Café Kolache wants to increase engagement on its social media platforms by 30% by the end of summer 2017. It will target women, residents near the café, and those with some college education. The document analyzes Café Kolache's Facebook, Twitter, Instagram, and competitors' accounts, and identifies goals to boost likes, comments, shares and followers on each platform through consistent posting and engaging content. Snapchat is also identified as an untapped platform to engage millennials. Progress will be tracked using analytics tools for each social media site.

1. Café Kolache
Café Kolache
To: Nicole Usher
From: Marissa Dever
CC: Café Kolache Social Media Team
Date: 5/25/17
Re: Social StrategyPlan
Census:Whatis already happeningonthe social media.
Website:http://cafekolache.com
Facebook:http://facebook.com/cafekolache
 2,622 people likethe page
 1,517 people have checkedin
 It has a verycomplete profile,withall the informationaboutthe restaurant
provided.The profilepicture issharp,butthe bannerneedstohave a higher
qualityphotothatfitsthe dimensionsof Facebook.The postsaboutemployees
getthe mostcomments,typicallyfromfamily.
Twitter:@cafekolache
 458 Followers
 Again,there’s acomplete profile,buthalf the tweetsare repeatsfromFacebook
that simplydonotlookgoodon the platformwithmessyFacebooklinks.The
bestengagementare whenthe followersare askedaquestion andactually
replytothe account, rather thanpromotion.
Instagram:@cafekolache
 193 Followers
 There’sa lowpostingconsistencywiththisaccount,andnotall of the images
are of the same quality.Additionally,the name forthe accountneedschanged
fromthe name of the ownerto “Café Kolache”to avoidconfusion.Whenthe
imagesare of goodqualityandengage withhashtags,there’sahigherratioof
likes.
Comparingtotwo competitors:Kretchmar’sBakeryandWafflesInCaffienated.
 Kretchmar’sBakery:It’solderandmore established,sotheyhave higherlikes
on Facebook.However,theirTwitterfeedwill have deadFacebooklinksandhas
the same issue of repeatedFacebookcontent.It’sevenworse inawaywith
mosttweetssaying“Ijustposteda photoon Facebook.”Theydon’thave any
othersocial media,and theirsocial mediaisnotlinkedontheirwebsite.

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 Waffles,INCaffeinated:It’sabreakfastrestaurant that’sevennewertothe area,
but hasa lotmore likesonFacebook.Theirpostsare a majoritypromotional,
but whenpeople docommentonthem(mostly onFacebook),they’re
respondingtocustomerseverytime.Manyof the posts feature avarietyof
high-resolutionphotosof the food,buttheykeepitsolelyfocusedonthe food.
They don’tfeature anyphotosof employees,whichhasthe bestengagement
for Café Kolache.
Goals:How we want to grow
General:
 We wantto increase engagementonsocial mediaby30% bythe endof the
summer(endof August2017).
 We will be targetingpeople withinwalkingdistance of Beaver,PA since thereis
limitedparking,womensincetheymake upslightlymore thanhalf of the
populationof the borough,andpeople withsome college educationsince they
have the highestuse of social media,accordingtoPew ResearchCenter.
 Thiscan be achievedwithaconsistentpostingschedule andunderstanding
whatcontentpromptspeople tocomment,like,share,etc.more.Itwill be
measuredbycomparingthe numberof unique engagements(comments,likes,
shares,etc.) tothe page reach.
 Return on Investment:We wantto fosterthe same sense of communitywe have
inperson,online,sincemembersof ourcommunityalsoexistonline.
Facebook:
 We wantto examine those unique commentsandsharesandgetthose to
increase bythe endof August2017.
 We are tryingto target womenoverthe age of 50, since overhalf of that age
range is on Facebook.
 They’ll wanttoengage withthose employeepicturesandwanttoshare them
withfriendsandfamily,somostof the Facebookcontentwill be centered
aroundthe employeesandthe sense of communitysurroundingthe store (small
profilesonemployeesandregulars,behindthe scenesvideos,etc.).
 Return on Investment:We cantrack thiswithFacebookpage analytics and
Crowdtangle.Spendingthe moneyonananalyticstool forFacebookis
importantsince it’s the largestsocial mediaplatform andwe wanttomake sure
we’re providingcontentthatthe large audience wantstoengage with.
Twitter:
 We wantto encourage more mentions,replies,andretweetsonthisplatform
by the endof August2017.
 For thisplatform,we wantto engage bothmillennialsandthe over40 local
theatre crowd.
 We hope toachieve thisby postingunique postsfromFacebookand
encouragingpeopletotweetthe favorite thingstheyoverhearfromemployees,
includingthe co-ownerHugh andwe wouldtweetthingswe hearfromhimto
getthat startedin the firstplace.
 We’dalsowant to create our ownhashtag,#kolachehugh,toencourage
trendingandto getmore eyesonthe brand. People whoknow Hughorwho

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justcome in and findhimfunnycanshare theirexperience andmake people
wantto also share inthat experience.
 We alsowantto keepan eye outfor people inourareacomplainingabout
Starbucks,and encouragingtocome downto the café.
 Return on Investment:We’ll trackthisengagementsuccesswithTweetbinder,
lookingatconversationsandhow muchthe hashtag isused.
Instagram:
 We hope toincrease the numberof followers andpeople commenting on
Instagramby Augustof 2017.
 Here we’re still targetingpeopleinthe area,especiallythose wholist“foodie”
or similarideasintheirdescriptions.
 We wantto have a more consistentpostingschedule inadditiontousinga
largernumberof hashtagsand trackinghow well differenthashtagsdo in
encouraginglikes,comments,andfollowers.We alsowanttomake sure all the
photosare highquality(especiallybeingcarefultomake sure none of themlook
fuzzy).
 Instagramis the platformtoreallyplayupthe uniquenessof the café,since we
are providingbakedgoodsandcoffee,butnottypical bakedgoods.
 Return on Investment:We’ll be trackingourgrowth usingIconosquare,
especiallylookingathashtagsas comparedtoposts witha lotof likesand
comments.
Snapchat:
 We’re goingto create a Snapchat,as well asa filter(whileitwouldcostmoney
for the filter,itcreatesmore of a chance to engage and fosterthatonline
community),andthenwe will trytohave at least25 followersviewingour
Snapstoryconsistentlybythe endof August2017.
 Cross-promotiononothersocial mediawill alsobe importanttogetpeople over
to the platform,andwe can tease whatemployee istakingoverthe platform
that day to garnerinterestandkeeppeoplecomingback.
 SimilartoTwitter,we can encourage peopletoshare Snapsof themselvesinthe
café,whichwe couldshare on othersocial media.
 Café Kolache doesn’tcurrentlyhave aSnapchat,butitreallyneedsone since it’s
a way to engage withamillennial audience,create unfinishedcontentforthem
to engage withandshare,and provide the behindthe scenesimagesthat
alreadydowell onsocial media.
 Return on Investment:We’dtrackthisgrowthwith Snaplytics, since the
platformisstartingfromscratch, it’ll be reallyimportanttostill spendthe
moneytogain a deeperunderstandingof how wellthe platformismovingasit
begins.