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
- Brands: How Chat-As-A-Service can work for you
- Survey: Computers are the connection of choice for sports fans
- Expert: The link between returns and cart abandons
- Mobile Roundup: App releases focus on connection, analysis
- Amazon's latest delivery location - the trunk of your car
- How mobile will change in 2015
- Ad Roundup: Partnerships to deepen brands' reach
- Survey IDs SEO platforms most brand friendly
Featured White Papers
- Design Matters: How To Create The Optimal Mobile Shopping Experience
Over two-thirds of US consumers under 50 say they would be happy if shopping evolved into a mobile-only experience, recent...
- Tasty Tips From Marketing's Master Chefs
The art and science of effective marketing and demand generation is like a great recipe- Marketing master chefs turn traditional...