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#LSA18: Local-Social Engagement Strategies for Brands

It’s no secret that the social media landscape, especially for multi-location brands, has changed rapidly in recent years. With the focus on hyper-local messaging and presence versus that at the corporate/national level, brands looking to make authentic connections with their target consumers, especially with the intent to increase revenue and manage reputation, must adapt in order to stay relevant in today’s social environment.

According to a study, 78% of consumer purchase decisions is influenced by social media content. Additionally, 70%+ of consumers are also turning to social media for have their customer service issues solved. This means a gigantic dynamic shift for how multi-location brands and businesses must interact with consumers, especially as it pertains to reputation management, conversation monitoring, and responding to reviews.

At this year’s LSA18 conference in Chicago, IL, SOCi’s CMO, Monica Ho, took the stage to talk through not only these changes in the industry, but what multi-location businesses and brands can do to implement smart strategies to adapt to today’s social media challenges and opportunities. “90%+ of businesses now utilize 2 or more social media networks… That is huge,” Ho opined on the staggering statistic. “But it’s not as easy as just ‘I’ll set up my social media accounts, and everything will be perfect.’ It takes a lot of work.”

The session, titled, “Local-Social Engagement Strategies for Brands,” highlighted 6 important techniques brands need to implement to really get the most out of social media efforts. These strategies include:

  1. Knowing your customers and community – Even the best marketers will fail if they are marketing to the wrong audience. Answer the following questions to help you come up with a highly focused buyer persona.
  2. Keep it local – With over 85% of interaction between customer and brand taking place at the local level, brands must understand how to boost their local presence.
  3. Focus on meaningful interactions – Like and reactions have been trumped by actual comments and shares of social content. Brands must post content their fans will share if they want to remain in newsfeeds.
  4. Post when it matters most – Unfortunately, there’s no perfect answer for when to post. People browse each social network differently, and businesses may find different days and times work best for them.
  5. Create a consistent posting schedule – Being consistent in your post frequency is important in order to grow a social media audience. Bringing that concept into the type of content you’re creating, you’re giving your audience a reason to come back every week.
  6. Track, analyze, and optimize – Your efforts are only as good as the ROI produced from them. Understanding what works, and more importantly, what doesn’t, is crucial for ongoing strategy development, course correction, and success of social media efforts.

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