September 22, 2017

Helping PR pros make smarter decisions

Radio Roundtable: Google+ Your World, Franchises & social media, and Facebook changes

Radio Roundtable: Google+ Your World, Franchises & social media, and Facebook changes

This week, co-host Bryan Person joined me to discuss Google+ integration into Google’s search results, the twist on social communications that corporations that are franchised-businesses have to face, and some ways Facebook is changing–and why it matters to companies with fan pages.

[powerpress]

This week’s show is 27 minutes long.

  • First, Bryan and I kick things off by discussing Google’s decision to integrate Google+ accounts into search results. Clearly an attempt to address the growing power of Facebook, this new adjustment has been met with some resistance from existing social channels, like Twitter. Twitter is none too happy with the changes, which it notes push down Twitter results–Google points out that their agreement with Twitter expired. What will this mean for other social channels, like Facebook? Facebook is nearing a billion members, and the treasure trove of data the company has within its walls is tremendous–and worth a lot of money. Google is clearly trying to chip away at that dominance–will they? Can they?
  • Next, we talk about the Papa John’s receipt flap, but concentrate not on how the receipt went viral, but instead focus on questions that seem to present franchise-based businesses with some significant challenges. The strength of franchise businesses is their uniformity in product and advertising, while allowing each business to operate fairly independently. But this structure is proving to be a problem when it comes to social media–most people don’t think about the difference between a corporate-owned store and a franchise-owned one: they just know the name of the corporation. So the corporate entity–in this case Papa John’s–is going to bear the brunt of customer wrath, even if it’s a store’s responsibility to manage and train the staff at each location. And what do you do if your employees view their employment as “just a job?”
  • Finally, we talk about the Facebook subscribe button, and how subscriptions are favored over fan pages. This is something every brand with a fan page needs to start thinking about, because it will impact Facebook stats. If people prefer subscribing to an individual associated with a company’s Facebook feed over “liking” its fan page, this could have implications for the company down the road. If people are subscribing to Pete Cashmore’s Facebook feed over Mashable’s Fan page, and Pete decides to leave…do the subscribers stay with the company? It’s the exact same debate we’re seeing play out on Twitter for Twitter accounts. Like the personal brand issue, the pitfalls need to be taken into account along with the benefits.
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About The Author

Jennifer Zingsheim Phillips is the founder of 4L Strategies, and has worked in communications and public affairs for just over 20 years. Her background includes work in politics, government, lobbying, public affairs PR work, content creation, and digital and social communications and media analysis.

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