In the constantly evolving world of digital and social media in particular, we see many franchise networks asking themselves a multitude of questions about their strategy. Indeed, the adoption of social media is no longer limited to a simple online showcase; it has become an almost vital tool for the growth and maintenance of any successful franchise.
As a franchisor, you are not only the ambassador of your brand locally, but also the builder of that image on a larger scale. Social media offer a unique channel for telling your story, sharing your successes, and above all, establishing a sincere connection with your customers, your community.
However, navigating the world of social media can sometimes seem a little complex as algorithms malign brands and advertisers… That’s why we’ve compiled a list of 10 good resolutions every franchisor should consider to maximize their impact on social media.
Resolution no. 1: A clear strategy
Define your target networks, your objectives, your target audience, and your brand’s key message.
Resolution no. 2: Brand consistency
Create a graphic charter and make sure your visual identity is uniform and consistent across all platforms and networks (parent social networks and franchisee social networks if you’ve opted for a strategy of de-multiplication of accounts).
Resolution no. 3: Active engagement
Regularity is the key to obtaining concrete results and building a loyal community on your various networks. Done is better than perfect. Don’t wait for everything to be perfect before starting a conversation with your audience. Be authentic, but leave a little room for spontaneity! VLOG-style face-to-face interviews work very well, for example.
Resolution no. 4: Quality content
Invest in content that’s visually appealing, but above all brings value to your community! Your network presence shouldn’t just be about promoting your company. The key is to capture attention!
Resolution no. 5: Tailor your communication to each network
Each social network is unique and plays by its own rules. Don’t duplicate your content everywhere, but design your publications according to the specificities of each network: target audience, objective…
Resolution no. 6: Performance analysis
Data is your ally! Track and analyze your networks’ dashboards to understand what’s working and what’s not.
Resolution 7: Competitive intelligence
Keep an eye on what your direct or indirect competitors are doing, or on other brands you find inspiring!
Resolution no. 8: Targeted promotions
It is now essential to promote and buy media on the networks. Be careful, avoid the “promote this post” functions, which are a bit of a “tourist trap” and don’t allow you to really fine-tune your messages, targets and advertising spend.
Resolution no. 9: Online reputation management
Pay attention to reviews and comments to maintain a positive image. A bad review is an opportunity to appease the customer and help him change his mind about your company.
Resolution 10: Training and support for franchisees
Offer resources to help franchisees use social media effectively at their local level. It’s your role as the head of the network to support and feed your franchisees with information, content and methods. Networking can’t be improvised.
By adopting these resolutions, franchisors can not only improve their online presence, but also strengthen synergy within their franchise network.
