As today’s franchise candidates have become more sophisticated, educated and technologically advanced than ever before, many will spend a great deal of time within social media, exploring franchise opportunities. To effectively capitalize on this interest, franchisors will need to embrace social media as an integral component of their overall franchise marketing and development strategy, and integrate the same with traditional strategies. A firm commitment of time, money and other resources must be dedicated to the initiative. Oh, don’t think it would work by having someone play around with Facebook or Twitter without a strategy in place. That definitely won’t work. Instead, it’s going to take a concentrated focus. This premiere episode hosted by franchisEssentials will focus on the necessary steps towards social media success within a franchise organization.