{"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\/pt\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/","title":{"rendered":"Guest post: Cada franquia deve ter sua pr\u00f3pria estrat\u00e9gia de m\u00eddia social?"},"content":{"rendered":"<p><b>Cada franquia deve ter sua pr\u00f3pria estrat\u00e9gia de m\u00eddia social?<\/b><\/p>\n<p>Possuir franquias pode ser complicado porque voc\u00ea tem locais diferentes para gerenciar, v\u00e1rias equipes diferentes de trabalhadores para treinar e manter<a href=\"https:\/\/blog.flipbuilder.com\/pt\/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=\"Guestpost1imagem1\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2013\/01\/Guestpost1image1.jpg\" width=\"232\" height=\"192\" \/><\/a>? atualizados e muitos gerentes que tentam trabalhar juntos e melhorar a empresa. As redes sociais, no entanto, trouxeram um novo patamar de contempla\u00e7\u00e3o para quem possui uma empresa com diversos ramos. Voc\u00ea n\u00e3o pode deixar de se perguntar: devo criar uma estrat\u00e9gia de m\u00eddia social e gerenciar a m\u00eddia social para todas as franquias ou devo colocar isso nas m\u00e3os de cada empresa local?<!--more--><\/p>\n<p>A quest\u00e3o \u00e9 dif\u00edcil porque a promo\u00e7\u00e3o de m\u00eddia social vai muito al\u00e9m de simplesmente twittar conte\u00fado. Quando voc\u00ea trabalha com v\u00e1rias franquias diferentes, voc\u00ea precisa determinar quem desenvolver\u00e1 as postagens nas m\u00eddias sociais, quem criar\u00e1 as p\u00e1ginas, quem postar\u00e1 o conte\u00fado e quem medir\u00e1 o sucesso e analisar\u00e1 os dados coletados da promo\u00e7\u00e3o nas m\u00eddias sociais. No final, isso realmente depende do tipo de franquia que voc\u00ea possui.<\/p>\n<p><b>Quando uma abordagem centralizada \u00e9 a melhor<\/b><\/p>\n<p>Uma abordagem centralizada significa simplesmente que voc\u00ea ter\u00e1 uma conta social em cada canal social \u2013 Facebook, Twitter, Google+, LinkedIn \u2013 para toda a franquia. Isso significa que o gerente da filial nacional \u00e9 respons\u00e1vel por gerenciar ou contratar algu\u00e9m para gerenciar essas contas. Isso ajuda a manter as coisas consistentes e manter a reputa\u00e7\u00e3o da marca. Alguns casos em que essa \u00e9 a melhor estrat\u00e9gia incluem:<\/p>\n<ul>\n<li><b>Os clientes n\u00e3o est\u00e3o usando as m\u00eddias sociais. <\/b>Voc\u00ea vai querer analisar onde seus consumidores est\u00e3o encontrando informa\u00e7\u00f5es. A melhor maneira de fazer isso acontecer \u00e9 perguntar. Fa\u00e7a com que todos os seus locais perguntem aos clientes se eles usam ou n\u00e3o as m\u00eddias sociais para encontrar informa\u00e7\u00f5es (qualquer informa\u00e7\u00e3o, n\u00e3o necessariamente sobre sua empresa). Se seus clientes n\u00e3o parecem se importar, provavelmente \u00e9 mais f\u00e1cil e mais econ\u00f4mico ter uma abordagem unificada em vez de segmentar clientes espec\u00edficos em \u00e1reas espec\u00edficas que n\u00e3o usam a m\u00eddia social em primeiro lugar.<\/li>\n<li><b>Se sua empresa lida com informa\u00e7\u00f5es confidenciais.<\/b> \u00c9 importante considerar o que sua empresa realmente faz. Ind\u00fastrias como a ind\u00fastria da sa\u00fade precisam ser incrivelmente cuidadosas quando se trata de compartilhar informa\u00e7\u00f5es com o p\u00fablico. A m\u00eddia social \u00e9 um tipo de marketing que chega ao p\u00fablico imediatamente e \u00e9 visto por milhares antes que voc\u00ea tenha a chance de perceber que cometeu um erro. Se houver alguma chance de voc\u00ea ter problemas legais por causa de algo que voc\u00ea disser, \u00e9 importante n\u00e3o colocar as m\u00eddias sociais nas m\u00e3os de suas filiais locais.