1851

Social media has significantly revolutionized the franchising industry, offering an unparalleled platform for growth, visibility and customer engagement. It has become a vital tool for franchise owners looking to expand their reach and build meaningful connections with customers. The various platforms — such as Facebook, Instagram, X and LinkedIn — offer unparalleled opportunities to understand target audiences and tailor content accordingly.&nbsp;1851 Franchise spoke with&nbsp;<a href="https://www.linkedin.com/in/tom-jauncey/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-crucial-role-of-social-media-in-franchising-2727228" target="_blank" rel="nofollow">Tom Jauncey</a>, CEO of&nbsp;<a href="https://nautilusmarketing.co.uk/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-crucial-role-of-social-media-in-franchising-2727228" target="_blank" rel="nofollow">Nautilus Marketing</a>, to learn more about the role of social media in franchising.“Social media has helped grow and expose franchise businesses over the years,” said Jauncey. “It has offered them a platform to reach a wider audience, engage with the customer directly and let their brand personality show off.”&nbsp;This closer connection between audience and brand over time has led to a growing trend: user-generated content (UGC). This is a particularly effective social media marketing strategy for franchise owners.&nbsp;“This encourages the customers to share experiences and photos, creating organic buzz around the service for bringing in new patrons,” said Jauncey.&nbsp;UGC not only builds trust and authenticity but also amplifies brand awareness in a way that is engaging to social media users.“For example, Dunkin’ Donuts has a campaign, #MyDunkin, that makes more than 100,000 pieces of customer-generated content. Creating a branded hashtag makes it easier for customers to share posts and track engagement,” said Jauncey.Having a brand hashtag is a great way to create a sense of consistency for a brand with locations across the country, or even the globe. Maintaining a consistent brand image while also appealing to local markets can be challenging, but Jauncey suggests a strategic approach:&nbsp;“Brand consistency can be maintained … by using a mix of corporate-approved content and localized posts,” he said. “They may share company-wide promotions right alongside local events or community involvements.”This dual strategy allows franchisees to create a cohesive yet personalized online presence. Consistency in posting is crucial, as it helps maintain brand presence and trust. This means that consumers know what they can expect from a brand regardless of location, but can still engage locally with the store in their own community. In addition, a well-planned social media calendar, focusing on content that is both useful and engaging, ensures that the franchise stays relevant and top-of-mind for its audience.&nbsp;Beyond engaging consumers, social media also plays a pivotal role in growing the franchise by appealing to prospective franchisees.&nbsp;“Social media is one of the key channels used in franchisee recruitment and onboarding,” said Jauncey, who claims platforms like LinkedIn are increasingly used by franchisors to identify and connect with potential franchisees. Once on board, social media continues to be valuable, with private groups and dedicated platforms facilitating the exchange of training materials, best practices and ongoing communication between new franchisees and the corporate team.&nbsp;While social media posts typically receive good interaction and engagement from prospective franchisees, Jauncey’s top tip for increased engagement involves going live.“Try and conduct a live Q&amp;A with your audience on social media to interact with potential franchisees and answer their questions in real time,” he said.&nbsp;Social media has become a vital tool for franchise businesses, influencing everything from marketing strategies to recruitment processes. By embracing tactics like user-generated content, balancing corporate and localized messaging, and utilizing social platforms for franchisee engagement, franchise owners can effectively leverage social media to drive growth and maintain a strong brand identity.For more information on social media in franchising, check out these related 1851 Franchise articles:<ul><li><a href="https://1851franchise.com/maximizing-franchise-growth-through-social-media-2725708#stories">Maximizing Franchise Growth Through Social Media</a></li><li><a href="https://1851franchise.com/how-to-use-social-media-to-grow-your-franchise-2721661#stories">How To Use Social Media To Grow Your Franchise</a></li><li><a href="https://1851franchise.com/social-media-and-franchise-sales-what-works-best-2719235#stories">Social Media and Franchise Sales: What Works Best?</a></li></ul>

Maximizing Franchise Growth By Leveraging Social Media

1851 Franchise

Social media offers powerful tools for audience engagement, consistent branding, targeted advertising and customer interaction, driving franchise expansion and success.

