Using Social Media In Your Search to Find the Right Franchise System

by Michelle Rowan

I am not in the market for a franchise because I love my boss and am very happy with what FBR is doing- promoting the best franchise opportunities out there today. The systems that are supporting their franchisees as they grow, doing things to help their franchisees be successful, in it for the long haul. But if I WAS thinking about taking the leap into franchising, here are some things I would do and look for to help narrow all the clutter out there on the internet today:

GOOGLE: If it's printed on the internet, it MUST be true... I kid. But you CAN get a sense of what's out there on a company- articles about local stores, press releases, local franchisee websites. If you find something that raises a flag, save the link and ask the company representative about it. Give them a chance to talk about what you found.

SOCIAL MEDIA TOOLS: If you are active on the web these days, you probably have access to Facebook, Twitter, LinkedIn, and several other sites. Do a search- are there a lot of franchisees out there promoting the brand? Is it just the corporate office, what are customers saying about the brand? 

If you are investigating a franchise in the food, retail or service sectors (and really all sectors), there is a value to having a strong presence on the web. Find out if & how the corporate office is supporting their franchisees:

     1. Do they have local PR efforts? 
     2. Do the franchisee have their own websites or blogs?
     3. What tools/training do they offer franchisees to build a presence on the internet? 
     4. Do they provide content for franchisees to use on their local sites/blogs? 

Overall, how transparent does the brand seem to be? Are they open with how they are working with the franchisees? Are the claims they make to you supported by what you see and hear from franchisees? 

These are some tips for your initial investigation. If you want an open franchisor that is looking to be on the top of mind with customers, is ahead of the pack in what others are doing, the internet can offer some insight. But nothing replaces the value of talking to the current franchisees. Seek their feedback out as you narrow your prospects and make sure they are a fit for your goals.