The explosion of smartphones has transformed the way retail brands and consumers interact with each other at the local store level. Consumers are using mobile devices to engage with locations by checking in, sharing photos, seeking deals, rating the retailer, writing reviews and tips, and discovering new places. Not surprisingly, Facebook has responded to smartphone adoption by launching features intended to help brands and consumers engage each other with localized content on the world's largest social network. This point of view discusses those changes. Our key take-away for retailer marketers: it's time for you to invest in a dedicated social media strategy at a local level.