Renee Bailey, of Franchise Direct, and recently I discussed challenges franchisors face integrating new types of media and how franchisors and franchisees alike could better utilize mediums at their disposal.
What are some challenges franchises are facing concerning integrating new types of media?
The biggest challenge franchises face with new media is a lack of understanding that like anything else, requires planning. Many are not taking the time to:
- develop and explore the various media available
- identify their targets along with identifying where they congregate and communicate online
- develop a strategy based upon the targets (which may actually require sub-strategies for each target and their online communities)
- execute the plan and all that goes into it, including dedication of financial AND human resources in managing and monitoring activity, and of course
- analyze and quantify results in order to continue moving forward or adjusting as necessary
Yes, that's a lot to grasp but it is essential to developing an effective program utilizing new media.
Basically, what I've described is e-IDEA, which is something we utilize religiously when working with franchise clients - Explore, Identify, Develop, Execute, and Analyze. It really is a great, simple guide to follow.
How do you feel franchisors and franchisees can better utilize the mediums at their disposal?
By working together, as many franchisees essentially "got there first," meaning they were posting within social media in its early stages. It's important to utilize their efforts as a foundation on which to build a uniform social media or new media program.
Franchisors should not take a rigid approach with respect to messaging and social involvement. New media is all about interaction and engagement, and as such, requires a "personal" touch at the local level. Of course, there needs to be guidelines and certain policies to protect the brand.
But that is more common sense than anything.
Also, I believe franchises shouldn't get all caught up in just driving LIKES. It's more important to create a community of sharing and engagement. I much prefer seeing a Facebook with lower number of LIKES but a high number of post views. That tells me that people are coming back day after day after day to see what is on the page. Whereas just LIKING a page, they may never return. What good does that do?