Social Media and Innovation
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Social Media and Innovation

Social Media and Innovation

Synonymous with success in franchising, social media and innovation involve everything from consumer marketing to lead generation and recruiting new franchisees. 

Successful franchise brands understand the importance of integrating social media tools and strategies into their playbook, as well as the need to innovate and adapt to ongoing changes in the marketplace—especially since March 2020.

This issue is packed with insights into how brands are reaching prospects and consumers through social media, as well as the innovative strategies helping to give some brands an edge in 2021.

These stats from Helen Bond’s feature story on how people are using social media jumped out at me:

  • At last count, there were 4.2 billion active social media users worldwide, up 13% from early 2020.
  • The average time spent on social media per day is 145 minutes, nearly 2½ hours.
  • In the U.S., 72% of the public looks to social media to connect, engage, share information, and entertain, according to estimates from the Pew Research Center.
  • A recent Harris Poll found that 80% of customers expect companies to interact with them on social media.

When is the last time you and your team gave pause to consider just how important social media is as a tool in brand marketing and franchise development? Perhaps more important, are you keeping up with the continual changes in social media? Helen’s feature describes what five brands have been doing to successfully implement and adapt social media into both their consumer marketing and franchise recruitment campaigns

This is also an exciting issue for us here at Franchise Update Media, as we are privileged to highlight the winners of our 3rd Annual Franchise Innovation Awards competition. And once again, the entries were impressive. With more than 100 entries submitted, the judges had their hands full deciding who was best in each category. (I know, I was one of them!) Our coverage in this issue includes a list of all of the winners and runners-up, along with a detailed description of the winning entries.

I want to draw special attention to this year’s overall winner in the marketing category, Planet Fitness, winner of the Franchise Marketing Leadership Award. This award recognizes the single brand the judges collectively agreed launched the most innovative and successful marketing campaign. Planet Fitness Senior Vice President of Communications McCall Gosselin discusses the campaign, its impact, and the results.

We’re also excited to reveal highlights from our Annual Franchise Marketing Report, which provides franchise consumer marketers with invaluable data and analysis they can use to benchmark their performance against other brands within franchising and those in their industry sector.

If you are looking for fresh ways to implement social media into your brand messaging (and who isn’t?), you’re sure to find something new and useful in this issue. And if you’re also looking for ideas to spur innovation in your brand, you’ve come to the right place. Just turn the pages…

Published: December 26th, 2021

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Franchise Update Magazine: Issue 3, 2021
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