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MDG Advertising – Branding / Marketing / Lead Generation

Deciding Who Controls A Franchise’s Social Media

While quick-service chains realize the importance of establishing a social networking presence, a recent report showed that consumers don’t feel valued by brands through social media. Social platforms such as Facebook and Twitter allow consumers to express their love for a brand, but don’t always engage users and foster a sense of connection. recently offered ideas on how franchises can create a more valuable customer experience by maintaining control over their social media communications.


While some franchisees want to take their social media into their own hands, they must understand that their franchise is a component of the company and not the face of the franchise. Each brand differs on their level of franchisee social involvement, with most allowing a certain range of local freedom, but keeping corporate in control of the brand’s main social media and marketing.

According to social media consultant Jacob Morgan, letting franchisees and other company employees control social media accounts can work for companies as long as it fits into the broader strategy of what the company wants to achieve.

Franchises like Dickey’s Barbeque Pit follow this approach by having a corporate-run social media presence while also letting franchisees manage their own.

“They are letting us put a little bit of a local spin on things. You can’t do that from a centralized location,” says Greg Woloszczuk, president of GMW Carolina, a North Carolina–based Dickey’s franchisee. “It adds value for us to get that local feel versus this kind of monolithic, faceless presence.”

Conversely, some social media analysts believe that companies should not allow franchisee involvement, but rather have a single department for social networks in order to maintain brand consistency and uphold their company message.

Regardless of the level of allowable franchisee involvement, brands must actively monitor all of their social media communications if they want to maintain control of their brand and their business.

MDG Advertising is a full-service South Florida advertising agency, with offices in Florida and New York, that specializes in developing targeted franchise marketing solutions, exceptional online executions, and solid branding and media buying strategies that give franchises a real competitive advantage. MDG Advertising handles creative, media, and interactive marketing for Coverall, one of the world’s leading commercial-cleaning franchising companies, with a global network of more than 90 support centers and 9,000 franchisees.

Our core capabilities include advertising, branding, creative, digital marketing, media planning and buying, public relations, Web design and development, email marketing, direct mail, video marketing, social media marketing and SEO. To view MDG’s portfolio, click here. For more information, email MDG, call 561-338-7797 or log on to

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