Four Steps to Social Media Success

Share Interact Engage

Updated January 11, 2017

A year or so ago, there was a great article shared with me about things we can learn from teens about about social media. To me, the article was spot-on. Point blank, the reason teens are better at social media than, well, anybody, is answered directly in the article as follows:

“Because teens aren’t on social media to promote or sell. They’re there for 1 main reason… To be social!”

The article reaffirmed some things in my mind about social media that we at Franchise Foundry execute on for both our franchise development and accelerated digital strategies clients, but many companies haven’t even begun to do, are afraid to and/or have no clue how to do. One thing in particular is integration across platforms. Another is community-building. And, another is avoiding brand regurgitation making sure to be social and to make it about the audience, not just about the brand.

The key, the true key is that businesses (and marketers) view social media solely as marketing while teens look at it as communicating (sharing information, interacting, engaging… developing the relationship whereby asking for something, a call-for-action, if you will, is normal to the relationship, it is not out of sync, it is not overstepping boundaries, it is not selfish – instead, it is earned! Yes, these are my four steps to social media success – share, interact, engage and then, only then have your earned the right for a call-to-action… and together they are quite effective as they’re all about communicating first, marketing second.

Social Networking & Franchise Lead Generation Revisited

In light of discussions at this year’s International Franchise Association Convention about “new” ways of generating franchise candidate leads, and as I continue to field an influx of questions from start up and emerging franchisors trying to find a “silver bullet” to jump-start franchise sales, I am again sharing the following article I wrote back in 2011 as the principles continue to apply to this day. Actually, they may apply even more today as more and more have adopted social networking platforms as major sources of securing information and for communicating.

Social Networking and Lead Generation

We’re often asked if social networking can be utilized effectively for franchise lead generation purposes. Well, the answer is a resounding, “Yes!”

When working on a lead generation project, establishing objectives is paramount to the success of the overall strategy. Assuming the strategy has been developed, complete with establishing an ideal candidate profile and identifying specific geographic areas for expansion, we typically proceed as follows:

First, we focus on networking groups that include individuals that best fit our client’s ideal candidate profile. From there we drill down to individuals in the geographic area we’re targeting per our plan. Let’s say teachers fit my candidate profile. we would search out networking groups specific to teachers, education, etc. Then, we would participate in discussion groups to get a feel for the group and to be noticed and subsequently accepted within the group. There’s always a spin one could use to achieve this objective.

Next, we seek out members from the specific geographic areas we’re targeting and begin communicating what we’re ultimately trying to accomplish… to generate interest in a specific franchise opportunity. Sometimes there’s interest right there in the group. Often, it’s a referral that we get that makes the effort within that group worthwhile.

We also focus on groups that can provide me with referrals such as insurance agents, realtors, financial planners and attorneys. Again, if you’re proactive within networking groups it’s relatively easy to enlist support and gather information. Again, there has been some interest from members of these groups but it’s amazing how many times we’ve been referred to an interested party who lives in another part of the country that is willing to jump at an opportunity in my target area. You see, the fact that it stems from a referral is key!

Lead generation through social networking takes time and effort no doubt. However, once you’re proactive within networking groups, you almost end up with a snowball effect as the leads come in bunches. Some leads start out by simply posting a thought provoking discussion with some back and forth interaction with a responder and the responder saying,”what is it that you do?” Next thing you know, you’re discussing an opportunity and the door is wide open.

Most times however, it takes considerably more effort, but we’ve found people are networking online and participating in discussion groups for specific reasons. They’re all looking to expand their business, improve their position, seek out various types of opportunities, and make money. Attracting these individuals online sure beats running an ad in the local paper and waiting for the phone to ring!

Financial Performance Representations in Digital Space – Friend or Foe to Franchising?

At what point do you believe a Financial Performance Representation crosses the line outside franchise disclosure requirements?

As discussed at various break-out sessions during the recent IFA Convention, social media has created many opportunities to present and discuss franchise opportunities across and through multiple channels, often linking from one social media platform to another. As many franchisors jockey for a competitive edge and increase their social media efforts, it’s important not to lose sight of franchise disclosure requirements.

The practice of embedding financial information within online press releases, blogs and even within Facebook posts, appears to be growing. Certainly, publishing this information by itself doesn’t create an FPR. But, directly or indirectly referring candidates to the information is an FPR, and if the information is not part of a franchisor’s Item 19, it becomes an improper FPR.

Considering the linking capabilities within social media, often to the point of creating a cross-platform, multi-tiered effect, some so-called, self-professed industry professionals apparently believe they can get away with improper FPRs. Especially, as social media is still “relatively new” and growing into new areas, misunderstood by many, and virtually under the radar of most authorities.

It appears the thought is, if enforcement of franchise disclosure is lacking in traditional areas, social media has become the new wild west!

Beyond the obvious illicit practices and potential ramifications to unsuspecting franchise candidates, what also causes reason for concern is the impression it makes upon start-up franchisors that follow suit – often, not even realizing the practice may be improper. After all, they see it being done by individuals who they believe are reputable franchise professionals. So, why not follow the same practice that they unsuspectingly come to believe is actually a best practice?

Sure, everyone is responsible for their own actions, and ignorance is not a legal defense. However, if these illicit practices continue within franchising, more and more will participate to the point of it becoming a common practice, with many believing it has become a best practice. Momentum picks up with so-called thought-leaders promoting the practice as an effective lead generation strategy, influencing even more franchisors. Some will be unsuspecting. Some will just jump on the bandwagon.

At what point will these practices be considered to be out-of-control and intolerable, and detrimental to franchising?