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Many franchises are in one of two situations. The first is not using social media at all. Although studies show that most business owners are aware that social media can be a highly effective marketing channel, less than 40% of businesses actually utilize platforms like Facebook, Pinterest and Twitter. The second scenario is using social media but being disappointed with the lack of results it drives. There are plenty of businesses that have gotten started with social media but still haven’t seen it move the needle.
Both of these issues are linked to the same core problem. That problem is not having a clear plan for using social media. Not having a clear plan is why so many businesses haven’t started using social media. It’s also why there are plenty of businesses that are using social media but aren’t seeing the results they want.
Although social media does present some challenges, the good news is there are ways franchises can overcome them.
By following the five tips below, franchise social media marketing can become a success:
Momentum plays a significant role in social media. A lack of consistency is the most common reason franchises that are using social media fail to see the results they want. You can avoid this problem by building a franchise marketing plan for social that includes frequent updates.
Give Franchisees Control
Part of being consistent with social media and building the momentum that’s necessary for success is giving franchisees the ability to make updates without being micromanaged. Not only will this approach contribute to social media consistency, but it will also give people who interact with the brand via social media a more authentic experience.
Create Style Guidelines
Style guidelines make it possible to give franchisees control while still maintaining a consistent brand across social. These guidelines can be as broad or specific as you want. The main goal is to cover what franchisees need to know to keep their social media activity in line with the brand.
There are some great tools for franchise social media management, which is why you should find the one that works best for your specific needs and then use it to help streamline social media activity.
Test, Monitor and Adapt
It’s important to create a plan for social media marketing. That being said, social is a channel that continues to evolve, which is why it’s important to regularly test and monitor your efforts, as well as adapt accordingly based on what the data says.
If you need help putting the franchise social media tips we covered into action, learn more about how our boot camp social media certification can put you on a path to success.
Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency focused on Franchise Marketing. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing Degree however with the ever-changing world of web marketing she strives to learn something new every day.
She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location and more. Just let her know how she can help!
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