When it comes to large franchised brands like Auto Dealers, Real Estate Brokerages, Insurance Agencies and Restaurants, the motherships do an outstanding job at building their social media campaigns that drive awareness of the products and services. Viewers are connected and impacted and looking to make that next step. By Empowering your sales force with social media, your voice will be amplified, your relationships will be stronger and your sales will be larger.
The Gap Between Big Brands and their Franchisees
Where things usually fall off is the disconnect between the loud messages from the brands on larger channels such as radio, tv and social channels. How do the local franchises pick up where the big brands leave off, continuing and building on those valuable relationships? Making sure you as a franchise are empowering sales to connect with people on social media, discussing their audiences problems, talking about solutions, building relationships and engaging in conversations?
Empowering Your Sales Force by Building Employee Advocacy
Franchises are commonly left on their own to establish social media strategies and best practices for promoting the local brand, connecting with people on social media and building those important relationships. At franchise businesses like Auto Dealers and Real Estate Agencies, employees are your greatest asset. They are the face of the business, the experts that are out in front of people every minute of the day, spreading the word about the company and building those relationships. They are the experts. They are the connections that lead to sales, or don’t lead to sales. Empowering your sales force with social media helps lead your business to the next level.
Making It Easy For Employee Advocacy
Local Franchisees have to help these agents build their personal brands, build the company brand and build relationships using social media. Its where you’re customers are at, and the best location to capture those people searching for solutions to their problems. Let them find you. Connect with them. Enter their conversations and offer valuable insight.
The Role of the Franchise in Social Media Employee Advocacy
By creating content at scale in a hub that agents have access to and can easily pull from and mix live as they wish is going to help empower these agents to dive into social, provide key messages that reflect your brands missions and vision, and lead them down the path of making valuable relationships through social media.
Invest in video and professional photography to help produce great content that gives agents clean assets and then train them on the different social media platforms and how to use them correctly. Sure, its going to cost time and money, but something that cannot be overlooked. Only the strong social companies are going to survive and prosper. Gone are the days where we use to listen to ads and believe what companies could do for us. Social media is how we evaluate companies now. We listen (and pay attention) to social proof.
Bring the forward thinkers to the forefront of your franchise. Set them on a pedestal and recognize them as champions. Start them on livestream’s, Q&A’s and different consulting opportunities to help motivate the rest of the business and most importantly, help your audience understand that you are indeed on top of things to make their lives better.
Setting Employee Advocacy Programs Up For Success
Education and Assets: You want to empower your employee advocates. Its going to require an investment in both time and money. Making that investment at a top level and instead of telling your employees what they have to do on social media, or trying to get them to do it, force them to do it by overwhelming them with valuable assets from the highest levels of the franchise organization.
Tools for Employee Advocacy
While there are many great paid platforms (like Percolate) to use to help aggregate and store assets in an online hub, there are also many basic options to help you get started empowering your sales force with minimal extra expenses and processes to help build your employee advocates:
Dropbox – Create a unique folder for every week or month showcasing targeted messages during for that seasons initiatives.
Email – Using the same idea as the Dropbox folder, sending out a regular email with social messages for the week, will help employees get started and adjust to the process of opening, posting and engaging on social media.
Google Docs – Similar to Email and Dropbox, Google Docs offers an easy shareable file that all employee advocates can tune in to on a regular basis to get the latest social media messages and message ideas.
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