2. TABLE OF CONTENTS
1.Cover Page and Table
2.Table of Contents
3.Executive Summary
4.Social Media Audit
5.Social Media Objectives
6.Online Brand Persona and Voice
7.Strategies and Tools
8.Timing and Key Dates
9.Social Media Roles and Responsibilities
10.Social Media Policy
11.Critical Response Plan
12.Measurement and Reporting Results
3. Executive Summary
• Our primary goal is to represent our company’s incredible quality, fresh
ingredients and family focus in the best light possible through our social
media platforms. We desire to post engaging content to connect with
followers, gain support and increase revenue.
• Our strategies to support this goal are:
• 1. Post relevant, relatable and entertaining content based on follower’s interests.
• 2. Post content on a regular basis to actively interact with followers
4. Social Media Audit
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/
ChickfilA
796K 5 posts per week 3%
Facebook https://www.faceboo
k.com/ChickfilA/
7M 6 posts per week 5%
Instagram Instagram username:
chickfila
637K 3 posts per week 3%
LinkedIn https://www.linkedin.
com/company-
beta/10768?pathWild
card=10768
65K 1 post per month 2%
Social Media Assessment
5. Social Media Audit
Social Network Volume Percentage of
overall traffic
Conversion Rate
Twitter 9,000 unique visits 25% 3.5
Facebook 15,000 unique
visits
50% 5.5
Instagram 6,000 unique visits NO DATA NO DATA
LinkedIn 4,000 unique visits 15% 1.6
Website Traffic Source Assessment
Social Media/Traffic Summary: Currently Facebook is receiving the most engagement and has the
highest number of interactions. LinkedIn has the least amount of engagement and that should be
something our team should be aware of and working to improve. Facebook is also the biggest
driver of traffic to our company website.
6. Social Media Audit
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
30% 18-30
20% 31-40
20% 41-55
10% 56-80
65% Female
35% Male
50% Facebook
40% Twitter
30% Instagram
20% LinkedIn
Providing
customers with
quality food
and a quality
experience.
Being focused
on family and
community
outreach
Audience Demographics Assessment
Audience Summary: Our audience is spread out amongst a variety of age groups with the majority being
young-middle aged adults. Facebook and Twitter appear to be doing very well but because so little
interactions are taking place on LinkedIn efforts should be made to increase customer engagement.
7. Social Media Audit
Competitor Name Social Media Profile Strengths Weaknesses
KFC FB: Consistent engaging and
visual posts. They have
themed content posted
on a weekly basis
Negative customer
feedback
McDonalds Instagram: They have a good
combination of images
and video
They only have 2.1 M
followers
Pizza Hut Twitter: Content posted
consistently throughout
the week
Low engagement levels
due to very few likes and
retweets on content.
Competitor Assessment
Competitor Assessment Summary: Based on our analysis and observation, Chick-fil-A is doing much
better in many areas than their competitors. One thing we noticed that gets a lot of engagement is video
so it would most likely be beneficial to include video in more of our content.
8. Social Media Objectives
• Our objectives in order to keep content both relevant and continuous to gain
followers are:
• 1. Increase the number of Facebook, Instagram & Twitter followers by 30%
• 2. Have at least 2 Facebook posts, 5 Tweets and one Instagram post daily
• 3. Use feedback and competitor analysis to make content more engaging
KPI’S
1. Number of visitors to social media
channels
2. Number of followers
3. Number of posts on social media
channels
Key Messages:
Offer healthy and nutritious meal options
Have a family- oriented atmosphere
Eat more chicken
9. Online Brand Persona & Voice
• Adjectives that describe your brand:
• Entertaining
• Family-oriented
• Funny
• Trustworthy
• When interacting with customers we
are:
• Reliable
• Helpful
• Friendly
10. Strategies & Tools
• Paid: Pay for Instagram ad that will be featured twice a week
• Owned: Use the hashtag #Chickfilamoms to engage with mothers and promote family atmosphere
• Earned: Monitor Twitter for any tweets involving our cow mascot and food by looking at key words like: cow day, eat more
chicken, etc. Partner with local non-profit community groups to build connections and trust in the area.
