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Why Social Media Marketing Is Effective For Franchises

What is Franchise Social Media? Basically, it's more than just social media. It's the application and utilization of social media within a franchise environment. Sure, many of the same principles apply. But, franchising is different from most small business models. It's unique in many ways beyond the typical B2B or B2C model. If you want to get more information about franchise social media refer to https://franchisesearchengine.com/.

franchise social media

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Certainly, utilizing social media within franchising is more than just asking an administrative assistant to set up a Facebook and Twitter account and post and tweet away; especially, without a purpose or specific objective, and definitely not without a well-defined plan of action.

Are you afraid or frightened yet? Well, you shouldn't be afraid or frightened, and certainly, you should not bailout. Actually, there needs to be more focus beyond the basics of social media, with a very detailed, comprehensive plan to direct efforts specifically to Franchise Social Media.

There are five easy steps to keep in mind and remember to remain focused and stay on track in your efforts.

  • Explore

In the initial stages of developing a Franchise Social Media plan, it is essential to review current levels of general social media proficiency throughout the organization. This includes the franchisee base as well. Determine not only who within the organization is proficient, but within which social media platforms they excel in. Be sure not to forget the enjoyment factor!

Upon exploring various types of social media, and social media tools, and in determining the proficiency and enjoyment/passion levels within the franchise organization, it is then the correct time to step into the Identify stage.

  • Identify

Here's where Franchise Social Media really starts to make practical sense as this stage fosters thought about the ultimate objectives of the franchise organization. Most believe this stage is entirely focused on identifying targets. However, identifying targets is only a portion of this stage.

Identifying objectives within a franchise organization is where Franchise Social Media separates itself from basic social media as there are typically many objectives to define, including increasing business at the franchisee level, improving brand awareness, creating interest in the franchise opportunity, and developing or strengthening communications throughout the system. 

Identifying where all these targets communicate and congregate online. This is often an ignored component of a social media strategy and one that would specifically lead to the strategy being non-effective. 

  • Develop

The results of the two previous stages provide the foundation for which the Franchise Social Media strategy should be built. Without the proper foundation, the strategy structure would be flat, lineal and two-dimensional. An effective Franchise Social Media strategy has some commonality built into it through the use of basic social media channels. However, it should never be considered a one-size-fits-all solution as there are just too many variables from one franchise organization to another.

  • Execute

Now, the fun part kicks in and the execution of the plan is put into action. If the strategy is well-developed and communicated throughout the organization, including to and with franchisees, execution of the plan should run smoothly, and should actually be an enjoyable experience. The strategy, defined in a living document, must be in the hands of all involved in the effort. Guidelines must be followed for optimum results. Policies and procedures must be in place for reference as needed

  • Analyze

Certainly, metrics are important in gauging the effectiveness of any online strategy. And, it's vitally important to analyze and quantify results on a regular basis. However, the key metrics are actually simpler than that of algorithms, click-through rates, and impressions.

Expanding social media beyond its basic elements and utilizing it with specific intent and purpose can prove quite effective in generating multiple benefits at all levels of a franchise organization including increasing traffic at the unit level, creating brand awareness, generating interest in franchise opportunity and improving communications throughout the system.

Understanding how social media needs to operate in a franchise environment is critical to future success, and a primary reason for referring to it as Franchise Social Media, complete with functionality unique to franchising.

 

Joyce Holland

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