Whether you’re an international brand or a small local business, location matters. Bigger brands need to not just understand how audiences react differently in different cities and states, they also need to tailor messaging to connect with people on a deeper audience. And local businesses, well, goes without saying that what the community thinks of them is everything.
So much of the consumer identity, whether you’re looking large or small, is formed based on where you live. That’s why we’ve aggregated these 6 social media location hacks to help you gain an edge over your competition and win over the local base – no matter where that is.
1. Find local content, trends and influencers using Twitter’s advanced search
I can’t figure out why Twitter insists on hiding its advanced search feature so well. It’s a great tool that rivals top third-party apps, but it’s just not very visible.
If there’s an easier way to get to it, please let me know, but the best way I’ve found is to just search for something – anything – in the search bar. Then, next to the search results, a new navigation bar will appear on the side and “advanced search” will be an option. Now the fun starts.
I definitely encourage you to spend some times looking at the many ways you can segment your results – by users tweeting and users mentioned, hashtags, keywords, etc., but for the purpose of this blog post we’re going to focus on the location feature.
Next to “Places” just hit “Add location” and your current location will show up. Click on it again, and you can change it to any neighborhood or city you want.
What’s great about this feature is that, according to your set parameters, Twitter spits out tweets, users, media and news only from your set location. This is a great way to not just take the pulse of a topic, but also see who the influential players are in a specific location.
2. Tailored Twitter trends
If you’re going for bigger picture, you can tailor the trends box on the left side of your home screen by location. That way you can compare what’s trending in different cities to what’s trending in the U.S. as a whole. Just hit “change” next to trends and enter your city.
3. Hashtag your city
Hashtag your city in tweets and Instagram pics. Most cities have a number of accounts watching the hashtags for opportunities to curate and retweet content. A quick and painless way to expand your reach!
4. Targeted posts by location
Most people know that it’s pretty easy to send out a location-targeted Facebook post. These come in handy when you want to promote a campaign or initiative to people who live in a specific city, state or region. Or, you can use the feature to personalize updates for your fans based on where they live.
First, make sure your page’s post privacy gating is turned on by following these instructions. Then, simply click on the globe icon when you want a post only to be delivered to followers in a specific city, state or country.
But what a lot of people don’t know is that you can also geographically target tweets. It will cost you – but only about a dollar. First, go into the Twitter Ads platform and click on the drop down arrow next to “Creatives.” Then, write your tweet, but make sure you select “Promoted Only.”
Now all you have to do is create an advertising campaign and target it to people in a specific location. You’ll still have to pay to get your tweet seen, but just a couple of dollars will give you more impressions than you’d likely have organically anyway.
5. Learn about behavior and interest by location using Facebook Audience Insights
Facebook’s relatively new Audience Insights tool is perhaps the most comprehensive proprietary data dump available to the general public on social media. Just input an audience profile – which can be as broad as a location or as narrow as a persona (location, age, sex, interests, behaviors, etc.) – and Facebook will spit out all sorts of information.
More than you’ll probably know what to do with, in fact. You can find out what this segment is interested in, what they buy, where they work, if they own a home, their family life, etc. Read this post for a step-by-step guide to getting the most out of Facebook Audience Insights.
6. Find out what your audience likes using Facebook Graph Search
Along the same vein is Facebook Graph Search – a proprietary search engine that lets you assess the interests of an audience using specific search parameters. It’s kind of like Audience Insights light. Here are some location-based search queries that will give you valuable insights. Just fill in the blanks and copy and paste into the search bar on Facebook:
- Favorite interests of people who live [place]
- Pages liked by people who live in [place]
- Favorite interests of people who like [page] and live in [place]
- Pages liked by people who like [page] and live in [place]
How does social media location play a role for your brand? Tell us in the comments below!