A recent article on ‘How Walmart Is Localizing Its Stores With Facebook’ by Clara Shih discussed how the big-box retailer is developing what’s called a ‘local-social’ strategy to make their stores more relevant to the communities they serve.
A corporate-wide brand presence on social media sites is a given, the author says, but the more effective channels are being built around local stores. She explains the authentic feeling of belonging those types of sites can engender:
‘Having 20 million fans secures bragging rights for a brand, but from the perspective of the fan, it’s far more engaging and rewarding to be part of a smaller, more intimate community.’
Even large multi-national companies need to create an authentic local experience in order to engage clients in their brand. A tailored communication approach — whether through traditional or social media channels — can enlarge the number of loyal members within the community without losing the ‘local feel’ of the brand.
Are you using traditional or social media channels to enrich the experience of your customers and make it more intimate and authentic? Ask, assess, then act.