Franchise Industry Trends: Social Media

Posted on November 11, 2011 by Ben Baggett

With the recent release of Google+, social media is quickly becoming one of the most popular ways for consumers to stay connected. The web is becoming more important now than ever for franchise owners in particular due to its ability to gain visibility and boost customer engagement. Moving forward, one of the biggest trends in franchising will center on embracing the benefits of social media as the general public continues to become digitized. Franchise owners will be able to take advantage of social media in a variety of ways, ranging from different platforms to various online practices, but the fact remains that the Internet will continue to play a large part in determining the success and recognition of a business.

Untapped Opportunity

Countless businesses have profiles on websites like Facebook and Twitter, ranging from big-name franchises like Coca-Cola to smaller organizations within local cities. The businesses with a successful online presence tend to incorporate a variety of consumer-engaging practices designed to get customers into local locations, strengthen brand names, and even offer discounts, deals, and events to their followers. For franchises, creating an online presence will continue to be a growing trend in their basic franchise development services because it is one of the best ways to reach a larger audience; after all, word of mouth can take a while to reach the numbers of customers a small business might need.

Social Media Tips

Facebook alone has over 500 million users (and growing), and the micro-blogging platform Twitter hosts 150 million accounts; despite these numbers, only 9% of companies are using Facebook as a business tool. Industry experts maintain that using tools like Facebook Places and Google Places can be an easy way to begin to delve into the world of social media; by setting up a business profile on these sites, users can easily "check in" when visiting certain businesses registered with Facebook, and having a Google Places profile can help prospective customers locate information about businesses with ease. Similarly, Twitter can be a great tool if used consistently; author Andre Kay of Franchise.com recommends the "80/20 Rule," in which "80% of your tweets should be about facts, menu, community information, customer stories, tips" and 20% "tweets about your daily deals, specials, contest, and giveaways."

This is just an example of how franchise owners can make the most of the opportunities offered by social media; the possibilities are endless, particularly with such a large audience at hand. Overall, the web will continue to be a way for small and large businesses alike to gain visibility because it enables franchises to connect to customers who might not have known of their existence beforehand, particularly since people are far more likely to see content from online media than traditional print advertising. Without question, the Internet is and continues to be one of the best tools the franchise industry can ask for.

Article by Alan Richards

Mr. Richards is a Franchise Marketing Specialist at Upside Group Franchise Consulting Group. For the past decade, Upside Group has been helping franchisees develop their business plans and marketing strategies with an aim to increase sales and to ensure long term success. Comprised of an experienced and professional team, Upside Group understands every aspect of the franchise model and how to execute the most effective strategies for a number of different business goals. With measurable results and proven expertise, Mr. Richards and his colleagues at Upside Group are committed to providing clients with a list of comprehensive services that will strengthen the development of their franchise.