More and more, consumers are engaging with brands on a local level and gaining enthusiasm for developing local connections with businesses they frequent. Adopting localized social media strategies makes sense for many hospitality companies; but for multi-unit brands, any effort to decentralize your social media strategy should be tempered by company-wide compliance standards.
When implementing a local social media engagement strategy, emphasizing consistency and compliance is vital for a multi-unit brand. Franchisees should be empowered to manage local accounts in a way that still provides consistency to the guest from one location to the next.
If you choose to develop a decentralized, local strategy for your brand, consider the following five tips for maintaining brand consistency across local social media accounts:
1. Establish a social media policy. Create an official policy that all franchisees, managers and team members must follow when participating in any social medium on behalf of the brand. Include rules of engagement and guidelines for social media administrators that outline how they should communicate with your customers on social media. Make sure to implement necessary disciplinary measures to ensure policies are followed. Read more
Published in: http://hospitalitytechnology.edgl.com
By: Sandy D’Elosua