While social media can perplex a single business unit, imagine the challenges and multidimensional complications that can arise when a franchisor decides to incorporate social media into his or her integrated communications plan. Social media does not dictate an entire marketing program, but it must be approached with the same level of attention and definition as the rest of its marketing counterparts.
When considering social media within the bounds of franchising, the questions of how one designs, develops, executes and measures the program multiply tenfold. The franchisor, unlike other business owners, has to be concerned with the performance of several franchisees as the continuous extension of his or her brand.