Sample social media strategy for Daily Green.

1. VictoriaVerdeja
May 28, 2017

2. Table of Contents
Executive Summary
Social Media Audit
Social Media Objectives
Online Brand Persona andVoice
Strategies andTools
Timing and Key Dates
Social Media Roles and Responsibilities
Social Media Policy
Critical Response Plan
Measurement and Reporting Results
3
4
6
8
9
11
12
13
14
16

3. Executive Summary
Our major social media priorities for the calendar year will be growing our online
following and community.
The primary focus will be to support increased new customer goals through driving
new users to follow our social media accounts by sharing more engaging, relevant
and shareable content.
Two major strategies will support this objective:
1. Build successful Pinterest account.
2. Encourage conversations and discoverability of content.

4. Social Media Audit
The following is an audit of Daily Green’s social media presence to date. It includes
an assessment of all social networks, web traffic, audience demographics and a
competitor analysis.
Social Media Assessment:
Social Network URL Follower Count
AverageWeekly
Activity
Average Interactions
per Post
Facebook https://www.facebook.com/dailygreengainesville/ 2,470 8 posts per week 1 interaction
Instagram https://www.instagram.com/dailygreendowntown/ 2,292 10 posts per week 60 interactions
At present time, the highest number of interactions per post occurs on Instagram (engagement rate
cannot be calculated at this time). Little to no interactions occur on Facebook, despite a higher
follower count. A plan to increase the quality, rather than quantity, of Facebook posts should be
instilled, as well as the creation of a Pinterest account.

5. Social Media Audit (contin.)
Competitor Assessment:
Competitor Name Social Media Profile Strengths Weaknesses
Vegan2go FB:Vegan2go Gainesville
Keeps in contact with customers
contantly over posts via
likes/comments. Almost every post
includes a relevant photo.
No branding on images. Could use
more curated content.
Govinda's Bakery &
Café
FB: Govinda's
Extremely quick to respond to
questions/comments on posts.
Personable voice and tone on posts.
Post infrequently and inconsistently.
HarvestThyme Café Instagram: harvestthyme
Vibrant, colorful feed consistent with
branding.
No curated content whatsoever. Don't
interact with customers commenting
on posts, not even a "like."
The above analysis focused on three major competitors with a similar social media presence.The first two
only use Facebook. Including photos in posts is a major strategy each uses that generates engagement.
The first two also do a great job of interacting with consumers via ”liking” and commenting on user
comments.They can all do a better job of branding images and using curated content.

6. Social Media Objectives
Throughout this calendar year, the primary focus of our social media strategy will be
to support increased new customer goals by driving new users to follow our social
media accounts by sharing more engaging, relevant and shareable content.
Some specific objectives include:
1. Gain 500 Pinterest followers in 6 months.
2. Increase engagement on Facebook by 30% in 6 months.
3. Increase amount of curated content published on Facebook and Instagram
channels by 15% in 6 months.

7. Social Media Objectives (contin.)
KPIs
• Number of Pinterest followers
• Number of likes, comments, and shares on Facebook posts
• Number of own likes and replies on Facebook comments
• Number of weekly curated posts to Facebook and Instagram
Key Messages
• We’re a Family, Not Just a Restaurant
• Food so Good,You Didn’t Know it wasVegan

8. Online Brand Persona andVoice
Adjectives that describe our brand:
• Delicious
• Healthy
• Vegan
• Tasty
When interacting with customers we are:
• Friendly
• Helpful
• Welcoming
Examples:

9. Strategies andTools
Paid:
Every Friday, promote the 2 most popular organic video Pinterest posts from that week.The
post must have a minimum of 5 pins.
Owned:
Offer 10% discount at the register for customers who follow one DailyGreen social media
account they don’t already follow.
Post at least two curated photos, videos, or a combination per week using AllTop to find
related content.
Earned:
Monitor Pinterest for keywords and terms: vegan, healthy, vegan food, healthy food, vegan
snacks, vegan dinner, vegan breakfast, vegan lunch.
Develop recipe videos and snippets to be posted to our Pinterest boards and reposted on our
other social media channels.

