There's been a huge turnaround in the social media world, more and more franchisors are getting on board with it. They have even moved away from the question, "Is social media necessary?" and are focusing on how to make social media better for their business and franchisees.
One of the biggest lessons franchisors have learned is that the person behind the postings needs to be that of the franchisees. Customers see their local franchisees on a daily basis, not the corporation. Social media opportunities lie within the franchisees, but getting them to execute is another story.
Facebook's Reach Generator allows companies to capitalize on their "fans" by posting into each fan's feed, which should increase advertising overall. Franchisees are busy running their day-to-day operations. Providing a sophisticated platform & automated tools such as these lets franchisees get more involved with social media and takes away the stress of them coming up with their own content.
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Article by Jason Daley of Entrepreneur