What Multilocation Brands Need to Do to Prepare for Facebook’s Graph Search. With the introduction of Facebook search (a.k.a.
Graph Search), brands with multiple locations will soon find their Facebook strategy turned on its head. The value of marketing on Facebook is about to shift dramatically and disproportionately from the brand level to the local level for these types of companies. If you’ve not heard about Graph Search, it was announced on Jan. 15 and is being positioned as the third pillar of the Facebook platform alongside News Feed and Timeline. Timeline is where you post content. News Feed is how that content gets distributed. Here’s what the results look like when searching for TGI Fridays in Los Angeles: The challenge for national brands in the restaurant, retail, and hospitality industries — and any company with multiple locations — is that they’ve invested nearly all their Facebook resources into building and supporting brand pages for the purpose of publishing content and managing customer relationships at the corporate level. 1.
What's the Right Facebook Strategy for Brands With Several Locations? By now, we all know that having a Facebook Brand Page is a worthwhile investment.
But for some companies, one Page might not be enough. For example, if a restaurant chain prides itself on local ingredients or a business seeks to cultivate a strong community around each brick-and-mortar outlet, it might make sense to have a Brand Page for each location. But then again, does a brand really want to divvy up its audience and dilute it among several similar pages? While chunking up an audience among numerous Facebook Brand Pages may seem counterintuitive, it does work to the advantage of some brands, such as Lululemon and Sprinkles. But other small businesses, such as Butter Lane and Sweetgreen, find that one Facebook Brand Page does a proper job of cultivating a strong community behind the brand.
Mashable spoke with a handful of businesses about their Facebook strategy, and whether they lump all stores under one umbrella or create local communities around Facebook. Lululemon Whole Foods. Facebook Parent-Child Framework: For Multi-Location Businesses. This is part one of a three-part series on Facebook opportunities for franchisors and businesses with multiple locations.
In July 2011 Facebook launched one of its least-understood and yet most powerful tools for organizations that have multiple locations. Called simply the “Parent-Child” framework, the approach is exactly what the name implies – companies with five or more locations can connect their local / regional Facebook pages (the “Children”) to their corporate Facebook page (the “Parent”). Unfortunately, there is little information available on how to implement or utilize this powerful framework. In many cases the information that is available was created prior to Facebook’s pages redesign, making it less relevant.
Having recently implemented the Parent-Child framework ourselves on behalf of clients, we thought we’d share its benefits and drawbacks, plus explain how to go about it and why it’s a must for any company with multiple locations. Benefits Aggregation of check-ins. How to Manage Facebook Pages as a Multi-Unit Brand. InShare19 If you are a multi-unit business with locations around the world, you can't ignore the need for local pages.
Here are some tips for managing your global Facebook presence. For franchise and multi-unit businesses, managing data and pages on Facebook can be a nightmare. Rogue pages, unseen customer complaints, and inaccurate data are just some of the challenges these businesses face every day. For those particular brands with multiple locations throughout the United States and the world, Facebook offers a feature that links the main brand page to all local pages, and helps maintain consistency across all locations. Whether you want to believe it or not, local pages exist. How It Works The Facebook parent-child integration is quite straightforward at its core, but there are several nuances with regards to how the pages function, how they can be managed, and how users can interact with the content available on each one.
Type of Pages New Pages Existing Pages Accuracy of Location Data. Facebook Parent-Child Framework: For Multi-Location Businesses.