Media Emerging

When franchises dive into social media, they’ll wrestle with questions that affect franchisor and franchisees alike.

Here are answers to several questions franchises encounter as they embrace social media.

Who will be responsible for monitoring the social web, the franchisor or the franchisees?

The answer depends on several factors: What is the goal of your monitoring program? How much autonomy do franchisees have? Are you only monitoring brand mentions, or do you monitor relevant keyword conversations?

In most cases, I believe corporate should run point. HQ should also have a response strategy in place. Engagement can come from a franchisor employee or a franchisee could be tapped to respond.

Smart companies monitor conversations on topics of interest to customers, too, not just brand mentions. This is one area where franchisees could be involved in monitoring. It opens the door to trust-building and relationship-building around a “bigger idea” than yourself.

How do franchisees maintain brand standards in social media?

A brand standards policy helps. Just as McDonald’s franchisees are given specs on signage, dress, greetings, etc., franchisees need guidelines for usernames, bios/profiles, avatars, blog designs, Facebook Fan Pages, etc.

Most franchises find they trail franchisees when it comes to social media adoption. Before you rap franchisees on their knuckles for “rogue” Facebook Pages, give them guidance and explain how consistent branding protects the value of their investment in the brand.

A corporate social media policy (“guidelines” may be a better term) might help you, too. Remember, it’s all about educating and showing best practices.

What social media tools and tactics should franchisees use?

This will vary from company to company, franchisee to franchisee, and objective to objective. The short answer: Whichever tools work. If one franchisee finds success participating in niche communities, and another by networking via LinkedIn, great. As long as they’re using tools effectively to meet business goals, let ‘em rock ‘n’ roll.

Should the franchisor oversee franchisees’ social media efforts?

The franchisor has a valuable opportunity to provide value to franchisees by offering training and guidance. Let’s face it: Franchisees are rarely satisfied with the level of support from the franchisor. Training them on how to grow their business with these new-to-them tools is one way to build whuffie.

What can a franchise use social media for?

Everyone wants to use social media for marketing. Yes, you can attract new business — although I recommend studying the art of “selling without selling.”

Franchises can use social media for more than driving traffic, though. Think about identifying potential franchisees, researching new markets, listening to customers to develop new products or services, providing “anytime/anywhere” customer service, recruiting employees, and participating in communities.

Where can franchises get advice on social media?

Check out Joel Libava, The Franchise King or Sean Kelly of Franchise Pick. Both share useful social media advice for franchisees and franchisors. Find Joel and Sean on Twitter, too.