Franchise consultants with iFranchise Group, a leading franchise consulting firm based in the Chicago area, have noted that a growing number of franchise systems are utilizing social media, not only for branding and communication purposes, but also for franchisee recruiting. For a select few franchisors, the results are positive. But for most, their results have not produced a measurable increase in franchise sales.
Despite the increased activity and budget allocation focused on social media, only a small percentage of franchisors who utilize social media to attract franchise buyers can actually attribute franchise sales directly back to their social media efforts.
The key, according to iFranchise Group executives, is knowing how to best implement and use social media across multiple platforms for multiple audiences, and ensuring that proper policies and monitoring functions are in place.
Benefits and Dangers of Social Media… carry on reading.