Thinking / Michelle Langston
One of the most valuable things Moroch Entertainment has learned in our social media efforts is that localization of our Facebook messaging is critical. Our fans range from coast to coast, and certainly a great deal of our product messaging has broad national relevancy. The tricky part is that many of our marketing campaigns and events are area-specific.
Facebook is a great tool for brand imaging and marketing. And it works even better when you employ Facebook tools for true localized marketing. Posting to your entire Facebook audience is certainly okay when the message is relevant to the entire audience. But, as you can see, a post to our main Facebook feed about an Austin event was a mistake. People that don’t live in Austin really don’t care if there is an event in Austin.
One rule of great content creation is relevancy. Your Facebook followers need information that is relevant to them on a local level, which is why Facebook’s geo-targeting function is such a great tool. Geo-targeting allows you to segment your content through personalized messaging that is targeted to consumers based on your custom settings. Your posts can be made visible to specific fans based on country, state, city, and language specifications. So your message only reaches the relevant group and you avoid appearing “spammy” to the rest of your fans.
There are lots of reasons why someone may decide to un-“Like” your Facebook page or to hide your messaging from their feed, but one big reason may be that the content you are providing isn’t meaningful to your fans. The next time you start to compose a Facebook status update, consider using the geo-targeting function. The results will be a more highly-engaged fan base, a better likelihood of content sharing, and of course, a great reason for your fans to stay.