Making the most out of social media for your franchise business Part 2: Twitter

Note: This is the second blog in a four part series that will cover how franchise businesses use social media to market their business.

Last week, we discussed how to use the social media tool Facebook to market your franchise business. This week, we will discuss how your franchise business should use Twitter, a slightly different social media tool.

Twitter is an online social networking service that enables users to send and read short 140-character messages called “tweets”. Registered users can read and post tweets, but unregistered users can only read them. Users access Twitter through the website interface, SMS, or mobile device app.

You will want to use Twitter much in the same way that you use Facebook, but with a few differences. Unlike Facebook, Twitter is less about self-reference and more about compelling information and news; less about photos and more about links; and less about likes and more about followers and click through rate. According to Webtegrity, some similarities and differences between the two are shown here:

  • Facebook networks People while Twitter networks ideas and topics.
  • Facebook allows you to write a book (not that anyone is going to read it). Twitter limits to 140 characters per tweet.
  • Facebook and Twitter allow the use of hashtags to group ideas / topics. Facebook incorporated this ideas patterned after Twitter.
  • You can search inside of either network for topics, people, businesses and organizations.
  • Facebook allowing more options is considered more difficult to use than Twitter.
  • Both networks are capable of allowing some customization to include your branding.
  • Facebook allows likes and friends while Twitter’s call to action is to follow.
  • Inside of Facebook you will Like or Share something. Yet inside of Twitter you will ReTweet or Favorite Something.
  • You can find your old elementary friends or college classmates on Facebook. On Twitter you can find the latest topic trending – like the Oscars, News, Celebrity Stories and more. 

Best Practices

  • Do not think of engaging in the conversation; think of gathering and sharing relevant information as much as possible.
  • Aim to tweet four to five times per day, but feel free to reply and retweet other’s updates and tweets more often.
  • Avoid self-referential language on Twitter. Unlike Facebook, people use Twitter for fast, compelling news, not to listen to you talk about yourself. Avoid using the words I, me, us, and we.
  • Aim to have 60-80% of your tweets contain links; they tend to get the most retweets.
  • Use the phrases “please retweet” or “please RT” when you would like your followers to retweet one of your tweets. Your followers will generally do what you ask them to do.
  • Tweet content that you would like others to retweet on Wednesdays, Thursdays, and Fridays between 2 p.m. and 5 p.m. EST.
  • Maximize all 140 characters you are given for each tweet: longer tweets get more clicks.
  • Share tweets containing links to your franchise website (e.g., recent press) on Friday, Saturday and Sunday afternoons: tweets published during these times tend to get more clicks.
  • It is okay to tweet links to other interesting stories as often as you would like, but you should tweet your own links (e.g., your business’s articles or promotions) at a slower rate to maximize click through rate. (Reference the graph on the previous page.)


  1. Follow industry leaders, current clients or customers, vendors, industry experts, and local news media.
  2. Retweet interesting content several times throughout the day.
  3. Tweet blog articles that get published on the site. (Include the link to the blog article at the front of the tweet, not the end.)
  4. Adopt Trivia Tuesday where you tweet interesting facts about your franchise business, your recipes, or other relevant topics (sustainable growth, organic foods, etc.).
  5. Limit the amount of links about your business that you tweet.
  6. Use hashtags that might draw the interest of industry experts and enthusiasts. Foe example, our fictional business Zoe’s Zebras would use hashtags such as #zebra, #zebras, #animals, #zoos, #pettingzoo, etc.
  7. You also might want to consider using a clever hash tag, such as #zoeszebras, #zoeszebrasfranchising, etc.

For generating early interest about Primal Kitchen Franchising:

Be sure to send out tweets informing your subscribers of special promotions as well as inform them about franchising opportunities. It is important to keep the text as brief as possible, much like a tweet, while providing contact information.

Best Practices for posting in other social networks:

  • Reference similarities and common hastags and user handles:
    • Example: If you love #cuteanimals,  check out our recent pics at Zoe’s Zebras (provide link to website)
  • Tease and entice them a little bit:
    • Want to see the hottest new #pettingzoo concept in the U.S.? Follow us at @zoeszebras You won’t be disappointed.
  • Provide incentives such as a drawing for a free gift card, class, session, small product, etc.

By following these proven strategies, you’ll be able to expand your network, grow your customer base, and hopefully in turn, make more money!

If you have any questions about franchising a business, growing a franchise, franchise sales, or franchise marketing, contact us today!

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