Speaking at the Ricoh Centre at Waverley Park on Tuesday, Franklin, who has kicked 20 goals this year to trail Richmond's Jack Riewoldt by seven, yet remains favourite for the Coleman Medal, said the media and those outside the club were more concerned about his relative lack of goals.
"I have played some all right football; I think I can get judged a little bit too much on the goals kicked," he said.
"The spread of goalkickers this year for our footy club has been great.
"'Roughy' (Jarryd Roughead), David Hale and Jack Gunston have been terrific players for us this year and we're all putting in and kicking goals, which is good.
"It's not just one avenue to goal."
Franklin said there was no frustration on his part, given the side's strong start to the season, which sees the Hawks sitting atop the ladder.
"It would be a little bit different if we were losing, but we're winning games and that's all we can ask, really.
"It's a team sport, so the goals don't matter to me at all, as long as we're winning."
Franklin said there was no update on his contractual status and reaffirmed remarks made by coach Alastair Clarkson on television on Monday night that there wouldn't be a conclusion to the discussions until the end of the year.
Set to become a restricted free agent, he said he had taken no notice of speculation about which clubs might be interested in luring him from the Hawks.
"We'll sit down at the end of the season and go through it then," the four-time All Australian said.
"I'm just concentrating on the Hawthorn Football Club and playing the best footy I can.
"We'll see what happens at the end of the season."
Franklin said the AFL's Indigenous Round, launched on Monday, was a proud occasion for indigenous players and their families, and indicated that young wingman Bradley Hill might be given the honour of captaining the Hawks when they play Gold Coast at the MCG on Sunday.
Hill was a late withdrawal from last week's clash with Greater Western Sydney, but is expected to come back into the team to face the Suns.