Gestión de la comunicación on-line en la Empresa de Franquicia. El uso de Facebook en el sector ‘Servicios’

Resum

A study dealing communication management through social networks, more precisely Facebook, will be presented, following different franchise companies in the tertiary sector: courier/express transport, mobile telephony, travel agencies. Taking as the starting point for the research the analysis of contents and the level of interaction of different franchises and their audiences, a close study of the social network activity of those previously selected franchises will be shown. The hypothesis to be tested is that of franchise companies being increasingly active on Facebook. The analysis will consider the presence of the main global franchise companies in the following sectors: courier/express transport, mobile telephony, travel agencies with activity in Spain and on Facebook. The website of the company will be examined in detail so as to determine the presence of franchisor and franchisee accounts, registering the number of followers, edited posts and their main features (positive, negative or neutral). The methodology being used has been based on a thorough documentary review of sources related to franchising and social networks, specifically Facebook. The analysis is completed throughout an exploratory study of nine franchises of the selected sector. The results show that, in spite of the fact that all franchise companies have active presence on Facebook, their online behavior varies considerably