The social media strategy document outlines objectives to grow the company's online presence and increase sales through social media. Two major strategies are highlighted: increasing the volume of discount coupons and events advertised on social media, and encouraging customer feedback. Key roles and responsibilities are defined for social media team members. Metrics such as follower growth and engagement rates will be used to measure the success of the strategies.

1. Social Media Strategy
Evan Kruk
September 30, 2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Branding Persona & Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
Our social media priorities for 2016 will be growing our
online presence.
The primary focus will be to increase sales by driving more
traffic to our online platforms.
Two major strategies will support this objective:
1. A plan to increase the volume of discount coupons that we
publish, and discount events that we advertise on our
social profiles.
2. Encourage customer feedback and tips on areas we can
possibly improve in.

4. Social Media Audit
Network URL Followers Average
Weekly
Activity
Avg.
Engagement
Rate
Facebook Facebook.co
m/ChickfilA/
7,608,114 5 posts per
week
12%
Twitter Twitter.com/
@chickfila
750,000 7 posts per
week
7%
Instagram Instagram.co
m/@chickfila
553,000 5 posts per
month
5%
LinkedIn linkedin.com/
company/chic
k-fil-a-
corporate
61,117 2 posts per
month
0%
Social Media Assessment

5. Social Media Audit (Cont.)
Source Volume % of Overall Traffic
Facebook 100k unique visits 70%
Twitter 15k unique visits 20%
Instagram NO DATA NO DATA
LinkedIn 1k unique visits 5%
Website Traffic Sources Assessment

6. Social Media Audit (Cont.)
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70% 18-30
20% 31-40
5% 41-55
5% 56-80
55% Female
45% Male
60%
Facebook
30%
Instagram
10%
Twitter
50%
Facebook
35%
Instagram
15%
Twitter
Fast and
healthy
food.
Friendly
service.
Audience Demographics Assessment

7. Social Media Audit (Cont.)
Competitor Social Profile Strengths Weaknesses
Mc’Donalds FB: McDonalds Easily
recognizable, well
established brand;
over 65m
followers.
Stresses all day
breakfast menu.
No slogan
present. Cover
photo only
illustrates
breakfast foods.
No hashtags
utilized.
PDQ FB: EatPDQ Displays variety
of foods sold.
Slogan illustrated.
No hashtags
utilized.
Wendy’s FB: Wendys Stylish
photography for
cover.
Recognizable
logo.
No hashtags
utilized.
Competitor Assessment

8. Social Media Objectives
Our social media priorities for 2016 will be growing our online presence.
The primary focus will be to increase sales by driving more traffic to our
online platforms.
Two major strategies will support this objective:
1. A plan to increase the volume of discount coupons that we publish, and
discount events that we advertise on our social profiles.
2. Encourage customer feedback and tips on areas we can possibly improve in.
KPIs Key Messages
1. Number of social media followers - Fast & Family friendly
2. Number of weekly discount coupons -Healthy
3. Number of monthly discount events -Hospitality
4. Customer feedback

9. Online Brand Persona & Voice
Adjectives that describe our brand:
o Clean
o Quick
o Hospitable
o Healthy
When interacting with customers we are:
o Friendly
o Helpful

10. Strategies & Tools
Paid:
Every Sunday boost most popular organic Facebook posts for the week. The post must
have a minimum organic reach of 100k, as well as a minimum of 1k likes, or 100
comments.
Owned:
Introduce the use of #EatMoreChikin’ to company media posts; promote the hashtag
across all social media platforms. Encourage the use of online coupons by customers.
Earned:
Monitor major media platforms for keywords and terms: chicken, chick’fil’a, fast-food,
chicken sandwich. Extend discounts to platters for catering.
Tools
o Hootsuite
o Buffer

11. Timing & Key Dates
Holiday Dates
o Halloween
o Veteran’s Day
o Thanksgiving
o Christmas
o New Years
Internal Events:
o Dec. 31 – Chick’Fil’A Peach
Bowl

12. Social Media Roles &
Responsibilities
Marketing Director - John Doe
Social Media Manager - Jane Doe
Social Media Coordinator - Bob Saget

13. Social Media Policy
Socially media is heavily present with the lives of our customers.
We use it to spread company messages, interact with our loyal
supporters, and share our personal activities as well as future
plans. As an employee and representative of Chick’fil’a you are
expected to follow some simple guidelines:
o Be respectful to all
o Be polite
o Be helpful; show concern
o Don’t slander our competition

14. Critical Response Plan
Scenario : Inappropriate Post from Twitter or Facebook Profile
1. After the error is detected, document the incident before deleting it.
2. Analyze the reach of the post and discuss potential impacts.
3. Develop appropriate follow-up posts to address the issue; evaluate
further actions.
4. If major media has picked up the incident, contact corporate to manage
all contact.
5. If required, determine disciplinary action for employee involved.

15. Measurement & Reporting Results
Network URL Followers Average
Weekly
Activity
Avg.
Engagement
Rate
Facebook Facebook.com
/ChickfilA/
9,129,737
+ 20% growth
10 posts per
week
+ 100%
increase
6.5%
Twitter Twitter.com/
@chickfila
825,000
+10% growth
14 posts per
week
+ 100%
increase
3%
Instagram Instagram.co
m/@chickfila
635,950
+15% growth
10 posts per
month
+ 100%
increase
2%
LinkedIn linkedin.com/
company/chic
k-fil-a-
corporate
64,173
+ 5% growth
2 posts per
month
No change
0%