PinMeTo - How to use Facebook Local Posts to drive global engagement

For multi-location brands, Facebook’s structure places a single, worldwide Brand Page at the centre of the brand’s online presence. That global brand page serves as a “parent” to the various Location Pages, posting high-level brand content.

Alternatively, Facebook location pages represent a much smaller audience, usually a single location. These pages will focus on locally relevant info: if there’s a sale going on at the store if a library branch is holding a read-a-thon, and so on.

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Find the full interview with Abha here

”We at Asics definitely take a tiered approach. We have a global team that’s in charge of managing the brand as a whole and making sure everything stays consistent across the regions, but at the same time, we do have regional social teams in place to manage those regional pages.” Abha Gallewale, Asics

Brand Page & Local Page reach

Let’s look at some data from one of PinMeTo’s customers, a home improvement shop chain. We’ll look at two sets of results: those from their Brand Page post alone, and those from the Brand Page post along with the 108 Local Posts that accompanied it.

Brand Page post only

Brand Page plus Location Page posts

PinMeTo’s Posts. The tool also allows for modification, so each post can include location-specific information.

• Listings will help you do that across most major social, search, and maps platforms). If your location page isn’t set up and a user checks in there, a new page is automatically created, with that user as the admin. So be sure to…

• Have value-providing content. Even if you’re able to get your message out everywhere, it won’t resonate unless it’s in line with your brand, and it’s of interest to your audience.

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