2. Table of Contents
Executive Summary
Social Media Audit
Social Media Assessment,
Website Traffic Sources Assessment
Audience Assessment
Competitor Assessment
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 major social media priorities for 2018 will be maintaining our position as the overall favorite
American brand on all major social media platforms. We specifically want to increase revenue
through driving more website traffic by sharing more engaging and relevant content, as well as build
meaningful relationships with our customers.
Two major social strategies will support this objective:
1. Produce unique, relevant and timely content that connects with the audience.
2. Spread our brand’s mission by using branded hashtags to encourage conversations and
discoverability of content.
4. Social Media Audit
Social Media Assessment | Data as of May 27, 2017
Social Network URL Follower
Count
Average Weekly
Activity
Average Engagement
Rate
Twitter https://twitter.com/ch
ickfila
822K 4 posts per week 5%
Facebook https://www.facebook
.com/ChickfilA
7.2M 4 posts per week 7%
Instagram https://www.instagra
m.com/chickfila/
735k 19 post per week 15%
Linkedin https://www.linkedin.c
om/company-
beta/10768/
70K 1 post per week 2%
5. Social Media Summary Assessment
Currently, the highest number of interactions per post occurs on Instagram and little to no interactions
occur on LinkedIn. A cross reference of each of our social media channels should be considered when
seeking areas of improvement.
6. Social Media Audit
Website Traffic Sources Assessment | Monthly average, January 2017 - May 2017
Source Volume Percentage of
Overall Traffic
Conversation Rate
Twitter 3500 Unique visits 8% 6.2
Facebook 17,000 Unique visits 37% 11
Instagram 25,000 Unique visits 53% 12
Linkedin 800 Unique visits 2% 2.3
7. Website Traffic Sources Assessment Summary
Currently, Instagram is by far the biggest driver of traffic to our website. Followed by Facebook.
Linkedin has a far lesser engagement rate than the other major social media platforms. Our marketing
team and business development team have to re-evaluate the tactics being used on Linkedin and
compare it to the strengths used on Instagram and Facebook.
8. Social Media Audit
Audience Assessment | Survey distributed in November/December
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
19% 13 - 17
62% 18 - 40
15% 41- 60
4% 61+
55% Female
45% Male
55% Instagram
30% Facebook
12% Twitter
3% LinkedIn A positive
dining
experience
(interactions)
Quality food,
service and
community
engagement
9. Audience Assessment Summary
We have a wide demographic pool that we reach on our various social media platforms. The majority
of the survey respondents were in the 18 - 40 age group. Facebook and Instagram are their primary
social networks. Their primary needs were to be provided a positive dining experience, and their
secondary need was to be showcased quality food, service and community engagement.
10. Social Media Audit
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Zaxby’s Instagram Use of color in visual content. Limit their posts to their
products (food).
KFC Facebook Unique storytelling that
accompanies their visual
content. As well as employee
advocacy, and community
involvement.
Do not directly engage with
consumers+. Fail to put the
social in social media.
Popeyes Twitter Customer engagement and
usage of comedic, visual
content.
A large use of automated
responses and not enough
personality.
11. Competitor Assessment Summary
The analysis focused on three major competitors, that share a similar industry niche, with a strong
social presence on Facebook, Instagram, and Twitter, respectively. Each company utilized high-quality
visual content to increase engagement with their audiences. The competitors were strong in their
media tactics, but there is room for improvement in their level of responsiveness.
12. Social Media Objectives
To support revenue goals by driving website traffic which would be backed by producing readily
available, engaging, current and relatable content.
1. Increase the number of unique visitors by 35% in 3 months by generating brand awareness through
hashtags across all social networks
2. Increase engagement on LinkedIn by 15% in 6 months.
13. Social Media Objectives
KPIs
Number of unique visitors from Facebook,
Instagram, Twitter and LinkedIn
Number of LinkedIn comments and shares
(reach)
Key Messages
“Eat More Chikin”
Giving Back to Local Communities – “Sharing
is Caring”
14. Online Brand Persona and Voice
Adjectives that describe our brand:
Innovative
Generous
Sentimental
When interacting with customers we are:
Jovial
People-Centric
Attentive
15. Strategies
Paid: Utilize Facebook Live to allow customers to experience Chick-Fil-A behind the scenes, on a
personal level.
Earned: Showcase employee advocacy on LinkedIn by featuring employees at a variety of events,
sharing their story of why they love Chick-Fil-A, once a month. The post must have a minimum organic
reach of 500, as well as a minimum of 25 likes or 10 comments. Repost positive comments that the
brand is tagged in.
Owned: Introduce the use of #SharingIsCharingSaturdays to the corporate Instagram page.
Incorporate user generated content by reposting images of customers supporting their local
communities. Share this hashtag by displaying posters of it in our restaurants and at the drive-thru.
17. Timing and Key Dates
Key Dates:
New Year’s Day
MLK Jr. Day
President’s Day
Valentine’s Day
March Madness
Easter
Internal Events:
Cow Appreciation Day
True Inspiration Awards
Lead Times:
2 weeks for producing content
2 days for approval.
1 week for pre-launch and promotion
Reporting Dates:
Will occur the first Friday of each quarter:
January, April, August, December.
18. Social Media Roles and Responsibilities
Marketing Director: Joyce Jones
Responsible for planning and implementing sales, marketing and product development programs,
both short and long term, targeted toward existing and new markets.
