Social Media for Franchises & Small Business

In this article, you as a small business owner will learn why franchises are beginning to see the benefits of Social Media. You will also realize that if you are not using Social Media, then you are behind the curve.

The Entrepreneur talks about Franchises finally warming up to Social Media.  This year there were emissaries from both Google and Facebook at the annual International Franchise Association. This event didn’t quite make it to big media, but for the franchise world, it was “…as exciting as if Steve Jobs had released an Ipad just for them…”

“Attendees of the International Franchise Association’s (IFA)…jammed themselves into a conference room to hear presentations on social media.”

 – The Entrepreneur

About two years ago you couldn’t pay franchisors to sit and listen about social media. In 2012 there isn’t a franchise that doesn’t think something needs to be done to get more involved in Social Media. Now, the thought is: “How can we make social media work better for us and our franchise?”

-The Entrepreneur

The most important thing to know about Social Media is that you must have a real person behind the postings. Nobody wants to interact with a computer that posts content and doesn’t interact with its viewers.

Synchronizing all of your franchisees to agree on a new discount, campaign or promotion is ridiculously complicated. Not to mention, Social Media is “inherently local” – Jon Carlston, a partner at Process Peak, a social media software development firm. Jon Carlston and other “tech-savvy” parties/members of the franchise world have had multiple meetings with “Facebook to discuss their needs.”

       – The Entrepreneur

Just because your franchise is a part of a national system, doesn’t mean your customers don’t see you as a local business. Your business is still very much a part of the community. The best way to create a fan-based following is to offer news, links, tips and events that “relate directly to your community” – The Entrepreneur

Does your business have a visual element? Think hard – what is the most visual aspect of your business? Is it your logo, the color of your building, the ambience of your restaurant, your mascot, or is it your products? Whatever it may be, make sure your customers see it as much as you talk about it.

For example, if you own a franchised restaurant and you are talking about the new flat screen TV’s put in for happy hour during the sports game. Make sure your customers can see these TV’s – don’t just talk about them.

If you are feeling comfortable with this so far, try creating some videos. Be careful though. Make sure you review it multiple times; it could end up being a bad publicity stunt.

One of the biggest benefits of Social Media, is being able to connect directly with customers. This means that a customer can make a complaint directly to your company, for all eyes to see. You don’t need to apologize for every single thing, and you don’t need to say “thank you” for every single comment. However, “if there is a problem that can be easily addressed or an interesting conversation is taking place, step in and let your customers know that you are listening.”

– The Entrepreneur.

 Remember…

Social Media dies when it is a one way conversation

Franchises that learn how to manage Social Media internally is similar to small businesses that learn of the importance of Social Media. Franchises are now given the tools to be able to efficiently and effectively manage their own Social Media position.

Where does small business fit in? Well, small business is lagging in the Social Media department. There are already tools available for small business owners. Unfortunately, small businesses use excuses like having less funds to spend on advertisements, promotions, marketing, and customer engagement (Social Media).  Managing a small business myself, I understand these problems. But, what small businesses don’t understand is, the greatest benefit of all: This emerging field is affordable to small businesses. Not often does such a tool become available to large and small businesses. Small and large businesses are in direct competition.

 So, how can you as a small business owner get started?  First, contact a Social Media Consultant. Why use a Social Media Consultant rather than struggle on your own or outsource?  Because, the most successful Social Media campaigns are integrated directly with the company’s business. Remember, you as a small business owner are the business. It is your voice and your personality that makes your business successful. Think of it like this:

You are your business. Facebook allows your business to have a presence (A Facebook Page) to speak and act on behalf of your business. Users can talk to, ask questions, complain, compliment and interact directly with your business as if it were a talking, living thing. As a small business owner, how can you possibly ignore such a phenomenon?

By hiring a Social Media consultant, you will have assistance getting your Social networks up and running. You will learn how to save time and frustration by using tools developed specifically for you. With a consultant, they can manage your presence for as long as you’d like. When you are ready, cut the ties and manage it internally or on your own. With a consultant, you get the best of both worlds. Because remember, a cookie cutter approach may work with large corporations – but, you are not a large corporation. You need customized Social Media. When you think customization and Social Media, think DSM Solutions.