How to Manage Corporate Social Media Accounts –franchises/multiple accounts

Individual accounts vs Corporate AccountPros

• Location

• Individualisation

• Sense of community

Individual accounts vs Corporate AccountCons

• Lack of control

• Monitoring

• Training

Consider

• Demographics of stores

• Marketing structures

• Purpose of the corporate page

StrategyOne centralized account that acts as the main voice and hub for the brand

StrategyCorporate manages all the social profiles but utilizes franchisees to provide a steady stream of posts

StrategyFranchisees manage their own profiles but are provided a majority of their content from corporate.

StrategyFranchisees create and manage their own social media profiles using guidelines developed by corporate.

Client Liason, Collaboration & Communication

Marketing Automation

• Expion, VenueLabs, Manalto, Awareness Hub, Spredfast

• Dlvr.it, PostPlanner, SlackSocial

Customer Relations Management

Difficulties of Using Social Media for Customer Care

• Public forum• Response time• Risks of automation• Customer service plan

Social Media Crisis

Pay Attention - Listen

Go the Extra Mile

• Train staff

• Address complaints and take action

• Ask for feedback

• South African context

Individual Store Relations

Continual Change

Thank-you

@karidbn@networkexplode