{"id":73,"date":"2013-01-23T17:36:09","date_gmt":"2013-01-23T17:36:09","guid":{"rendered":"https:\/\/blog.flipbuilder.com\/?p=73"},"modified":"2018-10-29T06:24:52","modified_gmt":"2018-10-29T06:24:52","slug":"guest-post-should-each-franchise-have-its-own-social-media-strategy","status":"publish","type":"post","link":"https:\/\/blog.flipbuilder.com\/cs\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/","title":{"rendered":"P\u0159\u00edsp\u011bvek hosta: M\u011bla by m\u00edt ka\u017ed\u00e1 fran\u0161\u00edza svou vlastn\u00ed strategii soci\u00e1ln\u00edch m\u00e9di\u00ed?"},"content":{"rendered":"<p><b>M\u011bla by m\u00edt ka\u017ed\u00e1 fran\u0161\u00edza svou vlastn\u00ed strategii soci\u00e1ln\u00edch m\u00e9di\u00ed?<\/b><\/p>\n<p>Vlastnit fran\u0161\u00edzy m\u016f\u017ee b\u00fdt slo\u017eit\u00e9, proto\u017ee mus\u00edte spravovat r\u016fzn\u00e1 m\u00edsta, n\u011bkolik r\u016fzn\u00fdch t\u00fdm\u016f pracovn\u00edk\u016f, kter\u00e9 je t\u0159eba vy\u0161kolit a udr\u017eet<a href=\"https:\/\/blog.flipbuilder.com\/cs\/2013\/01\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/guestpost1image1\/\" rel=\"attachment wp-att-74\"><img decoding=\"async\" class=\"alignright size-full wp-image-74\" alt=\"Guestpost1image1\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2013\/01\/Guestpost1image1.jpg\" width=\"232\" height=\"192\" \/><\/a>? a\u017e do tempa a mnoho mana\u017eer\u016f, kte\u0159\u00ed se v\u0161ichni sna\u017e\u00ed spolupracovat a zlep\u0161ovat spole\u010dnost. Soci\u00e1ln\u00ed m\u00e9dia v\u0161ak p\u0159idala novou \u00farove\u0148 kontemplace pro ty, kte\u0159\u00ed vlastn\u00ed spole\u010dnost s n\u011bkolika r\u016fzn\u00fdmi pobo\u010dkami. Nem\u016f\u017eete se nezeptat sami sebe: M\u00e1m vytvo\u0159it strategii soci\u00e1ln\u00edch s\u00edt\u00ed a spravovat soci\u00e1ln\u00ed m\u00e9dia pro v\u0161echny fran\u0161\u00edzy, nebo to m\u00e1m d\u00e1t do rukou ka\u017ed\u00e9 m\u00edstn\u00ed spole\u010dnosti?<!--more--><\/p>\n<p>Ot\u00e1zka je t\u011b\u017ek\u00e1, proto\u017ee propagace na soci\u00e1ln\u00edch s\u00edt\u00edch daleko p\u0159esahuje pouh\u00e9 tweetov\u00e1n\u00ed obsahu. Kdy\u017e pracujete s n\u011bkolika r\u016fzn\u00fdmi fran\u0161\u00edzami, mus\u00edte ur\u010dit, kdo bude vytv\u00e1\u0159et p\u0159\u00edsp\u011bvky na soci\u00e1ln\u00edch s\u00edt\u00edch, kdo navrhne str\u00e1nky, kdo bude zve\u0159ej\u0148ovat obsah a kdo bude m\u011b\u0159it \u00fasp\u011b\u0161nost a analyzovat data z\u00edskan\u00e1 z propagace na soci\u00e1ln\u00edch s\u00edt\u00edch. Nakonec to opravdu z\u00e1le\u017e\u00ed na typu fran\u0161\u00edzy, kterou vlastn\u00edte.