Social media and innovation


Synonymous with franchise success, social media and innovation involves everything from consumer marketing to lead generation and recruiting new franchisees.

Successful franchise brands understand the importance of incorporating social media tools and strategies into their playbook, as well as the need to innovate and adapt to the changes taking place in the market, especially since March 2020.

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

These stats from Helen Bond’s report on how people use social media jumped out at me:

  • At last count, there were 4.2 billion active social media users worldwide, up 13% from the start of 2020.
  • The average time spent on social networks per day is 145 minutes, almost 2.5 hours.
  • In the United States, 72% of the public turns to social media to connect, engage, share information and be entertained, according to estimates from the Pew Research Center.
  • A recent Harris poll found that 80% of customers expect businesses to engage with them on social media.

When was the last time you and your team thought about the importance of social media as a brand marketing and franchise development tool? Perhaps more importantly, are you following the continuous changes in social media? Helen’s article describes what five brands have done to successfully implement and adapt social media in their consumer marketing and franchise recruiting campaigns.

It’s also an exciting topic for us here at Franchise Update Media, as we have the privilege of celebrating the winners of our 3rd annual Franchise Innovation Awards competition. And again, the entrees were impressive. With over 100 entries submitted, the judges had a hard time deciding who was the best in each category. (I know, I was one of them!) Our coverage in this issue includes a list of all the winners and finalists, along with a detailed description of the winning entries.

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

We’re also excited to reveal highlights from our annual franchise marketing report, which provides franchise marketers to consumers with invaluable data and analysis they can use to benchmark their performance against others. franchise brands and those of their industry.

If you’re looking for new ways to incorporate social media into your brand’s messaging (and who isn’t?), You’ll definitely find something new and useful in this issue. And if you are also looking for ideas to drive innovation in your brand, then you have come to the right place. Just turn the pages …

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