Why Do It Yourself doesn't work for franchisees in social media.
BY: JACK MONSON
Jack Monson is the Director of Digital Strategy at Qiigo, helping Franchise brands and their locations unify their digital marketing . Always at the forefront of digital and social marketing, Monson's leadership and drive within the franchise industry led him to become a co-founder of FranTech, the International Franchise Association's annual conference designed to help marketing, communications and information technology franchise professionals better understand the digital landscape. - Social Geek Radio Contributor
What’s The DIFF?
One of the best things a Franchisor can offer Franchisees has been good content for marketing and social media engagement. And now this includes leading the franchisees’ content publishing efforts.
Creating content for your entire organization is great. But if that content never gets in front of consumers, it’s worth nothing.
DIY Doesn’t Work in Social Media for Franchisees
I spent several years creating social media marketing models where franchisees would “get with the program” and engage daily in social. Do It Yourself social media is a great idea in theory for franchisees, but not all practical. Getting 10% of franchisees in any system to engage was considered success.
We’re now in a Do It For Franchisees world of social marketing.
Local business owners know that marketing is one of the disciplines that they need to tackle. But that’s the problem: it’s just one of things they need to tackle! And when the hours in a day get tight, marketing gets dropped every time.
Don’t Be Overhead. Be Air Cover.
Operators, owners, and Franchisees need to focus on running their business, managing their employees, serving customers, and making product, but not becoming a digital marketing expert.
That’s where you come as the expert to figure out the best social approach for your brand and the microcosm of the brand that is the local franchisee’s Facebook page.
You not only can create the appropriate content for that page, but also you can decide the suitable number of daily postings, choose the right timing, and replicate for all franchisees in your system.
That’s where you come in as marketing air cover.
It’s good for them. It’s even better for your brand!
As mentioned earlier, if you can get 10% of franchisees from any system to log in and use a social media platform, you’re doing great. But that’s a horrible number! You can’t accomplish much with only 10% of your system.
Doing It For Franchisees (or at least the inactive 90%) means no more worry about policing the messages for consistency. You manage the message and empower the franchisees to run their business.