Before you make a substantial financial commitment to the franchise concept you’re interested in becoming a franchise owner of, you need to get a handle on their marketing system.
Part of your franchise research needs to include a deep dig into their marketing prowess, which is why I’ve included it in my 40-part series on the top franchise questions to ask current franchisees.
Remember; you’re going into this business relationship, (if you end up becoming a franchisee) with certain expectations. One of them being this;
The franchisor has perfected their (social media) marketing techniques.
Franchise Social Media Marketing
The franchise concept you’re investigating needs to have a real presence on the major social media networks.
Find out if they have accounts set up on the Big 4;
Twitter- I’ve been active, (to say the least) on Twitter for over 5 years. It’s a great networking platform, and it’s a great place to share information about what you do.
It took a while for franchisors to get active on Twitter, so don’t be surprised if the franchise you’re looking into has only had an account for a year or two.
But, they better have one.
Please follow me @FranchiseKing to see how I use Twitter.
Facebook- Please tell me that the franchise you’re thinking of investing in has a Facebook Page.
Companies big and small have Facebook Pages, these days. They’re easy to set-up, and having one helps with things like branding and customer service. In addition, contests and promotions are pretty simple to implement there.
Your franchisor should also include a local Facebook Page for you when you open your franchise.
LinkedIn- The marketing staff at franchise company headquarters should be able to set-up a LinkedIn company profile page in about 20 minutes.
Here’s what a LinkedIn Company Page can do;
- Tell a company’s story
- Highlight products and services
- Engage with followers
- Share career/business opportunities
- Drive word of mouth at scale
Check out The Dwyer Group’s LinkedIn Page.
Google+- Don’t be too hard on the franchisor if they don’t have a company page set-up on Google+, yet.
Google+ is one of the newest social media sites around, and a lot of companies aren’t on there yet.
Should they be?
I’m going to be “Captain Obvious” for a moment, if you don’t mind.
Google+ is owned and operated by Google.
As you chew on that, head over to my friend Chris Brogan’s website to see an infographic that nicely lays out the many benefits of being on Google+.
One more thing; ask the executive team at franchise headquarters if they’ve read this business book on Google+ - Google+ for Business: How Google’s Social Network Changes Everything
Bonus! If the franchisor is active on this social network, give them a round of applause…
The bottom line:
Make sure that the franchise concept you’re thinking of buying into has a social media marketing presence…and along with it, a plan to implement their social media marketing strategy.