Social Media Strategy for Shake Shack. College project.

1. Savannah Reed
February 25, 2018

2. Table of Contents
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. Executive Summary
Our social media goal for 2018 will be to grow our online following
and engagement from followers.
The primary focus will be to spread awareness of our mission
statement We Stand For Something Good by posting relevant content
regarding our ingredients, and build relationships with our customers
by offering outstanding service online.
Strategies to achieve these goals:
• A plan to increase the frequency of posts and engagement on our
most popular mediums and terminate the ones with less traffic so
we can put more time into the other ones.
• Increase interaction from followers by giving them incentives
(Q&As and contests)
Target Market: The health conscious and the frequent fast-food
eaters.

4. Social Media Audit
Social Network URL Follower Count Average Weekly Activity Average Engagement
Rate per post
Instagram https://www.instagram.c
om/shakeshack/
440k 7 posts per week 25 comments
Snapchat shakeshack 32k 7 snaps per week 15 snaps
Twitter @shakeshack 75.8k 10 tweets per week
(original & retweets)
5 comments
Facebook https://www.facebook.c
om/shakeshack
298, 439 7 posts per week 60 comments
Giphy https://giphy.com/shake
shack/
7k 2 posts per week 22k views
YouTube https://www.youtube.co
m/shakeshack
1.3k 1 every other month 0 comments
LinkedIn https://www.linkedin.co
m/company/shake-
shack---madison-square-
park/
11,358 1 per month 2 comments
Social Media Assessment: The highest amount of interaction per posts is Instagram. The highest engagement with followers is Twitter. Very little
interaction on YouTube and LinkedIn.

5. Website Traffic Sources Assessment
Source Volume Percentage of Overall Traffic Conversion Rate
Instagram 150,000 unique visits 20% 5%
Snapchat 6,000 unique visits 5%
Twitter 25,000 unique visits 30% 5%
Facebook 132,000 unique visits 35% 5%
Giphy 10,000 unique visits 15% Delete
YouTube 500 unique visits 2% Delete
LinkedIn 1,200 unique visits 5% Delete

6. Competitor Assessment
Competitor Name Social Medial Profile Strengths Weaknesses
Burger King Facebook:
https://www.facebook.com/b
urgerking/
7, 893, 816 followers.
Promoting favorite past menu
items.
Posting about two times
weekly.
McDonald’s Instagram:
mcdonalds
Feed has a lot of GIF posts
which makes it visually
appealing. Has 3 million
followers.
Not posting frequently. About
6 times monthly.
Sonic Twitter:
@sonicdrivein
Competitive prices: $1.49 for
Lil’ Doggies & Lil’ Chickies
Not posting frequently.

7. Social Media
Objectives
• Our social media goal for 2018 will be to
grow our online following and engagement
from followers.
• The primary focus will be to spread
awareness of our mission statement We
Stand For Something Good by posting
relevant content regarding our ingredients,
and build relationships with our customers
by offering outstanding service online.
• Increase unique visitors to our top three
social media accounts: Instagram,
Facebook, and Twitter by 20% in six
months by:
• Contests/Give aways
• Hosting Q&As live via video on
Facebook & Instagram
• Increase use of company hashtag
across all media accounts
• Posting about the clean ingredients
in our food
• Post more GIFs on Instagram to make
the feed more visually appealing
• Increase video posts on both Facebook &
Instagram

8. Online Brand
Persona and Voice
Adjectives that describe our
brand:
Attentive
Delicious
Friendly
Clean
Helpful
Giving
Fun

9. Strategies and
Tools
Paid: Have a social media influence
do a Q&A on Instagram weekly.
Owned: Schedule 2 posts per day on
Instagram, Facebook, and Twitter.
Post 1 video on Facebook and 1
video on Twitter weekly.
Earned: Do contests and give away
relevant prizes.

10. Timing and Key Dates:
St. Patrick’s Day
Easter
Memorial Day weekend
4th of July
Labor Day weekend

11. Social Media Roles
and
Responsibilities
Social Media Manager – Brooke Adams
Customer Support – Kelly Davis
Marketing Director – Rachel Hall
Social Media Coordinator – Sophia Sawyer

12. Social Media
Policy
Be respectful to all engagement.
Be helpful to costumers.
If you’re unsure of an answer,
ASK for clarification before
answering.
Do not speak negatively of the
competition.
Address customer concerns
kindly.
Refrain from posting sensitive or
offensive material.

13. Critical
Response Plan
Scenario: An upset costumer
tweets that their food was
undercooked and caused them to
be ill.
1. Brooke Adams (Social Media
Manager) to publicly
apologize to the costumer via
Twitter and follow up in DM.
Ex: @user, I’m so sorry. That is not
the type of service that we strive
for. Can you please tell us the
location that you visited?
In DM – offer incentive to come
back (coupon), ask how else we
may help them.

14. Measurement and Reporting
Quantitative KPIs
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 138, 600 39% 5%
Instagram 159,000 26% 6%
Twitter 26,250 35% 5%
Website Traffic Sources Assessment