pizza was appreciated and the pictures of rainbows that children drew for us made us smile – but all we ask of you now is this:

“Please stay at home. Please follow the rules and please, please – get vaccinated when you are offered an appointment.”

‘Superb outcome’

Dr Sharpe told the Stray Ferret he only expected the post to be of passing interest to friends but he was pleased it had raised awareness of the value of radiographers. He added:

“If even just one more person elects to receive the vaccine because of this then it will have been a superb outcome.”

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Asked why the post had been shared so many times, he said it was due to a combination of factors:

“Jo is wearing so much PPE that even though I’ve worked with her daily for the last 9 years, she’s not instantly recognisable — the fact that my colleagues are having to go to such lengths just to be able to perform their daily duties with a modicum of safety is immensely sobering.

“The inclusion of the CT scanner, prepped and ready to receive the next patient also increased the impact of the image, minutes after this image was taken another patient would have been lying on the scanner prior to their examination.

“The picture of Jo and the scanner ready for the next patient emphasised the fact that this is not a unique situation, but just part of the daily work of the radiography staff — there will be another patient going on that scanner shortly.

“Maybe if people stayed at home and accepted the vaccine then that patient won’t be them or somebody they care about.”

Harrogate group set up to support Black Lives Matter movement

A new group has been established in Harrogate to support the protests being held around the world following the death of George Floyd in the USA.

Black Lives Matter Harrogate has more than 400 members on Facebook after being established at the beginning of the week.

While organisers say they will not be setting up marches like those seen elsewhere – such as London, pictured above – because of the risks during the Covid-19 pandemic, they wanted to give people in Harrogate a place to discuss racial equality and show their support.

Dianna-Roxanne Kananowitz, who set up the group, said:

“This group isn’t a knee jerk reaction to current events, although that was the initial catalyst.

“Black lives should matter every day, so it’s an on-going thing. I’ve emailed the local MP and I’m awaiting a reply. I’m in design talks about a logo that can be shown in cars or shops to show solidarity – I still need to figure production costs as a non-profit organisation. I’ve tons of ideas. I’m hoping people will have a few of their own.”

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For Pajwa Mo, who has volunteered as an admin on the group, marches are less important than educating people and helping to make the next generation more aware of institutional racism.

Pajwa, who ran Spoilt Gelato in Starbeck until last year, lives in Bradford but still works in the Harrogate area and keeps in touch with friends he made. He says he experienced racism in Harrogate a number of times, but he has also seen it in Bradford, despite a more multicultural population.

However, he believes it is everyone’s responsibility to stand up against racism and challenge problems they see. He said:

“The problem we have got with the younger generation is, if it’s something that concerns us directly, we will get involved, but if it’s happening in London, America or Syria, we aren’t interested. Whether it’s in Asia, Africa, England – if it’s wrong, we should all speak up and say it’s wrong.

“Today it’s America. Tomorrow it could be Harrogate. Then what? When will we speak up? We don’t want to lose someone before we realise we have to do something.”

A former teacher, Pajwa strongly believes educating and setting good examples to children is vital in giving them the confidence to stand up for equality. Showing love and care for people, he said, will generate more of the same and make a better society for everyone.

He likened the Black Lives Matter movement to the support shown for the NHS and key workers from the beginning of the coronavirus crisis.

“With the rainbows in windows and coming out to clap, people made an effort in their own homes first.

“You can’t fix the world without fixing your own house first. The only way we can take a step forward is if we all take a step in our own homes first.”