Social Media Playbook
How to create engaging local content while staying within brand guidelines
As a franchisee, you have a unique opportunity to connect with your local community while leveraging the power of an established brand. This playbook will help you create compelling social media content that resonates locally while maintaining brand consistency.
5 Steps to Creating Local Content
(That Actually Works!)
1. Understand Your Audience
Tailor messages specifically to local interests.
2. Stay On-Brand
Keep tone, style, and visuals consistent.
3. Engage Actively
Respond quickly and personally to local interactions.
4. Share Local Success
Spotlight local events, promotions, and community activities.
5. Measure & Refine
Analyze what resonates locally and adjust your strategy accordingly.
Putting It Into Practice
Content Ideas That Work
Local Team Spotlights
Introduce your staff members with personal stories that connect to your community. Highlight their local ties, interests, and expertise.
Community Event Coverage
Share photos and stories from local events your franchise participates in or sponsors. Tag local organizations to expand your reach.
Customer Success Stories
Feature testimonials from local customers with their permission. Include photos and specific details about their experience with your location.
Local Partnerships
Highlight collaborations with other local businesses or organizations. Cross-promotion expands your reach while building community goodwill.
Brand Compliance Checklist
- Use approved brand colors, fonts, and logo variations
- Maintain consistent brand voice and messaging tone
- Use approved hashtags and @mentions
- Follow promotional guidelines and approval processes
- Adhere to content calendar and posting frequency guidelines
Expert Tips
"The most successful franchise social media accounts balance brand consistency with local relevance. Don't just copy corporate posts—adapt them to highlight your specific location and community connections."
— Jennifer Taylor, Digital Marketing Director
"Track engagement metrics for each type of content you post. You'll quickly discover what your local audience responds to, allowing you to focus your efforts on high-performing content types."
— David Wilson, Social Media Strategist
Ready to Elevate Your Social Media Presence?
Download the complete Social Media Playbook for franchisees, including content calendars, post templates, and step-by-step guides.