It’s always interesting to see what you’ve done in the past to either spur some thought on doing something today or to just reflect on your thoughts back then and determine if they’ve changed or progressed since then. On this date four years ago after presenting at Franchise Expo South two sessions on using social media for and as part of franchise lead generation I posted the following statement,
“My main takeaway from Franchise Expo South – Franchise Execs are no longer just talking about how to start using social media in their organizations… they’re now more focused on how to use it effectively and how to integrate it in day-to-day operations, even beyond just using it in their marketing efforts, and it seems like they want to learn more and more. Exciting times ahead!”
Looking back I’m sure I was wrong. I believe social media is still being underutilized. Beyond having to be there for consumers as a ‘message board of sorts’ it should be used for so much more.
A few examples include improving communications within an organization, building online community, integrating with traditional marketing to enhance message and keep it alive, increasing brand awareness, sharing highlights within the organization as an extension of public relations, improving personal branding for individuals at all levels within the organization, creating awareness as industry experts, cross-promoting messages across multiple social media platforms and much more…
Yes, there’s so much more that can be done with social media so the one thing I said four yeas ago that I truly believe and I’ll say again today is, exciting times ahead.
For those that are interested, here’s the promo for the session mentioned above:
“Franchise Lead Conversion: A Smooth Transition from Online to In-person” – sponsored by FranchisEssentials.
Franchise marketing for today and tomorrow must be technologically advanced to attract a more sophisticated, educated (and cautious) franchise candidate than the franchise industry has ever seen before. An evolving trend highlights the increasing number of transitioning, highly-skilled and educated business professionals and corporate executives exploring franchising as a career alternative while already successful street-smart entrepreneurs investigate franchising, perhaps for the first time, as part of their diversification and expansion strategies. It’s the transition from the virtual world of social media and digital marketing to: email, phone calls and in-person visits that need to be seamless. Franchise candidates should not perceive any variation in messaging when transitioning to one-on-one interaction within the franchise sales process. Key takeaway: people buy from people, and technology does not sell franchises.