<\/p>\n<p><b>Kdy je nejlep\u0161\u00ed centralizovan\u00fd p\u0159\u00edstup<\/b><\/p>\n<p>Centralizovan\u00fd p\u0159\u00edstup jednodu\u0161e znamen\u00e1, \u017ee budete m\u00edt jeden soci\u00e1ln\u00ed \u00fa\u010det na ka\u017ed\u00e9m soci\u00e1ln\u00edm kan\u00e1lu \u2013 Facebook, Twitter, Google+, LinkedIn \u2013 pro celou fran\u0161\u00edzu. To znamen\u00e1, \u017ee vedouc\u00ed n\u00e1rodn\u00ed pobo\u010dky m\u00e1 na starosti bu\u010f spr\u00e1vu, nebo naj\u00edm\u00e1n\u00ed n\u011bkoho, kdo bude tyto \u00fa\u010dty spravovat. To pom\u00e1h\u00e1 udr\u017eovat v\u011bci konzistentn\u00ed a udr\u017eovat pov\u011bst zna\u010dky. Mezi n\u011bkolik p\u0159\u00edpad\u016f, kdy je to nejlep\u0161\u00ed strategie, pat\u0159\u00ed:<\/p>\n<ul>\n<li><b>Z\u00e1kazn\u00edci nepou\u017e\u00edvaj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b. <\/b>Budete cht\u00edt analyzovat, kde va\u0161i spot\u0159ebitel\u00e9 nach\u00e1zej\u00ed informace. Nejlep\u0161\u00ed zp\u016fsob, jak toho dos\u00e1hnout, je zeptat se. Po\u017e\u00e1dejte v\u0161echny sv\u00e9 pobo\u010dky, aby se z\u00e1kazn\u00edk\u016f zeptali, zda pou\u017e\u00edvaj\u00ed soci\u00e1ln\u00ed m\u00e9dia k vyhled\u00e1v\u00e1n\u00ed informac\u00ed (jak\u00fdchkoli informac\u00ed, nemus\u00ed to b\u00fdt nutn\u011b o va\u0161\u00ed spole\u010dnosti). Pokud se zd\u00e1, \u017ee se to va\u0161e z\u00e1kazn\u00edky nezaj\u00edm\u00e1, je pravd\u011bpodobn\u011b nejjednodu\u0161\u0161\u00ed a n\u00e1kladov\u011b nejefektivn\u011bj\u0161\u00ed m\u00edt jednotn\u00fd p\u0159\u00edstup, ne\u017e c\u00edlit na konkr\u00e9tn\u00ed z\u00e1kazn\u00edky v konkr\u00e9tn\u00edch oblastech, kte\u0159\u00ed soci\u00e1ln\u00ed m\u00e9dia v prvn\u00ed \u0159ad\u011b nepou\u017e\u00edvaj\u00ed.<\/li>\n<li><b>Pokud se va\u0161e firma zab\u00fdv\u00e1 d\u016fv\u011brn\u00fdmi informacemi.<\/b> Je d\u016fle\u017eit\u00e9 zv\u00e1\u017eit, co va\u0161e firma skute\u010dn\u011b d\u011bl\u00e1. Pr\u016fmyslov\u00e1 odv\u011btv\u00ed, jako je zdravotnictv\u00ed, mus\u00ed b\u00fdt neuv\u011b\u0159iteln\u011b opatrn\u00e1, pokud jde o sd\u00edlen\u00ed informac\u00ed s ve\u0159ejnost\u00ed. Soci\u00e1ln\u00ed m\u00e9dia jsou druh marketingu, kter\u00fd se okam\u017eit\u011b dostane na ve\u0159ejnost a uvid\u00ed ho tis\u00edce lid\u00ed, ne\u017e si stihnete uv\u011bdomit, \u017ee jste ud\u011blali chybu. Pokud existuje n\u011bjak\u00e1 \u0161ance, \u017ee byste se kv\u016fli n\u011b\u010demu, co \u0159\u00edk\u00e1te, mohli dostat do pr\u00e1vn\u00edch probl\u00e9m\u016f, je d\u016fle\u017eit\u00e9 nesv\u011b\u0159ovat soci\u00e1ln\u00ed m\u00e9dia do rukou m\u00edstn\u00edch pobo\u010dek.