2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Website Traffic Sources Assessment
3. Audience Demographics Assessment
4. Competitor Assessment
3. Social Media Objectivse
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles
8. Social Media Policy
9. Critical Response Plan
3. Executive Summary
Our major social media priorities for 2018 will be to stay
transparent with our customers as we continue to maintain
our online following
The primary focus will be to strengthen online interaction
and drive traffic to our social media platforms
Two major social strategies to support tour goals:
• We want to create original content and hold an open
dialogue with our customers.
• We plan to increase our online interaction with
customers
4. Social Media Audit
Social Media Assessment:
As shown below, the most interaction from a social media
standpoint comes from our Instagram and Facebook platforms
Social Network URL Follower Count Average Weekly Activity
Instagram instagram.com/wholefoods 2.4million 20+
Facebook facebook.com/wholefoods 4.2million 10+
Twitter twitter.com/wholefoods 4.8million 15+
LinkedIn linkedin.com/wholefoods 200k 1+
5. Social Media Objectives
In 2018, our main social media networking goal will
be to boost traffic on platforms that are lacking,
and maintain traffic on those that are thriving. To
accomplish this, we must create original content
and research the consumers’ desires
Specific Objectives:
-Increase followers on all platforms
-Increase original visuals, and spark user generated
content
6. Online Brand Persona and Voice
Adjectives to describe our brand:
• sustainable, healthy, premium, organic
When interacting with customers we are:
• friendly, selfless, enthusiastic, compassionate
7. Timing and Dates
• Local Events/Important Festivals
• Holidays
– Halloween
– Thanksgiving
– Christmas
– Easter
8. Strategies and Tools
• Paid
– On Facebook and Linked In, boost original content. Create videos and
graphics that will reach thousands and get likes in the hundreds
• Owned
– On Snapchat, create fun geofilters to drive in-store traffic and out of
store interaction
– On Instagram, create new hashtags to boost engagement. Create
contests for most creative dishes based on WholeFoods products and
ingredients
• Earned
– Monitor Twitter for keywords such as healthy, organic, fresh, farm,
community.
– Create coupons and codes over the course of a year, revolving around
holidays
– Parner with local markets to advocate community outreach
9. Tools
• To create content:
– Photoshop, InDesign, Illustrator
• To schedule:
– Buffer & Hootsuite
