Taylor Hulyk wrote a great post for franchisors: Does Your Branded Franchise Need Its Own Social Media Strategy?
When a franchisor decides to incorporate social media into his or her integrated communications plan, things can get complicated. When considering social media within the bounds of franchising, the questions of how one designs, develops, executes and measures the program multiply tenfold. The franchisor, unlike other business owners, has to be concerned with the performance of several franchisees as the continuous extension of his or her brand.
It all comes down to structure. Should franchisors manage brand social media from a corporate perspective, or should they empower franchisees to do so on a local level?
Whether to pursue a centralized or decentralized approach to social media really depends on the individual franchise. Franchisors, answering the following questions may help you decide which approach works best for your system. Read her entire post, with excellent examples at Mashable.com.