A social media strategy for the brand "Chick-fil-a" created by Karen Patino

1. Social Media
Strategry
By: Karen Patino
Oct. 2017
Chick-fil-A Social Media Strategy 1

2. Table of Contents
Chick-fil-A Social Media Strategy 2
1. Cover page
2. Table of Contents
3. Executive Summary
4-6. Social Media Audit
7. Social Media Objectives
8. Online Brand Persona and Voice
9. Strategies and Tools
10. Timing and Key Dates
11. Social Media Roles and Responsibilities
11. Social Media Policy
12. Critical Response Plan
13-14. Measurement and Reporting Results

3. Chick-fil-A Social Media Strategy 3
Executive Summary
Our main social media goal is to represent Chick-fil-A’s
fresh quality ingredients and family-oriented restaurants
through the increase of video and picture sharing among
different social media platforms.
We want to create engaging content to connect with our
customers, build strong relationships and gain exposure.
Strategies that will support this goal:
1. Deliver emotional and entertraining video content
through different platforms that will connect to our audi-
ences.
2. Increase the amount of published posts by scheduling
accordingly to different times zones and strengthening
customer interaction.

4. Chick-fil-A Social Media Strategy 4
Social Media Audit
The following is an audit for Chick-fil-A’s social media
platforms. It includes an assessment of different social
media sites, website traffic, audience demographics and
competitors analysis.
Social Network URL Follower Count Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.
com/ChickfilA
874K 4 tweets per
week
4%
Facebook https://www.face-
book.com/ChickfilA/
7M 3 post per week 10%
Instagram https://www.insta-
gram.com/chickfila/
834K 3 pictures per
week
3%
Pinterest https://www.pinterest.
com/ChickfilA/pins/
6K No pins so far 0%
YouTube https://www.youtube.
com/user/chickfila
33K 3 videos per
week
5%
LinkedIn https://www.linkedin.
com/company/10768/
74K 3 posts per week 1%
Social Media Assessment
Social Media Assessment Summary:
Currently the highest number of interactions occur in Facebook. There’s currently
no action in Pinterest but we still have followers, we need to work towards giving
those followers the content they want.

5. Chick-fil-A Social Media Strategy 5
Website Traffic Source Assessment
Social Network Volume Percentage of overall
traffic
Coversion Rate
Twitter 7,000 unique visits 20% 2.1
Facebook 10,000 unique vis-
its
40.9% 4.5
Instagram 8,500 unique visits No data No data
Traffic Summary:
Currently the highest number of website traffic comes from Facebook. In both over-
all and conversion rate, Facebook comes before Twitter. Even though there is no
data avaliable for Instagram, there is a lot of interactions happening in this platform.
Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
50% 18-29
yrs old
62% Females
38% Males
70% Face-
book
40% Twitter
30% Insta-
gram
20% LinkedIn
To provide the
best experi-
ence
possible to
our customers
through our
top quality
food.
Focus on
helping our
comminities
and creating
strong rela-
tionships.
25% 30-49
yrs old
20% 50-64
yrs old
5% 65+ yrs
old
Audience Summary:
Chick-fil-A has variety of age groups with the majority being young-middle age adults between
the ages of 18-29 years old. A vast amount of interaction is happening in Facebook and Twitter
therefore we can start focusing more on Instagram and LinkedIn.

6. Chick-fil-A Social Media Strategy 6
Competitors Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Wendy’s Facebook
Engage with custom-
ers and encourage
them to privately mes-
sage them to correct
problems they have
experienced with dif-
ferent branches.
A very large amount
of followers are post-
ing on their comment
section to post pics
of wrong orders or
problems they have
experienced.
McDonald’s Twitter
They post almost
every single day with
different daily deals.
No personal engage-
ment with customers.
Burger King Instagram
Crisp and realis-
tic photographs of
meals. Very high
quality visuals.
Photos are not posted
very often, last one
was posted in Sep,
28.

7. Chick-fil-A Social Media Strategy 7
Social Media Objectives
The primary focus of our social media strategy is to focus on vid-
eo and picture engagement and more constant posting within
different platforms. We will create unique pictures and videos
that audiences can relate to, share, and this way we can in-
crease website traffic and engagement.
Specific Objectives Include:
1. To increase the number of supporters/followers on Facebook, Twitter and Insta-
gram by 20%
2. Increase frequency of posts on Facebook to 5 times per week, on Twitter to daily
tweets, and on Pinterest to at least once a week.
3. Use competitors analysis to gain inspiration and learn from what others are do-
ing.
KIPs Key Messages
1. Number of videos and images published
2. Number of Twitter followers
3. Number of Instagram followers
4. Number of Facebook “likes”
5. Number of website visitors
1. To provide fresh and nutritious meals to
the community.
2. Family-oriented restaurant that treats cos-
tumers like friends.
3. The Cows, “EAT MOR CHIKIN”

8. Chick-fil-A Social Media Strategy 8
Online Brand Persona and Voice
Adjectives that describe our
brand:
When interacting with customers
we are:
1. Healthy
2. Creative
3. Cooperative
4. Family-friendly
5. Honest
6. Fun
1. Polite
2. Helpful
3. Charismatic
4. Respectful
5. Efficient
6. Humble

