Social Media Policy: Your Brand Needs One, But What Should It Say?

FranchiseUpdate:

For several years social media has kept up its position as one of the hottest topics in franchising, and in business in general. Today, most business publications include at least one standing column about social media. While its potential marketing impact has been dissected and analyzed, in franchising quite a bit of that debate has focused on whether a brand’s social media presence should be controlled by the franchisor, or whether franchisees too should be able to have their own accounts and profiles on Facebook and other social networking sites.

The arguments for and against franchisee participation in a brand’s social media representation vary among different franchise systems. The outcomes likely will depend in large part on how closely customer loyalty is tied to particular outlets versus the brand at large. For example, the large, national, fast-food chain that rolls out promotions nationwide without much local variation may not need or benefit from franchisees maintaining their own Facebook profiles. On the other hand, the children’s day care center franchise, with customers loyal to particular outlets and marketing customized to the different locations, may have a different approach. Read full article.

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