It is no exaggeration to say that social media is arguably the most dominant and crucial element of a company’s consumer-facing efforts. If your brand lacks a strong social media presence, you have undoubtedly fallen behind your competitors.
In the franchising world, social media presents unique challenges and considerations. Franchisor management must determine which specific platforms to utilize, establish guidelines and best practices for managing each platform, and define the levels of control across all stakeholders, including franchisees and employees.
One crucial question for franchisors is determining the appropriate level of control over social media activities. There is no one-size-fits-all solution, as the right approach may vary depending on the brand, industry, target audience, and specific goals. However, there are generally four broad levels of control to consider:
Prior franchisor approval
This catch-all provision grants the franchisor final say over social media activities, but it can be costly, time-consuming, and hinder the real-time, personal interactions that are often the key benefits of social media.
Central content library
Franchisees can access and use pre-approved materials from a central library, which they can often personalize or localize. While this may be more cost-effective for the franchisor, it can strip away the interactive element of franchisees’ social media presence.
Complete franchisor control
This option provides the franchisor with the highest level of control but can be extremely costly and time-consuming to maintain a relevant local presence (if desired), or may result in a bland, uncompelling brand presence.
Complete franchisee control
This approach offers individual locations the greatest ability to interact and engage with customers, but it also opens the door to substantial risk for the entire brand due to the actions of a single franchisee or employee.
In reality, most franchise systems will find themselves moving along a spectrum between these levels of control. Where a brand should fall on that spectrum depends on various factors such as the industry, brand personality, intended audience, and specific goals of the social media activity.
For example, home services providers and trades businesses may not require the same level of consistent social media engagement with customers as, say, the boutique fitness industry, where instructors often become local personalities through their social media presence. In such cases, franchisors may grant more autonomy to franchisees or their employees while providing additional training, implementing provisional periods, and retaining the ability to edit or delete content as needed.
When developing a social media policy, franchisors should address several key areas to ensure their brand’s social media presence aligns with their goals. First, they should determine which platforms to allow or require franchisees to use and any limitations on their use. While platforms like Facebook, Twitter, and Instagram may serve as a static presence for basic information, franchisors may also want to explore more dynamic platforms like Snapchat, TikTok, and YouTube for unique content and interactivity.
Franchisors should also consider the specific features they want to leverage on each platform, such as allowing or disallowing user comments on videos or other content to maintain brand control. Additionally, it’s crucial to establish account ownership, as franchisors will likely want to maintain ownership and the ability to delete content or accounts, even if franchisees or employees have control over day-to-day management.
Social media is a powerful tool for businesses, but it also carries real risks. By creating a thoughtful and robust social media policy, franchise systems can maximize the positive effects of social media while minimizing potential pitfalls. Consulting with franchise attorneys is advisable to ensure compliance with relevant laws and regulations, particularly when it comes to interactions between franchisors and franchisees’ employees.
