4. Reputation Management Training
Don’t simply assume that franchise owners or managers know how to implement reputation management best practices. Make sure that they are sufficiently trained on your strategy and how to build a strong, positive reputation for your brand. Training can include topics like the best way to respond to negative reviews, what to put on social media, how to foster ties with the local community, and who has authorization to use channels and interact with customers. Also make sure they aren’t doing any of these four things that can accidentally put your reputation at risk.
If there is one thing that impacts your brand the most—both good or bad—when it comes to reputation, it’s customer service. In a 2017 global study, 96% of consumers indicated that customer service is an important factor in their choice of loyalty to a brand. That number is too high to ignore.
Owners and managers need to train their employees to always think about how their treatment of a customer reflects on the franchise’s reputation. There are so many things that employees can do, because a little extra service really can go a long way.
5. Monitor and Look for Patterns
One of the most important things you can do for your franchise’s online reputation is to know what people are actually saying about your business. This goes beyond just monitoring social media (which you absolutely should do). Conduct a search on yourself and see what comes up on the first two pages of results. Look at review sites like Google and Yelp, and identify and monitor the keywords and hashtags related to your company. Then you can set up alerts each time your franchise or those keywords and hashtags are mentioned.
As you monitor what customers and even competitors are saying, keep an eye out for patterns. If you find a lot of negative feedback aimed at individual locations, then work with the franchise owners or managers to correct the problems and hopefully prevent new bad reviews. Regular monitoring can help you catch and address a budding crisis, as well.
Monitoring search results, social media posts, comments, and mentions across multiple locations can be a daunting task. Many franchises elect to hire reputation management consultants or companies, like Big Leap, who can do the tracking for you.
While reputation management for franchises can be challenging, it’s more necessary than ever. But you don’t have to do it all on your own. The reputation management experts at Big Leap can help you take control of your online reputation, so you can focus on running your business.