{"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\/pl\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/","title":{"rendered":"Wpis go\u015bcinny: Czy ka\u017cda franczyza powinna mie\u0107 w\u0142asn\u0105 strategi\u0119 w zakresie medi\u00f3w spo\u0142eczno\u015bciowych?"},"content":{"rendered":"<p><b>Czy ka\u017cda franczyza powinna mie\u0107 w\u0142asn\u0105 strategi\u0119 w zakresie medi\u00f3w spo\u0142eczno\u015bciowych?<\/b><\/p>\n<p>Posiadanie franczyzy mo\u017ce by\u0107 trudne, poniewa\u017c musisz zarz\u0105dza\u0107 r\u00f3\u017cnymi lokalizacjami, szkoli\u0107 i utrzymywa\u0107 kilka r\u00f3\u017cnych zespo\u0142\u00f3w pracownik\u00f3w<a href=\"https:\/\/blog.flipbuilder.com\/pl\/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=\"Post go\u015bcia1obraz1\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2013\/01\/Guestpost1image1.jpg\" width=\"232\" height=\"192\" \/><\/a>? do szybko\u015bci i wielu mened\u017cer\u00f3w, kt\u00f3rzy wszyscy staraj\u0105 si\u0119 wsp\u00f3\u0142pracowa\u0107 i ulepsza\u0107 firm\u0119. Media spo\u0142eczno\u015bciowe doda\u0142y jednak nowy poziom kontemplacji dla tych, kt\u00f3rzy s\u0105 w\u0142a\u015bcicielami firmy z kilkoma r\u00f3\u017cnymi oddzia\u0142ami. Nie mo\u017cesz si\u0119 powstrzyma\u0107, by zada\u0107 sobie pytanie: czy powinienem stworzy\u0107 strategi\u0119 medi\u00f3w spo\u0142eczno\u015bciowych i zarz\u0105dza\u0107 mediami spo\u0142eczno\u015bciowymi dla wszystkich franczyz, czy powinienem przekaza\u0107 to w r\u0119ce ka\u017cdej lokalnej firmy?<!--more--><\/p>\n<p>Pytanie jest trudne, poniewa\u017c promocja w mediach spo\u0142eczno\u015bciowych wykracza daleko poza zwyk\u0142e tweetowanie tre\u015bci. Pracuj\u0105c z kilkoma r\u00f3\u017cnymi franczyzami, musisz ustali\u0107, kto b\u0119dzie opracowywa\u0142 posty w mediach spo\u0142eczno\u015bciowych, kto zaprojektuje strony, kto b\u0119dzie zamieszcza\u0142 tre\u015bci, a kto b\u0119dzie mierzy\u0142 sukcesy i analizowa\u0142 dane zebrane z promocji w mediach spo\u0142eczno\u015bciowych. W ko\u0144cu to naprawd\u0119 zale\u017cy od rodzaju posiadanej franczyzy.<\/p>\n<p><b>Kiedy scentralizowane podej\u015bcie jest najlepsze<\/b><\/p>\n<p>Scentralizowane podej\u015bcie oznacza po prostu, \u017ce b\u0119dziesz mie\u0107 jedno konto spo\u0142eczno\u015bciowe na ka\u017cdym kanale spo\u0142eczno\u015bciowym \u2014 Facebook, Twitter, Google+, LinkedIn \u2014 dla ca\u0142ej franczyzy. Oznacza to, \u017ce krajowy kierownik oddzia\u0142u jest odpowiedzialny za zarz\u0105dzanie tymi kontami lub zatrudnianie kogo\u015b do zarz\u0105dzania tymi kontami. Pomaga to zachowa\u0107 sp\u00f3jno\u015b\u0107 i reputacj\u0119 marki. Oto kilka przyk\u0142ad\u00f3w, w kt\u00f3rych jest to najlepsza strategia:<\/p>\n<ul>\n<li><b>Klienci nie korzystaj\u0105 z medi\u00f3w spo\u0142eczno\u015bciowych. <\/b>B\u0119dziesz chcia\u0142 przeanalizowa\u0107, gdzie Twoi konsumenci znajduj\u0105 informacje. Najlepszym sposobem, aby tak si\u0119 sta\u0142o, jest zapytanie. Niech wszystkie lokalizacje zapytaj\u0105 klient\u00f3w, czy korzystaj\u0105 z medi\u00f3w spo\u0142eczno\u015bciowych, aby znale\u017a\u0107 informacje (wszelkie informacje, niekoniecznie dotycz\u0105ce Twojej firmy). Je\u015bli Twoim klientom nie zale\u017cy, prawdopodobnie naj\u0142atwiej i najbardziej op\u0142acalnie b\u0119dzie mie\u0107 ujednolicone podej\u015bcie, zamiast kierowa\u0107 reklamy do konkretnych klient\u00f3w w okre\u015blonych obszarach, kt\u00f3rzy nie korzystaj\u0105 w pierwszej kolejno\u015bci z medi\u00f3w spo\u0142eczno\u015bciowych.