Facebook Places, the digital showcase of your physical stores
With Facebook Places, each store benefits from a local page optimized for social and voice search, while remaining connected to the business page. Brands can thus centralize their data, broadcast localized content and strengthen their presence among consumers. Mobilosoft supports this management by offering a platform adapted to multi-site networks.
Facebook has a feature that allows you to generate local pages for your physical points of sale on its search engine: Facebook Places. Indeed, each establishment can benefit from a "place" type page and thus highlight its local information (address, opening hours, coordinates, promotions, specific local content, etc.).
The social network is no exception to the rule and has aligned itself with the trend of "local", which is popular with consumers in recent years.
As a retail chain, there are several ways to exist on Facebook. Either there is a main business page and independent location pages, or the local pages are connected to the business page. The second option is the "places" feature, the one that interests us.
The benefits of Facebook Places
- Ability to group impressions (visits) locally on the main page.
- Automatically generate a Store Locator and allow users to locate establishments on a map from the main page.
- Offer localized content or decide which local pages to broadcast the same publication on.
- Position Facebook pages correctly in search results: With the evolution of Search, Facebook is increasingly used in the context of local queries, especially by younger users. In parallel, we see a considerable increase in the number of local searches via voice command. In this context, if you ask a voice assistant "the 3 best rotisserie shops in Paris" and the "La Boucherie" points of sale do not have local pages on Facebook, then they will not be listed.
- Implement geotargeted ads tailored to each point of sale.
In terms of usage, there are several possibilities for managing Facebook location pages: within the brand's Facebook account itself, via an agency, via a platform like Mobilosoft (by connecting it to the application).
Simplified management of local Facebook pages
Implementing and managing local Facebook pages for a network of points of sale can be more or less tedious depending on its size. But appropriate tools are created to address this issue.
For example, Mobilosoft develops a platform to manage local data for Facebook and other web media (Google Business Profile in particular): publish posts, manage local reviews, update basic information of points of sale, etc.
Via this tool it is also possible to define a management mode appropriate to the internal functioning of the company and that of the physical brands. For example, establishments in a chosen area could respond themselves to bad customer reviews (1 to 2 stars) published on their Facebook location page. A centralized, decentralized, outsourced or mixed management, we can discuss it!
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