Simplify360 is a name that more and more businesses are coming to know. A provider of social media management and monitoring, Simplify360 concentrates all their efforts on working with ‘media’ – from advertising agencies to market r
esearch companies to businesses ranging in size from large international players to the ‘small business’ realm.
The company’s latest deployment focuses on the fastest growing market in the world – franchises. Offering a module
that has some truly special advantages for franchise companies who face a unique challenge when it comes to instituting a social media strategy for their brand, Simplify360 Franchise Module allows franchise companies to not only manage the company brand, but also monitor and manage an unlimited number of franchisee social media profiles simultaneously.
Naren Duvvuru, EVP and Head of the Americas for Simplify360 states: “To the best of our knowledge we have the only platform capable of monitoring social media profiles that clients do not have administrative access for.” Mr. Duvvuru added that many franchise companies are not permitting their franchise location owners to have and/or manage individual location profiles for their businesses. This is due to the fact that many are finding the task overwhelming. Franchisees, as you can imagine, get very busy running their locations, and attempting to monitor or manage just one social media profile becomes a 24-hour, 7 day a week ‘complaint box.’ If this is not managed properly, the franchise and brand can really ‘lose points’ with the public’s perception, acceptance and belief in the company. So rather than play ‘babysitter,’ many franchisors have decided against allowing franchisees to have and manage their own profiles. But, for those companies that have chosen not to allow their franchise locations to have their own profiles on Facebook and other social media platforms – there is also a downside.
Everyday there is increasing evidence which points to the fact that the more franchisees with individual profiles – the larger the brand ‘following’ becomes. As all growing businesses know, the size of their network counts. So this becomes a double-edged sword. The profiles are needed in order to increase business, but the more profiles out there, the bigger the risk of having major management issues. But Simplify360 has shown that with the right tool, the benefits can far outweigh the risks.
With the Simplify360 platform, franchisors can not only monitor all franchisee profiles, but they can also monitor the profiles of their competitors. The platform possesses artificial intelligence which provides the franchisor/client with unlimited monitoring capabilities. The client can scan for positive as well as negative comments, and be alerted to any posts they need to pay special attention to.
For example: Recently an ad agency was able to alert one of their clients – a health franchise – that they were experiencing ‘problems’ in a few locations with several ex-employees who were posing as disgruntled customers. They also found several franchise locations that were not delivering the quality of service expected of them by the franchisor, causing them negative publicity. With the information provided by Simplify360 Franchise Module, both of these problems were found quickly and handled effectively.
The monitoring system is quite sophisticated in how it scans content. It also has extensive reporting capabilities, as well as the ability to export data. The Simplify360 Franchise Module allows franchisors to manage and post specials and brand specific information to all franchisee profiles simultaneously. The platform not only provides monitoring – it is also the only tool that has a publishing module for all the major social media platforms, including Facebook, Twitter and LinkedIn. This feature allows the user to not only manage but also publish information and data, which is unique to Simplify360.
Many companies have resorted to only using “Google Alerts” when searching the Web for information about themselves or the competition. Unfortunately, Facebook and some of the other larger social media networks are not sharing data with Google, so finding posts on “Google Alerts” is simply not possible. Google can no longer provide all the information a company needs to know about what’s happening on the Web when it comes to their business and their brand.
As social media continues to grow, companies that ignore the facets of it will do so at their own peril. Social media will become the one and only way that people find out about a particular business or location, for better or worse. Franchises are national brands with a local presence, and each franchise is only as good as the sum of its’ parts. While it’s important to have consistent branding and messaging across a franchise system, it’s also very important for franchise owners to participate in their local communities. With competition heating up in a bad economy, small business owners must service their customers at the highest levels and provide unmatched, unequaled and unprecedented service. When people want to ‘check out’ a business, they will always hit the Web, and the numbers that do
so are continuing to grow monumentally. This is a trend that will increase for the long, foreseeable future.
For franchise companies it’s imperative to implement a social media strategy and campaign where they can both manage and leverage information for the benefit of their brand and their franchise owners. With tools like Simplify360 Franchise Module, these businesses will be able to handle the ever-expanding social media experience without ever losing control of their brand!
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