This is a proposed social media strategy for Chick-fil-A. I followed the format in Hootsuite Social Media course as taken for my public relations class.

1. SOCIAL MEDIA STRATEGY

2. TABLE OF CONTENTS
1. Executive Summary
2. 2. Social Media Audit
a. Social Media Assessment
b. Website Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our major social media priorities for the next three months, beginning in June and
ending in September, will be growing our online following and community.
Our primary focus will be to support revenue goals through increasing customer
satisfaction and traffic to our social media platforms by sharing more relatable
content and opting for transparency.
Two major social media strategies that will support this objective:
1. Increase the quantity of content published to our social media platforms
2. Stimulate interactions with customers and sharing of content

4. SOCIAL MEDIA AUDIT
The following is an audit of Chick-
fil-A social media presence on
various platforms as of May 20,
2017. It includes an assessment of
all social networks, web traffic,
audience demographics, and a
competitor analysis.

5. SOCIAL MEDIA ASSESSMENT
DATE: MAY 20,2017
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter
https://twitter.com/Chi
ckfilA 828K 5 posts per week 4%
Facebook
https://www.facebook.
com/ChickfilA/ 7.76 million 4 posts per week 6%
Instagram
https://www.instagram
.com/chickfila/ 733K 3 posts per week 3%
LinkedIn
https://www.linkedin.c
om/company-
beta/10768/ 70K 1 post per week 1%
Social Media Assessment: At the present time, the highest number of interactions per post
occurs on Facebook. This is also the social media platform with the greatest following. Little to
no interactions occur on LinkedIn, as it is more focused on corporate aspects than restaurant
operations. Therefore we will focus on Twitter, Facebook, and Instagram

6. WEBSITE TRAFFIC SOURCES ASSESSMENT
MONTHLY AVERAGE AS OF MAY 20, 2017
Source Volume % of Overall Traffic Conversion Rate
Twitter 6,500 unique visits 11% 5.3%
Facebook 10,000 unique visits 30% 3.7%
Instagram 3,000 unique visits 4% 0.9%
LinkedIn NO DATA NO DATA NO DATA
Traffic Summary: At present time, Facebook is by far the biggest driver of traffic to
our website. The conversion rate (conversion goal = ticket purchase) lags behind
Twitter at 3.7% and 5.3 respectively. There is no data available for LinkedIn as links
bring you to the website for corporate career opportunities.

7. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary
Need
Secondary
Need
26% 18-30
27% 31-40
28% 41-55
19% 56-80
48% Male
52% Female
45% Facebook
30% Twitter
25% Instagram
40% Twitter
35% Facebook
25% Instagram
Quality food
that is
inexpensive
and prepared
quickly; Can
be eaten on
the go
Friendly staff
that works fast
to get
customers their
orders
Audience Demographics Summary: The distribution of customers is fairly even
amongst age groups. The 56-80 age group is slightly lower than the rest as expected.
Facebook and Twitter are the core of our social media. Convenience and quality are the
main motivators to visit our restaurants. We should focus on strengthening content and
engagement on all platforms.

8. COMPETITOR ASSESSMENT
Competitor
Name
Social Media Strengths Weaknesses
McDonald‘s Facebook:
McDonald‘s
Used cover photo to promote new
menu item; Content relating to
current events
No links to other social media
platforms
Popeye‘s Instagram:
popeyeslouisianakitch
en
Promotion of limited time offers;
Personality shown through use of
memes
No hashtags or keywords to
increase search engine
optimization
KFC Twitter: KFC Great use of branded content; Lots
of visuals including videos, photos,
and gifs
Not all content has strong
purpose or call to action
Competitor Assessment Summary: The above analysis focused on three major competitors with
a strong social presence on Facebook, Instagram and Twitter, respectively. All competitors convey
their brand personality well through use of content, especially visual. Areas where competition has
room for improvement is call to action of content and driving customers other sites/platforms.

9. SOCIAL MEDIA OBJECTIVES
Throughout the next three
months, the primary focus of our
social media strategy will be to
support revenue goals through
increasing customer satisfaction
and traffic to our social media
platforms. In order to do so, our
social media priorities will be
growing our online following and
community by sharing more
relatable content and opting for
transparency.

