The Social Media Check: Gaining Insights from a Franchise's Online Presence

When looking for the right franchise opportunity, one easily accessible tool that aspiring franchisees can leverage is social media. By taking a close look at a franchise’s online presence, prospective owners can gain a better understanding of a brand’s identity, assess if it aligns with what they are looking for and even compare it against the social media of similar companies.

Although social media is not the end all be all of whether a franchise is the right opportunity, it can help paint a picture for franchisees.

When it comes to social media, a brand’s media presence typically depends on the industry, said Lisa Welko, franchise consultant with Integrity Franchise Group.

“With 4000-plus franchises out there, there’s clear delineation on consumer-facing brands versus business to business,” she said. “Some brands will need to be very active … in their online reputation. But when you consider commercial cleaning or small business tax preparation, do you really care if they’re active on Facebook?”

Consumer-oriented franchises often thrive on the immediacy and visibility that social media platforms provide. For them, maintaining an active and engaging online presence is not just beneficial but often essential for staying top-of-mind among potential customers. On the other hand, business-to-business franchises might not necessarily require a flashy social media image, as their success is often dictated by different factors.

Franchisees can start by following the official social media accounts of the franchise they are considering. Depending on the industry, Welko recommended following the company’s social media for at least a few weeks. Prospective franchisees should pay attention to the consistency and tone of the brand's messaging.

“See how they use their presence to draw in customers — not just franchisees,” noted Welko. “Is the message something you’re proud of and can stand behind?”

Additionally, conducting a comparative analysis of the franchise's social media presence with competitors in the same industry can provide valuable context. Understanding how the franchise stands out in a crowded market and adapts to industry trends helps franchisees assess its market position and potential for future growth.

Social media is just one part of the research process, but it is an important part of the greater picture. Franchisees should gather their findings and corroborate them against other key information, as well as with other franchise owners and members of the corporate team.

“Performing due diligence is like putting together a puzzle,” said Welko. “Piece together the findings and then validate with the franchise owners currently active in the system.”

While social media presence may not be universally critical for every franchise, aspiring franchisees should view a brand's online activity as more than a promotional tool. It serves as a window into company culture, commitment to reputation and overall satisfaction.

In a time when digital is more important than ever, the social media check remains a key step in the due diligence process for entrepreneurs seeking the right franchise opportunity.