3. Table of Contents
1. Social Media Assessment
2. Audience Demographics Assessment
3. Website Traffic Sources Assessment
4. Compe@tor Assessment
5. Social Media Objec@ves
6. Online Brand Persona and Voice
7. Strategies
8. Tools
9. Timing and Key Dates
10. Social Media Roles and Responsibili@es
11. Social Media Policy
12. Cri@cal Response Plan
13. Measurement and Repor@ng Results
14. Future Ac@ons
4. Social Media Assessment
Social Network URL Follower Count Avg Weekly
Ac:vity
Avg
Engagement
Rate
Facebook Link 2,928,291 4 posts/wk .05%
Instagram Link 284,000 4 posts/wk 1.8%
LinkedIn Link 55,354 1 update/yr .20%
Pinterest Link 46,669 3 posts/wk 1.7%
Twi^er Link 439,000 4 posts/wk .02%
Assessment summary: At present @me, the highest number of interac@ons per post
occurs on Instagram. Li^le to no interac@ons occur on Twi^er, but given the volume
of followers, a minimal amount of interac@ons is insignificant. The company
LinkedIn has an average amount of interac@ons per post; however, the plaaorm is
rarely used and does not reach our target audience.
6. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twi^er 1,000 unique visits 5% 2%
Facebook 10,000 unique visits 20% 1%
Instagram 2,000 unique visits 5% .6%
LinkedIn 300 unique visits 2% .3%
Pinterest 550 unique visits 3% 1.2%
Assessment summary: At this @me, Facebook is the biggest driver of traffic to our
website. Instagram and Twi^er also bring followers; however, we need to improve
both plaaorms in order to drive more traffic to the sites.
7. Compe@tor Assessment
Compe:tor Name Social Media
Profile
Strengths Weaknesses
McAlister’s Deli Facebook Catchy statuses,
strong presence,
many interac@ons.
Frequent updates
on menu changes.
Lower quality
photos.
Starbucks Facebook Unique aesthe@c.
Lots of hashtags
and videos.
Needs more photos
and updates on
menu changes.
Au Bon Pain Facebook Well-wri^en bio,
lots of photos and
videos.
Lower quality food/
not as fresh
Assessment summary: The above analysis focuses on three major compe@tors of
Panera Bread. The analysis closely examines these brands’ presence on Facebook,
given Panera’s strong presence on Facebook.
11. KPIs and Key Messages
KPIs:
• Number of Instagram followers
• Number of Pinterest followers
• Number of posts to Instagram and Pinterest
• Sen@ment analysis
• Customer feedback analysis
Key Message:
Live consciously, eat
deliciously
15. Holiday Dates
- Mardi Gras
- St. Patrick’s Day
- Labor Day
- Easter weekend
Timing and Key Dates
Internal Events:
March 2nd and 3rd:
Dona@ons drive for animal
shelter
April 13th and 14th: Food
catering to Sorority Row
Repor@ng Dates:
Repor@ng will occur bi-
monthly, beginning in
January. Repor@ng date
will fall on the last day of
the month.