Dive Summary:

• Most retail brands--both major and independent--miss 88% of consumer feedback on social media because it occurs on a local level.
• According to a 2012 report by VenueLabs, location-based consumer engagement grew over 500% and continues to accelerate, but companies aren't properly equipped to listen to the local-channel feedback.
• VenueLabs suggests large and small brands alike begin asking themselves questions about what sites people use most to complain about employees, where to look in order to find operational issues and where they can find their most rabid fans, among others, in order to better receive the valuable local-level feedback.

From the article:

There is a blind spot for most retailers and it involves their loyal customers. These loyal customers are talking about a brand, on social media, but on a local level. Most brands are not well-equipped to monitor it, however. In fact, 88 percent of local consumer feedback and content is missed by major retail brands and by independent businesses. ...