10. SOCIAL MEDIA OBJECTIVES
Some specific objectives include:
1. Increase engagement rates by 10% in the next three months via:
a. Increased brand awareness through increased video content on Facebook and
Instagram
b. Increased use of user-generated content across all social platforms
2. Increase volume of visual content from inside restaurants and facilities
published on Facebook and Twitter
3. Interact with customers 25% more via Facebook comments and tweets

11. SOCIAL MEDIA OBJECTIVES
Quantitative KPIs
• Number of Facebook, Twitter, and
Instagram
• Number of likes, retweets, and comments
on posts
• Number of weekly video and photos to
Facebook and Instagram
Qualitative KPIs
• Sentiment analysis
• Response and engagement rates
Key Supporting Messages
• Made With You in Mind
• Eat More Chicken
• Show Us Your CFA

12. ONLINE BRAND
PERSONA AND VOICE
Adjectives that
describe our brand:
• Family-oriented
• Reliable
• Authentic
• Generous
• Enthusiastic
When interacting
with customers we
are:
• Understanding
• Genuine
• Helpful
• Upbeat
• Engaging

13. STRATEGIES- PAID
1. Every Monday boost most
popular posts from previous
week, as well as posts relating
to limited-time menu items.
The post must have a
minimum organic reach of
100,000 and must have a
minimum 3,000 likes or
comments.
2. Every Thursday have one
sponsored Instagram post of
either user-generated content
or a spotlight of restaurant or
facility operations. This will
serve as a mid-week strategy.

14. STRATEGIES- OWNED
1. Introduce the hashtag #ChickfilAChatter to
company posts on Instagram and Twitter and
encourage customer use to get people talking
about limited-time menu items and promotional
offers. We will use this hashtag to pull user-
generated content as to achieve our objective.
2. Promote in-store business using promotions
such as the kids eat free offer on Tuesdays and
family nights that are currently in place.

15. STRATEGIES- EARNED
1. Introduce hashtag
#CFAThroughTheDay on
Twitter. Consumers will use the
hashtag to tell us how Chick-
fil-A gets them through the
day. Once a week for this three
months, 5 winners will be
chosen for a free Chick-fil-A
meal.
2. Partner with celebrities and
develop an
influencer/advocate
relationship. They will also use
#CFAThroughTheDay hashtag
to show that Chick-fil-A is for
everyone, even celebrities.

16. TOOLS
• Approved: Hootsuite, Buffer, Klout, Google Analytics,
• Rejected: N/A
• Existing Subscriptions/Licenses: Adobe Creative Cloud applications, Canva,
Chick-fil-A application

17. KEY DATES AND TIMING
• Holiday Dates: Chick-fil-A restaurants are closed on Sundays. This includes Easter
Sunday, Mother’s Day, and Father’s Day. Restaurants are also closed on most
major holidays.
• Internal Events: Chick-fil-A College Football Kickoff, Cow Appreciation Day
• Reporting Dates: Reporting will occur in February, May, August, and November.
Exact dates to be announced.

18. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Chief Marketing Officer: Jon Bridges
• Oversees traditional and digital marketing covering branding, advertising, customer
experience, menu development and public relations
• Social Media Manager: Michael Lage
• Develops social media strategies with team that he oversees
• Manage campaigns and their execution on a daily basis
• Social Media Coordinator: Bernard Hendrix
• Creates social media editorial calendar and picks content to be shared
• Monitors success of posts with use of analytics software

19. SOCIAL MEDIA POLICY
Social media is a huge part of our daily lives. Its use extends far beyond
communication with colleagues and friends. It is a channel for connecting with the
world which includes receiving news and updates but also for communicating with
brands. This communication consists of publication of company messages,
customer interaction, and much more. As part of the Chick-fil-A family best
practices and a sense of etiquette in your use of social by following some simple
guidelines:
• The customer is always right.
• Be respectful of everyone.
• Do not use derogatory or impolite language.
• Feel free to promote restaurant events on your personal social media accounts.

