How Franchisees Can Use Social Media to Connect With their Local Markets
By Phyllis Zimbler Miller
Learn how social media sites like Facebook and Twitter can help
franchisees to increase customers and sales. Most franchisees can’t have
their own franchise branded websites and must rely upon the franchisor site.
Social media sites can be an effective tool to complement the franchisor
With Facebook reaching 500 million users globally and other major social
media sites such as Twitter and LinkedIn also enjoying a large share of the
social media pie, it may seem counterintuitive to suggest that franchisees
can use social media to connect with their local markets.
In fact, it’s just the opposite. Even with only a website for the
franchisor and no individual’s websites for the franchisees, local
franchisees can harness the power of the Internet to connect with their
Let’s take an imaginary example to illustrate how this could work:
You are a sandwich shop franchisee in a neighborhood in Los Angeles.
Tuesdays are always your slow day and you’d like to increase business on
Step 1: Set up an optimized Facebook page (formerly know as a fan page,
which is separate than a profile page) with your location in the title of
your page. Note that Facebook (business) page titles are searchable inside
and outside Facebook.
Step 2: Set up an effective Twitter profile and learn how to share
information on Twitter instead of just pushing out sales messages.
Hand out a flyer with each sandwich purchased at your shop announcing
your Facebook page and your Twitter account.
On the flyer invite people to sign up on your Facebook page with their
email address in order to get a coupon for a free sandwich. (You will
then be able to use email marketing techniques to keep in front of them.)
On the flyer also invite people to follow you on Twitter to find out
about last-minute specials that you only offer on Twitter.
Now you are ready to begin using effective social media marketing to stay
in front of your customers and increase business.
On a Tuesday announce on Twitter that each Tuesday you will offer a
special free item with purchase just for that day. This Tuesday the
free item is [fill in the blank] and when getting it people must mention
they saw the offer on Twitter.
Next Tuesday you have a different special free item, and you are now
creating excitement with your customers for Tuesdays to come around so they
can see what’s on offer for that day.
Then you can create similar social media marketing activities on your
The beauty of all this is that you now have an email permission-based
list of targeted people who are already customers and thus the most likely
to re-visit your sandwich shop.
And, of course, with strategic planning, you can utilize these loyal fans
to recruit new customers for you.
If you’d like to see how an email permission-based system works on a
Facebook page, sign up for the free “Power of 3” report that I offer at my
company’s Facebook page at
www.facebook.com/powermarketing (see the left-hand side of the page).
You’ll get the free Twitter report as soon as you confirm your email request
(this is called a double email optin system).
© 2010 Miller Mosaic, LLC
Phyllis Zimbler Miller (@ZimblerMiller on Twitter) has an M.B.A. from The
Wharton School and is the co-founder of the social media marketing company
Miller Mosaic Power Marketing. For more information on how social
media marketing can help franchisees, see