In today’s digital era, showing up on social media isn’t just an option for brands — it’s a necessity. Engaging online offers unparalleled opportunities to connect with customers, build community, and showcase your brand’s personality and values. However, the social media landscape comes with its fair share of obstacles. A minor spelling error, low-quality photo, or unexpected political hot take can instantly alter the public’s perception of your brand. 

For businesses that operate across multiple locations, these risks are magnified. Maintaining a unified brand voice while personalizing content for diverse local audiences requires a delicate balance—a misstep in one area can have ripple effects across your entire brand.

In this blog, we’ll explore common approaches to multi-location social media management, key challenges, and proven strategies to streamline efforts and unify your brand voice across all your business’s social presences.

What is multi-location social media? 

Multi-location social media refers to managing and operating social media accounts for a brand that operates in multiple locations. This approach involves creating, posting, and managing content tailored to each location’s specific audience and cultural nuances while maintaining the overall brand’s voice and identity.

The goal is to engage local communities effectively, enhance the brand’s presence in diverse markets, and ensure consistency across all platforms.

Benefits of location-specific social media 

The power of local engagement cannot be understated. Each of your locations serves a unique community with its own culture, preferences, and events. Crafting social media content that resonates with local nuances fosters deeper connections and drives meaningful engagement — but the benefits don’t stop there. A few more include: 

  • Localized customer feedback: Location-specific feedback allows you to fine-tune your efforts, ensuring each location delivers an experience that resonates with its specific customer base.
  • Enhanced discoverability: Strong local profiles boost your visibility in location-specific searches.
  • Competitive advantage: Showing customers you understand and value their community earns you trust and loyalty. 
Visual showing multi location social media marketing.

The challenges of multi-location social media marketing

Running social media accounts for multiple locations can feel like a game of Tetris. Pieces are falling fast, and making them all fit perfectly isn’t easy. The pressure rises a bit each time a new piece enters the picture. It’s enough to make anyone’s head spin! Common challenges include: 

  • Maintaining a unified brand voice: Harmonizing localized nuances with consistent core branding is difficult. Corporate teams aim for consistency, but it’s also important to let each location showcase its unique personality. 
  • Content creation and management: Generating scalable, locally relevant ideas that adhere to brand standards requires broad and local insights. Distribution across profiles on multiple platforms turns content creation into a complex web.
  • Disjointed workflows and collaboration: Corporate and location teams often operate in silos, using fragmented tools. This misalignment results in duplicated efforts, wasted time, and communication challenges.
  • Monitoring engagement: With limited visibility into comments and messages across locations, timely and consistent responses that align with brand values become nearly impossible. Missed comments can quickly spiral into reputation issues.
  • Reporting: Understanding content resonance, audience growth trends, and more across locations requires cohesive data and analysis. Siloed reporting prevents holistic insights. 

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Multi-location social media tips and best practices

The solution is to simplify by consolidating — you must centralize your efforts. Birdeye’s centralized social media platform brings order to dispersed profiles and eliminates the need for scattered tools and accounts.

Below, we’ll explore some tips and best practices to get you on the right track. 

Strategic, localized content creation

Tip #1: Tailor your content for local audiences

While a consistent brand voice is important, your content should also resonate directly with each community you serve — there’s a delicate balance you must strike.

Create content that highlights local events, causes, and other businesses in your area. Use local references that your audience will recognize and understand. This hyper-localized approach makes customers feel seen, heard, and like they’re a part of something bigger than themselves, which builds deeper connections and loyalty. 

Tip #2: Leverage AI to save time

Using AI for multi-location social media.

Creating consistent, high-quality content for one location is a full-time job. Creating it for dozens of locations is nearly impossible if you don’t have the right tools in your toolkit. Birdeye’s AI-powered social media platform helps you create localized content efficiently and at scale. With Birdeye Social, you can: 

  • Browse personalized AI recommendations for industry- or holiday-specific posts
  • Let AI draft content for you based on custom prompts
  • Use AI to rephrase captions and strike the right tone
  • Tell AI to optimize posts for different social channels, for example, by adding hashtags for Instagram
Pro tip: Turn glowing reviews into social media posts effortlessly with automated review sharing.  

