Managing your Franchise Social Media
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This document provides tips for managing franchise social media. It recommends determining whether social media will represent one brand or multiple local identities. It also stresses defining who will manage social media and communications, having clear social media usage and customer service policies, and creating a strategy that includes defining content, engagement plans, social care procedures, and measurement metrics. Having a well-planned social media strategy is important for effectively representing the franchise brand and growing the business.
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Managing your Franchise Social Media
- 1. TIPS FOR MANAGING YOUR FRANCHISE SOCIAL MEDIA
- 2. BRAND VS. LOCAL Determine whether you want to represent use your franchise social media to represent one brand or multiple local identities. This will determine how many social media pages you’ll need to create over time.
- 3. MANAGEMENT CONTROL It is absolutely essential to define who will be responsible for managing social media communication and provide customer service: corporate, franchisees, or a combination of both. Make sure you define this in writing so responsibilities are very clear.
- 4. POLICIES AND PROCEDURES Make sure your franchise social media strategy includes these foundational pieces: social media usage policy and social care policy for customer service.
- 5. CREATE A STRATEGY To do your franchise social media well, you can’t just “wing it.” You need to create a strategy so that you can implement it effectively either from head office or from each local franchise. Your strategy should include:
- 6. CONTENT Define what types of content (offers, blogs, emails, posts, infographics, videos, images, etc.) you will be creating and how you will share them.
- 7. ENGAGEMENT Plan in advance how you will proactively engage with your audience. Engagement is the difference between a franchise social media campaign that lectures and one that truly transforms the audience into advocates.
- 8. SOCIAL CARE More and more consumers are turning to social media to resolve their customer service needs. You need a plan for how to handle these concerns when they arise online.
- 9. MEASUREMENT If you don’t measure the results, it’s all for nothing. Track your engagement, your traffic, your leads, your conversions, and every step along the way to using social media to grow your customer base and your business.