Social Media Marketing is Local and Regional

One of the advantages, often overlooked, of marketing in Social Media channels is that you can be highly local or regional in your efforts. Some small businesses understand this well and are taking advantage of it, but we see few regional, national or global brands that understand, or leverage this fact.

The Global Going Local Conundrum

Unfortunately for global brands like Nike, McDonald’s or Home Depot, they can’t think to such a small scale. Because everything is done on a cost-savings massive scale. The perception comes from the days of mass media and wanting to hit the largest target, versus the right, perhaps sometimes smaller, target.

With so much information available to be mined from the Social Web, an effort to start with regionalization for Social Media activities could be done. This may enable brands to have a more “local” connection to their communities. At a lower cost.

Can these large brands get more local?

The Local Going Regional Conundrum

And so the reverse is almost true for the small business that operates locally and wants to go more regional. They too can leverage the information on the Web to source regional connections, find market mavens for their product or service and expand more regionally.

Social Media is a Means of Scale

Whether it’s getting to more local markets or expanding to more regional or national markets, leveraging the information available on the Social Web may provide highly cost-effective routes. As with any effort to engage in Social Media or online channels, a little listening up front can save a lot of wasted effort.

But tying in CRM solutions and leveraging the power of these databases and the new social CRM tools can help make this possible.

Understand your scale and where you’re trying to go, along with the resources. it’s a start.

What do you think?

(Author: G. Crouch, MD)