Franchise Brands Urged to Prioritize Engagement Over Sales on Social Media

In today's digital landscape, franchise brands are finding social media to be a critical tool for engaging with their audience, balancing a cohesive national identity with the authenticity of local presence. David Hennessey, Digital Marketing Manager at CertaPro Painters, warns against the common missteps of focusing too heavily on sales-driven content and neglecting genuine interaction. Hennessey advocates for a strategy that prioritizes brand awareness and engagement, suggesting that the true power of social media lies in its ability to connect rather than just sell.

Hennessey's approach underscores the necessity of being genuinely 'social' on these platforms. This involves not only interacting with customers but also engaging with other brands to foster a sense of community. He highlights the effectiveness of local content, which doesn't require high production values to be impactful. A notable example of this strategy in action was a collaboration with influencers to authentically represent CertaPro Painters' services, leading to a significant increase in engagement and follower growth.

Looking forward, Hennessey recommends the use of social media management tools such as Rallio for managing content at scale. He also emphasizes the importance of educating franchisees on the value of creating local content that resonates more profoundly with consumers than generic corporate messages. This strategy not only bolsters the brand's integrity but also deepens connections within local markets, proving that authenticity and engagement are key to social media success for franchise brands.