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

As a franchisor, should you closely monitor your franchisees' social media activities? What is the right amount of monitoring and oversight? Should franchisees operating in different territories have a say in local promotion policies? How much, if any? To achieve joint success, the parties involved must develop social media guidelines that strike the right balance between appropriateness, relevance, and effectiveness.

Most franchisors now know and understand the power, reach, and value of social media. Working with social media platforms is exceptionally powerful and efficient. However, if something goes wrong, the damage and impact on the brand and franchise formula can be significant.

In accordance with the franchise formula's standards, franchisors expect franchisees to follow established social media guidelines. As part of their training, franchisees should be educated on how to properly utilize the franchisor's marketing channels. This includes selecting the right marketing channel, the content, and the frequency of use to build brand authority and awareness.

At the same time, franchisors must remember that national marketing alone isn't always ideal for franchisees operating locally. While franchisees need the power and reach of social media, they often also need the freedom to tailor content that's effective in their own territory. Within certain limits, of course, but what limits, and who sets them? How can the two forces—national and local marketing—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 presence while simultaneously allowing sufficient time for local franchisees. The franchisor must outline shared goals, KPIs, and strategies for using social media. Franchisees should set goals specific to their location, while providing insights and recommendations on what works in their own territory. Both parties must work closely together to develop social media content for both national and local promotion. Early communication about this is therefore wise. Social media content that is approved well in advance by the franchisor ensures that no missteps are made. This ensures that expectations are managed for both parties and that 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 representative. This person will oversee the brand's standards for content, messaging, and strategy. This person will also speak with franchisees to assist them with their needs, concerns, and requests at the local level. Furthermore, to gain a complete picture of what is being said about the brand online, it is important to incorporate "social listening" into your social media strategy.

What's at stake?

For franchisors and franchisees, the lack of clearly defined social media use can be risky. Therefore, ensure that both (employees of) the franchisor and franchisees are aware of the risks. Harsh or inappropriate social media content can lead to an immediate withdrawal of support, negative publicity, and a sharp drop in revenue. While this risk is clear, these incidents occur almost daily. For some, it can have a single impact, while for other franchises, it can erupt on social media for weeks or even longer.

Conclusion

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