2. Table of Contents
Executive Summary….........................................................Slide 3
Social Media Audit..............................................................Slide 4
Social Media Objectives.....................................................Slide 8
Brand Persona and Voice...............................................Slide 10
Strategies and Tools..........................................................Slide 13
Key Dates and Timing......................................................Slide 14
Social Media Roles.............................................................Slide 15
Social Media Policies.........................................................Slide 16
Critical Response Plans.....................................................Slide 17
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3. Executive Summary
Metro Diner has a strong follower base on multiple
accounts already. Moving forward, the focus is going to
be on engaging those present followers so we stay a
positive presence in their minds. We will also be
focusing the brand more, creating a friendly and locally
based restaurant image.
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4. Social Media Audit
Social Media Assessment Date:
Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
https://www.facebook.c
om/MDgainesville/ 15143 posts a week
30 likes, no
comments
Twitter
https://twitter.com/Metro
Diner 12731 tweet a day
1-2 retweets, 3-5
favorites
Instagram
https://www.instagram.c
om/metrodiner_official/ 40871-2 posts a day
75-135 likes, a couple
comments
Linked in
https://www.linkedin.co
m/company-
beta/15271881/ 2121 post every 3 days 12 likes
Google Plus
https://plus.google.com/1
12033076314436705847 02 posts ever 0
Instagram has the highest follower and engagement rate. We should continue to
focus on that site. The Google Plus account should be closed since it is inactive.
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5. Social Media Audit
Assessment Summary: Instagram is the highest driver of traffic to the website.
Conversion goal is visitors who spend more than 5 minutes on the site,
Instagram is also the highest driver of that, with Twitter as a far second.
Website Traffic Sources
Assessment Date: March to May
Source Volume % of Overall Traffic Conversion Rate
Facebook 1500 8.70% 1.70%
Twitter 1200 7.00% 3.48%
Instagram 4000 23.20% 8.70%
Linked In 200 1.20% 0.08%
Google Plus 0 0% 0
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6. Social Media Audit
Majority of survey responders are in the 18-30 demographic, most likely college
students. Their primary social networks are Instagram and Facebook. Their primary
motivation for going to Metro Diner is to have a nicer place than normal for a
breakfast/brunch/lunch trip. We should focus more on developing our Instagram and
Facebook presence.
Audience Demographics
Assessment Date:
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
65% 18-30 56% Female 55% Instagram 40% Facebook
A nice place to go
for breakfast/lunch
A place to
take visitors
to gainesville
10% 31-40 44% Male 30% Facebook 35% Twitter
10% 41-55 15% Twitter 15% Instagram
15% 56-80
7. Social Media Audit
Engagement seems to be the biggest problem with competitors. Metro already is
beating them with engagement, but we should still focus on getting more.
Competitor
Name
Social Media
Profile Strengths Weaknesses
The Top
Facebook: The
TOP
Updates with pictures
of food, drinks.
From first impression
can't tell it’s a restaurant
and low engagement.
Peach Valley
Café
Instagram:
peachvalleycafe
High professional
pictures/graphics
Low followers, low
engagement.
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8. Social Media Objectives
•Overall Business Goals: To increase
engagement on posts by the followers we
already have.
•Social Media Objectives to Support Business
Goals: To raise engagement on posts in 6
months to: Average 25 Likes/5 Comments
on Facebook. Average 20 Favorites/ 10
Retweets on Twitter. 135 Likes/ 30
Comments on Instagram.
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9. Social Media Objectives
• KPIS
• Quantitative
• Likes and comments on Facebook/Instagram
Posts
• Retweets/Likes on Tweets
• Shares on Facebook
• Qualitative
• Sharing on Friends walls/tagging of friends
• Positive and interested comments.
• Key Supporting Messages
• A great, comfortable, home cooked
meal in a relaxing atmosphere.
• An environment where you could spend
quality time with friends and family.
10. Brand Persona and Voice
• Brand Description
• Home Cooked
• Retro
• Fresh
• Comfortable
• Local
• Honest
• Friendly
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11. Brand Persona and Voice
• Brand Description
• Home Cooked
• Retro
• Fresh
• Comfortable
• Local
• Honest
• Friendly
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12. Brand Persona and Voice
• Brand Description
• Home Cooked
• Retro
• Fresh
• Comfortable
• Local
• Honest
• Friendly
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13. Strategies and Tools
Paid:
1 Facebook ad boosts (Gainesville directed) every Friday afternoon
that will be pointed at weekend brunch.
