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<div id="pastingspan1" style=""><span style="">Gone are the days when traditional media was the only resource franchisors had when it came to lead generation and recruitment. Social-savvy franchisors are finding success by tapping into the potential pool of social media-based leads. One question franchisors need to ask is, are you ready to log in and sell?</span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">If the answer is yes, you may want to start utilizing Facebook to find your next franchise leads. Facebook offers franchisors the ability to target the right candidates, and communicate with them throughout the process. The social networking site is also beneficial to development teams by helping them narrow down their search of viable candidates. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">Here are a few reasons why you should think about Facebook the next time you want to sell a franchise. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1"><span style=""><strong>Target Practice</strong></span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">As of March 2016, Facebook has 1.09 billion daily active users. If that number doesn&#8217;t pique your interest, the social networking giant offers franchisors and advertisers a way to generate leads based on a variety of demographic information. That means it&#8217;s possible to wade through the sea of daily Facebook users to find potential franchisees. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">For Adam Terranova, director of marketing for <a href="http://www.ownappf.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-facebook-is-one-of-your-most-important-franchise-recruitment-tools-5015" target="_blank" rel="nofollow" target="_blank">Philly Pretzel Factory</a>, he has found success using Facebook&#8217;s targeting on both the retail and franchise development side. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">&#8220;People don't realize how targeted you can get on Facebook,&#8221; said Terranova. &#8220;When you use a site like Facebook, you can dial in on the propsect you&#8217;re looking for. It allows you to be very targeted.&#8221;</span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">Terranova also suggests that brands take a step back and look at the big picture when it comes to using Facebook for franchise recruitment. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">&#8220;Start in a target market, remain consistent, and the leads will come over time,&#8221; said Terranova. &#8220;I feel like in social media and franchise recruitment you try to micro-analyze everything, and sometimes it's better to look at a macro-scale to see how it&#8217;s driving down the cost of a lead.&#8220;</span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1"><span style=""><strong>Be Social</strong></span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">Don&#8217;t forget, Facebook is a social platform. That means, if you want it to work for you and your brand, you have to be social. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">&#8220;Facebook is a very social and personal platform,&#8221; said Charles W. Smith, Jr., president of <a href="http://selouisiana.jan-pro.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-facebook-is-one-of-your-most-important-franchise-recruitment-tools-5015" target="_blank" rel="nofollow" target="_blank">JAN-PRO of Southeast Louisiana</a>. &#8220;People are on Facebook every day. Even if someone doesn&#8217;t necessarily know what they&#8217;re looking for, they can see an ad and it can stir an emotion and a call to action for them to inquire about it.&#8221; </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">The challenge to that, according to Smith is since the platform is based on being social, as a brand you have to be willing to engage with your fans. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">&#8220;If you want to maximize success you can&#8217;t just put up a boosted advertisement,&#8221; said Smith. &#8220;You have to work at it and interact with people. You can&#8217;t just put an ad in the newspaper. Facebook advertising is fluid because of its social aspect. It gains momentum every time you touch it. You have to spend a few minutes or a half an hour every day in order to be responsive, answer questions and engage.&#8221;</span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">Using that type of social engagement opens doors to more opportunities to connect with and solidify relationships during the recruitment process. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">For Terranova and his team, they got social with a Discovery Day Facebook event. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">After creating a lead list for the event, Terranova took the spreadsheet data from the registrants of the Discovery Day and created a target audience on Facebook to match the real leads they already had for the event. From there, Terranova set up an event and marketed it to the target audience he identified and instructed them to sign up for the event on the registration page. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">&#8220;Initially, one out of seven people registered for the event,&#8221; said Terranova. &#8220;After someone would leave a comment on the event, we would contact them and send them a direct message asking them to register for the event. Overall the Discovery Day was very successful.&#8221;</span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1"><span style=""><strong>People Come First</strong></span></div><div>&nbsp;</div><div id="pastingspan1" style=""><span style="">While using social media is a great way to generate leads, don&#8217;t forget that finding the perfect potential franchisee still requires face-time. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">&#8220;Facebook is a great tool, but my conversations on the phone and getting people in the door is very relevant to our process at JAN-PRO of Louisiana,&#8221; said Smith. &#8220;It&#8217;s a conversation starter. Our success is through our integrity of the company. That&#8217;s what helps sell it.&#8221;</span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">That same concept applies to Terranova and his team. </span></div><div id="pastingspan1" style=""><span style=""><br /></span></div><div id="pastingspan1" style=""><span style="">&#8220;The sales guys are the ones that are going through to find the right candidate,&#8221; said Terranova. &#8220;They are the ones who are digging deeper to see if the candidate is the right fit.&#8221;</span></div><div style="   font-style: normal;"></div>

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If you’re looking to sell a franchise, why not get social? 

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