Should Your Franchise Be on Twitter?

Posted by: Chris Marentis

Should Your Franchise Be on Twitter?


Twitter seems to get a lot of buzz these days, but franchise owners are often unsure if Twitter is actually a worthwhile investment for their business. Here are a few things to keep in mind:

To Tweet or Notwittert to Tweet

 According to some local marketing experts, it does not always make sense for franchise owners to devote hefty marketing resources to Twitter. Typically, Twitter works well for restaurants and retail businesses, where there is a constant stream of in-store customers who regularly check in on Twitter and other social networking websites. These businesses use Twitter to promote special offers, discounts, and product/menu updates that drive consumers to their location and entice them to spend. However, many franchise business owners are focused on lead generation, which doesn’t lend itself to constant updates. If that’s the case for your business, you will benefit more from using Twitter to announce new blog content, newsletters, infographics, and similar items. These activities drive engagement with your content, which is a good thing for Branding and SEO.

Remember the Hashtag

The hashtag has always been a critical piece of Twitter’s success. If your franchise business decides to engage your customers through Twitter, make sure you make effective use of hashtags and use trending hashtags for your category. Without hashtags, your tweet may go unnoticed, but if you use them, they can help you connect with people who are discussing topics related to your industry.

Weigh Your Advertising Options

Like Facebook, Google+, and other social networks, Twitter offers business several paid advertising options. The most common type is the promoted tweet, which appears in your target audience’s Twitter feeds. If you’re already on Twitter and thinking about advertising, promoted tweets may be a great place to start.

Twitter is also developing more precise targeting tools, which is great news for franchise owners. With Twitter’s new lead generation cards, made available to all users in August, franchise owners may be able to get leads based on seasonality, weather events, and new product innovations. Since it’s only been publicly available for a month, reporting is limited, but predictions suggest these new lead cards could make it easier for businesses to connect to customers at a local level, helping franchise owners like you.

Start with the Basics

If you’re just getting started with local social media marketing, it’s best to start with Facebook and Google+ because these social networks are most useful for search engine optimization. Until you build a solid base with these two sites, it’s best to hold off on Twitter.

However, if you’re already set up for social media and if you already create regular website and blog content, setting up a Twitter account will be easy.

In general, Twitter offers many opportunities for franchise owners, but for people who are unfamiliar with social media networks, it may not be the best place to start.



Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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