Who, What, When, Where, Why & How of Social Media within a Franchise Organization

So, you may be thinking that it’s about time you and your franchise organization jumped into the social media pool. Of course, it’s not too late! Throughout the day, we will take a shot at simplifying social media with the hope that all phobias and concerns will be put to rest and venturing into the social media pool will be a piece of cake. So, here we go!

Recently, we addressed developing a social media plan of action around our simple Social Media e-IDEA. Well, let’s simplify that even further and get you to do a little homework beforehand. Your assignment is to answer the key questions of Who? What? When? Where? Why? and How? to make certain you’re heading in the right direction.

wwwwwhWho? (Identify your targets)

Know your ideal franchisee profile
Know your targets

What? (Manage the conversation)

Determine and integrate social media responsibilities within current job function or position
Identify and train “voices” of the company and brand
Develop social media guidelines for the entire franchise system including negative response protocol

When? (Plan accordingly)

Review previous day’s activity
Determine today’s objectives
Determine corresponding activities
Divide the day accordingly
Be certain to monitor alerts
Use social media tools wisely
Encourage regular participation
Prepare for evenings & weekends
Key: Quality over Quantity

Where? (Locate your targets)

Know where your targets “listen and speak”

Why? (Some possible goals and objectives are listed)

Create or improve brand awareness
Increase business at unit level
Create or improve interest in franchise opportunity
Generate qualified franchise sales leads
Improve franchise sales efficiency
Improve communications throughout franchise system
Locally, regionally or nationally

How? (Making it happen)

Determine specific goals and objectives
Focus all marketing efforts
Know what’s going on at all times

*This post was originally published on this site March 2011

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