Getting the most out of social media
Nick Strong, MD of Franchise Intelligence was kindly invited to speak about social media for Encouraging Women in Franchising. Watch the video and see the article below to see his insights to the subject.
Part V: Getting the most out of social media
When it comes to social media, you should start with a goal. What do you want to achieve? What kind of people do you want to connect with? What are you going to share that your followers will value? How will you measure the effectiveness?
If your goal for social media is engagement then to measure it you would need to look at how many people are speaking to you, resharing your content and asking your questions. If you are not getting any interaction then clearly your social media profiles are not being very effective. To change this you may need to reconsider the people you are following, the content you are posting or maybe even the platform you are using.
Should you have a lot of interaction with your followers then it will come to the point when you can send someone a direct message saying “let’s speak over the phone”. This is where you can build your working relationship from. The initial contact comes from interaction over social media, and then takes the next step by you directly messaging them.
The idea of running social media from your desktop is outdated. It is real time conversation now and do to this the majority of online users are on their mobiles to connect. This means that people know instantly if they have an email, or a tweet, or a mention on social media.
Statistically, 60% of all email is opened on phones, and the amount of social networking done on phones is around the same percentage. With this in mind, when sending out emails, tweets or social media posts, they must display well on phones as well as desktops.
Search and social
Search and social are becoming the same thing. In the old days, if you wanted to optimise your website you would have thought about all the keywords people would use and you would use those to increase your visibility in the search engines. But now, to counteract the increase of false links, Google takes into account social signals. Google now looks at websites you have visited, things you are talking about on social media, and social media groups you are involved in to intuitively show you content you will want to see.
A good example of this is if 3 different people searched for ‘Rio’ in Google they may all get different results. One may be a football fan and because of their social signals Google may show more links for Rio Ferdinand. Another may be interested in travelling and from their previous searches Google may bring up information about Rio de Janeiro. The third person may have recently liked a Facebook page about Rio the film and so Google will pull up pages such as the IMDB page for that film. Google searches are now more of an individual experience rather than one thing for everyone. The only way you will be visible for people using search engines is to be relevant on social media so that Google will bring in your pages for someone’s search.
Social, search and content are all interwoven. It is not just about getting to the top of search engines; you must get connected with people via social media to increase your visibility. This is the new social media optimisation (SMO). By interacting with people on social media, and having them share your content, your visibility increases and more people will become familiar with your brand.
Recruitment and operations
Recruitment and operations is now becoming the same thing. If someone is in career crisis, the first thing they may do is go to a search engine. They may find your page and read the positive content you have posted which will then turn that person into a lead should you or the person get into contact with one another.
Historically, the franchisor controlled all the information and at the end they would provide contact details for perhaps 3 franchisees for the person to speak to. Now, with the rise of social media, franchisees have the power to share content with people on their own business profiles. Clients are also able to speak publicly about your brand via social media. Potential franchisees, whilst researching the brand, will easily come across this cloud of conversation which is uncontrolled by the franchisor. The potential franchisee will be looking for clear connections between what is promised by the franchisor, and what is being said in the cloud of conversation held by franchisees and clients. If they see that there are discrepancies between the two, this may break the sale and the potential franchisee will move onto something they believe is better.
To take control of the message that is being put out about the brand, you must be aware of what others are saying on social media about the company. By actively handling complaints carefully and ensuring what is being said by franchisees is suitable, the likelihood of the brand being damaged on social media is lowered.
For more information about social media and recruitment of franchisees, contact us via email or call 023 8027 5710.
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