Franchise Update Magazine Issue II, 2016 | Page 26

Social
Studies

CONSUMER MARKETING
BY HELEN BOND

W

SOCIAL MEDIA LESSONS FROM 3 SAVVY MARKETERS

hen it comes to a successful
social media strategy, Valerie
Kinney’s advice for franchisors is succinct. “Stay focused, yet nimble,”
says Kinney, vice president of marketing
for CertaPro Painters.
No longer on the fence about the
value of social media, the franchise world
is flocking to digital platforms to build,
validate, and nurture business. While everyone may be doing it, most still grapple
with how to best use digital content to
connect with customers.
“Organizations often can get caught up
on the new shiny social media object and
lose focus on why they are doing social,”
says Kinney. “You are doing social to have
a deeper engagement, to be where your
customer already is, and to develop that
relationship in a meaningful way with
value-added content.”
If you want your digital strategy to be a
powerful part of a well-rounded franchise
marketing program, consistency in the look
and tone of every consumer touch point
Valerie Kinney

24

is key, and every social media move must
be true to the brand promise, she says.

Connect with your customers
Any franchisor’s online conversation begins by connecting with its customers in
the places those customers are