Social media presence, for so many franchises, is an after-thought. However, over the course of the COVID-19 pandemic, social media underwent a revolution. Platforms such as Tiktok, Instagram, Facebook, and X (formally Twitter), have almost tripled their total user base in the last decade; growing from the millions into the billions. Linkedin is also important for the B2B market.
If a franchise isn’t using social media to their advantage, you can be certain that there is an ever-expanding demographic of potential customers not being reached. At Walfinch we have a dedicated social media manager to help us promote the brand and franchisees to promote their own businesses. But how might you recognise a ‘good’ social media?
Variation in media
Sometimes, consumers will judge a book by its cover. An aesthetically pleasing social media profile often has variation in its content – while remaining consistent in the overall brand message. Ideally, brands will have multiple forms of media on their socials; well-edited videos, photos, text-based posts, visually striking graphics.
In doing so, the franchise is broadening its reception by varying the style of consumption. If the franchise is able to provide potential customers with a range of content, they are more likely to find something worth dropping a follow for.
Keep an eye out for this well-balanced content.
User-led activity
One sure way of identifying whether a franchise prioritises and up-keeps their socials is activity. Posting regularly is key to a social media profile maintaining its presence in customers’ feeds. If identified as an active user, algorithms will push their content up – which is exactly the kind of reception you want to be buying into.
However, this is a double-edged sword. This feature cannot dictate a franchise’s social media health, unless variation is present. More often than not, the algorithm will identify similarities and underpromote this repeated content – regardless of whether or not the output is regular.
Another sign of good, user-led activity is when franchises engage with their users. Liking and replying to comments is a key way in which customer service has been re-imagined online – if a franchise is noticeably taking this user-led approach, they could be the one for you.
Followers (to an extent)
Is the myth true? Do ‘followers’ matter? Yes and no.
Ideally, a franchise has a decent following – this demonstrates a pre-established, devoted customer base. It speaks volumes when users opt-in to see more of a brand in their feed. However, a high quantity of followers is not necessarily indicative of a ‘good’ social media presence.
As of late, social media platforms (especially X) have become saturated with ‘bots’, which can be monetised to follow and engage with profiles. Due to this, the number of followers has become less indicative of a brand’s online reputation. A lower number of real, devoted users is endlessly more valuable than a large number of monetised ‘bot’ followers.
It will take a little bit of tech-savvy snooping to identify whether or not a franchise will be able to support you as a franchisee in terms of their social media presence. As such an important tool for connectivity, marketing and networking, it’s important to be able to judge whether or not a franchise is behind the curve. The role social media has in our lives is constantly changing and evidence of adaptation is key. In this day and age, franchises cannot afford to get left behind. So the question is: is your potential franchise social savvy?
