My project for PUR3622 at the University of Florida.

1. TACO BELL
SOCIAL MEDIA STRATEGY
BY: ROBERT KINGSLEY
FEB. 18, 2017

2. TABLE OF CONTENTS
1. Cover Page
2. Table of Contents
3. Executive Summary
4. Social Media Audit
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Taco Bell’s main social media goals for 2017 will be
reinforcing ourselves in the lives of existing customers and
reaching younger audiences as they grow.
• Tweets will be enthusiastic and humorous
• Instagram photos will be lively
• Facebook posts will reinforce existing customers’ loyalty
to Taco Bell

4. SOCIAL MEDIA AUDIT
Facebook
• 10.4 million
“likes”
• 9.9 million
“followers”
• 2.4 million
“checked in”
• New post about
every 2-4 days,
usually receives
10K “reactions”
Twitter
• 1.8 million
followers
• About 2-3 new
tweets per day
• Tweet success
varies per tweet.
Funnier tweets
typically get
noticed more.
Instagram
• 1 million
followers
• About 1-2 new
posts per week
• Average “likes”
is around 11K
• Videos have
been more
prevalent on the
profile recently

5. SOCIAL MEDIA OBJECTIVES
Facebook
• 10,000 new
“likes” per week.
• 9,000 new
“followers” per
week.
• Promote the Taco
Bell website to
garner 30% more
unique vistors.
Twitter
• Average 100
more interactions
(retweets and
likes) per tweet.
• 1 million new
followers by the
end of 2017.
Instagram
• 750K new
followers by the
end of 2017.
• Post at least 1-2
times per week.
• Average 500
more likes per
post.

6. ONLINE BRAND
PERSONA AND VOICE
Describing our brand online
and offline:
• Fun
• Friendly
• Interesting
• Outgoing
• Intriguing
When interacting with
customers:
• Funny
• Witty
• Helpful
• Encouraging
• Reassuring

7. STRATEGIES AND TOOLS
Paid:
• Boost Facebook posts often, especially videos and
photos. Once they reach 5K interactions, pay for a boost.
Owned:
• Create more content – videos and photos with people who
seem like regular customers.
• Create “Taco Bell” challenges and continue to use the
#LiveMas on all posts.
Earned:
• Donate food to charities and homeless shelters.
Encourage customers to do the same. Promote with
possible connections like Buzzfeed and Huffington Post.

8. TIMING AND KEY DATES
May 5, 2017: Cinco de Mayo – big promotions, offer specials,
host parties.
June 1, 2017: First analysis of objectives.
July 4, 2017: Continue summer promotions for Fourth of July.
August 3, 2017: Homeless shelter food drive with Taco Bell
branding.
September 1, 2017: Second analysis of objectives.
October 24-31, 2017: Halloween promotions.
December 1, 2017: “Taco Santa” promotions begin.
January 1, 2018: Final analysis of objectives.

9. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Marketing Director – Robert Kingsley
Social Media Manager – Robert Kingsley
Social Media Coordinator – Robert Kingsley
Support Members – Robert Kingsley, Robert Kingsley

10. SOCIAL MEDIA POLICY
Never, ever mention any other brands in our posts. Always
keep the focus on Taco Bell, especially in order to stay out of
trouble. We want to be uplifting in all communities across the
world.
Taco Bell is all about having a good time, with good people
and good food. Jokes can be had, but we have to make sure
that they are family-friendly and appropriate for all ages.
• Be respectful.
• Be courteous.
• Make the customer feel appreciated and a part of the Taco
Bell family.

11. CRITICAL RESPONSE PLAN
If post on any platform goes wrong (receives backlash that is
warranted), contact Robert Kingsley immediately:
• We will review the post, then, most likely, delete it.
• After, we will offer a formal apology over all platforms.
• Depending on the severity of the damage, Taco Bell may
offer a new promotion to regain customer support and
loyalty.
If there is something wrong with the Taco Bell food:
• We will offer an apology and notice immediately.
• Once situation is resolved, a discount will be offered to
get people back in the stores.

12. MEASUREMENT AND
REPORTING RESULTS
Looking for 1000+ new, unique visitors on the Taco Bell
website per month through the use of Facebook, Twitter, and
Instagram.
• Facebook received 38.9% more visitors than the previous
week per week.
• Instagram’s videos continue to rise is views and likes by
about 5% per post.
• Twitter reactions waver heavily as the funnier content will
get picked up faster. Not many people actively search for
the Taco Bell twitter account. If they see it on their
timeline, they might interact.