9. Chick-fil-A Social Media Strategy 9
Strategies and Tools
Paid: Boost new visual content on Facebook posts and get spon-
sored ads to appear on Instagram at least once weekly.
Owned:
- Create videos of activties that different branches are holding.
- Partner up with different farmers to be able to include more
Chick-fil-A cows in videos and content. Make the Chick-fil-A cows
come to life, not just photoshop them into ads.
- Create the hashtag #ChickCows on the month of Cow Apprecia-
tion day to raise awareness to the holiday.
Earned:
Monitoring different social platforms for content involving the fa-
mous cows and engage. Connect with local farmers in different
branches to improve and help local economy.
Tools
Approved: Exsisting Subcribtions:
Hootsuite Abode Creative Cloud
LinkedIn Premium
Rejected:
N/A

10. Chick-fil-A Social Media Strategy 10
Timing and Key Dates
Holiday Dates:
• New Year’s Day
• Martin Luther King Day
• Presidents’ Day
• Easter
• Mother’s Day
• Memorial Day
• Father’s Day
• Independence Day
• Labor Day
• Columbus Day
• Veterans’ Day
• Thanksgiving
Reporting Dates:
• Reporting will occur quar-
terly, in the months of Jan-
uary, May, August and
November. Precise dates
TBA.
Internal Events:
• Cow Appreciation Day (July, 11)

11. Chick-fil-A Social Media Strategy 11
Social Media Roles and Responsibilities
Jon Bridges: Senior VP and Chief Marketing Officer
Michael Lage: Senior Manager of Digital and Mobile Experience
Kristen Hunter: Social and Digital Marketing Manager
Cliff Robinson: Senior VP of Operations
Social Media Policy
As a member of the Chick-fil-A family, you are expected to always
communicate with our audiences with the respect and values we
stand for. Employees must reflect the strong family values our
company was founded on.
These guidelines must be followed:
• Be respectful
• Always be sincere and polite
• Help customers in any way you can
• Dont engage in conflicts
• Refrain from using negative language towards competitors
• Refrain from using profanity
• Do not smear the name of the company in anyway.

12. Chick-fil-A Social Media Strategy 12
Critial Response Plan
Scenario 1: Food complaints on Social Media.
• Track posts and number of social media mentions regarding the
problem.
• Reach out personally to customer and the branch the customer
visited.
• Work with health inspectors to verify the quality of food in the
branch where the incident happened.
• Work with branch to make sure cooks are trained properly.
• Issue a public apology through social media platform and pay
for any medical bills if necessary.
Scenario 2: Inappropriate behavior of Chick-fil-A employee posted
on social media.
• Contact the orginal user that posted the content to personally
apologize.
• Politely come to an agreement with user to remove the post from
social media.
• Terminate the employee
• Issue a public apology to customer and possibly invite them to
a local branch for a free meal.

13. Chick-fil-A Social Media Strategy 13
Measurement and Reporting
Quantitative KPIs:
Reporting Period: 4 months
Data as of October 9, 2017
Website Traffic Sources Assessment
Timeframe: Monthly average, May 2017 to August 2017
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 3,500 unique visits 46% 7.0
Twitter 1,000 unique visits 20% 5.5
LinkedIn 400 unique visits 15% 3.1
Social Network Data
Timeframe as of July 2017
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/
ChickfilA
975K + 10%
growth
5 tweets per week 10%
Facebook https://www.face-
book.com/ChickfilA/
8.2M + 25%
growth
4 post per week 20%
Instagram https://www.insta-
gram.com/chickfila/
950K + 5%
growth
5 pictures per
week
15%
Pinterest https://www.pinterest.
com/ChickfilA/
10K + 5% growth 3 pins per week 10%

14. Chick-fil-A Social Media Strategy 14
• Our Pinterest has grown by 4,000 followers in 3 months, on track
to hit it’s target of 20K in our 10 month time frame. The average
interactions per post has also increased a significant amount in
this period of time.
• Our social media team has done an exceptional job at curating
new visuals and promoting our brand through all media plat-
forms to increase website traffic and interactions.
• We hope to continue gaining followers in all platforms by the
end of this upcoming holiday season.
Qualitative KPIs
Sentiment Analysis:
An analysis of the interactions on 100 Tweets, 100 Facebook posts and 100 Insta-
gram pictures.
• A lot of our followers retweeted and shared our college themes cows during this
football season.
• Recieved a lot of positive feedback and ideas for way we can keep using Chick-
fil-A cows for promoting.
• Our sauces was a major topics of conversation with our followers on Twitter, some
suggesting new favors even turning them into seasonings with the hashtag #Chick-
filaSauces
Proposed Action Items
• Continue engaging with customers and listening to their ideas
• Continue using our famous cows to promote our brand through the annual calen-
dars and even having merchandise featuring our cows in different branches
• Use more hashtags throughout all our social media platforms