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

Layne's Chicken Fingers

image of laynes chicken finger restaurant with 4 hands holding cups in the air to celebrate 

 Layne’s Chicken Fingers Crosses Mid-Year Mark With 11 New Restaurants Opened, Including the First Time the Brand has Seen Two Openings on the Same Day on July 14

laynes-chicken-franchise-growth-2025

HomeTeam Inspection Service

image of an employee from home team checking an outlet with an ipad

HomeTeam Inspection Service Franchise Owners Diversify Income With Multi-Service Model

hometeam-inspection-service-revenue-streams

Right at Home

image of jennifer selden right at home franchisee for a webinar with nick powills

Right at Home Franchise Owner Jennifer Selden To Share Franchise Journey, Sparked by Personal Care Experiences

jennifer-selden-right-at-home-franchise-journey-webinar

Paris Baguette Canada

image of a paris baguette bakery cafe latte with delicious food, croissants, and pastries

What Paris Baguette Franchisees Have To Say About Their Experiences

paris-baguette-franchise-canada-eric-chang

image of right at home franchisee gregory brewer for a webinar with nick powills

Gregory Brewer To Share 20-Year Franchise Journey With Right at Home in Upcoming Webinar

gregory-brewer-right-at-home-franchise-winston-salem-webinar

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 Development Website Builder

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

AI Is Reshaping Franchising: $100 Billion Valuations and Hyper-Localized Advertising

ai-is-reshaping-franchising-100-billion-valuations-and-hyper-localized-advertising

Mega Franchisee Sizzling Platter Acquired by Bain Capital

mega-franchisee-sizzling-platter-acquired-by-bain-capital

Wendy's CEO Kirk Tanner Steps Down - Breaking News - 1851 Franchise

Wendy’s CEO Kirk Tanner Steps Down Amid Challenges, Leaving Franchisees Facing Uncertainty

wendys-ceo-transition-kirk-tanner-franchisee-uncertainty

"Come in, We're OPEN" sign against abstract background

Small Business Optimism Dips, Raising Concerns for Franchise Owners

small-business-optimism-dips-raising-concerns-for-franchise-owners

Photo of Roof Scientist truck and trailer

Roof Scientist Expands Into Northern Indianapolis as Entrepreneur Dale Speckman Launches New Business in Fishers

roof-scientist-expands-into-northern-indianapolis

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

Mike Revak - Chief Business Officer - Sky Zone - Franchise Marketing Leaders - 1851 Franchise

Top 25 Franchise Marketing Leaders: Mike Revak — President and Chief Business Officer, Sky Zone

top-25-franchise-marketing-leaders-mike-revak-chief-business-officer-sky-zone

Coffee & Analytics graphic with photo of Nick Powills

Franchise Growth Is Messy. Lead Gen Is Uncomfortable. Let’s Fix It.

franchise-lead-generation-insights

Top 25 Franchise Marketing Leaders: Kelsey McManemin — Vice President of Marketing, HTeaO

top-25-franchise-marketing-leaders-kelsey-mcmanemin-vice-president-of-marketing-hteao

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Blending Tech, Hospitality and Health Care: How Three Women From Different Worlds Came Together to Build a Paris Baguette Franchise

The Crucial Role of Social Media in Franchise Success

MORE STORIES LIKE THIS