<\/li>\n<li><b>Je\u015bli Twoja firma zajmuje si\u0119 informacjami poufnymi.<\/b> Wa\u017cne jest, aby zastanowi\u0107 si\u0119, czym tak naprawd\u0119 jest Twoja firma. Bran\u017ce takie jak bran\u017ca zdrowotna musz\u0105 by\u0107 niezwykle ostro\u017cne, je\u015bli chodzi o udost\u0119pnianie informacji opinii publicznej. Media spo\u0142eczno\u015bciowe to rodzaj marketingu, kt\u00f3ry natychmiast dociera do opinii publicznej i jest widziany przez tysi\u0105ce, zanim zorientujesz si\u0119, \u017ce pope\u0142ni\u0142e\u015b b\u0142\u0105d. Je\u015bli istnieje jakakolwiek szansa, \u017ce mo\u017cesz wpa\u015b\u0107 w k\u0142opoty prawne z powodu czego\u015b, co powiesz, wa\u017cne jest, aby nie oddawa\u0107 medi\u00f3w spo\u0142eczno\u015bciowych w r\u0119ce lokalnych oddzia\u0142\u00f3w.<\/li>\n<li><b>Je\u015bli chcesz czego\u015b bardziej op\u0142acalnego. <\/b>Cz\u0119\u015bci\u0105 zapewniania mened\u017cerom franczyzy kontroli nad mediami spo\u0142eczno\u015bciowymi jest szkolenie, a to mo\u017ce kosztowa\u0107 czas i pieni\u0105dze. Wa\u017cne jest, aby stworzy\u0107 podr\u0119cznik szkoleniowy, aby upewni\u0107 si\u0119, \u017ce Twoja marka jest w\u0142a\u015bciwie reprezentowana, a w wielu przypadkach warto zatrudni\u0107 kogo\u015b, kto nauczy Tw\u00f3j personel, jak analizowa\u0107 dane z medi\u00f3w spo\u0142eczno\u015bciowych i poprawia\u0107 zasi\u0119g. To wszystko kosztuje sporo grosza, wi\u0119c je\u015bli chcesz zaoszcz\u0119dzi\u0107 pieni\u0105dze, najlepiej b\u0119dzie zastosowa\u0107 scentralizowane podej\u015bcie (przynajmniej na pocz\u0105tku).<\/li>\n<\/ul>\n<p>Wa\u017cne jest, aby zda\u0107 sobie spraw\u0119, \u017ce wzi\u0119cie medi\u00f3w spo\u0142eczno\u015bciowych w r\u0119ce krajowego oddzia\u0142u nie oznacza, \u017ce sprawami b\u0119dzie \u0142atwiej zarz\u0105dza\u0107. Mo\u017ce to by\u0107 bezpieczniejsza opcja, ale nadal mo\u017cesz potrzebowa\u0107 wynaj\u0105\u0107 zesp\u00f3\u0142, aby utrzyma\u0107 porz\u0105dek.<\/p>\n<p><b>Kiedy media spo\u0142eczno\u015bciowe powinny zosta\u0107 pozostawione w r\u0119kach lokalnych oddzia\u0142\u00f3w<\/b><\/p>\n<p>Takie podej\u015bcie mo\u017ce na pocz\u0105tku by\u0107 nieco bardziej ryzykowne, ale gdy porozmawiasz ze wszystkimi swoimi lokalizacjami i upewnisz si\u0119, \u017ce wszyscy s\u0105 na tej samej stronie, system powinien zacz\u0105\u0107 si\u0119 formowa\u0107 i wszystko powinno dzia\u0142a\u0107 p\u0142ynnie. Oto kilka przyk\u0142ad\u00f3w, w kt\u00f3rych podej\u015bcie zdecentralizowane sprawdza si\u0119 najlepiej:<\/p>\n<ul>\n<li><b>Znacz\u0105ce r\u00f3\u017cnice mi\u0119dzy lokalizacjami<\/b>. B\u0119dziesz chcia\u0142 przeanalizowa\u0107, jak r\u00f3\u017cni s\u0105 Twoi klienci w zale\u017cno\u015bci od lokalizacji. Oznacza to analiz\u0119 wszystkiego, od rzeczywistej lokalizacji franczyzy (wiejska, miejska, podmiejska itp.) po demografi\u0119 klient\u00f3w. Je\u015bli te r\u00f3\u017cnice wystarcz\u0105, \u017ce Twoje produkty i inne taktyki marketingowe r\u00f3\u017cni\u0105 si\u0119 w zale\u017cno\u015bci od lokalizacji, Twoja strategia w mediach spo\u0142eczno\u015bciowych prawdopodobnie r\u00f3wnie\u017c powinna.<\/li>\n<li><b>Kontrola franczyzy z innymi inicjatywami marketingowymi<\/b>. S\u0105 szanse, \u017ce media spo\u0142eczno\u015bciowe to ostatnia forma marketingu, kt\u00f3r\u0105 mo\u017cna naprawd\u0119 wprowadzi\u0107. Dlatego wa\u017cne jest, aby przyjrze\u0107 si\u0119, jakie obowi\u0105zki marketingowe powierzy\u0142e\u015b do tej pory wszystkim lokalizacjom franczyzowym. Je\u015bli w przesz\u0142o\u015bci czu\u0142e\u015b si\u0119 komfortowo, daj\u0105c swoim mened\u017cerom oddzia\u0142\u00f3w kontrol\u0119 nad reputacj\u0105 marki, media spo\u0142eczno\u015bciowe nie musz\u0105 by\u0107 inne.