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Social media marketing as we know it is changing, and those shifting sands are proving to be particularly important to brick-and-mortar brands, largely due to the strong drive toward mobile. Increasingly, when consumers on the go enter a search for a brick-and-mortar brand, they are not just simply searching for the name of the brand. Instead, they are looking for more detailed information. In most instances, they are searching for information about locations and other highly specific geo-local info.
It’s a Local Problem
The problem that many brands encounter when attempting to localize social media is the fact that not all locations are the same. In other words, what works quite well in one location, may not work at all in another location. This can prove to be particularly true in situations in which local customers may not be patrons so much of the brand itself, but of the local location, with its own unique staff. In order to make social media marketing work in such situations, the brand must focus on a way to bring marketing strategies down to that unique local level…
