Ryan Giggs… pah!

Last week I was running a sales and marketing programme for new franchisees.

During the marketing day there was a (very long) session on Social Media (long because I kept getting questions (very annoying, that, for a trainer)).  So, I decided to show the guys how easy it is to Tweet.

I hooked up to my Twitter account and tweeted the following:

Stuck in a room with great group of franchisees – talking twitter and tweeting away… many glazed faces

You can see all my Tweets @derigoconsult

Shameless, I know, but what the hell!

Within 20 minutes I got a direct response to my tweet from another franchisee in the same network.  He told me to tell the group I was working with that he got four jobs the previous week, worth £600 from Twitter alone.

Great!

So, I went onto his profile and followed a link which took me to You Tube and I watched a video of him explaining why his business was so good.  Now, the content of the video itself was very good.  The thing is that it was clearly shot in a hotel bedroom somewhere.  (Why he had a video camera in a hotel bedroom I daren’t ask, but, after all, I often find myself in the same position… for my sales courses, you understand!)

Now, all of this comes only a couple of weeks after the Ryan Giggs expose which clearly demonstrated that it’s impossible to control social media… the best you can do is embrace it and not do stupid things which you deserve to be lambasted for in the first place.

So, my question, to which I am slowly coming, is simple…

If a franchisor insists on signing off locally produced press/magazine adverts, should they also insist they sign off tweets and other social media posts?

After all, if you accept Ryan Giggs has severely damaged his personal brand, so could a franchisee who posts something that is less than sensible… except they won’t just be damaging their personal brand, but that of every franchisee in the network.  And once it’s out there in… er… cyber space, it’s too late to do anything with, even if the franchisor gets rid of the entry.

However, social media, in a very practical way, generates business (see above) for franchisees and, as such, has to be embraced.  Added to which, of course, Ryan Giggs found that it’s pretty well uncontrollable in any case.

A thorny problem…

My view?

For what it’s worth… that fact you can’t control it and that it really does work in a very practical way when comes to generating income, I think franchisors have to recommend franchisees use it and then trust them.

After some pretty detailed training about what’s acceptable and what’s not, of course.

1 comment for “Ryan Giggs… pah!

  1. 30 June, 2011 at 12:30

    Good questions Richard.
    My recommendations are that a franchisor should be doing the following in this order:
    1. Setting clear and detailed social media guidelines for all franchisees
    2. Setting clear guidelines on the use of their brands on the social media channels (esp. for global brands where customer confusion reigns if this is not done properly. Recent research on Top Fortune 100 brands shows they have not got this right yet
    3. Encouraging their franchisees to be engaging with their customers using social media channels and providing training on how to do this well.
    Hope that helps and happy to help further.

    Sounds like your franchisees need a good programme.

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