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Unique locations deserve unique profiles

Back in the beginning of March I wrote Build a Page and Profile for Absolutely Everything. It was about how I wouldn’t take no for an answer when it came to wanting my local 9Round gym to have its very own Facebook Page, Google+ Page, and Twitter Profile instead of sharing one profile on each social network across 4 or 5 separate gyms.mcdonalds-450433_640

That just can’t work if your brand has separate locations that are open to the public.  The public is funny. They don’t care passionately about Starbucks or McDonalds or Chick-fil-A or Target so much as they care deeply about their Starbucks, McDonalds, Chick-fil-A.  My girlfriend has her Target. It’s the one off Route 1, the one Michelle Obama goes to.

It’s hers.

Facebook is location-aware. Google is location-aware. Twitter is location-aware. FourSquare’s Swarm is hyper-local-location-aware.  When I check-in to a gym, every day, and share my struggles I want people to know that it’s happening underneath the Giant and the Penrose Square Apartments.

Where it’s happening is as important to the increasingly location-aware internet as that it happened at all.

For me, I want the people in my online community to know that squeezed between the Hair Cuttery and Penrose Cleaners is my home away from home where I make an arse out of myself as many days as I can, for around 30-40-minutes-a-day, as often as I can.   While I am sure that the Courthouse 9Round and the one on North Quincy Street and the one in Springfield are swell, but they’re not mine.

I feel the same way about my Taqueria el Poblano, too. There are two other locations, one in Del Ray and one on Lee Highway but they’re not mine. I have never been to either of the others.

And I am not the only one who feels this way.  People are loyal to their favorites. They’re loyal to the locations of the brands they frequent even more than they are to the brands themselves.

cafe-266651_640Ask folks about Starbucks, especially in someplace dense with Starbucks like downtown DC or NYC: people have their favorites. My girlfriend works in Crystal City, Arlington, VA, and there are three or four Starbucks right on Crystal Drive. You bet she has a list of her preferred Starbucks cafes in order or preference. And, she can tell you exactly why she does and doesn’t like each one, even though they really should be cookie-cutter versions of each other, held to the same standard of training and expectation.

When it comes to attracting and holding on to the fanbois and true believers and the people who do all the unpaid work from passion, love, dedication, or even personal interest, they’re not a guarantee. They’ll give and give and give — until they don’t.

When you find people who are willing and able to become volunteer workers, a street team enabled to paper all the cars in the neighborhood, you should do whatever it takes to cultivate and facilitate that relationship.

Now it’s your turn. Go git ’em Tiger!

Got Git Em Tiger on Biznology

Chris Abraham

Chris Abraham

Chris Abraham, digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, Wikipedia curationsocial media strategy, and online public relations with a focus on blogger outreachinfluencer engagement, and Internet crisis response, with the digital PR and social media marketing agency Gerris digital. [Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call with me] A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and adviser to the industries' leading firms. Chris Abraham specializes in web technologies, including content marketing, online collaboration, blogging, and consumer generated media.  Chris Abraham was named a Top 50 Social Media Power Influencer by Forbes, #1 PR2.0 Influencer by Traackr, and top-10 social media influencers by Marketwire; and, for what it’s worth, Chris has a Klout of 79 the last time he looked. Chris Abraham started doing web development back in 1994, SEO in 1998, blogging in 1999, influencer engagement in 2003, social media strategy in 2005, blogger outreach in 2006, and Wikipedia curation in 2007. Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call. If you want to know the services that Chris offers check out Services If you want to work with Chris use the Contact Form You're welcome to follow me via Social Media You can learn more about Chris over in About Chris writes a lot so check out the Blog Chris offers webinars so check Events

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