If you are an executive, or even the owner of a franchise concept, don't worry about all the buzz around social media. Don't pressure yourself into doing social media, just because a growing number of other franchisors have started getting their feet wet. Just keep doing what you're doing. I'm sure that you are totally euphoric about your current franchise marketing successes...

Being the Community Promotions Director for a powerful and influential website like Small Business Trends has some perks. One of them includes spending a great deal of time actually reading what some of the columnists on the site are writing about. In this case, what Lisa Barone of Outspoken Media just wrote about social media marketing...

"The companies that have a hard time with social media are the ones who
try to sit on the fence. They know they should engage, so they
do….halfway. They’re dipping their toes in without making it part of
their day-to-day routine. You need to schedule social media time the
same way you schedule in all your other commitments. It ha