What tends to go wrong with multi-store social media
A common problem is a wide gap in enthusiasm between stores. The store of a manager who loves social media posts daily, while a busy store has been silent for six months. To customers it looks like a very different chain, store by store.
Next, inconsistent wording. Stores write prices and campaigns differently, and some keep posting a campaign that should have ended. Headquarters only notices when a customer asks.
Then headquarters can't see all the stores. If each store posts from its own tool or phone, headquarters has no way of knowing who posted what.
Decide HQ and store roles first
Multi-store operations work when you split up who decides what at the start.
| What to decide | Headquarters | Store |
|---|---|---|
| Company profile (tone, things not to write) | Decides | Adds store characteristics |
| Chain-wide announcements (campaigns, new products) | Decides text and timing | Posts from the store's account |
| Store stories (staff, local topics, new stock) | Sets only the direction | Writes |
| Approval | Does it (or leaves it to store managers) | Polishes drafts |
Headquarters decides the template and stores add the content. With this split, wording stays consistent across all stores while each store's own stories remain.
How to structure accounts
There are two ways.
Connect every store's account to one company. Headquarters and store members are all in the same company, and you pick a store's account with the switcher at the top of the screen. The company profile and Library are shared across all stores, which suits chains with lots of chain-wide posting.
Give each store its own company or brand. Each store has its own company profile, Library, members and notifications (Separate companies and brands). This suits franchises with strong store character or where each store has a different owner. Store staff see only their own store's screen. One person can be admin of up to 20 companies or brands, so with many stores consider having each store's owner act as admin.
Align the template
Distribute chain-wide text with templates
Save changes to opening hours, chain-wide campaign announcements and standard greetings as templates. Templates are shared within the company or brand, and picking one on the post screen inserts it at the cursor. Store staff only need to add their store's details.
Put the rules under "Things not to write" in the company profile
In "Things not to write" in the company profile, put headquarters' rules such as how to write prices, no comparisons with other stores, and no mention of ended campaigns. AI drafts are written with those in mind.
Decide who approves
If you set the post cycle to draft mode, only what a person approves goes out (How approval works). If you limit approval to admins in the company settings, store staff polish drafts as editors and admins approve. If it is too heavy for headquarters to approve every store, give each store its own company or brand, make the store manager an admin and leave approval to them.
When you stop a chain-wide campaign
If a campaign is called off midway, you can stop all scheduled posts at once for a company with Pause all scheduled posts. Nothing goes out while paused, and scheduled posts whose time has passed go back to drafts when you resume, so announcements for the cancelled campaign will not all go out at once.
See how each store is doing
The home dashboard lists what is awaiting approval, what is scheduled and what has been published. If you keep companies separate, the switcher at the top shows the number of unread notifications in other companies, so you can spot a store where approvals are piling up.
Analytics shows follower changes and reactions per account (a feature of higher plans). Lining up the numbers by store shows which stores have stopped posting and which topics get good reactions.
Things to watch out for
Check that chain-wide wording is right in every store
Even in a chain-wide campaign, some stores don't carry certain products or have different hours. Before posting shared text as it is, check that it really applies to that store. Campaigns with prizes have limits, so also read Social media campaigns and Japan's premium rules.
Photos of store staff
Get consent before using photos of staff or customers. If all stores agree that only photos with consent go into the Library, no one is left guessing.
Frequently asked questions
What happens when a store employee leaves?
Remove them from the members list and they can no longer open the company. You never shared a social media password, so there is nothing to change.
Can I post the same post to every store at once?
One post goes out from one account. When you want all stores to post on the same day, bulk schedule from CSV is handy. You can choose only one account per import, so import a CSV for each store. For X and Threads, or Facebook and Instagram, there is also cross-posting, which puts one post on both at once.
Can each store have its own plan?
If you keep companies and brands separate, plans and credits are also held per company. See Pricing for details.
How many members can I invite?
It depends on the plan. Enterprise has no limit on the number of people (Pricing).
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