<\/li>\n<li><b>Se voc\u00ea quer algo mais econ\u00f4mico. <\/b>Parte de dar aos gerentes de franquia o controle sobre as m\u00eddias sociais \u00e9 o treinamento, e isso pode custar tempo e dinheiro. \u00c9 importante que voc\u00ea crie um manual de treinamento para garantir que sua marca seja representada corretamente e, em muitos casos, faz sentido contratar algu\u00e9m para ensinar sua equipe sobre como analisar dados de m\u00eddia social e melhorar o alcance. Isso tudo custa um centavo bonito, ent\u00e3o se voc\u00ea est\u00e1 procurando economizar dinheiro, pode ser melhor ter uma abordagem centralizada (pelo menos no in\u00edcio).<\/li>\n<\/ul>\n<p>\u00c9 importante perceber que levar a m\u00eddia social para as m\u00e3os da filial nacional n\u00e3o significa que as coisas ser\u00e3o mais f\u00e1ceis de gerenciar. Pode ser uma op\u00e7\u00e3o mais segura, mas voc\u00ea ainda pode precisar contratar uma equipe para manter as coisas em ordem.<\/p>\n<p><b>Quando as m\u00eddias sociais devem ser deixadas nas m\u00e3os das filiais locais<\/b><\/p>\n<p>Essa abordagem pode ser um pouco mais arriscada no in\u00edcio, mas depois que voc\u00ea falar com todos os seus locais e garantir que todos estejam na mesma p\u00e1gina, um sistema deve come\u00e7ar a se formar e as coisas devem funcionar sem problemas. Alguns casos em que uma abordagem descentralizada funciona melhor incluem:<\/p>\n<ul>\n<li><b>Diferen\u00e7as significativas de local para local<\/b>. Voc\u00ea vai querer analisar qu\u00e3o diferentes s\u00e3o seus clientes de um local para outro. Isso significa analisar tudo, desde a localiza\u00e7\u00e3o real da franquia (rural, urbana, suburbana, etc.) at\u00e9 a demografia dos clientes. Se essas diferen\u00e7as s\u00e3o suficientes para que seus produtos e outras t\u00e1ticas de marketing variem de local para local, sua estrat\u00e9gia de m\u00eddia social provavelmente tamb\u00e9m deveria.<\/li>\n<li><b>Controle de franquia com outras iniciativas de marketing<\/b>. As chances s\u00e3o de que a m\u00eddia social seja a \u00faltima forma de marketing a realmente ser implementada. Portanto, \u00e9 importante observar quais responsabilidades de marketing voc\u00ea deu a todos os locais de franquia at\u00e9 agora. Se voc\u00ea se sentiu confort\u00e1vel em dar aos seus gerentes de filial o controle sobre a reputa\u00e7\u00e3o da marca no passado, a m\u00eddia social pode n\u00e3o precisar ser diferente.<\/li>\n<\/ul>\n<p>Voc\u00ea possui v\u00e1rias franquias e decidiu que uma abordagem \u00e9 melhor que outra? Conte-nos sua hist\u00f3ria e o que funcionou para voc\u00ea nos coment\u00e1rios abaixo.<\/p>\n<p><i>Cr\u00e9dito da foto: blog.hubspot.com<\/i><\/p>\n<p><i>Amanda DiSilvestro \u00e9 graduada pela Illinois State University. Embora ela tenha se formado em Educa\u00e7\u00e3o Inglesa, ela se viu trabalhando como blogueira em tempo integral no departamento de SEO\/m\u00eddia social da <\/i><a href=\"http:\/\/www.highervisibility.com\/\"><i>Maior visibilidade<\/i><\/a><i>.com<\/i><i>, Uma lideran\u00e7a <\/i><a href=\"http:\/\/www.highervisibility.com\/franchise-seo-services\/\"><i>SEO para franquias<\/i><\/a><i>.<\/i><\/p>\n<p><i>?<\/i><\/p>","protected":false},"excerpt":{"rendered":"<p>Cada franquia deve ter sua pr\u00f3pria estrat\u00e9gia de m\u00eddia social? Possuir franquias pode ser complicado porque voc\u00ea tem locais diferentes para gerenciar, v\u00e1rias equipes diferentes de trabalhadores para treinar e manter? atualizados, e muitos gerentes que tentam trabalhar juntos e melhorar a empresa. As m\u00eddias sociais, no entanto, adicionaram um novo n\u00edvel 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\/pt\/guest-post-should-each-franchise-have-its-own-social-media-strategy\/73\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\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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