Franchise social media marketing keeps your business top of mind, and the power of getting it right should always be considered! In this blog, we aim to provide actionable advice on the dos and don’ts of franchise social media marketing. We hope you find actionable tips for your franchise – check out our insight below!

II. Do: Establish a Consistent Brand Voice

Establishing a consistent voice puts your brand at the forefront of people’s minds! People are more likely to recall your franchise if your logo, messaging, tone, etc., are consistent! It also helps consumers feel more aligned with and trust your brand. Another point worth highlighting is that perception is everything, and if your brand has something to contribute to the conversation, the consumer gains a connection with your franchise!

An example of a consistent franchise in their social media efforts is Dunkin’, formerly Dunkin’ Donuts. Maintaining a consistent online presence via social channels and their rebranding from “Dunkin’ Donuts” to just “Dunkin” has positioned them as a top franchise brand. Adapting the company name to be on a first-name basis with consumers builds trust and allows them to be recognized for more than donuts, as they’re also top-of-mind for coffee!

III. Don’t: Neglect Customer Engagement

Franchises need to recognize the importance of engaging with customers on social media- it’s called “social” media for a reason, so let’s conversate! Staying active online lets customers see your franchise is attentive, ultimately affecting your bottom line. 

A study from Forbes Insights shows that 74% of consumers are more likely to buy based on experience alone! Thus, customer engagement should be at the forefront of franchise businesses’ priorities! 

IV. Do: Provide Value to Your Followers

Franchises can thrive on social media when they find ways to provide value to their followers! Sharing helpful information via blogs, implementing promotions, and constantly finding ways to optimize content to keep people interested are all ways franchises prove invaluable to their audience! Staying relevant through social conversations strengthens your brand and builds a loyal customer base.

Franchises like Great Harvest Bread Company provide value to their followers by posting on-brand, relevant content that resonates with their audience! Check out this case study to glimpse how SocialMadeSimple grew and engaged Great Harvest’s social presence through eye-catching posts and targeted ads!

V. Don’t: Ignore Analytics and Metrics 

Tracking social media analytics is critical to measure the effectiveness of social media marketing campaigns for your franchise! We use our proprietary platform, SocialModo, to craft, schedule, and optimize content for franchisees!

Here are a few key performance indicators to consider:

• Engagement Rate: This metric measures the percentage of people who engage with your social media content, including likes, comments, shares, and clicks. A high engagement rate indicates that your content resonates with your audience and can help increase brand awareness and loyalty.

• Reach: This metric measures the number of people who see your social media content. A high reach indicates that your content is being shared and seen by a large audience, which can help increase brand visibility and attract new customers.

• Conversion Rate: This metric measures the percentage of people who take a desired action after seeing your social media content, such as clicking a link to your website, filling out a form, or making a purchase. A high conversion rate indicates that your content is effective at driving sales and leads.

• Follower Growth: This metric measures the growth of your social media following over time. A steady increase in followers is a great sign and can help increase brand awareness and loyalty.

VI. Do: Stay Up-to-Date with Social Media Trends

As a franchise on social media, it is essential to stay up-to-date on social media trends and algorithm changes! You could be creating unique content, but if the channel you’re using has a significant update you missed, your efforts might go unseen! Some easy ways to stay informed are tuning in to reliable marketing news sources and attending sessions from people and companies that are tuned in and spearheading any change efforts. 

Some great social media marketing blogs include:

• Social Media Examiner
• Social Media Today
• SocialMadeSimple 
• HubSpot
• Marketing Brew
• BuzzSumo

VII. Don’t: Over-Promote Your Products or Services

It can be easy to over-promote your business on social media, but no one will pay attention to your content if you’re inside a vacuum! For example, striking a unique balance between alerting people of your offers while curating amazing content and blogs that keep your readers engaged is the goal!

Over-promoting products or services does not provide value to your end consumer! By not taking a customer-centric approach, you’re hurting your franchise and losing people initially interested in what your business offers!

VIII. Conclusion

Knowing the dos and don’ts of franchise social media marketing will set your business apart!

Essential dos include having a consistent brand voice, providing value, and staying current with trends! Some don’ts to avoid are neglecting customer engagement, ignoring analytics, and over-promoting your products or services.

Avoiding these common mistakes and seizing opportunities for social media success will be crucial to building your brand.

SocialMadeSimple encourages readers to use these tips and tricks to improve social marketing efforts. Should you need help, try our 90-day pilot program completely free!