Until comparatively recently, most multilocation brands and enterprises didn’t maintain separate corporate and individual store location pages on social media. There was a single national brand account, and social posts were typically generated from that account. All that has started to change, however, with more enterprises creating local pages.
It’s making a significant difference in engagement. Presence and social media management platform MomentFeed did an analysis of aggregated customer data from “more than 50 clients from October 2016 through April 2017.” In each case, the brand had a national account on one or more of the major social platforms (i.e., Facebook, Instragram, Twitter); it also had individual store or restaurant location pages.
Focus of consumer social media engagement
Source: MomentFeed customer data (2017)
MomentFeed reported that “an astonishing 84.8 percent of all consumer impressions happen on assets that represent individual stores, showrooms and restaurants. Just 15.2 percent of impressions happen on brand or corporate assets — including the brand’s own website.”
Consumers showed a dramatic preference for locally relevant pages vs. national or “corporate” pages on social media sites. Most of this engagement is also happening via smartphones, and most traffic and impressions were coming from just five sources: Facebook, Google, Apple, Yelp and Bing.