SOCi Tries to Solve the Local-Social Content Challenge for Brands
January 9, 2019 | Contributed by: Greg Sterling
Organic social media reach has been fading for some time. Marketers large and small have thus increasingly been required to pay to reach audiences.
What we also know from MomentFeed (see report) and SOCi customer data (see report) that, for multi-location brands, most of consumer engagement happens at the local level. For example, SOCi found that brands with both local Facebook Pages and brand Pages see almost three-quarters of social engagement on local Pages.
The challenge that SOCi is trying to solve revolves around the inefficiency of boosting posts for hundreds or thousands of locations individually and manually. Yesterday the company introduced what it calls Boost Plus.
SOCi’s co-founder and CTO Alo Sarv said in a press release:
Our goal is always to help our clients be more successful at localized social marketing. Boost Plus caters to multi-location marketers’ unique needs by providing easy to use tools that can be enabled at the local level empowering them to drive more targeted reach and high-value engagement through the local content they all work so hard to create.
Boost Plus gives companies the ability to select posts to boost en masse. A dashboard enables marketers to determine the posts that are the best performing based on different criteria, including reach and engagement. The system will also recommend the top three posts for each location and group. Automated targeting allows users to determine an estimated reach of a boosted post prior to scheduling.
The tool is currently available on the PC only, however a mobile app is coming.
SOCi CMO Monica Ho and Ace Hardware will be presenting a Brand2Local case study at LSA19 on 2/27. This will be one of several brand discussions about managing locations, reputation and content at scale.
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