This is my presentation for social media management. Social media strategy on Whole Foods Market. #UFSMM University of Florida, Social Media Management PUR3622, summer C.

1. Social Media Strategy
June 3, 2018
Jordan Walsh
Whole Foods Social Media Strategy

2. TABLE OF CONTENTS
Whole Foods Social Media Strategy
1
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. 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.  Our major social media goal for 2018 is to expand our following on Instagram. We
want our customers to be with us every step of the way. We will be focused on
building the foundation of our company
Main strategies:
 The primary focus will be to drive traffic into our stores by sharing information
about sales and new products which can build up our clientele.
 Frequent post with exciting content and engagement
Whole Foods Social Media Strategy 2

4. Social Network
URL
Following
Count
Average Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.co
m/WholeFoods
4.8 million 3-5 posts a week 8%
Facebook https://www.face
book.com/Whole
Foods/
4,117,769
3-5 posts a week 10%
Instagram https://www.inst
agram.com/whol
efoods/
2.6 million 3-5 posts a week About 19,000
average
LinkedIn https://www.link
edin.com/compan
y/whole-foods-
market/
275,589 1 or less a week 1%
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Twitter and Instagram are receiving the most likes and feedback from their
social media. Facebook is quickly catching up, but LinkedIn has little to no
interaction.

5. Source Volume Percentage of overall
traffic
Conversion Rate
Twitter 25,000 visits 15% 2.3%
Facebook 45,000 visits 25% 1.9%
Instagram 25,000 visits 20% 1.7%
Whole Foods Social Media Strategy 4
Right now, Twitter is our biggest social media traffic driver.

6. Age distribution Gender
distribution
Primary social
network
Secondary Social
Network
Primary and
secondary need
18-30: 65%
31-40: 25%
41-55: 5%
56-80: 5%
51% Female
49% Male
51% Female
49% Male
50% Facebook
40% Instagram
10%twitter
50% Instagram
30% Facebook
10% Twitter
-Fulfilling their
life to fullest
Whole Foods Social Media Strategy 5
Since Facebook and Instagram are top two social media for ages 18-30, they
should step up their development on the apps to engage with the people
more.

7. Competitor name Social media profile Strengths Weaknesses
Earth Fare TW: @EarthFare They are really active with
their followers, they
respond to customers who
tweet with their @
mentioned, this is good
because this keeps the
company interactive with
customers
They do not post
enough.
Trader Joes Instagram: traderjoes They post whenever
they have sales and new
products in the store.
They are constantly
growing their brand and
opening new stores.
They are not too
creative with their
posts.
Sprouts Farmers
Market
FB: Sprouts Farmers
Market
They post really creative
and intriguing posts to
get their customers in
the store to shop
They do not promote
their brand as well as
they can.
Whole Foods Social Media Strategy 6

8.  In 2018, the main focus of our social media strategy is to bring more followers to our social media channels. Our
online following is growing every day. We will share more interesting content to all our social media platforms.
We hope to engage more followers by the end of 2018.
1. We plan to increase our Instagram followers with another 2500 in 5-6 months
2. We plan to increase the content we post on Twitter by 30% in 5-6 months
3. We plan to post more frequently on Facebook and LinkedIn. (5-10 a week)
KPI’S Key Message
1. Number of post per week on Facebook and Instagram 1. Make our posts engaging and fun
2. Number of Followers on all platforms 2. Intrigue our audience
3. Number of visitors on our sites
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9.  Adjectives that describe our brand:
- Organic -Natural
- Fun. -High-quality
- Healthy
- Creative
 When interacting with our customers we are:
- Engaging
- Informative
- Organized
- Polite
- Timely
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10.  Paid:
-Adds on Facebook: this will allow them to advertise multiple items withing the
same ad.
-Instagram: This will show up on peoples news feed promoting the company, one
click can re-direct them to their site.
 Owned:
-Tried to introduce the hashtag #FreshFridays on Instagram
-This hashtag can track the progress of the tag.
Whole Foods Social Media Strategy 9

11. Whole Foods Social Media Strategy 10
 Holiday dates:
-Earth Day
-Thanksgiving
-Christmas
-Hanukkah
-New Year’s Eve
 Internal Events:
- April 22: Earth day event where 10% of proceeds will be donated
- November 1-24: Thanksgiving donations to people who donate 20 or more cans

12.  Director of brand content and social media: Lisa Grimm
- She leads a fully integrated brand content and social media teams responsible for
the development of the company.
 Marketing Director: Marci Frumkin
- Leads an integrated marketing program and manages and develops the regional
marketing teams
 Social Media Coordinator: Natanya Anderson
- Leads customer service to help evolve engagement with customers.
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13. Do’s and Don’t’s
- The customer is always right - Respond to negativity with negativity
- Always respond to comments in - Use offensive language
timely manner
- Promote store events - Post anything that will reflect
poorly on company
- Post engaging content
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14.  Scenario 1: Inappropriate tweet that was sent out from @WholeFoods Twitter account
using offensive language
1. Locate the tweet
2. Screenshot
3. Delete the tweet
4. Alert Lisa so she can analyze the reach and impact of tweet on the company
5. Further action will be taken after they find out who is responsible for tweet
 Scenario 2: Negative comment posted on Facebook page by customer
1. Locate the comment
2. Screenshot
3. Have the comment deleted
4. Alert Natanya to anylyze
5. Further action will be taken after the person is found
Whole Foods Social Media Strategy 13

15.  Pre-approved messages:
Twitter: “Earlier today, a tweet was sent out from our account that shows negative
judgement. It has been deleted, and we apologize to those who were affected by it.”
Facebook: “ Our company has always relied on our customers feedback and their
opinion about their experience at our store. We can improve our company and can
improve your opinion on us all at Whole Food. The situation was handled and we
thank you for your feedback and support.”
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16.  Quantitative KPI’s
Reporting period: 3 months
Date as of may 1, 2018
Website Traffic Sources Assessment
Whole Foods Social Media Strategy 15
Source Volume Percent of
overall traffic
Conversion rate
twitter 60,000
+150% growth
25% 2.0%
facebook 100,000
+130% growth
50% 5%
instagram 135,000
+300% growth
25% 4%

17.  Social Network Data
Whole Foods Social Media Strategy 16
Social
network
URL Follower
Count
Avg. weekly
activity
Engagement
rate
Twitter https://twitte
r.com/Whole
Foods
4.9 Million 20 posts per
week
.0003%
Facebook https://www.f
acebook.com/
WholeFoods
4.0 million 25 post per
week
.0005%
Instagram https://www.I
nstagram.co
m/wholefoods
2.5 million 15 posts per
week
.0004%

18.  Qualitative KPI’s
Sentiment analysis
- When we posted over 1,000 post on every social media account we found out that
followers are a lot more active on our company's page and use our hashtags that is
dedicated for our shoppers
- There are some negative comments still about our customer service, but they are
dealt with in an appropriate manner to continue the success of our company.
Proposed action:
- Continue the #FreshFriday Instagram hashtag.
- Continue posting engaging content.
Whole Foods Social Media Strategy 17