20. CRITICAL RESPONSE PLAN
SCENARIO #1
Not fully cooked chicken gives customers food poisoning
Action plan
1. Alert Jon (chief marketing officer) and Dan Cathy (chief officer).
2. Jon to alert Michael (social media manager) and Bernard (social media coordinator) to evaluate number of
mentions of situation on social media.
3. If media has picked up on incident, Jon is to manage all direct contact. If Jon is unavailable, then Michael
will take over.
4. Bernard to push messaging on social media platform where news first broke and monitor all other
platforms.
5. Jon and Michael to evaluate need for additional statement and prepare if necessary.
6. Michael and Bernard to continue monitor social media and update Jon. Use Michael’s team to help with
responses.
Pre-approved messaging: Twitter and Facebook- We extend our most sincere apologies to those who
experienced illness today. We appreciate all of our customers and can guarantee that nothing like this will

21. CRITICAL RESPONSE PLAN
SCENARIO #2
Inappropriate message shared on social media account
Action plan
1. When tweet, status, or photo is detected: Bernard (social media coordinator) screenshot, delete, and alert Michael (social media
manager) and Jon (marketing director).
2. Michael and Jon to determine further action based on reach and impact.
3. Michael and Bernard work on follow up tweet. Jon must approve before Bernard posts.
4. If media has picked up tweet, Jon to address them with statement. If Jon is unavailable, Michael will do this.
5. Michael and Jon will determine disciplinary action for employee responsible for posting tweet.
Pre-approved messaging: Twitter and Facebook- *Dependent on nature of tweet but will follow the following format* We apologize
for the statement published from our social media account today. This does not align with Chick-fil-A’s ideals or values. The party
responsible is being dealt with at this time.; Instagram- Same message with Chick-fil-A graphic

22. MEASUREMENT AND REPORTING RESULTS
Social
Network
URL Follower Count Average Weekly Activity Average
Engagement Rate
Twitter https://twitter.co
m/ChickfilA
900K + 11% growth 9 posts per week + 13%
growth
14 %
Facebook https://www.face
book.com/Chickfil
A/
7.98 million + 7%
growth
6 posts per week + 8%
growth
9%
Instagram https://www.insta
gram.com/chickfil
a/
800K + 17% growth 5 posts per week + 10%
growth
15%
Quantitative KPIs
Reporting Period: 3 months
Data as of June 1, 2017
Social Network Data

23. MEASUREMENT AND REPORTING RESULTS
Source Volume % of Overall Traffic Conversion Rate
Twitter
7,000 unique
visits + 10%
growth
30% 9.5%
Facebook
12,000 unique
visits + 12%
growth
55% 6.2%
Instagram
3,500 unique visits
+ 7% growth
10% 3.0%
Website Traffic Data
Results Assessment: Our Instagram following has grown by almost 70K in three months alone with the
use of user-generated content. Unique visits from all social media platforms have increased with the
largest growth coming from Facebook. Michael’s (social media manager) team did a great job of
generating content with Bernard (social media coordinator). This has helped our engagement rate grow
by nearly 30% on all platforms combined. A key tactic to growth has been our ability to track content
with #CFAThroughTheDay and #ChickfilAChatter.

24. MEASUREMENT AND REPORTING RESULTS
Qualitative KPIs
Sentiment Analysis: An analysis of interactions on 50 Facebook posts, 50 Instagram posts, and 50 Tweets
revealed the following:
• A great deal of positive sentiment from customers after seeing an increase of user-generated content. Many
expressed kind words towards others for their content and inspiration to post their own.
• Further interest and positive sentiment towards seeing content from inside restauarants and facilities. Many
wanted to see exactly how their food was made before being sent to Chick-fil-A restaurant locations.
• Most negative sentiment was towards not being able to get limited-time menu items before they ran out.
Proposed Action Items
• Continue #ChickfilAChatter and #CFAThroughTheDay campaigns for at least 3 more months
• Feature visual content from inside factories and from those employees.
• Prepare new influencer strategy