Social Media Manager: David Williams
Lead local social media and digital marketing strategies, execution, and education - enabling our
restaurant Owner/Operators to care for customers and drive engagement in a digital age.
Social Media Coordinator: Kirsten Hunter
In charge of publishing content, monitoring engagement and responding to questions and
comments on a variety of social networks, such as Facebook, Instagram, Twitter, and Linkedin.
19. Contact Information
Position Name Telephone Alt. Telephone Email
Marketing
Director
Joyce Jones 770-555-5135 770-516-1105 jjones@chickfila.com
Social Media
Director
Michael Lage 678-219-4813 678-561-2192 mlage@chickfila.com
Social Media
Manager
David Williams 404-163-5492 404-216-1603 dwilliams@chickfila.com
Social Media
Coordinator
Kirsten Hunter 770-112-1587 770-213-1046 khunter@chickfila.com
PR Agency N/A N/A N/A pr@chickfila.com
20. Social Media Policy
Chick-Fil-A values the use of its social media and the presence it leaves on its stakeholders. Our social
media platforms are used to spread our company messages, connect with customers and partners, and
to share our company’s vision, day-to-day activities, and more.
As an employee and representative of Chick-Fil-A, at our corporate and franchise locations, you are
expected to demonstrate best practices and a sense of etiquette in your use of social media by abiding
by the following guidelines:
21. Social Media Policy (Cont’d)
Feel free to spread the word on your social networks.
Be respectful to all
Be mindful of what you post
If you’re unsure, ask before.
Remain content sensitive
Be the solution, not the problem
Engage with customers and be helpful when needed
Don’t slander the competition or engage in disputes
22. Social Media Policy (Cont’d)
Chick-Fil-A strictly enforces our social media policy and the appropriate use of social media by our
employees. The company reserves the right to take the appropriate action if the policy is violated; This
may result in corrective action, up to, and including, termination. Should you have any questions or
concerns please contact your Supervisor or a member of the Human Resources (HR) team.
23. Critical Response Plans
Scenario 1: Inappropriate Tweet Sent from @ChickfilA
Take a screenshot then delete the Tweet.
Alert the Social Media Manager (If unavailable, the Social Media Coordinator)
Evaluate and develop an action plan to address the situation, publicly.
Discuss disciplinary action that the employee may face.
Preapproved Message:
N/A
Scenario 2: Undercooked Chicken/ Food Poisoning
Track the number of social media mentions to assess reach and impact.
Alert the Social Media Manager (if unavailable, the Social Media Coordinator)
Continue to monitor the reach of the situation on other social channels and respond when
appropriate.
Issue a public statement/ apology. Contact the customer directly, and offer a gift card.
Preapproved Message:
“We’re sorry to hear about that. Please message us with more details.”
24. Measurement and Reporting
Website Traffic Sources Assessment | Monthly average, November 2017 to January 2018
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 2,300 Unique visits 17% 5.3
Facebook 4,600 Unique visits 34% 7.2
Linkedin 628 Unique visits 5% 3.3
Instagram 6,150 Unique visits 44% 8.4
25. Social Network Data as of August 1, 2017
Social Network URL Follower Count Average Weekly Activity Average
Engagement Rate
Twitter https://twitter.com/c
hickfila
845K
+.03% growth
7 posts per week 8%
Facebook https://www.faceboo
k.com/ChickfilA
9M
+20% growth
10 posts per week 13%
Instagram https://www.instagra
m.com/chickfila/
1M
+27% growth
25 post per week 22%
Linkedin https://www.linkedin.
com/company-
beta/10768/
73K
+.04% growth
4 post per week 4%
Measurement and Reporting
26. Our following on LinkedIn has grown by 2000 in 4 months, on track to hit the target of 10,500
followers in a six-month timeframe. The social media marketing team has done a tremendous job of
curating and generating great visual content. We are close to attaining our goal of increasing
engagement on LinkedIn by 7% in 6 months.
A key tactic to our social media growth has been our ability to track user-generated content with the
#SharingIsCaringSaturdays hashtag and reposting it on our networks. This content is well received
within our targeted reach and has been praised by national publications.
We decided to shift our focus on developing company culture-centered content using the Showcases
feature on LinkedIn. The material should be helpful for recruiting for the upcoming Summer/Fall hiring
season. The content generated on other social media platforms may be repurposed, if relevant to our
audience.
Measurement and Reporting
27. #SharingIsCaring Hashtag Performance
Between November 1, 2017 and February 1, 2017 the hashtag was mentioned 5200 times on Twitter
and 3500 times on Instagram.
45 Instagram posts using the hashtag yielded higher than average numbers of comment interactions.
Mainly through word of mouth interactions and colleagues tagging each other in the comments
section.
Quality KPIs
An analysis of the interactions on Tweets, Facebook, Instagram and LinkedIn posts (100 each), revealed
the following:
Positive: Customers shared their satisfaction with our excellent service and menu items in the forms of
verbal and visual messages, including, recommendations and testimonials.
Negative: Customers vented their frustration with our prices and delay of service, due to high visitor
traffic at our establishments. As well as, any messages in our company’s values that they do not align
with, such as the Christian principles that seem non-inclusive.
Measurement and Reporting
28. Proposed Action Items
Continue #SharingIsCaringSaturdays Campaign
Plan more internal events that would be supported by hashtags
Increase brand awareness and engagement on LinkedIn by incorporating a hashtag for each Showcase
page.
Measurement and Reporting