Online Reputation Management for Franchisors

The free flow and amplification of information online poses challenges for brand managers of franchise businesses, for whom the strength of a brand is the make or break determinant of success.

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Protecting a brand from unexpected and damaging crises requires vigilance and attention to managing the worst impulses of franchisees and customers alike.

Although it is never possible to anticipate when the next "nightmare" story might appear and grow, franchisors can protect themselves by investing in brand compliance (particularly franchisee marketing compliance) and local review management

This covers the following:

• Understanding threats to brand reputation – In the digital age, brand managers for franchisors have more channels to monitor than ever to ensure their brand remains valuable. Threats come from all corners.
• Tips for effective brand compliance – Brand compliance remains the best defence franchisors have against these threats. As we said earlier, it is the crux of the entire business model.
• Tips for effective local review management – Reviews of local franchise locations posted on social media and elsewhere can pose a major threat to an established company, especially a multi-location business, when not managed efficiently. Reviews also represent a virtual goldmine of knowledge for brand managers that when handled correctly can turn into a huge asset.