Steve Jones – Managing Director, Select Your Franchise UK Ltd
Social media has a huge impact on the world today. Of the networks I’m looking at today, Facebook has more than one billion members (that’s around one seventh of the population of the world), Twitter has more than 500 million, and LinkedIn has more than 175 million. These networks offer a remarkable marketing opportunity, so it is important that franchisors take action to ensure that they are exploiting this.
Which Network?
Different networks offer different opportunities to businesses.
Facebook caters for people to stay in touch with those they know from elsewhere, such as friends and family. With a Facebook page, a company can post photos and statuses, run competitions, and provide interesting content for visitors to see. When a customer likes the company’s Facebook page, this is visible to all their friends, promoting awareness of the brand.
According to the Pew Center’s Internet and American Life Project in May 2012, the average Facebook user has 229 friends. This means that one customer Liking your Facebook page can expose your brand to that many people. This also promotes conversation between customers about your brand.
Twitter is more ideally suited to releasing short bursts of news to your followers. With a 140 character limit, it requires a little creativity sometimes to say what you need to say. Still, it’s best to stick to whole words and not resort to text speak, which really is best left to text messaging. An account on Twitter gives you approachability, encouraging conversation with your customers.
LinkedIn is great for connecting with other businesses or professionals. It provides excellent networking opportunities to help grow your business.
A combination of networks can help to keep your company in the public eye.
Social Media Policy
It is important that franchisors establish a social media policy for their head office staff, franchisees, and franchise staff, so that everybody knows what sort of conduct is expected of them. Remember that your social media presence should not be sales-oriented – social media should be used as a tool to promote your presence as a brand.
Listen to your customers
Facebook and Twitter give customers an unparalleled opportunity to tell you what they think of you. A negative customer review can go viral, as can a positive one. Reply to everyone who talks to you in a friendly way, as this is public customer service.
Social media provides an excellent opportunity to collect feedback, which you can use to change the way you do business for the better.
Building your business
Social media is an excellent way to keep your brand in the public consciousness, promoting conversation with your customers and allowing high levels of feedback. As long as you keep in mind what you wish to accomplish while using these sites, they can offer excellent advantages to your franchised company.