<\/li>\n<li><b>Pokud chcete n\u011bco levn\u011bj\u0161\u00edho. <\/b>Sou\u010d\u00e1st\u00ed poskytov\u00e1n\u00ed kontroly nad soci\u00e1ln\u00edmi m\u00e9dii mana\u017eer\u016fm fran\u0161\u00edzy je \u0161kolen\u00ed, kter\u00e9 m\u016f\u017ee st\u00e1t \u010das a pen\u00edze. Je d\u016fle\u017eit\u00e9, abyste vytvo\u0159ili \u0161kolic\u00ed p\u0159\u00edru\u010dku, abyste se ujistili, \u017ee je va\u0161e zna\u010dka reprezentov\u00e1na spr\u00e1vn\u011b, a v mnoha p\u0159\u00edpadech m\u00e1 smysl najmout n\u011bkoho, kdo va\u0161e zam\u011bstnance nau\u010d\u00ed, jak analyzovat data soci\u00e1ln\u00edch m\u00e9di\u00ed a zlep\u0161it dosah. To v\u0161e stoj\u00ed p\u011bkn\u00fd cent, tak\u017ee pokud chcete u\u0161et\u0159it pen\u00edze, m\u016f\u017ee b\u00fdt nejlep\u0161\u00ed m\u00edt centralizovan\u00fd p\u0159\u00edstup (alespo\u0148 zpo\u010d\u00e1tku).<\/li>\n<\/ul>\n<p>Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee p\u0159evzet\u00ed soci\u00e1ln\u00edch m\u00e9di\u00ed do rukou n\u00e1rodn\u00ed pobo\u010dky neznamen\u00e1, \u017ee se v\u011bci budou sn\u00e1ze spravovat. M\u016f\u017ee to b\u00fdt bezpe\u010dn\u011bj\u0161\u00ed varianta, ale mo\u017en\u00e1 budete muset najmout t\u00fdm, kter\u00fd bude udr\u017eovat v\u011bci v po\u0159\u00e1dku.<\/p>\n<p><b>Kdy by m\u011bly b\u00fdt soci\u00e1ln\u00ed s\u00edt\u011b ponech\u00e1ny v rukou m\u00edstn\u00edch pobo\u010dek<\/b><\/p>\n<p>Tento p\u0159\u00edstup m\u016f\u017ee b\u00fdt zpo\u010d\u00e1tku trochu riskantn\u011bj\u0161\u00ed, ale jakmile promluv\u00edte se v\u0161emi sv\u00fdmi m\u00edsty a ujist\u00edte se, \u017ee jsou v\u0161ichni na stejn\u00e9 str\u00e1nce, m\u011bl by se za\u010d\u00edt tvo\u0159it syst\u00e9m a v\u011bci by m\u011bly b\u011b\u017eet hladce. Mezi n\u011bkolik p\u0159\u00edpad\u016f, kdy decentralizovan\u00fd p\u0159\u00edstup funguje nejl\u00e9pe, pat\u0159\u00ed:<\/p>\n<ul>\n<li><b>V\u00fdznamn\u00e9 rozd\u00edly mezi lokalitami<\/b>. Budete cht\u00edt analyzovat, jak se va\u0161i z\u00e1kazn\u00edci li\u0161\u00ed od m\u00edsta k m\u00edstu. To znamen\u00e1 analyzovat v\u0161e od skute\u010dn\u00e9ho um\u00edst\u011bn\u00ed fran\u0161\u00edzy (venkovsk\u00e9, m\u011bstsk\u00e9, p\u0159\u00edm\u011bstsk\u00e9 atd.) a\u017e po demografii z\u00e1kazn\u00edk\u016f. Pokud tyto rozd\u00edly sta\u010d\u00ed na to, \u017ee se va\u0161e produkty a dal\u0161\u00ed marketingov\u00e9 taktiky li\u0161\u00ed m\u00edsto od m\u00edsta, pravd\u011bpodobn\u011b by se m\u011bla li\u0161it i va\u0161e strategie soci\u00e1ln\u00edch m\u00e9di\u00ed.<\/li>\n<li><b>Kontrola fran\u0161\u00edzy s dal\u0161\u00edmi marketingov\u00fdmi iniciativami<\/b>. Je pravd\u011bpodobn\u00e9, \u017ee soci\u00e1ln\u00ed m\u00e9dia jsou tou posledn\u00ed formou marketingu, kterou lze skute\u010dn\u011b zav\u00e9st. Proto je d\u016fle\u017eit\u00e9 pod\u00edvat se na to, jak\u00e9 marketingov\u00e9 odpov\u011bdnosti jste dosud sv\u011b\u0159ili v\u0161em sv\u00fdm fran\u0161\u00edzov\u00fdm pobo\u010dk\u00e1m. Pokud jste se v minulosti c\u00edtili dob\u0159e, \u017ee jste sv\u00fdm mana\u017eer\u016fm pobo\u010dek dali kontrolu nad pov\u011bst\u00ed zna\u010dky, soci\u00e1ln\u00ed m\u00e9dia nemus\u00ed b\u00fdt jin\u00e1.