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Are you already local on Facebook? How about being hyperlocal? In this post, I'll be explaining why your company should have a hyperlocal social media strategy. 

You probably already know that a local Facebook strategy is the best approach to manage your Facebook page. We have measured that users engage on average three to four times more with local than global Facebook pages, and the local pages typically grow on average twice as fast as global communities.

Starbucks local Facebook pages

Starbucks Facebook pages and their engagement rate (ER) - how much fans engage, and response rate (RR) - how much the pages responds, in three months from November 2010 - January 2011. Stats from Socialbakers.

But enough about local Facebook strategies, what about going hyper-local? City level? City district level? Specific shop level?

Why shouldn`t say a coffee shop have its own Facebook Page? Well so for one reason, that coffee shop probably already does have a Facebook page, even if they didn`t register it themselves. With Facebook Places, when people check-in, they already create a Facebook page for every shop.

So why a hyper-local Facebook strategy?

If you are going to work in the morning, and you get news from Starbucks global on your mobile phone, how relevant can it be?

If you get it from Starbucks in your country, it might seem more relevant, but maybe you`re not about to travel to London to a coffee making event.

More local means more relevant, so creating a page for a specific coffee shop, or shops in one city could be an optional approach.

Because if that coffee shop around the corner puts up a status update and opens a Facebook deal, that coffee is 10% off just for today, and the lovely lady that serves you coffee every morning puts it up, you`ll love it!

We`ve seen a newspaper that has opened ten hyper-local Facebook pages in ten different towns. These pages immediately became more relevant, and more local.

People posted local events, local offers, and people engaged and discussed with the Facebook page. At a time where media companies on Facebook didn`t dare to post more then five posts a day (note: Now they do), these pages posted ten to fifteen page posts a day, and the engagement was amazing!

The community grew to be the biggest media community in the country. They had the fastest growth, and biggest engagement, what more can you want?

Well unfortunately, this publisher went out of business, as the printing industry is not that kind, and well, Facebook pages will not be the revenue driver, at least not to media companies. 

To sum up: be even more local on Facebook, create and manage your Facebook Places, even if you should just monitor the local likes and check-ins, and post on a country level.

Being more local works, and the fun thing about it is, if you won`t do it, your users will do it for you. Of course, everything I wrote above applies for all local social networks - Foursquare, Gowalla, and Google Places. 

Jan Rezab

Published 14 March, 2011 by Jan Rezab

Jan Rezab is CEO at Candytech & Socialbakers and a contributor to Econsultancy. You can follow him on Twitter

8 more posts from this author

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Nick Stamoulis

This is great advice for SMBs! The more targeted a Facebook page, the more relevant the visitor. When content is crafted for a specific audience, it tends to be better received because the messaging really hits home.

over 5 years ago

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Duncan Tickell, MD at Magicalia

Which was the hyper local newspaper group? I'd be interested to understand their experience.

over 5 years ago

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Matt

Great idea.

I think the key here for any organization is to do an honest assessment of its resources, what it is willing to commit to a hyperlocal FB strategy (or any hyperlocal online/social media strategy), and then avoid the temptation to automate anything.

over 5 years ago

Jan Rezab

Jan Rezab, CEO at Socialbakers

Nick: Yeah, thanks!

Duncan: PPF Media with their hyper-local weekly Nase Adresa. PPF financial group backed out of the project (unfortunately, on digital it was doing extremely well)

Matt: Agreed, but partial automation is possible.

over 5 years ago

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Tendering software

This is a great post. I think every organization is using FB for PR purposes of customer acquisitions purposes but what matters is how they utilize FB or social media.

over 5 years ago

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Duncan Ogle-Skan

Very happy to read that you agree with our approach to helping clients in this area. i.e. supporting and empowering local store managers.

With strategy, training and content support, they are best placed to take their key points of difference (locality, service, enthusiasm) from the real world into the digital world. As ever, the best local organisations will deliver this best, but now more than ever they have platforms designed to bring their best qualities for the fore.

Great piece Jan!

over 5 years ago

Jan Rezab

Jan Rezab, CEO at Socialbakers

Thanks guys, really appreciate the feedback!!

over 5 years ago

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Johnny Twochaps

Great post. It just goes to show you only get out of social media what you put into it.

over 5 years ago

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Duncan Tickell, MD at Magicalia

Thanks for the info was able to look into them a bit more - intertesting experiment

over 5 years ago

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Going Public

Your post is very helpful as far as i am concerned. I agree with you, to target more audience and relevant visitors the FB must be targeted. Very nice. Thanx for this.

over 5 years ago

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