PUR3622/RTV4930

1. Whole Foods
Social Media Strategy
Do Hyub Han

2. 1
TABLE OF CONTENTS
1. Executive Summary, October 2017
2. Social Media Audit - include as much information as possible - SM
assessment (required), Website, Audience and Competitors (required)
3. Social Media Objectives
a. include photos representing the demographics
4. Online Brand Persona and Voice
a. include screenshots of examples in addition to the description
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. 2

4. 3
EXECUTIVE SUMMARY
Our social media in 2017 will grow our community and create more greater and loyal community.
The main focus will be to help increase revenue by bringing more customers by creating a better
connection with the customers and to make better content.
Major strategies that will support this goal:
1. Increase the content volume throughout social media platforms.
2. Assist customers through conversations and posts.
SOCIAL MEDIA AUDIT
The following is the audit of Whole Foods audit ‘to date’. This includes a review of social networks and
competitor analysis.
Social
Network
URL Follower
Count
Average
Week
Activity
Average
Interactions
per post
Facebook https://www.facebook.com/WholeFoods/ 4,074,448
followers
2/3 post per
day
398
Twitter https://twitter.com/wholefoods 4.86
million
1-4 posts
per day
48
Instagram https://www.instagram.com/wholefoods/?hl=en 2.4 million 1 post per
day
12,017
Linkedin https://www.linkedin.com/company/whole-
foods-market
209,707 1 post per 8
months
(fluctuates a
lot)
0
Social Media Assessment:

5. 4
Instagram has the highest number of interactions, despite not being the social media platform where most
posts occur.There is no interaction in Linkedin. The amount of followers is far lower than other social
media platforms. However, that may be due to a huge lack of posts on this channel.
CompetitorAnalysis:
Competitor Name Social Media Profile Strengths Weaknesses
Walmart Instagram: Walmart
Facebook: Walmart
Twitter: Walmart
Linkedin: Walmart
Strong diversity of posts
such as showing posts of
supporting with
donations,showing new
products and even posts
that try to be a morale
booster.
Due to the diversity,
there isn’t a strong push
on what Walmart’s
fundamental beliefs are.
Therefore, it is too
generic.
Target Facebook: Target
Twitter: Target
Instagram: Target
Linkedin: Target
Similar to Walmart,
there is a big diversity of
posts.However, all of
them are showing posts
that are not politically
involved compared to
Walmart.
Once again due to the
diversity, there isn’t a
main focus on the food
topic like Whole Foods
is.
Kroger Facebook: Kroger
Twitter: Kroger
Instagram: Krogerco
Linkedin: Kroger
Kroger has a lot of
similarity to whole
foods such as showing
good posts on healthy
foods,new promotional
snacks and organic
foods and otherthings
(shampoo). The biggest
Despite all the
advantages ofthe
persona of the social
media, it has to be
posted with thoughts
since it could bring
negative attention
towards the company.

6. 5
strength however is the
random memes
throughout the social
media to showhuman
emotion for the brand.
Social Media Objectives:
In 2017, the main focus of the social media strategy is to increase traffic to our website from our social
media channels.In order to do that,more engaging posts and links will be needed to balance and make a
better relationship with the customers.

7. 6
Specific Objectives Include:
1. Increase post counts on Instagramto 2-3 posts perday.
2. Either get rid of Linkedin or post at least once a month.
3. Promote the new Amazon online shopping more.
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
 Healthy
 Organic
 Natural
 Responsible
 Eco-minded

8. 7
When interacting with customers:
 Supporting
 Friendly
 Enthusiastic
 Effective
STRATEGIES AND TOOLS
Paid:
Every last post of the week on Instagram
Owned:
Introduce a new #HealthyBeginning to Instagram. Encourage people to start eating
healthier and to achieve the healthy body that they always wanted. Promote the hashtag
on all social media platforms. Challenge people to post pictures of their progress.
Earned:
Give some discount codes parallel to athletic events for supporting the healthy keywords
and hashtags.
Tools
Approved Tools:

9. 8
 Hootsuite
 Buffer
Rejected Tools:
 N/A
Existing Subscriptions/Licenses:
 Amazon
 PBS
 PBS Kids
 Eric Carle Art
TIMING AND KEY DATES
Holiday Dates:
New Year’s Day
Thanksgiving Day
Christmas
Internal Events:
TBA
Reporting Dates:

10. 9
February 8, 2017
May 10, 2017
July 26, 2017
November , TBA
SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Marketing Director:
Marci Frumkin
Social Media Manager:
Lisa Grimm
Social Media Policy
Social media has a big role to everything that we do today. We use it to tell our customers and partners on
what is new and to communicate our thoughts,ideas and plans are. As an employee and a representative of
Whole Foods Market you are expected to follow these guidelines and showyour best practice.
 Be courteous
 Use self-control
 Be nice to others

11. 10
 Don’t get in a fight
 Be a hero not a zero
Whole Foods Market will terminate or use corrective action if policy is not kept. This includes the
inappropriate use of social media and employees. The subject may bring upon legal action, including
criminal prosecution.The company also reserves the right to take further actions if necessary.If you have
questions please contact yourManager.
CRITICAL RESPONSEPLAN
Inappropriate Post
1. Once inappropriate post is detected:
 Take screenshot (on Mac use: Command+Shift+3)
 Delete post if possible.
 Alert Social Media Manager (Lisa Grimm)
2. If Social Media Manager is not available, contact the Marketing Director (Marci
Frumkin)
MEASUREMENTAND REPORTING
N/A
Works Cited / Reference
https://image.slidesharecdn.com/wholefoodssocialmediamarketing-
140304015000-phpapp02/95/wholefoods-social-media-marketing-8-
638.jpg?cb=1393897964

12. 11
https://botw-pd.s3.amazonaws.com/styles/logo-
thumbnail/s3/0023/5920/brand.gif?itok=IaVCxZ4y
https://cdn.vox-
cdn.com/thumbor/a_0vgdB9lOGs0xzUI0avHLpZ8bY=/0x0:559x389/1200x800/filt
ers:focal(236x151:324x239)/cdn.vox-
cdn.com/uploads/chorus_image/image/55306535/Screen_Shot_2017_06_16_at_5.5
2.18_PM.0.png
https://fm.cnbc.com/applications/cnbc.com/resources/img/editorial/2015/11/05
/103143677-IMG_1224.530x298.JPG?v=1446749756
http://s21.q4cdn.com/118642233/files/doc_news/financial_press_releases/2017/Whole-Foods-Market-
Reports-Third-Quarter-2017-Results-FINAL.pdf
Disclaimer
Not Real Whole Foods Market Social Media Strategy