For the better part of the last five years or so, franchise sales teams around the country have contemplated the importance of social media in the franchise sales process.

They've asked, "Is this the magic bullet?" And, they've pondered, "If I create an incredibly dynamic Facebook page, will I attract a greater number of qualified franchisee leads?"

The answer is "NO" to both these questions.

Like other elements of the marketing mix, it is important to put your best foot forward with a well-planned social media strategy that can be launched and maintained within budget. Similar to direct marketing, working with a public relations agency such as All Points Public Relations, or banner advertising, social media should be used as a call-to-action marketing tool, that promotes brand positioning and helps sustain and enhance brand loyalty.

There are several social media intricacies that make it unique, such as the fact that it allows proactive promotion, and reactive promotion, both relatively instantly without needing to bust through concrete barriers. But, social media needs to be weaved into overall brand strategies.

Social media is a MUST DO. It is a catalyst for sharing the good a i.e. news stories secured through public relations efforts can live longer lives by leveraging social media pages. And, social media is a way to offset the bad - i.e. responding to negative customer experiences.

All said, social media is an important part of enhancing the franchise recruitment effort, but alone, it is not the secret weapon that some are still confused about it being.

Is your franchise company prepared to move forward with a social media plan that improves franchise sales processes? All Points Public Relations, a Chicago-based PR firm focused on working with franchise companies, is experienced in planning, executing and driving powerful results with strategic social media tactics.

Give us a buzz and we can talk about designing a social media strategy.