{"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\/fr\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/","title":{"rendered":"Article d&#039;invit\u00e9\u00a0: Chaque franchise devrait-elle avoir sa propre strat\u00e9gie de m\u00e9dias sociaux\u00a0?"},"content":{"rendered":"<p><b>Chaque franchise devrait-elle avoir sa propre strat\u00e9gie de m\u00e9dias sociaux\u00a0?<\/b><\/p>\n<p>Poss\u00e9der des franchises peut \u00eatre d\u00e9licat car vous avez diff\u00e9rents emplacements \u00e0 g\u00e9rer, plusieurs \u00e9quipes diff\u00e9rentes de travailleurs \u00e0 former et \u00e0 conserver<a href=\"https:\/\/blog.flipbuilder.com\/fr\/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>? \u00e0 jour, et de nombreux managers qui essaient tous de travailler ensemble et d&#039;am\u00e9liorer l&#039;entreprise. Les m\u00e9dias sociaux, cependant, ont ajout\u00e9 un nouveau niveau de contemplation pour ceux qui poss\u00e8dent une entreprise avec plusieurs branches diff\u00e9rentes. Vous ne pouvez pas vous emp\u00eacher de vous demander\u00a0: Dois-je cr\u00e9er une strat\u00e9gie de m\u00e9dias sociaux et g\u00e9rer les m\u00e9dias sociaux pour toutes les franchises, ou dois-je confier cela \u00e0 chaque entreprise locale\u00a0?<!--more--><\/p>\n<p>La question est difficile car la promotion des m\u00e9dias sociaux va bien au-del\u00e0 du simple tweet de contenu. Lorsque vous travaillez avec plusieurs franchises diff\u00e9rentes, vous devez d\u00e9terminer qui d\u00e9veloppera les publications sur les r\u00e9seaux sociaux, qui concevra les pages, qui publiera le contenu, et qui mesurera le succ\u00e8s et analysera les donn\u00e9es recueillies \u00e0 partir de la promotion des r\u00e9seaux sociaux. En fin de compte, cela d\u00e9pend vraiment du type de franchise que vous poss\u00e9dez.<\/p>\n<p><b>Quand une approche centralis\u00e9e est la meilleure<\/b><\/p>\n<p>Une approche centralis\u00e9e signifie simplement que vous aurez un compte social sur chaque canal social - Facebook, Twitter, Google+, LinkedIn - pour l&#039;ensemble de la franchise. Cela signifie que le directeur de la succursale nationale est charg\u00e9 de g\u00e9rer ou d&#039;embaucher quelqu&#039;un pour g\u00e9rer ces comptes. Cela aide \u00e0 garder les choses coh\u00e9rentes et \u00e0 maintenir la r\u00e9putation de la marque. Voici quelques cas o\u00f9 il s&#039;agit de la meilleure strat\u00e9gie\u00a0:<\/p>\n<ul>\n<li><b>Les clients n&#039;utilisent pas les m\u00e9dias sociaux. <\/b>Vous voudrez analyser o\u00f9 vos consommateurs trouvent des informations. La meilleure fa\u00e7on d&#039;y parvenir est de demander. Demandez \u00e0 tous vos emplacements de demander aux clients s&#039;ils utilisent ou non les m\u00e9dias sociaux pour trouver des informations (toute information, pas n\u00e9cessairement sur votre entreprise). Si vos clients ne semblent pas s&#039;en soucier, il est probablement plus facile et plus rentable d&#039;avoir une approche unifi\u00e9e plut\u00f4t que de cibler des clients sp\u00e9cifiques dans des domaines sp\u00e9cifiques qui n&#039;utilisent pas les m\u00e9dias sociaux en premier lieu.<\/li>\n<li><b>Si votre entreprise traite des informations confidentielles.<\/b> Il est important de consid\u00e9rer ce que fait r\u00e9ellement votre entreprise. Des industries comme l&#039;industrie de la sant\u00e9 doivent \u00eatre extr\u00eamement prudentes lorsqu&#039;il s&#039;agit de partager des informations avec le public. Les m\u00e9dias sociaux sont un type de marketing qui s&#039;adresse imm\u00e9diatement au public et est vu par des milliers de personnes avant que vous n&#039;ayez la chance de r\u00e9aliser que vous avez fait une erreur. S&#039;il y a une chance que vous ayez des ennuis juridiques \u00e0 cause de quelque chose que vous dites, il est important de ne pas mettre les m\u00e9dias sociaux entre les mains de vos succursales locales.