SOCi Marks the Rise of Localized Social Marketing

Dec 20, 2018

SOCi, a provider of social media and reputation management for multi-location brands, launched SOCi Q4 2018 STATE OF THE MARKET: The Rise of Localized Social Marketing, which details how the evolution of social platforms has spawned a new form of marketing thanks to the intimate connection social media now fosters between brands and consumers. In the report, SOCi defines Localized Social Marketing as any effort focusing on leveraging locally-driven communication channels to help businesses reach the specific local communities they serve by truly interacting with fans, followers, and customers on a local level.

Leveraging proprietary insights derived from nearly 300 multi-location businesses like Ace Hardware, Sport Clips, Liberty Tax, and Steadfast Management, SOCi’s report uncovers and outlines the impact reviews, social conversations, and local business pages now have on a business’s bottom line and offers practical advice to marketers looking to strengthen their own local efforts.

To compile the report, SOCi ran a detailed analysis of usage across its platform from Q4 2017 through Q3 2018 and identified the top 10 industries taking advantage of Localized Social Marketing: 

  • Real Estate
  • Agency
  • Retail
  • Food & Beverage
  • Medical
  • Health
  • Fitness & Personal Care
  • Hospitality
  • Construction
  • Business Services
  • Finance 

Brands on the SOCi platform are highly engaged across top social and review sites like Facebook, Google My Business, and Yelp. While Facebook drives their total engagement activity (by more than 26x that of other networks combined), Google My Business actually accounts for the highest percentage of received reviews. To put the size and scale of their Localized Social Marketing efforts into better perspective, these organizations cumulatively manage more than 65,000 individual, local social, and review site profiles monthly, and are individually responsible for posting almost three and a half million social posts every year.

Another significant factor when it comes to overall Localized Social Marketing strategy is the response window. Nearly eight in 10 consumers expect a timely response to an online review or comment, and SOCi’s proprietary research shows that 89% of consumers are willing to change a negative review based on how the business responds. That is to say, consumers aren’t turned off by less-than-perfect reviews. While studies show that 52% of consumers prefer companies they do business with to have at least four stars, of all the users that engaged with SOCi client content on Facebook, less than one percent posted negative feedback.

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