Greater Manchester and the Power of Networks

“Manchester is greater than the sum of its parts .”

Greater Manchester and the Power of Networks

ING Media’s research reveals how Greater Manchester’s unique boroughs contribute to create a stronger narrative around the city region. The interconnectedness of Greater Manchester’s metropolitan area plays a significant role in its overall success and influence. Economic synergy, education and research collaboration, and a cultural and social exchange, means Manchester can leverage greater political influence.

Our investigation explores:

How conversations coming out of Greater Manchester compare to the UK, what the global perception of the region is, and how this also compares to what the built environment is saying.
How Greater Manchester is communicating the core elements of the Greater Manchester Plan [2021-2031], yet still has work to do.
And how Greater Manchester’s networked mentions compares to a selection of competition European cities based on population size.

Greater Manchester’s networks provide a substantial foundation upon which the ongoing attraction of inward investment can be built, communicating the strength of skills, talents and assets of the ten boroughs at a regional and international level drives additional growth in the Greater Manchester economy.

“This report highlights how the ten boroughs of Greater Manchester contribute to create a stronger narrative around the city region. The interconnectedness of Greater Manchester’s metropolitan area plays a significant role in its overall success and influence. Economic synergy, education and research collaboration, and a cultural and social exchange, mean Manchester can leverage greater political influence.”

The impact of the Greater Manchester network

ING Media’s research into the importance of digital messaging for cities and towns is in its fifth year. Our analysis shows how communications impacts investment, how conversations affect the reputations of cities and towns as destinations, and where talent concentrates.

As ING continues to expand its work in the UK’s regions, we have launched a new report which reveals the power of Greater Manchester’s networks.

Manchester is the UK’s second city. Its historical, cultural and economic significance means it exercises significant influence within the country. As the UK’s first combined authority, Greater Manchester as a whole is also a benchmark for the success of regional networks.

In response to this, we have explored how the self-generated conversations and global digital mentions of Greater Manchester’s ten boroughs and their core towns promote their inward investment credentials. Using our tested measurement of digital mentions, which originate from online news, ‘X’ (Twitter), forums, blogs, Reddit, Facebook, Instagram, YouTube, TikTok, Twitch, comments and reviews, our analysis quantifies the power of Greater Manchester’s digital footprint and how it benefits from its many satellite towns like Bolton, Stockport, Trafford, Oldham, Rochdale, and others.

We highlight Greater Manchester’s unique boroughs contribute to create a stronger narrative around the city region. The interconnectedness of Greater Manchester’s metropolitan area plays a significant role in its overall success and influence. Economic synergy, education and research collaboration, and a cultural and social exchange, means Manchester can leverage greater political influence: Manchester is greater than the sum of its parts.

·Local news events, politics and regeneration top Greater Manchester’s digital output.
Top content generated from within Greater Manchester over the past twelve months is led by local news events from its largest satellite towns (46%) like Bolton, Bury and Stockport. Other significant top mentions across the ten Boroughs include conversations around local politics (19%), regeneration and urban renewal (19%). The population of Greater Manchester is engaged in hyper-local events.

Greater Manchester is talking more about talent & skills and technology than the rest of the UK, when comparing total share of voice.
Greater Manchester is talking more about Talent and Skills (17.6%) and Technology (15.7%) than the rest of the country, when comparing overall digital mentions split across our five key themes (which also includes Sustainability & Climate, Culture and Business & Investment). Given Greater Manchester’s significant ability to exercise soft power in culture, the arts and music, there could be room to grow these conversations in line with the national discussion.

The City of Manchester is talking the most about regeneration – followed by Salford and Bolton.
Analysis of the share of total digital content from the whole of Greater Manchester about the built environment shows that most of these conversations originate from the City of Manchester (52%), followed by Salford (15%) and Bolton (11%). These three Boroughs are the most densely populated with the greatest amount of construction requirement and development potential.

Download the full report below for additional insights including:

How the ambitions of the Greater Manchester Strategy are reflected in digital mentions.
The ten Boroughs are talking about different issues.
How sports and music continue to contribute to Greater Manchester’s soft power.
How much does the UK talk about Greater Manchester compared to other European cities?
How many digital mentions from Greater Manchester are about the city itself.
Which capital cities does Greater Manchester lead by global digital mentions.

If you would like to learn more about the report and how ING works with cities, please contact: citiesunit@ing-media.com