Like every business in every walk of life, America's franchises have woken up to the reality that a strong social media is now as integral as a shopfront. Still social media is a massive platform with a various different lessons for various businesses. As it turns out, there is a lot that other franchises can learn from the experiences of others.
Enterpreneur has spoken with many franchises about their social media experiences in a story based around the Technology Summit at the IFA Summit in Orlando in February. The article states there has been a total about-face in franchising from a more skeptical, 'who needs social media' perspective to an out-and-out embrace of the likes of Facebook, Twitter and GooglePlus.
"Consumer interest is with connecting to local business. So the social media opportunity lies with franchisees. But from an execution standpoint, getting all your franchisees to agree on a new campaign or discount is a nightmare," Jon Carlston, a partner Process Peak, a social media management and software development firm. told Entrepreneur.
You can sense the inherent struggle with social media in franchising. Franchise systems work because of a uniform structure but because of the demands of catering to the local, the franchisor must sign off some control to the franchisee.
There's a lot of serious insight from this story on social media and franchising. We heartily we recommend you read it.