News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Franchisors holding strings on local franchise online presence
While most franchisees consider themselves autonomous from their franchisors, a new report points to potential problem areas - primarily in the online space. According to new data from the BIA/Kelsey Local Commerce Monitor, most websites and even social media holdings are owned and operated by franchisors - not the local businesses.
The latest findings from the BIA/Kelsey Local Commerce Monitor shows nearly half (43%) of Franchisors cover the costs of website/social media for their franchisees. Not a bad thing necessarily - except that they are also 'highly involved' (51%) with how franchisees use social media. Again, this doesn't have to be a bad thing, until its taken into account that the power of social media is in the local factor.
"The LCM findings point to a potential tug-of-war setting up over the social media presence of franchises," said Steve Marshall, director of research, BIA/Kelsey. "An essential characteristic of successful social media programs is authenticity, which requires candid, timely and uncensored posting. At the same time, franchisors need to be highly protective of their brands, which includes their local presence. The challenge is whether social media can be used successfully by local franchises when there's a high degree of control from the parent company. The jury is still out--this is a delicate balancing act and the roles are still being defined."
Some interesting findings from the report include:
• 43% of franchisors underwrite the cost of web development, landing pages and product listings
• 51% of franchisees say their parent-company is 'highly involved' with the local online presents
• 23% of franchisees say their parent-company is 'somewhat involved' with their social media presence
Franchisees say their franchisors have developed rules about how often they can use social media profiles and what kinds of conversations can be used on those pages.
Image via Shutterstock
- Top 3 retail tips to personalize across channels
- Expert Advice: Use in-store techniques to sell online
- Twitter helps agency campaigns take off with Flight School
- Top 3 tips to improve employee productivity
- Retailers: Why you need live online assistance for the 2014 holidays
- Top 3 tips to create better transactional email messages
- Facebook enables ad targeting by connection speed
- UK: Lousy public holiday weather drives take-out food search surge
Featured White Papers
- 5 Ways to Personalize Beyond the Subject Line
Many marketers are still using batch and blast tactics for their emails and are often limited in their personalization efforts...
- How to Maximize, Manage, and Measure Organic Search
Organic search delivers high-quality traffic and revenue with a high contribution margin. But organic search is hard, and it's getting...