Get started with social media management in Hootsuite - for franchise administrators
As the administrator of an organization with multiple locations, such as a franchise, you can use Hootsuite to build your brand, engage with your communities, monitor business locations, and generate leads. In Hootsuite, admins of both a corporate office and its individual business locations or branches can manage multiple social accounts from different social networks (for example, two Twitter accounts, a Facebook Page, and three Instagram accounts) in one place.
As the top-level administrator of your business, you can monitor all social activity, share content and templates with location admins, monitor and optimize customer interactions, and measure the success of social efforts across your organization. Here’s what you need to know to get started.
Know your goals and needs
Before launching a social strategy for your business, it’s important to consider the goals of your brand and the needs of your franchisee admins. All of your content, no matter where it’s shared, should align with your marketing and social media initiatives and support your company’s online reputation at every level. Whether you want to increase brand love and community engagement or improve the customer experience, solidifying and communicating your goals with your social teams will shape your social strategy. Sharing these brand and social goals, as well as clear voice and branding guidelines, with all users is essential to maintaining a consistent identity.
To learn about social marketing best practices and strategies, see How to Create a Social Media Strategy in 8 Easy Steps.
Familiarize yourself with organizations and teams
Although your Hootsuite customer success manager will help you set up your organization, teams, members, permissions, and social accounts, you’ll want to know your way around organization settings in Hootsuite.
Watch Introduction to Hootsuite organizations and permissions for an overview of organization structure, permissions, and best practices. Read Work with a Hootsuite organization (Business and Enterprise plans) for step-by-step instructions for creating and managing organizations and teams.
Typically, each of your business locations will function as a team in your organization. As the corporate administrator, you’ll manage all team permissions as an organization “super admin.” Your location admins will serve as team admins for their locations, with either admin or default permissions for your organization.
Get to know Hootsuite
Social engagement tools in Hootsuite consist of Streams, where you can monitor social activity for your industry and all of your locations, a content composer for creating and publishing new content, and Publisher, where you can view and manage scheduled posts and drafts and promote content.
Monitor and engage with social accounts in Streams
Hootsuite streams are feeds that display the content from your connected social accounts and allow you to participate in conversations relevant to your industry. You and your local teams can use streams to monitor activity across all social accounts; engage with your audience; and monitor specific keywords, topics, hashtags, brand mentions, and competitors in one place.
To get started, go to Streams and select Add stream to create a new stream. To organize or categorize your streams, add boards by selecting New board and choosing a stream type to create in that board.
Create a few boards and streams and scroll through them to see what works best for you. You can easily create and delete streams, so don't be afraid to explore.
- To learn more about adding streams, see Your first boards and streams.
- To learn about using boards, see Use boards to organize your streams.
Here are some additional resources we recommend reading to get the most out of Streams:
- For suggestions on how to organize your streams and how to set up the best streams for your business objectives, see Social listening and engagement with streams.
- For details about using Streams to engage with your audience in each social network, see Engage with your audience in Streams.
Create, schedule, and publish content
You and your organization’s team members can create, schedule, and publish social content to Facebook, Twitter, LinkedIn, and Instagram from one place. You can also publish content to multiple social networks at a time.
To get started, go to Create new post, and then select an option.
Select a social account, and then create your post. In addition to text, you can include mentions or tags, links, images, videos, GIFs, emoji, and hashtags.
As you compose your post, you can preview how it will look on the right. When you're ready, you can publish it, save it as a draft, or schedule it for later.
For additional information, see:
To view or manage scheduled content, go to Publisher.
- Use the Planner view to review scheduled posts in a weekly calendar view.
- Use the Content view to see past and future scheduled posts, view draft posts, set up RSS feeds, access your Content Library, and upload messages in bulk.
- Use the Promote view to allocate advertising spend to Facebook or LinkedIn Page posts. For more information on promoting content, see Create and promote a post.
Collaborate with content libraries
You can use content libraries in Hootsuite to share pre-approved post templates and images for your users; this helps to ensure brand adherence and consistency and saves time for your Hootsuite users. You can maintain multiple libraries and share specific content with selected teams. Applying content tags makes it easy for team members to find relevant assets.
You and other top-level admins can manage all content libraries (including settings such as availability and expiration dates), and local admins can manage the libraries available to their location. They can create and share content libraries and add or edit content in the library. All other organization members can use content from the libraries available to their teams. You can use internal notes to let team members know when and how to use assets.
Monitor customer care with assignments and tags
To ensure timely replies from the right people in your organization, you may want to assign certain messages to specific people involved with your business. For example, the corporate Hootsuite admin for a chain of stores could quickly assign a customer complaint about a particular location directly to the social admin for that location, ensuring that it appears at the top of their Inbox so that it can be immediately addressed.
You can also automate content assignments. As a corporate admin, you can auto-assign inbound messages based on specific keywords. For example, a restaurant chain could create an automated assignment to monitor incoming social messages for keywords relating to specific franchise locations, and then automatically route those messages to team members in those locations.
Assigning messages also helps you categorize and track inbound and outbound messages (for more on this, see Add tags to track inbound posts and Add tags to track your outbound posts). Active automations continue to work even when you’re not signed in to Hootsuite.
You can also use tags to categorize and assign posts, like positive interactions or campaign-specific replies. You can apply a series of tags to individual posts in Streams based on keyword themes like sentiment or location. This action can be applied to Twitter profiles (@mentions and direct messages) and Facebook Pages (visitor posts, and comments and replies on your Page posts).
To learn more about assignments and tags, see Automate assignments and tags.
Measure performance with Analytics and UTM parameters
To keep track of the performance of your social media activity across multiple social networks and all your locations, use Hootsuite Analytics. Analytics measures account, post, campaign, and team performance for your organic social activity on Facebook, Twitter, Instagram, and LinkedIn.
You can view the performance of the most recent posts, use built-in overview reports to review and share the most important metrics for your social accounts, run manual reports on one or more social accounts, and compare performance over time. To learn more, see Get started with Analytics.
The Team Performance view in Analytics helps you measure the effectiveness of interactions with customers and prospects on Facebook and Twitter. By reviewing work volume and resolution speed for individual teams and members, you can also gauge productivity and collect information for future social strategy goals at various locations. For more on Analytics for teams, see Analyze team performance.
Additionally, you can see where your social efforts are driving website conversions. To track which individual posts resulted in the most web conversions, you can use UTM parameters--tags that associate links with the posts that contain them, designed to work with any analytics system. To learn more, see Benefits of unique UTM parameters. To learn how to use them, see Apply a UTM parameter to a link. To learn more about enhanced web analytics options, you can connect directly with your customer success manager.