According to Monica Ho, director of marketing at SOCi, a marketing platform for multi-location B2C brands, it’s hard for companies to develop a global/local mindset, especially since there hasn’t been a lot of technology to support the different levels of management.

But they need to, especially in this increasingly digital world. National brands often have smaller marketing teams and limited resources, and rely on local funds from franchisees. So they have to show these local locations what their dollars are giving them.

The SOCi platform allows them to see the company as a whole, monitoring things like ratings and reviews across locations, social engagement, and search visibility. But it also provides location-based access to dashboards to track how you’re doing locally and provide…