If you are already local on Facebook, the next step would be to go hyperlocal: local pages grow more quickly than global communities, on average about twice as fast, so the next logical stage in the process would be to localise your company or business even further. Hyperlocal Facebook strategies can be as specific as city, city district or even shop level, depending on how far you want it to go, but it seems that the best way forward is to go as specific as possible.
Picture a common occurrence: someone is sitting at their computer, and they receive an update from their favourite international clothing brand about a public event being held in their huge London store. This is fine if they live in London, but if they live in Newcastle it is hardly going to be a useful, or relevant, update. Creating a specific page for their most local branch of the brand would be a great marketing opportunity, as they will be able to see any local deals or in-branch specials in the store closest to them, or the store that they will actually be spending their money in.
A similar, prototype idea has already been around for a short while in the form of Facebook Places. While each store of a company might not yet have its own Facebook page, when someone enters a brand of their establishment it means that they virtually create a page for the specific store. The popularity of Facebook Places is indicative of the potential success of going hyperlocal, as the focus remains on the customers themselves and what they want to get out of the experience their favourite company is offering.
Simple, Easy and Beneficial
The strategy does not only relate to Facebook of course, as any other social media would benefit from going hyperlocal. One of the most interesting factors about the strategy is that even if you do not implement it directly yourself, your customers and users will essentially do the job for you. Simply monitoring and posting at a regional or even country level would benefit your company, as people will be able to relate to it more than a blanket notification that would really only be relevant to a small proportion of your clientele and users.