branding

Note: I wrote about practices like this here, and while I didn't discuss this explicitly, the linking strategy of pigeonholing web viewers, the practice of "Download my app" is one of the most frustrating, especially when you can't get back to your expected content easily.  Or in some cases, at all.

While social media can perplex a single business unit, imagine the challenges and multidimensional complications that can arise when a franchisor decides to incorporate social media into his or her integrated communications plan. Social media does not dictate an entire marketing program, but it must be approached with the same level of attention and definition as the rest of its marketing counterparts.