Most franchisees will not have social media addressed specifically in their Franchise Agreements. So, there is not much stopping franchisees from participating in social media web sites. New franchisees are now starting to see company’s social media policies in their franchise agreements.What is the big deal with a franchisee setting up a Twitter or Facebook page? Here are a few:
- A franchisee’s page is neglected and it reflects poorly on the brand.
- A franchisee posts a coupon on his Twitter page but isn’t clear that it is only valid at his store.
- A franchisee’s personality can become evident over time with social media – is this good for the brand, is it confusing?
In my opinion, from what I’ve seen with social media for 99.5% of restaurants – an proactive social media strategy is really on good for sending discount promotions to a ready pool of your customers. You can sometimes get ‘buzz’ from online communities, but the resulting increase in sales is almost always negligible.