2 Instagram ads targeted to Gainesville residents.
Owned:
1. Introduce #MetroMorning and encourage visitors to post on
Instagram/Facebook/Twitter with the hastag. Every Sunday 4 posts
are highlighted and the posters get 15% off their next order.
2 Post Images of the daily specials
Earned:
1 Monitor Twitter and Facebook for keywords like "Gainesville
restaurant recommendations" and "Brunch recommendation".
Then have the company page comment a personalized message
about Metro Diner.
Tools
Approved:
Hootsuite
Buffer
Photoshop
Rejected:
N/A
Existing
Subscriptions:
N/a
14. Key Dates and Timing
• National Food Holidays like..
• March 7th National Pancake Day
• August 24th National Waffle Day
• Graduation Season
• Easter
• Mother’s/Father’s Day
• Valentines Day
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15. Social Media Roles
• Social Media Director: Dave Anthony
• Responsibilities: Manager of Editorial Calendar, responsible for keeping it up to date and
looking for any new key dates to utilize.
• Has a clear list of promotions/highlights to be integrated in social media given to them by
the restaurant owner/manager.
• Controls the brand bible, makes sure font/filters/colors being used are uniform but also up to
trend. Reviews and updates it at least every 2 months.
• Social Media Manager: Garreth Renyolds
• Responsibilities: Make sure the post schedule is being kept to and there are future posts
scheduled.
• Runs the #MetroMorning competition and helps retweet/like positive posts mentioning Metro.
• Makes any media to be used in posts like photos, graphics, videos.
• Social Media Coordinator: Gary Ryan
• Responsibilities: Immediate response job, so responding to questions/comments/posts about
Metro. Makes sure posts that are scheduled are still relevant, working with the SM Manager to
reorganize posts if needed.
• If the Manager is the Media manager, then the Coordinator is the text manager. Creates the
actual posts via Hootsuite and helps schedule them.
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16. Social Media Policies• Common Sense/be polite
• Be respectful, but humorous. Jokes should be in good nature and never attack
anyone.
• Handle complaints quickly and make sure to publicly mention that we have
messaged the customer privately, but do not have the actual discussion
publicly.
• Make sure to help to sell Metro, but don't make a hard sell
• Be helpful
• Don't attack competition. It's better to come off as restaurant friends than
actual competitors.
• Photos should be well lit, well composed, and professional looking.
• With any online competitions (like photo competitions) make sure to try to
encourage every participant
• Be positive.
• Don't be offensive
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17. Critical Response Plans• Scenario One
• A waiter at our restaurant has publicly said something offensive, whether
on location or online, and it is trending.
• Action Steps
• Post that the employee responsible has been spoken to, and either removed from
employment or punished (whatever is true). State that we take social issues very seriously
(state the issue specifically) and everyone at Metro Diner is welcome. State that we are
very sorry for who this has hurt and we will continue to try to be allies for all our
neighbors.
• Pre-approved Messaging: Depends on the event but lets say a waiter
publicly calls someone the derogatory term ”f*ggot”.
• "In reference to the event that took place this afternoon in the restaurant. The waiter
responsible for the verbal attack has been spoken to and will no longer be continuing
as an employee of Metro Diner. We take LGBTQ+ issues very seriously, and it is hurtful to
feel that anyone here at Metro has done anything to attack that community. We are
very sorry and want to state that all are welcome at Metro and we will continue to
work as allies for our Gainesville Neighbors.”
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18. Critical Response Plans
•Scenario Two
• A plumbing backup has caused the restaurant to be
evacuated and closed for an unknown period.
• Action Steps
• Immediately post on Facebook and Twitter that the store is currently
closed and more details are to come. Then once more details have
come in create a post explaining that. Also offer to give anyone who
had a reservation that is affected by this 25% their next visit.
• Pre-approved Messaging
• "Due to some unfortunate pipes, Metro Diner is closed for the rest of
the day. We will be up and slinging waffles again tomorrow! If you
had a reservation scheduled today, please message us so we can give
you 25% off your next visit for the inconvenience!"
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