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Using social media to help your franchise

Technology is constantly changing, and one can argue that the rate of change is increasing in areas such as social media. The options that people have for communicating with social media keep increasing, as does the audience.

Sophistication or even capability doesn’t translate into instant success. For example, Facebook may be one of the most popular social media platform currently in existence, but it was not the first. Others, like MySpace, came before it, and someday something better may knock Facebook off its pedestal.

No matter how simple or how sophisticated, for the entrepreneur, the key question is how it should be used and whether it should be used at all. Take for example an ice cream related business opportunity like a Cold Stone Franchise. While the parent company may have a range of social media channels to generate customer interest, the franchisee wants to have specific customer interest in that owners particular location.

It wouldn’t help the franchisee to simply copy the parent company’s strategy since that strategy is not going to be customized for that franchisee’s needs. For example, if the location is near a university with a lot of foot traffic, the franchisee may want to develop a Twitter strategy that uses a pair of hashtags in the tweet. One of them may be related to a university event, and the second related to the franchisee’s business. If someone sees the tweet and is encouraged to eat ice cream, they are also encouraged to do so at that franchisee’s location.

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