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.
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.
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. Nothing in the agreement said he could not.
“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.
The structure decision, in writing
One national page, a page for every location, or a location page only above an agreed size. Recorded with the reasoning, so the next regional manager does not reopen the argument.
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.
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.
An approval route a branch will actually use
One number or one form, one named approver, and an answer within hours. An approval process that takes a week is a process branches learn to skip.
A monthly 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.
The rogue page process
Every page found, listed with who owns it and what happens next: reclaim, rename, or report to the platform. The reporting route is slow and its outcome is not ours to decide.
Wording for the agreement
Plain clauses your lawyer can put into the franchise or dealer agreement, covering who owns the page, the logo and the followers when somebody leaves the network.
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.
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
How it works
From your first message to the first report.
No open-ended retainer. Each step has a point in time and something you receive.
01 · Day 1
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
02 · After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
03 · Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later month has an honest comparison.
04 · Month 1
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
05 · As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
06 · At the end of the term
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 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
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
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
Set the naming and the approvals
Pages renamed to the pattern, admin moved onto a brand-owned business account, and the approval route tested with a real request before launch.
- 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
Review every month
New pages appear whether or not you allowed them. We check what was posted against the rules and report what needs a conversation with a franchisee.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
One national page or a page for every location?
A franchisee posted a discount we never approved. What now?
Can you get a rogue page taken down?
Who owns the followers when a franchisee leaves?
Our branches say the national content does not suit their market.
How is this priced?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
By industry
Social media governance for multi-location brands, written for your industry.
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