Misguided information is hurting franchise marketing when it comes to Local Social.
A public relations firm focusing on the franchise space that has recently positioned its team as being “social media experts” told me that they are advising franchisor clients not to allow local Facebook pages for franchisees. They recommend having just one Facebook page for the brand.
I asked why … because of a concern over consistency? Workflow fears? Worries over customer response?
No. Their answer was that it’s easier for the PR firm to measure that way.
I was at a loss for words. Instead of localizing social and growing communities of customers and potential customers, this agency was counseling its clients to make the agency’s own work easier.
My only response was that their approach was that it’s like losing a contact lens in the bedroom, but looking for it in the kitchen because the light is better.
This is not just uninformed. It’s lazy. And, if I were their client already, I could not fire this agency fast enough.
3 thoughts on “Local Social, Part 2: The Agency Menace”
Jack, I totally agree, it’s laziness but it’s also controlling! Years ago when social media was new, I could almost accept the rationale behind the PR firm. Today, organizations understand the higher logic of social media marketing and the need to give control to the local franchisees by supporting and monitoring their efforts. Shame on the PR firm implementing an antiquated policy and shame on franchisors/franchisees accepting it!