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Another round of the latest industry news is here! This week, we’ve got a few new updates from Facebook and Instagram that you won’t want to miss, along with information about a new feature Google is testing. When it comes to localized marketing, there are always new tactics and tools for you to try. As a multi-location marketer, it’s your job to know what’s out there and how it can strengthen your localized marketing efforts, and this blog can help! 


Facebook Connects The Messenger and Instagram Experience 


Instagram recently announced a new update to Instagram’s direct messages (D.M.s) by introducing a new messenger experience on the app. Instagram connects the Instagram and Messenger experience to bring some of Instagram’s best features to the platform. Users will have the option to update to this new experience or stick with their original D.M.s. 


With the addition of Messenger, Instagram is also adding ten new features that can help users stay connected with their followers. Some of the most important features coming to the Messenger experience on Instagram include: 

  • Communication across apps: This allows users to seamlessly connect with their friends or family across Instagram and Messenger by using either app to send messages and join video calls
  • Replies: This allows you to respond directly to a specific message in a group chat that you may have missed, rather than responding to the entire thread. Platforms like Slack already have this capability. 
  • Forwarding: You can share content with others by forwarding a message to another friend or group message you’re a part of. 
  • Animated message effects: This allows you to add various new effects to your messages, making them more visually appealing. 


Find the full list of the new features here. As multi-location marketers, it’s critical to be aware of these features and understand how to incorporate them into your multi-location business’s localized marketing efforts. This connection between Instagram and Messenger provides your business with more opportunities to reach consumers on either platform. If your business isn’t already taking advantage of these messaging features, it’s time to start. Data from Facebook found that people are communicating in private spaces now more than ever, so it’s crucial for your business and localized marketing efforts to adapt. 


Google My Business Tests New “Call History” Feature


Google is testing another feature in GMB called Preview Call History. This new feature is designed to help businesses see and respond to calls they received from Google Search and Google Maps. As of now, this feature is an opt-in, and only available to certain groups in the U.S. We expect this to expand as more testing occurs. 


If your multi-location business can test this new feature, you should see a “Preview Call History” tab in your GMB profile. Once you are testing the call history feature, you will see a comprehensive list of the phone numbers that called you, including the date and time you were called as well. This new feature will allow your multi-location business to better track the calls it has received and ensures that you’re responding to your consumers promptly. Throughout COVID-19, many consumers had questions about business operations and likely called your business through Google Search or Maps. With this new feature, you’ll be able to improve your customer service and ultimately increase your sales. 


Facebook Aims to Expand the Reach of Public Group Conversations 


Facebook recently announced another new feature that aims to expand the reach of public group conversations. Public groups on Facebook are just what they sound like; public groups that anyone can join and post in. This new feature is still in testing mode but will allow users to see related Facebook Group discussions in their newsfeed. 


The Facebook Groups tab will also be updated to provide users with content from public groups related to their interests. Also, in the Groups tab, users will have the option to find and join recommended groups that they are interested in. On the other hand, if a group discussion appears in the user’s newsfeed, they won’t have to join the group to respond to the conversation. If your multi-location business has public Facebook Groups, you’ll be able to decide whether or not you want to apply these new updates to your group. If you’re looking to increase the visibility of your Facebook Groups and further the reach, this new feature is a great opportunity.

Now that you have the latest industry news, what are you going to do with it? A strong localized marketing strategy is essential to beating the competition. For more information on how you can build a winning localized marketing strategy, request a demo with SOCi. SOCi is the central command for multi-location marketers and the all-in-one platform for your localized marketing needs. What are you waiting for? Get started strengthening your localized marketing strategy today!


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