Social media: how much control do you give your franchisees?

As a franchisor, should you closely monitor the social media activities of your franchisees? What is the right amount of monitoring and oversight? Should franchisees who are active in different areas have a say in the policy of local promotion? How much? To be successful together, the involved parties need to develop guidelines for social media use that strike the right balance between suitability, relevance, and effectiveness.

By now, most franchisors know and understand the power, reach, and value of social media. Working with social media platforms is extremely powerful and efficient. But if something goes wrong, the damage and impact on the brand and the franchise model can be significant.

In accordance with the standards of the franchise model, franchisors may expect franchisees to follow the established guidelines for social media use. As part of their training, franchisees should be trained to use the marketing channels utilized by the franchisor appropriately. Think about choosing the right marketing channel, content, and frequency used to increase brand authority and awareness. 

At the same time, franchisors must consider that only national marketing is not always ideal for franchisees at the local level. While franchisees need the power and reach of social media, they often also need the freedom to create custom content that is effective in their own area. Of course, within certain boundaries, but what boundaries and who sets them? How can national and local marketing forces be best connected? Through planning, communication, and collaboration!

The (social media) marketing calendar

A (social media) marketing calendar is essential for both parties to maintain the brand's marketing messages while leaving enough space for local franchisees. The franchisor should outline the common goals, KPIs, and strategies for deploying social media. Franchisees should set goals specific to their location while providing insights and recommendations on what works in their own area. Both parties should work closely together to build social media content for both national and local promotion. Communicating in advance is wise; well-approved social media content ensures no missteps are made. This way, both parties' expectations are managed, and the quality remains high.

Monitoring social media

To maintain the success of a campaign strategy for both parties, it may be advisable for the franchisor to appoint a marketing employee. This person oversees brand standards regarding content, messaging, and strategy. They also liaise with franchisees to help them with their needs, concerns, and requests at the local level. To get a complete picture of what is being said online about the brand, it is also essential to include "social listening" in your social media strategy. 

What is at stake?

For franchisors and franchisees, the lack of clearly defined social media use can be risky. Ensure that both the franchisor and franchisee (employees) are aware of the risks. Sharp or misplaced social media content can lead to immediate withdrawal of support, negative publicity, and a significant drop in revenue. Although this risk is clear, such incidents still occur almost daily. For some, it may have a day's impact; for other franchise organizations, it can "explode" for weeks or even longer on social media.

Conclusion

The success of a social media strategy for a franchise organization requires a marketing calendar that works for both parties. Expectations should be managed, and national and local promotions must complement each other. It is also important to oversee social media activities. The franchisor has the most control due to managing the brand and the reputation they hold. Franchisees should strengthen this by making recommendations for local promotion. Communication is once again the key to success!