A leaked email reveals Harrogate Borough Council chief executive Wallace Sampson gave a councillor a dressing down after he said spending £700 on a social media influencer to promote the town was an “appalling waste of money”.

The Stray Ferret has obtained an email Mr Sampson sent to the Liberal Democrat councillor for New Park, Matthew Webber, in February.

In the email, Mr Sampson claimed the councillor’s comments, published on this website, caused a “great deal of hurt” to council staff.

However, Cllr Webber said the tone of Mr Sampson’s 500-word email was “laughable” and compared it to a schoolteacher telling off a child for being naughty.

Cllr Webber said:

“Councillors should be there to hold people to account. People shouldn’t get upset if we’re asking difficult questions. Nothing was said in a personal way or at individual people.”

Value for money?

The Stray Ferret revealed in January that Harrogate Borough Council paid Heather Cowper from Bristol £700 to promote the town’s Christmas Fayre in a blog — which only received two likes when posted on Facebook, including one from the council itself.

Her posts performed slightly better on Instagram but the investment raised questions over whether the fee represented good value for money to council tax payers.

Cllr Webber, who sits on the council’s audit and governance committee that scrutinises council spending, said the council should have used local residents to promote the town instead.

Cllr Matthew Webber

He said in January:

“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.”

Read more:

• Harrogate council paid social media influencer £700 to promote town
• ‘Waste of money!’: Harrogate council criticised for spending £700 on social media influencer

A telling off

The email from Mr Sampson to Cllr Webber was sent in February this year.

Mr Sampson also copied in local Liberal Democrat leader Cllr Pat Marsh as well as council employees Gemma Rio, head of Destination Harrogate, Paula Lorimer, director of Harrogate Convention Centre and communications officer James Sherwood.

Mr Sampson’s email said “I don’t expect an apology from you” but warned that negative comments about the council in the press can “undermine morale and motivation of our hardworking staff”.

The email says:

“I also don’t think that it is unreasonable to expect members to support the hard work and dedication of their officers, especially following the events of the last two years, and to trust in their professionalism.”

The full email is below.

The email from Wallace Sampson to Cllr Webber

Free to comment

Cllr Webber said he was “surprised” to receive the email from Mr Sampson regarding his comments about the £700 spend on a social media influencer, which he said he stood by.

He said councillors should be free to comment on how the council spends the public’s money without interference from the chief executive.

The Stray Ferret asked Mr Sampson for a comment but did not receive a response.

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.

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.”