Tip #3: Plan your content in advance

Build an editorial calendar that maps out content and campaigns weeks — or months — ahead of time. Advanced planning and scheduling allow you to distribute the workload and ensure content stays consistent in voice, tone, and quality across all locations. It’s also a great way to get ahead of the game and ensure nothing falls through the cracks. 

Efficient content and asset organization

Tip #4 Centralize your media storage

Managing images, graphics, and videos across numerous locations and profiles results in chaos, difficulty tracking versions, and inefficiency in locating specific files. By centralizing your digital assets in Birdeye’s asset library, you’ll save time and avoid unnecessary headaches. 

Tip #5 Fill the gaps with stock images

High-quality branded imagery and thoughtful product shoots are ideal, but they’re also expensive and time-consuming to create. Sometimes, you need something to fill in the gaps to stay consistent. 

Example of a stock image library.

Birdeye’s media library gives you on-demand access to free, royalty-free, high-resolution photographs and gifs for almost every industry and use case you can imagine. You can pull on-brand supporting visuals in seconds — no need to open a new tab or wait for a colleague to send you an asset. 

3. Robust mult-location review and approval

Tip #6: Implement an approval workflow 

Implementing an approval workflow for posts that require the input of various stakeholders, both internal and external, reduces the chances of miscommunication or errors before publication. 

Using spreadsheets or project management tools to collect approvals adds friction to everyone’s to-do list. With Birdeye, you consolidate tools, streamline the approval process, and ensure each stakeholder understands their role in the post approval process. 

Need help? We’ll teach you how to set up a winning social media approval workflow.

Tip #7: Stay organized with post status tracking

With numerous approvals in motion, organization is key. The solution? Use a shared calendar and filters to track real-time approval status on all posts across locations. This way, you can easily monitor what’s published, what’s coming down the pipeline, and where any potential bottlenecks may lie. Maintain clear communication around the next steps.

Example of birdeye social media calendar

4. Actionable reporting and insights

Tip #8: Identify top-performing content

Data is power. With Birdeye’s custom analytics reporting, you can see which types of posts, campaigns, and content formats are hitting the mark on each network. It’s like having a scoreboard for your content strategy, showing you what’s working and what’s not. When you break down the data by location, you can get into the nitty-gritty of what clicks with people in different places — and then use this knowledge to inform future content. 

Tip #9: Build custom dashboards 

Your goals and key performance indicators (KPIs) probably vary significantly across different locations — you might want to increase followers for one location but have a goal to improve engagement for another. 

With Birdeye, you can create at-a-glance data views highlighting essential KPIs for different locations and channels. By tailoring analytics to each level of your organization, you ensure every team has the insights they need to drive success.

Multi-location marketing FAQs

What is multi-location marketing? 

Multi-location marketing refers to marketing a business that operates in more than one physical location. This approach involves creating localized content, advertising, and promotions that resonate with the demographic and preferences of customers in each area. The goal is to engage communities at a local level while maintaining a cohesive brand identity across all areas.

What are the advantages of multi-location marketing?

The advantages of multi-location marketing include increased local engagement, improved customer targeting, and enhanced brand loyalty. By tailoring marketing strategies to each location, you can connect more effectively with local audiences, address their specific needs, and build stronger relationships. 

Should a business with multiple locations have multiple Facebook pages?

Yes, if your business has multiple locations, you should consider creating separate Facebook pages for each location. This will allow you to tailor your content, promotions, and customer interactions to the local audience, fostering a more personalized and engaging experience. Separate pages also make it easier to manage location-specific information, such as hours of operation, services offered, and local events, ensuring that customers receive relevant and up-to-date information.

Looking for more? Download our FREE guide for a deep dive into the world of multi-location social media. 

Elevate your multi-location social media game with Birdeye

Navigating the complexities of multi-location social media can seem daunting, but thanks to Birdeye, it doesn’t have to be. 

Whether you need help maintaining a consistent brand voice, tailoring content to local audiences, gleaning actionable insights from analytics, or all of the above, Birdeye has what you need to get the job done. 

Ready to elevate your social media game across all your business locations? Watch a demo today to get started. 

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