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Social media governance for multi-location brands · Marketing

A franchisee announced a discount you never approved, on a page you cannot log into.

Multi-location media execution deals with the same brand in twenty towns when the medium is a hoarding or a newspaper. This is the social version of that problem, and it moves faster, because a branch manager can open a page in four minutes without asking anybody.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Social media governance for multi-location brands

In one paragraph

Social media governance for multi-location brands sets the rules when every branch, dealer, franchisee or clinic wants a page of its own. GullySales settles what stays national, writes down what a location may post, fixes the naming, and works through the pages nobody at head office can account for.

The first decision is structural. One national page is easy to control and no use to a customer looking for the Whitefield clinic's Sunday timings. A page per location gets found locally and hands you thirty accounts to watch, each with somebody's cousin as admin.

So the rules come before the pages. We settle the structure, write what a location may and may not post, and put a naming pattern in place. Then we go and find what is already out there carrying your logo.

Who it is for

This is written for you if these sound familiar.

  • Franchisors whose franchise agreement says nothing at all about social media
  • Dealer and stockist networks where every showroom posts its own price for the same model
  • Hospital and clinic groups where each unit promotes its own doctors and its own camps
  • A head office that found a page using its logo and cannot tell whether a branch or a stranger runs it
  • Brands running one national account while customers search for the branch by locality

Not for

It is not the right fit if.

  • A business with one branch, which needs a page rather than a rulebook
  • Groups that will not apply what they write down, since an ignored rule leaves head office weaker than no rule
  • Brands that intend to close every local page and run one central account, where the work is a migration rather than governance

The problem

Does this sound like your business?

What owners tell us on the first call, in their words.

  • “A franchisee ran a discount head office never approved”

    Customers at three other branches asked for the same price by evening, and the ones who paid full rate last week saw it too. The franchise agreement said nothing to stop it.

  • “Nobody knows how many pages carry your logo”

    Some were opened by a manager who has since left. One belongs to a franchisee who sold the outlet. Another is answering customer complaints in your name right now.

  • “Every branch page is named differently”

    One is the brand and the locality, one is the brand and the owner's name, and one has a spelling mistake in it. None of them surfaces when a customer searches for that branch.

  • “A complaint about one branch lands on the national page”

    Head office is answering a question about a delivery in Coimbatore with no way to reach the person who actually handled it.

What we do

Everything that is included.

Each deliverable, and what it gets you. Nothing here is an extra.

  1. The structure decision, in writing

    One national page, a page for every location, or a location page only above an agreed size. Meta lets a brand page link location pages beneath it, which suits central control, so we check what the platform currently offers. The reasoning is recorded so the next regional manager does not reopen the argument.

  2. A naming convention

    One pattern for the page name, the username, the display picture and the description, so a customer searching for the Jayanagar branch finds the Jayanagar branch.

  3. What a location may post, and what it may not

    Offers, prices, doctor names, before and after photographs, customer photographs, recruitment notices. Each one marked allowed, allowed with approval, or never. Offers must state their terms, since misleading-advertisement rules reach the branch post and the brand behind it.

  4. An approval route a branch will actually use

    One number or one form, one named approver, and an answer quick enough that skipping it is not tempting. Complaints that arrive on the national page are passed to the branch that handled the order, with a named person there.

  5. A content pack the branches can use

    Approved posts and captions ready to publish, with language versions for the markets that need them, plus deliberate space for what is genuinely local.

  6. The rogue page process

    Every page found, listed with who owns it and what happens next: reclaim, rename, or report to the platform. A registered trademark and its certificate are what platform brand-protection tools ask for. The outcome of a report is the platform's decision, not ours.

  7. Wording for the agreement

    Plain clauses your lawyer can put into the franchise or dealer agreement: who owns each page, the logo and the followers, that the franchisee's staff hold roles and not ownership, and that admin rights are handed back when somebody leaves the network.

  8. Training for whoever actually posts

    The branch manager or the front desk, taught in one sitting: the rules, how to get an approval, and what to do with an angry comment at closing time.

How the result is measured

  • Pages found against pages authorised
  • Location pages following the naming convention
  • Posts published without the approval they needed
  • Time taken to answer a branch's approval request
  • Unclaimed pages reported and resolved
  • Enquiries traced to each location page

Recorded as a baseline before work starts, so every later report has an honest comparison.

How it works

How the work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Find every page first

    We search the brand name, the branch names and the likely misspellings, and build a list of what exists before a single rule is written.

  2. 2

    Settle the structure

    National page, page per location, or a threshold a branch has to cross. Decided with the people who will have to defend it internally.

  3. 3

    Write the rules on one page

    A policy that runs to twelve pages will not be read by a front desk in Hubballi. One page, in the words the branches use.

  4. 4

    Set the naming and the approvals

    Pages renamed to the pattern and admin moved onto a brand-owned business account, with at least two head-office admins so one departure cannot lock you out. The approval route is tested with a real request before launch.

  5. 5

    Bring the loose pages into line

    Claimed where a branch runs them, closed where they duplicate, reported where nobody can be found. Some of this takes months and depends on the platform.

  6. 6

    Review on a schedule you set

    New pages appear whether or not you allowed them. At the interval you choose, we check what was posted against the rules and list what needs a conversation with a franchisee.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
One national page or a page for every location?
A page per location once a branch has somebody who will run it, because customers search by locality and a branch page answers that. Below that, a national page with a proper location list is the honest choice. Half-run branch pages look worse than none.
A franchisee posted a discount we never approved. What now?
Ring the franchisee first, because a post can come down in minutes and a dispute about the agreement cannot. Then fix the rule that let it happen. An agreement silent on social media is why your objection felt like an opinion rather than a breach.
Can you get a rogue page taken down?
Sometimes. Where a page uses your registered brand name and logo, the platform has a trademark complaint process that wants your registration documents and patience. An unregistered name has fewer routes. We prepare and file the report. No agency can promise the platform's decision or its timing.
Who owns the followers when a franchisee leaves?
Whoever the agreement says, which is exactly why this belongs in the agreement rather than in a policy note. Put every location page under a brand-owned business account from the day it opens and the question never comes up.
Our branches say the national content does not suit their market.
They have a point. A Coimbatore outlet and a Ludhiana outlet are not talking to the same customer. So the content pack carries language versions and leaves room for posts only that branch could make.
How is this priced?
It follows the number of locations and the state of what already exists. A brand with eight branches and no pages yet is a smaller job than a network of sixty with pages nobody has audited. The scope is agreed, then the fee is put in writing.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

By industry

Social media governance for multi-location brands, written for your industry.

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