<\/li>\n<\/ul>\n<p>Czy posiadasz kilka franczyz i zdecydowa\u0142e\u015b, \u017ce jedno podej\u015bcie jest lepsze od drugiego? Opowiedz nam swoj\u0105 histori\u0119 i to, co zadzia\u0142a\u0142o dla Ciebie w komentarzach poni\u017cej.<\/p>\n<p><i>\u0179r\u00f3d\u0142o zdj\u0119cia: blog.hubspot.com<\/i><\/p>\n<p><i>Amanda DiSilvestro jest absolwentk\u0105 Illinois State University. Mimo, \u017ce uko\u0144czy\u0142a edukacj\u0119 w j\u0119zyku angielskim, znalaz\u0142a si\u0119 na pe\u0142nym etacie jako blogerka w dziale SEO\/medi\u00f3w spo\u0142eczno\u015bciowych na <\/i><a href=\"http:\/\/www.highervisibility.com\/\"><i>Wi\u0119ksza widoczno\u015b\u0107<\/i><\/a><i>.com<\/i><i>, wiod\u0105cy <\/i><a href=\"http:\/\/www.highervisibility.com\/franchise-seo-services\/\"><i>SEO dla franczyz<\/i><\/a><i>.<\/i><\/p>\n<p><i>?<\/i><\/p>","protected":false},"excerpt":{"rendered":"<p>Czy ka\u017cda franczyza powinna mie\u0107 w\u0142asn\u0105 strategi\u0119 w zakresie medi\u00f3w spo\u0142eczno\u015bciowych? Posiadanie franczyzy mo\u017ce by\u0107 trudne, poniewa\u017c musisz zarz\u0105dza\u0107 r\u00f3\u017cnymi lokalizacjami, szkoli\u0107 i utrzymywa\u0107 kilka r\u00f3\u017cnych zespo\u0142\u00f3w pracownik\u00f3w? do speed i wielu mened\u017cer\u00f3w, kt\u00f3rzy wszyscy staraj\u0105 si\u0119 wsp\u00f3\u0142pracowa\u0107 i ulepsza\u0107 firm\u0119. Media spo\u0142eczno\u015bciowe doda\u0142y jednak nowy poziom [\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\/pl\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\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. Social media, however, has added a new level of [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.flipbuilder.com\/pl\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\" \/>\n<meta property=\"og:site_name\" content=\"FlipBuilder Blog\" \/>\n<meta property=\"article:published_time\" content=\"2013-01-23T17:36:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-10-29T06:24:52+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/45.56.103.83:8080\/wp-content\/uploads\/2013\/01\/Guestpost1image1.jpg\" \/>\n<meta name=\"author\" content=\"karl\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"karl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.flipbuilder.com\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.flipbuilder.com\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\"},\"author\":{\"name\":\"karl\",\"@id\":\"https:\/\/blog.flipbuilder.com\/tr\/#\/schema\/person\/43c60beda614b07e0e8263cbbc3495d9\"},\"headline\":\"Guest post: Should Each Franchise Have Its Own Social Media Strategy?\",\"datePublished\":\"2013-01-23T17:36:09+00:00\",\"dateModified\":\"2018-10-29T06:24:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.flipbuilder.com\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\"},\"wordCount\":852,\"publisher\":{\"@id\":\"https:\/\/blog.flipbuilder.com\/tr\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.flipbuilder.com\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2013\/01\/Guestpost1image1.jpg\",\"articleSection\":[\"Marketing\"],\"inLanguage\":\"pl-PL\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.flipbuilder.com\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\",\"url\":\"https:\/\/blog.flipbuilder.com\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\",\"name\":\"Guest post: Should Each Franchise Have Its Own Social Media Strategy? 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