4. More personal community management
At a local level, different interests often play a role than at a national level. If the entrepreneur (or the store staff) can perform the community management (and webcare) themselves on their own local social media profiles, then that will naturally come across as much more personal and powerful than when webcare employee X of the large company does that from the head office. Make sure that your store staff knows what they are doing. More about that later in the article.
You probably know it. Entrepreneurs or franchisers enthusiastically start their own local page or Instagram account. That's fine,fax lists of course, but they often do it in a way that the parent company may not want. With a different house style, for example. Using a local marketing structure on social media yourself ensures that you, as the parent company, keep control over the 'wild growth' of local profiles.
How do you approach it?
A local marketing process takes a lot of time and requires a solid approach. You can think of the following steps. Of course, this is not how you should do it, but how you can do it. There are always more roads to Rome. Below is an extensive step-by-step plan with steps you can take to set up your local social media efficiently.
Step 1: Setting up
It starts with setting up the local structure. For this you need all the addresses and GPS locations of your stores. In addition, it is advisable to also make a list of entrepreneurs, franchisees and their store staff, who will be active on social media. You can then also choose and assign roles and responsibilities.