<\/li>\n<li><b>Si vous voulez quelque chose de plus rentable. <\/b>La formation consiste en partie \u00e0 donner aux gestionnaires de franchise le contr\u00f4le des m\u00e9dias sociaux, ce qui peut co\u00fbter du temps et de l&#039;argent. Il est important que vous cr\u00e9iez un manuel de formation pour vous assurer que votre marque est correctement repr\u00e9sent\u00e9e, et dans de nombreux cas, il est logique d&#039;embaucher quelqu&#039;un pour enseigner \u00e0 votre personnel comment analyser les donn\u00e9es des m\u00e9dias sociaux et am\u00e9liorer la port\u00e9e. Tout cela co\u00fbte un joli centime, donc si vous cherchez \u00e0 \u00e9conomiser de l&#039;argent, il serait peut-\u00eatre pr\u00e9f\u00e9rable d&#039;avoir une approche centralis\u00e9e (au moins au d\u00e9but).<\/li>\n<\/ul>\n<p>Il est important de r\u00e9aliser que le fait de confier les m\u00e9dias sociaux \u00e0 la section nationale ne signifie pas que les choses seront plus faciles \u00e0 g\u00e9rer. C&#039;est peut-\u00eatre une option plus s\u00fbre, mais vous devrez peut-\u00eatre embaucher une \u00e9quipe pour garder les choses en ordre.<\/p>\n<p><b>Quand les m\u00e9dias sociaux devraient \u00eatre laiss\u00e9s aux mains des succursales locales<\/b><\/p>\n<p>Cette approche peut \u00eatre un peu plus risqu\u00e9e au d\u00e9but, mais une fois que vous parlez avec tous vos emplacements et que vous vous assurez que tout le monde est sur la m\u00eame longueur d&#039;onde, un syst\u00e8me devrait commencer \u00e0 se former et les choses devraient se d\u00e9rouler sans heurts. Voici quelques cas o\u00f9 une approche d\u00e9centralis\u00e9e fonctionne le mieux\u00a0:<\/p>\n<ul>\n<li><b>Diff\u00e9rences importantes d&#039;un endroit \u00e0 l&#039;autre<\/b>. Vous voudrez analyser \u00e0 quel point vos clients sont diff\u00e9rents d&#039;un endroit \u00e0 l&#039;autre. Cela signifie tout analyser, de l&#039;emplacement r\u00e9el de la franchise (rural, urbain, suburbain, etc.) \u00e0 la d\u00e9mographie des clients. Si ces diff\u00e9rences sont suffisantes pour que vos produits et autres tactiques de marketing varient d&#039;un endroit \u00e0 l&#039;autre, votre strat\u00e9gie de m\u00e9dias sociaux devrait probablement en faire autant.<\/li>\n<li><b>Contr\u00f4le de franchise avec d&#039;autres initiatives de marketing<\/b>. Il y a de fortes chances que les m\u00e9dias sociaux soient la derni\u00e8re forme de marketing \u00e0 \u00eatre r\u00e9ellement mise en place. Par cons\u00e9quent, il est important d&#039;examiner les responsabilit\u00e9s de marketing que vous avez confi\u00e9es \u00e0 tous vos emplacements de franchise jusqu&#039;\u00e0 pr\u00e9sent. Si vous vous \u00eates senti \u00e0 l&#039;aise de donner \u00e0 vos directeurs de succursale le contr\u00f4le de la r\u00e9putation de la marque dans le pass\u00e9, les m\u00e9dias sociaux n&#039;ont peut-\u00eatre pas besoin d&#039;\u00eatre diff\u00e9rents.<\/li>\n<\/ul>\n<p>Poss\u00e9dez-vous plusieurs franchises et avez-vous d\u00e9cid\u00e9 qu&#039;une approche est meilleure qu&#039;une autre\u00a0? Racontez-nous votre histoire et ce qui a fonctionn\u00e9 pour vous dans les commentaires ci-dessous.<\/p>\n<p><i>Cr\u00e9dit photo : blog.hubspot.com<\/i><\/p>\n<p><i>Amanda DiSilvestro est dipl\u00f4m\u00e9e de l&#039;Illinois State University. Bien qu&#039;elle ait obtenu un dipl\u00f4me d&#039;enseignement de l&#039;anglais, elle s&#039;est retrouv\u00e9e \u00e0 travailler comme blogueuse \u00e0 plein temps dans le d\u00e9partement SEO \/ m\u00e9dias sociaux de <\/i><a href=\"http:\/\/www.highervisibility.com\/\"><i>Visibilit\u00e9 sup\u00e9rieure<\/i><\/a><i>.com<\/i><i>, un chef de file <\/i><a href=\"http:\/\/www.highervisibility.com\/franchise-seo-services\/\"><i>SEO pour les franchises<\/i><\/a><i>.<\/i><\/p>\n<p><i>?<\/i><\/p>","protected":false},"excerpt":{"rendered":"<p>Chaque franchise devrait-elle avoir sa propre strat\u00e9gie de m\u00e9dias sociaux\u00a0? Poss\u00e9der des franchises peut \u00eatre d\u00e9licat car vous avez diff\u00e9rents emplacements \u00e0 g\u00e9rer, plusieurs \u00e9quipes diff\u00e9rentes de travailleurs \u00e0 former et \u00e0 conserver\u00a0? \u00e0 jour, et de nombreux managers qui essaient tous de travailler ensemble et d&#039;am\u00e9liorer l&#039;entreprise. Les m\u00e9dias sociaux, cependant, ont ajout\u00e9 un nouveau niveau de [\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\/fr\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\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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