Growing Your Brand
Nov . 15 , 2016
Franchisee Dominators and Their Territories
October 18 , 2016
social media accounts .”
According to Innovation Enterprise , a business media company , “ Social media can help you collect feedback on new products , track the success of marketing campaigns , and compile information that can be used to improve the overall customer experience .”
Smartphones in developing countries are often used for communication through social media , as this is very inexpensive . Some large food and beverage franchises in Indonesia use Facebook for 30 – 40 percent of their total annual advertising budget . Used properly , social media can tell you a lot about your customers in other countries .
Social media apps and platforms are a growing contributor to the world of big data . Here are some representative numbers of these tools , which give a franchisor access to and information about consumers :
• Facebook : in the U . S ., 59 percent of its 324 million population are on Facebook ; in Brazil , 50 percent of its 208 millions ; in Indonesia , 30 percent of its 260 millions ; and in Mexico , 49 percent of its 129 millions .
• LinkedIn : 39 percent of the U . S . population are members ; 29 percent in Singapore ; 31 percent in the U . K .; and 32 percent in Australia .
• Twitter : 44 percent of the U . S . population has an account ; 26 percent in Central Europe ; 49 percent in the U . K .; 47 percent in Singapore ; and 27 percent in Japan .
Conclusion Of course , the real challenge and the bottom line is how to cost-effectively analyze this immense and extremely rapidly growing amount of data to help you grow your customer base and franchisee sales around the world .
( Author ’ s note : The Facebook , LinkedIn , and Twitter country statistics are from the “ 2016 Major Social Media By Country ” study done by Edwards Global Services for our U . S . franchisor clients .) n
William Edwards , CEO of EGS LLC , has 40 years of international business experience . He has lived in 7 countries , worked on projects in more than 60 , and has advised more than 50 U . S . companies on international development . Contact him at 949-375-1896 , bedwards @ egs-intl . com , or read his blog at edwardsglobal . com / blog
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