7 ways to perfect multi-location social media

Article Highlights:

1. Sometimes it will make sense to follow trends, more often then not it makes sense to pay attention to the challenges, desires, needs, and success of your audience. 
2. Choose channels that align with brand values and audience preferences to build the most inclusive and authentic approach to multi-location marketing.
3. Don’t bog down processes and approvals with bureaucracy, rather make sure each location is aware of their role in furthering social media objectives and how they are expected to accomplish that. 
4. Each location should have unlimited access to a brand resource center with visuals, logos, messaging, boiler plates, articles, resources, and more!
5. Invest in social media advertising

Get clear on when and where your brand is posting

The world of social media is expansive and nuanced, but that does not mean multi-location brands need to be on every channel. Choose channels that align with brand values and audience preferences to build the most inclusive and authentic approach to multi-location marketing. Each social media channel will require a unique multi-location marketing strategy to leverage its unique tools and resources. That being said, most creative content can be repurposed and distributed amongst all the channels. Consistent visuals boost brand recognition while tailored messaging boosts engagement. To streamline operations, create playbooks for each social media platform, and keep them consistent across all locations to be able to leverage the national brand and individual locations collectively. 

Build a strategy with clear roles and approval processes

Depending on the structure of your marketing team and the marketing resources available at each location, it makes the most sense to keep the cadence, responsibilities, and approval processes the same across all locations and the main account. Assuming each location is responsible for engaging their local community, make sure they know to repost or share the original account’s posts rather than creating new copy or creative. Create a shared calendar with a clear outline for posting to social media. Approvals must be made in an organized fashion with enough leeway to move fast when trends or special events happen. Don’t bog down processes and approvals with bureaucracy, make sure each location is aware of their role in furthering social media objectives and how they are expected to accomplish that. 

Use the right tools!

Manually scheduling posts across multiple channels is like filling out a paper form, then filling out the same form online. Use creator and scheduling tools to automate repetitive tasks and ensure the right post gets to the right audience. Your team is so much more valuable when they can work on creatives and problem-solve, not just post. 

Leverage local teams

The social media strategy at a multi-location company should include roles and space for individual locations to build community, experiment with new ideas and strategies, create engaging and authentic posts, and promote products and services. No matter what, you want to create a unified brand, which is why it makes sense to have a broader strategy, overarching brand voice and visuals, and clear roles and responsibilities. However, that strategy should also include a local business social media page for each location, giving  local teams the opportunity to drive local social media engagements. And, when things work well with social media localization, that should be shared with other teams as well. 

Create engaging, fresh, and authentic content

It’s easy to get lost in the sea of content on social media these days, which is why the best content is directly relevant to your audience, fresh, and authentic. Sometimes it will make sense to follow trends, more often than not, it makes sense to pay attention to the challenges, desires, needs, and successes of your audience. 

Invest in social media advertising

Organic content is necessary, but it will only get you so far. Leverage the incredible tools each social media channel provides for marketing business on social media. The best place to start with advertising is with smaller proofs of concept and expanding from there. Data-driven advertising is often the most effective. If you have a small budget, start on just one channel. 

Create a content library 

Each location should have unlimited access to a brand resource center with visuals, logos, messaging, boiler plates, articles, resources, and more! It should serve as a central hub, ensuring that all communications are aligned with the brand and have been approved. This allows teams to work faster and more efficiently.