A few weeks ago I commented on a colleague’s Facebook post agreeing with his argument to encourage franchisors to create and implement Social Media Policies and Procedures.  A franchisee of an unidentified brand also made a comment enraged at the original posting and at my agreement with it. Her argument was that franchisors should worry more about support than about policies and procedures. In her mind she saw the two totally different and she seem to see the issue as an ‘either/or’. I can understand her point of view and her anger as I have worked with and known of many franchisors whose only or main objective is the enforcement of the agreement or policies, whether or not they make sense or add to the success of the franchise network.

To me, policies and procedures are not about compliance as much as they are about the support of all franchisees. Franchise procedures are simply step by step explanations or directions of how to operate the business successfully. Franchise polices are guidelines of conduct that allow franchisees to communicate and relate with each other, their customers and the franchisor. These policies protect the brand and therefore the franchisees’ investments. Can policies and procedures be used for compliance purposes? Of course they can; and, in the appropriate circumstances, they should.

True, there are some franchisors who see policies and procedures as a way to control the behavior of franchisees; and, in some cases, just for the sake of this type of control. But successful franchisors learn that policies and procedures are tools to guide franchisees and the entire organization to success. They are not all about compliance, or enforcement, or control; they are about guiding and supporting franchisees; and, as the situation dictates, they provide the legal grounds to protect the brand and the franchise system.

Franchising is all about policies and procedures and successful franchisors use these tools to train and support franchisees. As new technology or methodologies are created such as for example the social media explosion, franchisors must update their franchise policies and procedures to guide franchisees about the best way to incorporate the new technology into their businesses. It is not only the franchisor’s right to do so; it is his or her obligation.

Related posts:

1. My franchisees are using Social Media already. What do I do?
2. Franchisors, Have You Added Social Media Policies to Your OPS Manual? Part 1
3. Social Media: Too much to learn…How do I keep up?

“A university professor went to visit a famous Zen master. While the master quietly served tea, the professor talked about Zen. The master poured the visitor’s cup to the brim, and then kept pouring. The professor watched the overflowing cup until he could no longer restrain himself. “It’s overfull! No more will go in!” the professor blurted. “You are like this cup,” the master replied, “How can I show you Zen unless you first empty your cup?”

We are so eager to teach our franchisees all we believe they need to know to successfully run the franchise business that we rarely consider that their minds may be like the cup in the previous story: already filled. So, we keep pouring information into the franchisee’s mind not realizing that nothing we are sharing with them is going in.

It is critical we help franchisees adopt a Beginner’s Mind as they start their training on your franchise opportunity (to borrow another Zen concept). It’s only from this mental position that true learning can take place. A Beginner’s Mind is an empty mind, one that allows new concepts to come in.

For example, if we have never seen or heard about a bicycle and are being trained to ride one, our minds would be empty of pre-conceptions and we would be able to truly listen to any instructions given to us. Our minds would be teeming with questions and requests such as: “What is this? What do I do with it? How do I do it? Show me. Help me.” However, if we are familiar with the concept of bicycles, even if we haven’t ridden one in years, most likely we would attempt to get on the bike right away and try it on our own. The questions of the Beginner’s Mind would leave us replaced with statements such as: “I hope I don’t fall; this bike is not as good as the one I used to ride; and so on.” In other words, fear and judgment take the place of curiosity.

The facts are simple:

• We cannot learn anything if we think we already know it.
• Our preconceived ideas and judgments influence our understanding of the new, preventing us from true learning.
• If we are always thinking about how we can do it better, we can’t possibly learn the way it is being taught; which is the new way and could be much better.

Because new franchisees go through massive change when they first join a franchise system, they feel vulnerable and their tendency is to seek safety in what they already know. This natural response to the emotional upheaval they experience challenges true learning.

It’s important you help your franchisees deal with these emotional states; help them empty their cup before trying to pour in more information; help them embrace a Beginner’s Mind. Ask yourself: “Are my franchisees ready and able to absorb the information they need to learn?” and “How can I help them create the mindset that will allow learning to take place?”

If you want to learn more about what makes franchisees successful, keep reading this blog, you’ll be able to find similar posts under the Franchisees tab. Also, consider reading my book Franchise Succcess: The New Formula.

Related posts:

1. Do the beliefs of franchisees affect their success?
2. Is Your Training Program Geared to Create "Franchisees of the Year"?
3. When are franchisees ready to produce results?

1. Don’t panic. Recognize the benefits of your franchisees’ use of Social Media: they can get more business and they are strengthening the brand.
2. Depending on your level of knowledge about social media you may want to seek the advice of an expert to design the proper strategy for your franchisees to carry out.
3. Contact the franchisees who are already engaged in Social Media to learn about how they are using these vehicles. LISTEN and LEARN.
4. Consider creating a focus group from the current users to help you decide how to roll out a social media program to the entire franchise network.
5. Create policies and procedures to guide your franchisees in implementing a social media strategy that works and that protects the brand.
6. Train your franchisees in the use of the proper channels according to your policies.
7. DO NOT even think you can pre-approve each post or Tweet. It’s an impossible task. Your franchisees need guidelines; but they also need flexibility and freedom, otherwise they won’t be able to use these powerful marketing tools successfully. 
8. Check your franchise agreement and make sure it addresses Social Media.
9. Use the experiences of the franchisees who are currently using Social Media to engage the entire franchise network.
10. Get help quickly so you can become the leader. Make sure to involve your franchisees in this process and don’t get ahead just to leave them behind. Bring them along with you and applaud their efforts often.

Related posts:

1. Franchisors, Have You Added Social Media Policies to Your OPS Manual? Part 1
2. Social Media: Too much to learn…How do I keep up?
3. Franchise Procedures vs. Franchise Support: The Fight is on– Or is It?