This social media audit is a project that was assigned in one of my classes at the University of Florida. I believe it introduced me to new grounds that I will benefit greatly from in the future.

1. Whole Foods
Social Media
Strategy
By Tommy Townsend
October 8, 2017

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

3. Executive Summary
Our social media strategy will focus on growing our following and being more interactive on all
online media platforms. We believe that we will increase consumer activity by being more direct
with online consumers and strategically posting content that will attract new followers.
The age range we will be targeting will be from 18-40 since most media users are in that range.
A few strategies supporting this objective are:
- posting more user friendly/interactive content such as photos, videos, and live cooking
tutorials
- Focus posting traditional and multicultural content
This will allow visitors to feel invited and inspired to be a part of the Whole Foods shopping and
cooking experience.

4. Social Media Audit
Social Media Assessment
Date as of October 8, 2017
Summary: Instagram is dominant over the other media platforms as far as engagement but has a similar amout of
activity. Instagram needs to continue to succees but Twitter and Facebook need to increase activity.
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.facebook.com/WholeFoods
/ 4,075,588 13 posts per week 250 likes per post and 40 shares per post
Instagram
https://instagram.com/wholefoods/?hl=e
n 2.4 million 10 posts per week
16k likes per post and 150 comments per
post
Twitter https://twitter.com/WholeFoods/ 4.86 million 15posts per week 12 retweets per post and 40 likes per post

5. Social Media Audit
Website Traffic Sources Assessment
Date as of October 8, 2017
Summary: Facebook produces the most website traffic and has the highest conversion rate. Twitter then Instagram
follow and according to Facebook’s activity, the other two platforms should be able to produce similar numbers.
Social Network Volume % of Overall Traffic Conversion Rate
Facebook 800k Unique Visitors per Week 60% 8.7%
Instagram 650k Unique Visitors per Week 30% 6.8%
Twitter 750k Unique Visitors per Week 20% 6.2%

6. Social Media Audit
Audience Demographic Assessment
Data as of October 8, 2017
Summary: Facebook is Whole Food’s primary social network because that is where the majority of the users exist. The
gender distribution is pretty even but the age distribution is all over the place with the 18-30 age range being the largest
at 50%, and the 56-80 age range being the smallest at only 10%.
Age Distribution Gender Distribution Primary Social Network Secondary Social Network
50% 18-30 53% Female 50% Facebook 35% Instagram
30% 31-40 47% Male 60% Facebook 30% Instagram
10% 41-55 75% Facebook 10% Twitter
10% 56-80 85% Facebook 5% Twitter

7. Social Media Audit
Competitor Assessment
Summary: The graph above focuses on the main competitors (to Whole Foods) social media strengths and weaknesses
compared to the Whole Foods media content. The competitors could improve their media with simple changes.
Competitor Name Social Media Profile Strengths Weaknesses
Trader Joe’s Instagram: TraderJoes Very Well known brand, high follower
count, and popular #TraderJoes hashtag
Lacking user-generated
content
Kroger Facebook: Kroger Frequent and changing Facebook posts Little consumer response and
feedback
Sprouts Farmers
Market
Twitter: SproutsFM Professional give off a high quality vibe
and provide quality/interesting videos
Very little activity on the
companies part.

8. Social Media Objectives
Social Media Goal: Our primary goal is to become an even more consumer friendly company across
our media platforms. We plan to continue increasing our following as well as building stronger
relationships with our customers through producing strategic content that will be attractive to all
media users.
Our Objectives:
1. Increase following on all social media pages
1. 50,000 new followers/unique visitors per month
2. More emphasis on Instagram and Twitter
2. Increase user friendly/interactive content by 25%
1. such as photos, videos, and live cooking tutorial
3. Increase new content posted by 50%
1. Focus posting traditional and multicultural content

9. Social Media Objectives
KPI’s:
• Number of followers (gained or lost) per week
• Number of Likes per post
• What kind of posts get the most likes?
• Number of unique visitors per week
• Which platforms gain the most visits?
• Which platforms produce the least amount
of visits?
Key Messages:
• Eating healthy can lead to other heatlthy
habbits #eathealthylivehappy

10. Online Brand Persona and Voice
Adjectives that describe our brand:
- Organic
- Quality
- Natural
- Nourishing
- Healthy
- Inviting

11. Strategies and Tools
Paid: Increase interactivity and engagement among users by
starting Facebook Live cooking tutorials every week with a new
special guest each week. The food in the live videos must differ in
culter week to week. Sen out a string of Facebook, Twitter, and
Instagram posts about the Facebook Live even to increase
awareness.
Owned: Posts must use 5+ hashtags including
“#eathealthylivehappy” and observe if those tweets receive more
engagement.
Earned: Create a weekly discount code that corresponds with an
ingredient that is used in the weekly Facebook Live video. Also
include a drawing for a $25 gift certificate each month (must
follow, favorite, retweet, and tag 2 friends to be eligible).

12. Tools
Approved tools
• Buffer
• Hootsuite
Rejected Tools
• None
Existing Subscriptions
• Adobe Creative Cloud
• Vimeo
• YouTube

13. Timing and Key Dates
Holidays
- New Years
- Easter
- 4th of July
- Halloween
- Thanksgiving
- Christmas
Internal Events
- September 20th : First opening of Whole Foods
- October 8th : Community Food Drive
Reporting Dates
- Once a quarter (March, June, September, December)

14. Social Media Roles and Responsibilities
Social Media Coordinator: Natanya Anderson
• Learn about current audience trends and preferences as well as to create engaging contetent
Social Media Manager: Kirsten Herickson
• Manage day to day social media operations as well as to create a successful marketing
campaign
Social Media Director: Grace Vanhouston
• Oversee the companes social media strategy as well as engage with customers to find new
was to improve the company
Director of Marketing: Marci Frumkin
• Develop and put into action successful social media and marketing strategies
PR Agency Members: Amy Cook, Julie Sherit, Sara Sweredowski

15. Social Media Policy
Social media is a huge part our company. The many different platforms we use help us effectively
introduce our produces to the consumers in an inviting and positive manor. Social media helps us
communicate and connect with customers through sharing thoughts, ideas and experiences.
As a company, some of our social media goals are:
• Always respond comments/messages/concerns from customers
• Post positive and engaging content
• Be respectful to all customers no matter if in the right or wrong

16. Critical Response Plan
Scenario: Inappropriate Tweet
1. Locate the Inappropriate post
2. Screen Shot the Tweet (For records and future teaching point)
3. Delete the post
4. Contact the Social Media Manager and Director
5. Create an appropriate follow up message
6. Investigate the tweet and who posted it
7. Enforce disciplinary action according to the severity of the social media post

17. Measurement and Reporting Results
Social Network Data
Social Network Volume % of Traffic Conversion Rate
Facebook 800k visitors +15% growth 65% 8.9%
Instagram 650k visitors +35% growth 40% 7.2%
Twitter 750k visitors + 25% growth 35% 6.9%

18. Measurement and Reporting Results
Results
All of our social media pages have grown substantially over the past 6 months. The
hashtag campaign has been obviously working since the Instagram and Twitter
pages have grown the most. Those were the only two platform the hashtag
campaign was being used on. Our Facebook page’s growth is also worth mention.
The following has improved by 120,000 and engagement has increased
significantly.