10. Strategies andTools (contin.)
Tools
ApprovedTools
• Hootsuite
• AllTop
RejectedTools
• N/A

11. Timing and Key Dates
Holiday Dates
• National Soup Month (January)
• National Bean Day (January 6)
• National Nutrition Month (March)
• National Herb Week (May 3-9)
• National Waffle Day (Aug 24)
• WorldVegetarian Day (Oct 1)
• Thanksgiving
• National Cake Day (Nov 26)
• Christmas
Reporting Dates
• Reporting will occur once a quarter in
February, May August, and November.
Exact datesTBA.

12. Social Media Roles and Responsibilities
Marketing Director –VictoriaVerdeja
Social Media Manager – Hannah Colson
Social Media Coordinator – Michelle Melendez
____________________________________________________________________
Supporting Social MediaTeam Members:
Katherine Glickman
Michael Wong

13. Social Media Policy
Social media is ingrained in our day to day lives.We use it to spread company messages,
interact with customers and partners, and to share our personal activities, thoughts, ideas,
plans and more. As an employee and representative of DailyGreen, you are expected to
demonstrate best practices and a sense of etiquette in your use of social by following some
simple guidelines:
• Be respectful
• Be polite
• Use common sense
• Be solution-oriented
• Feel free to share our posts to your personal networks
• Not sure? Ask before you post
Daily Green is serious about the appropriate use of social media by our employees.Violation of the Daily Green social policy may result in
corrective action, up to, and including, termination.You may also be subject to legal action, including criminal prosecution.The company also
reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager
or anyone on the HR team.

14. Critical Response Plan
Scenario 1 – Inappropriate Comment Sent from @DailyGreen
Action Plan
1. When the comment is detected:
• Take screenshot
• Delete comment
• Alert Hannah Colson (Social Media Manager). If Hannah unavailable, alertVictoriaVerdeja
(Marketing Director).
2. Hannah to sync withVictoria to discuss impact and reach, and evaluate further action.
3. Hannah to develop appropriate follow up comment,Victoria to approve.
4. If media picked up the comment,Victoria to manage all direct contact.
5. Victoria and Hannah to sync with employee responsible for publishing comment to see if
disciplinary action is required.
NO PREAPPROVED MESSAGING INTHIS SCENARIO

15. Critical Response Plan
Scenario 2 – Customer Becomes Sick from Food
e.g. food poisoning, allergy
Action Plan
1. Alert Mike (Owner). Mike to alertVictoria (Marketing Director).
2. Hannah to sync withVictoria and Mike and evaluate the number of social media
mentions of the situation.
3. If media picked up the incident,Victoria to manage all direct contact.
4. Hannah to push messaging to social channel where the news broke first. Continue to
monitor the spread of the news to other channels and push messaging there as
necessary.
5. Hannah andVictoria to evaluate the need for a longer statement and write one, if
necessary.
6. Bring in other team members, as needed, to continue monitoring the situation.
NO PREAPPROVED MESSAGING INTHIS SCENARIO

16. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 3 months
Data as of February 1, 2017
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.facebook.com/dailygre
engainesville/
2502 +4% growth 10 posts per week 5%
Instagram
https://www.instagram.com/dailygre
endowntown/
2300 +2% growth 10 posts per week 3%
Pinterest
https://www.pinterest.com/dailygree
ngainesville/
273 +273% growth 10 posts per week Average Number of Repins: 6
• Our Pinterest following has growth by 273, ahead of track to hit 500 followers in 6 months. As
the average number of repins increases, so does the number of followers.
• The social content team has done a great job of curating shareable content, which has in turn
helped to increase the number of Facebook and Instagram followers.