2. TABLE OF CONTENTS
1 Executive Summary
2 Social Media Audit
3 Social Media Objectives
4 Online Brand Persona/Voice
5 Strategies & Tools
6 Timing and Key Dates
7 Social Media Roles/Responsibilities
8 Social Media Policy
9 Critical Response Plan
10 Measurement and Reporting Results
3. Executive Summary
Taco Bell has built one of the restaurant industry’s
most highly competitive social media businesses. In
2017, our major social media objectives will include
higher revenues with greater social media
engagement and following.
Two major plans for social media in 2017:
Revamping our Facebook capabilities with Facebook
Live
Allowing more traffic with competitions and prizes
4. Social Media Audit
Following is an audit of Taco Bell’s social media presence
to date. It assesses the company’s strengths and targets
its weaknesses in order to improve in the following year.
Taco Bell has the highest number of interactions on
Facebook, so we will use that to increase revenue, while
tending to other platforms.
5. Social Media Objectives
In 2017, Taco Bell’s primary objective will be to increase
engagement and traffic online. We will do this by continuing to
build our relationship with our audience and tend to the millennial
relationship and foster an influence among the rest of our
customers.
Some specific objectives include:
Increase unique Facebook visitors by 40% by using Facebook Live
competitions/giveaways
Increase Instagram following by 30% by capitalizing on major holidays and posting
at least twice a week.
Increase Twitter mentions and followers by 20% in 6 months by speeding up
mention-response rate
6. Online Brand
Persona/Voice
Adjectives that
describe the brand:
• Young
• Exciting
• Delicious
• Bold
When interacting with
customers
• Relatable
• Comedic
• Friendly
• Helpful
8. Strategies and Tools
Paid: Every Thursday evening, boost the week’s popular
Facebook posts. Posts must have at least 25K reactions
and 80 shares.
Owned: Promote Twitter activity through competition and
give-aways using promotion captions. Utilize Facebook
Live to reach audiences and promote “personable” social
media voice.
Earned: Monitor Twitter in order to choose competition
hashtags that will boost social media traffic and visibility.
Approved Tools: Hootsuite
Existing Subscriptions: Viemo, Photoshop
9. Timing & Key Dates
Holidays/ Events: Valentines Day, Labour Day (long
weekend), St. Patrick’s Day, Cinco De Mayo
Reporting Dates: Reporting will occur once a quarter
in February, May, August & November.
10. Social Media Roles &
Responsibilities
Marketing Director: Alisa Jarolem
Social Media Manager: Delaney Kline
Social Media Coordinator: Shir Ibgui
Supporting Social Media Team:
• Trevin Lica (Customer support)
• Carly Bernstein (Videographer)
11. Social Media Policy
Social media is a major pillar of the Taco Bell brand and an essential way for the
company to interact and promote products. As an employee and representative of
Taco Bell, you are expected to demonstrate ethics and etiquette both in the
workplace and online.
Use common sense
Be respectful
Be helpful
Provide solutions
Go above and beyond
Stay focused
Share support and ideas for the company
Ask questions- we’re here to help.
12. Critical Response Plan
Scenario 1: Inappropriate tweet sent from @TacoBell
• Take a screen shot
• Send to Social Media Manager
• Delete Tweet
• Manager develops a follow-up tweet
• If there is a social response, Marketing Director will take over
• Contact HQ to see if disciplinary actions need to be taken
13. Scenario 2: Handling a troublesome customer on
Twitter
• Assess the problem
• Provide solution
• Provide contact for higher authority
• Contact Media Coordinator.
• Follow-up to make sure the issue has been resolved
and offer a promise for better service