Social Media: For Franchisors the Future is Now
by Ed Teixeira
Various social media analysts confirm the strength and continued growth
of social media. Franchisors need to embrace social media in order to maintain
their market presence and grow their brand.
I recently attended a presentation by
Constant Contact that served to
confirm my belief that franchisors ought to hop on the social media bandwagon.
This doesn’t mean that every franchisor should devote significant resources to
social media activities but rather that even franchisors that are just starting
out or are at an early stage of their development need to get involved. When I
speak with franchisors especially those in the early stages of their development
and I ask them about social media, the response is often: “Yes, we are going to
get involved with that in the future.” My response; as the late great
football coach George Allen said: ‘The future is now.”
Here is a quick snapshot of social media.
There are a number of social media sites, however, the three most prominent
are Facebook, Twitter and LinkedIn.
Here are some interesting statistics:
- 800 million active users ( Facebook Statistics,2011)
- 50% of users log on any given day ( Facebook
- U.S. users spend 1/3 of online time on Facebook ( Morpace
‘Omnibus Report” 2010)
- 160 million registered users (mashable.com,2011)
- 100 million active users (mashable.com,2011)
- 60% of users follow companies, brands and products
- 86% of B2B marketers use Linkedin (Chief Marketer
- There are over 75,000 non-profit groups using LinkedIn
(nonprofit LinkedIn Learning Center,2011)
Clearly, the popularity and use of social media continues to grow.
Here is how small business users responded to a survey by Constant Contact:
Top three tools used to market my business
- Facebook 96%
- Twitter 76%
- LinkedIn 62%
Most effective social media tool:
- Facebook 86%
- Video sharing 71%
- Twitter 60%
- LinkedIn 55%
As this data shows, more and more small businesses continue to embrace the
use of social media as a business tool. Franchisors and franchisees should
recognize the implications that social media has for businesses. In terms of
small businesses especially franchises, social media can be a cost-effective and
productive way for increasing sales and brand recognition.
© 2011 FranchiseKnowHow, LLC
is the author of The Franchise Buyers Manual and President of FranchiseKnowHow, LLC. He can be reached at