Growing a Franchise
From LinkedIn to influencer partnerships, here are key strategies for managing your franchise's social media drumbeat and boosting visibility, engagement and growth.
In today’s digital-driven landscape, a robust and strategic social media presence is crucial for franchise brands aiming to attract and engage franchisees and customers alike. Effective management of your brand's social media drumbeat can enhance visibility, foster community engagement and significantly boost growth.
Joey Gonzalez, president of Chop Stop Salad Company, highlights one of the biggest pitfalls franchise brands face on social media is inconsistency in quality content and posting frequency. “A scattered or uncoordinated social media strategy across franchise locations can dilute the brand’s message and weaken engagement,” he said. “To avoid this, it’s essential to establish brand-wide social media guidelines while allowing room for localized content that resonates with each community.”
Maintaining a consistent voice and regular posting schedule ensures the brand message remains clear and engaging. Franchise brands should provide clear guidelines to make sure every location presents a unified brand image while allowing the flexibility to cater to local audiences.
Another often-overlooked opportunity is user-generated content (UGC). “Many brands focus solely on polished, professional content and miss out on the authenticity that comes from real customers and influencers,” Gonzalez said. “At Chop Stop, we actively encourage influencers and customers to share their experiences, amplifying their posts through collaborations and reposting.”
UGC brings authenticity, fosters trust and enhances engagement by turning customers into brand ambassadors. Franchise brands can amplify their reach significantly by integrating user-generated stories, testimonials and content into their regular posting schedules.
Similarly, successful social media management involves much more than simply posting content. “Responding to comments, resharing customer content and using interactive features like polls and Q&A stickers help build a stronger connection with followers,” Gonzalez said. Proactive engagement fosters deeper customer relationships and reinforces positive brand perception.
“In-kind influencer tastings have been a game-changer for Chop Stop,” Gonzalez said. “By inviting food-focused influencers to try our menu, we’ve generated organic buzz and real-time engagement across Instagram, TikTok, and YouTube. Influencers created reels, videos and collaborative posts showcasing our salads in authentic, engaging ways. We’ve even introduced promo codes for creators to share, incentivizing purchases and tracking ROI.”
These influencer partnerships have not only increased brand visibility but also driven measurable growth in foot traffic and customer loyalty.
LinkedIn remains a powerful tool for franchise development professionals. James Stapleton, VP of Development for Caring Transitions, reinforces the importance of LinkedIn — not just for prospecting but for providing value:
“I’ve always used LinkedIn as a tool to create value for people,” he said. “For me, it’s about providing sales education and offering different ways to think about things—whether it’s mindset, goals, fears, or whatever else is top of mind. I’ll break down why a concept is important and how to apply it. If you can add meaningful value and share content that’s accessible to anyone, it makes a real difference.”
Stapleton notes that true social media engagement goes beyond likes and impressions. “It’s all about engagement—that’s how you get known and seen,” he said. “When I go to events like IFA, people will mention that they recognize me from social media, and that’s a good sign. You want to post things that spark thoughtful expression—something that makes people think and invites them to add their own two cents.”
This strategy, Stapleton says, helps create lasting impressions and build authentic relationships, both online and in-person.
Staying ahead in social media requires keeping up with evolving trends. Gonzalez identifies key trends franchise brands should focus on:
Effectively managing your franchise’s social media presence involves maintaining consistency, leveraging authentic user-generated content, actively engaging your audience, capitalizing on influential trends and strategically utilizing professional networks like LinkedIn. By incorporating these strategies, franchise brands can significantly boost visibility, engagement and ultimately, growth.
Investing in your social media strategy today will shape your franchise brand’s success for years to come.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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