Social media management project 1

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4. Social Network URL Follower Count Average Weekly
Activity
Facebook https://www.facebo
ok.com/chipotle
2,801,360 2
Twitter https://twitter.com/
ChipotleTweets
742,000 20
Instagram https://www.instagr
am.com/chipotlem
exicangrill
290,000 6
LinkedIn https://www.linkedin
.com/company/chi
potle-mexican-grill
44,754 0
Chipotle uses twitter on a weekly basis by far the most. The least is LinkedIn. They have
not posted on LinkedIn since September, except some hiring announcements.

5. Source Volume Percentage of
Overall Traffic
Conversion rate
Facebook 4,500 unique visits .002% 3%
Twitter 2,200 unique visits .3% 4.1%
Instagram 1,800 unique visits 2% 1.4%
LinkedIn No data No data No data
Facebook drives the most traffic and unique visits, but the smallest percentage of
overall traffic.

6. Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
73% 18-30
18% 31-40
5% 41-55
4% 56-80
43% Female
57% Male
47% Twitter
32%
Facebook
14%
Instagram
7% LinkedIn
60%
Facebook
28% Twitter
9%
Instagram
3% LinkedIn
Information
on
restaurant
such as
menu items
and hours
Pictures of
their menu
items
Chipotle is extremely popular among the age group 30 and under. Twitter and
Facebook are their core social networks and have the most engagement success.
People follow Chipotle for restaurant information and pictures of food items

7. Competitor Name Social Media Profile Strengths Weaknesses
Moe’s Southwest
Grill
https://www.facebo
ok.com/moessouth
westgrill
-More frequent posts
-Interesting posts-
time lapse
-Less engaging posts
Tijuana Flats https://www.facebo
ok.com/tijuanaflats
-More deals
-More personal posts
-Less professional
branding
The most frequent presence on Facebook is Tijuana Flats, the smallest chain of the
three. Chipotle and Moe’s were similar with their post frequencies and types of posts.
Chipotle’s branding is slightly more appealing.

9. KPIs Key Messages
Number of Facebook followers Healthy and fresh eating
Number of Twitter followers
Number of Instagram followers

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18. Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 4,500 unique visits
+8% growth
.002% 3%
Twitter 2,200 unique visits
+4% growth
.3% 4.1%
Instagram 1,800 unique visits
+10% growth
2% 1.4%
LinkedIn No data No data No data

19. Social Network URL Follower Count Average Weekly
Activity
Facebook https://www.facebo
ok.com/chipotle
2,801,360
+10% growth
2
Twitter https://twitter.com/C
hipotleTweets
742,000
+4% growth
20
Instagram https://www.instagra
m.com/chipotlemexi
cangrill
290,000
+7% growth
6
LinkedIn https://www.linkedin.
com/company/chip
otle-mexican-grill
44,754
+1% growth
0