<\/li>\n<\/ul>\n<p>Vlastn\u00edte n\u011bkolik fran\u0161\u00edz a rozhodli jste se, \u017ee jeden p\u0159\u00edstup je lep\u0161\u00ed ne\u017e jin\u00fd? \u0158ekn\u011bte n\u00e1m sv\u016fj p\u0159\u00edb\u011bh a co se v\u00e1m osv\u011bd\u010dilo v koment\u00e1\u0159\u00edch n\u00ed\u017ee.<\/p>\n<p><i>Fotografick\u00fd kredit: blog.hubspot.com<\/i><\/p>\n<p><i>Amanda DiSilvestro je absolventkou Illinois State University. P\u0159esto\u017ee vystudovala vzd\u011bl\u00e1n\u00ed v angli\u010dtin\u011b, zjistila, \u017ee pracuje jako bloggerka na pln\u00fd \u00favazek v odd\u011blen\u00ed SEO\/soci\u00e1ln\u00edch m\u00e9di\u00ed ve spole\u010dnosti <\/i><a href=\"http:\/\/www.highervisibility.com\/\"><i>Vy\u0161\u0161\u00ed viditelnost<\/i><\/a><i>.com<\/i><i>, vedouc\u00ed <\/i><a href=\"http:\/\/www.highervisibility.com\/franchise-seo-services\/\"><i>SEO pro fran\u0161\u00edzy<\/i><\/a><i>.<\/i><\/p>\n<p><i>?<\/i><\/p>","protected":false},"excerpt":{"rendered":"<p>M\u011bla by m\u00edt ka\u017ed\u00e1 fran\u0161\u00edza svou vlastn\u00ed strategii soci\u00e1ln\u00edch m\u00e9di\u00ed? Vlastnit fran\u0161\u00edzy m\u016f\u017ee b\u00fdt slo\u017eit\u00e9, proto\u017ee mus\u00edte spravovat r\u016fzn\u00e1 m\u00edsta, n\u011bkolik r\u016fzn\u00fdch t\u00fdm\u016f pracovn\u00edk\u016f, kter\u00e9 je t\u0159eba vy\u0161kolit a udr\u017eet? a\u017e do tempa a mnoho mana\u017eer\u016f, kte\u0159\u00ed se v\u0161ichni sna\u017e\u00ed spolupracovat a zlep\u0161ovat spole\u010dnost. Soci\u00e1ln\u00ed s\u00edt\u011b v\u0161ak p\u0159idaly novou \u00farove\u0148 [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-73","post","type-post","status-publish","format-standard","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Guest post: Should Each Franchise Have Its Own Social Media Strategy? - FlipBuilder Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.flipbuilder.com\/cs\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guest post: Should Each Franchise Have Its Own Social Media Strategy? - FlipBuilder Blog\" \/>\n<meta property=\"og:description\" content=\"Should Each Franchise Have Its Own Social Media Strategy? Owning franchises can be tricky because you have different locations to manage, several different teams of workers to train and keep? up to speed, and many managers who all try to work together and improve the company. 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