Tools:
Approved Tools:
• Hootsuite
Rejected Tools:
• N/A
Existing Subscriptions/Licenses:
• Vimeo
• Photoshop Creative Suite
11. Timing & Key Dates
• Holiday Dates:
• Easter
• Valentines Day
• Halloween
• Thanksgiving
• Christmas
• Internal events:
• Cow Appreciation Day: July 11th, 2017
• Reporting Dates:
• Reporting will occur once a quarter in
January, April, August and December.
Precise dates TBA.
12. Social Media Roles & Responsibilities
• Marketing Director – Steven A Robinson
• Social Media Manager – Kristen Hunter
• Social Media Coordinator – Melissa Agnes
• Supporting Social Media Team Members
• Wayne Salter (Information Technology)
13. Social Media Policy
• We at Chic-Fil-A are dedicated to ensuring that all company messages hold
to our values and our customer’s values and work to promote our brand.
Employees should follow these guidelines
• Respect other’s ideas and values
• Be honest and sincere
• Help customers in need
• Look for ways to engage with followers
• Be polite
• Do not slander against our brand or another
• Do not participate in online disputes
Chic-Fil A is dedicated to using social media in an appropriate manner and violation of our social media
policy will result in corrective action and possible termination depending on the severity of the offense.
14. Critical Response Plan
• Scenario 1: Inappropriate Tweet sent
out by Chick-fil-A
• Take screenshot (Command, Shift, 4)
• Delete Tweet
• Alert Social Media Coordinator
• Come up with corrective action/ public
apology
• Decide if disciplinary action is required
• Scenario 2: Food contamination/sick
customer
• Have health inspectors determine if food is
in fact contaminated
• Work with social media team to develop
campaign to preserve reputation
• Issue public apology that is distributed
thorough all social media channels
15. Measurement & Reporting
• Quantitative KPIs:
• Reporting Period: 4 months
• Data as of February 18, 2017
• Website Traffic Source Assessment:
• Timeframe: Monthly average, November 2017 to February 2017
Source Volume Percentage of
Overall Traffic
Conversion Rates
Twitter 2,000 unique visits 25% 6.7
Facebook 4,000 unique visits 55% 7.5
LinkedIn 597 unique visits 15% 4.1
16. Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter https://twitter.com/
ChickfilA
805K
+15% growth
7 posts per week 5%
Facebook https://www.facebo
ok.com/ChickfilA/
7.5M
+25% growth
8 posts per week 10%
Instagram Username: chickfila 700K
+8% growth
5 posts per week Average interactions
per post=750
LinkedIn https://www.linkedi
n.com/company-
beta/10768?pathWil
dcard=10768
66K
+10% growth
4 posts per week 3.5%
17. • Our Facebook following has grown by 9,000 in 4 months, on track to hit the target of 820K followers in a 6 month timeframe.
• The social content planning team has done a wonderful job of producing visual, memorable, and curating and engaging content.
We have reached our goal of posting relevant and engaging content on a regular basis. All of our social networks had an increase in
followers and customer engagement. We also received an enormous amount of positive feedback on our sites. A key tactic to this
growth has been our ability to track user generated content with the #Chickfilamoms hashtag and share it on our networks. This
content did very well and was enormously successful in increasing engagement amongst young families.
• #Chickfilamoms Hashtag performance: In the course of 4 months the hashtag received over 5K retweets and consumers even
developed a shirt with the hashtag that was distributed throughout the U.S.
• Qualitative KPIs: Sentiment Analysis:
• Positive feedback was received on almost all of our social channels. Our followers both shared our content, and commented
on it with approval
• The main negative feedback we received revolved around our company being tied to Christian values and some viewing this as
offensive and non-inclusive.
• Proposed Action Items:
• Continue to work on increasing LinkedIn engagement rates
• Come up with more hashtags to promote our brand
• Continue the #chickfilamoms campaign
• Plan another event like cow day in order to get customers involved with our brand.