The Crucial Role of Social Media in Franchise Success

the-crucial-role-of-social-media-in-franchising

Right at Home

Design with photo of Shalom Plotkin and Right at Home logo

From Military Chaplain to Home Care Entrepreneur: Rabbi Shalom Plotkin's Journey With Right at Home

rabbi-shalom-plotkin-right-at-home-franchise-journey

TruBlue Home Service Ally

TruBlue Bridges Health Care and Home: A New Standard in Aging-in-Place Support

trublue-bridges-health-care-and-home-a-new-standard-in-aging-in-place-support

Paris Baguette Canada

Photo of Paris Baguette iced coffee beverage and pastry

Paris Baguette Ranked No. 73 on Entrepreneur’s Fastest Growing Franchises List for 2025

paris-baguette-fastest-growing-franchise-2025

Biscuit Belly Franchising

Investing in the Morning Rush: The Financial Benefits of a Biscuit Belly Franchise

biscuit-belly-franchise-financial-benefits-2025

Children's Lighthouse

Legal Expertise Meets Heart: How Stephanie Russ Builds Franchisee Confidence at Children’s Lighthouse

legal-expertise-meets-heart-how-stephanie-russ-builds-franchisee-confidence-at-childrens-lighthouse

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Subway Pushes Global Growth Despite U.S. Closures 

subway-pushes-global-growth-despite-us-closures

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands - 1851 Franchise

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands

doordash-acquistions-deliveroo-sevenrooms

Crumbl Franchise Investment - TSG Consumer Partners -  1851 Franchise

TSG Consumer Partners Takes Minority Stake in Crumbl, Signaling Franchise Growth Potential

crumbl-franchise-investment-tsg-consumer

Yum Brands Reports Strong Q1 Results with Big Boost from Taco Bell

yum-brands-reports-strong-q1-results-with-big-boost-from-taco-bell

QSR: McDonald’s Gains Momentum With Chicken Innovation, Value Deals and Franchisee Support

mcdonalds-franchise-recovery-chicken-strategy-value-deals-2025

The Ultimate Guide to Selling Franchises: How to Position Your Value Proposition

The Ultimate Guide to Selling Franchises: How to Position Your Value Proposition — Point of Differentiation

how-to-position-your-value-proposition-with-a-point-of-differentiation

How To Build Item 19 - Selling Franchises - FDD - 1851 Franchise

The Ultimate Guide To Selling Franchises: How To Build a Marketable Item 19

how-franchisors-can-build-a-marketable-item-19

Cadence Franchising - Meet the Supplier - 1851 Franchise

Cadence Franchising: Modern Lead Nurturing and Recruitment Solutions

cadence-franchising-meet-the-supplier

Photo of powerlifter, wearing red singlet and white socks, preparing to deadlift

The 5 Business and Life Lessons I Learned from Powerlifting

the-5-business-and-life-lessons-i-learned-from-powerlifting

Franchisee spotlight image with Randy and Sandy Craft, Children's Lighthouse logo on blue background

The Crafts’ Successful Journey from New Parents to Children’s Lighthouse Franchisees

the-crafts-successful-journey-from-new-parents-to-childrens-lighthouse-franchisees

Franchisee spotlight image with photo of Robert Trujillo and UWRG logo on blue background

How Robert Trujillo Expanded His Construction Business With UWRG

how-robert-trujillo-expanded-his-construction-business-with-uwrg

District Taco Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-district-tacos-franchise-costs-fees-profit-and-data

Franchisee spotlight graphic with photo of Amy Lepke and family and Papa Murphy's logo

After 14 Years as a Stay-At-Home Mom, Amy Lepke Returned to Papa Murphy’s — This Time as an Owner

papa-murphys-franchise-amy-lepke

1851 Franchisee Spotlight graphic with photo of Steve & Mia Kim & Paris Baguette logo

The Crucial Role of Social Media in Franchise Success

MORE STORIES LIKE THIS