Chick-Fil-A's social media strategy for 2017 focuses on growing their online following and posting more engaging content to drive more traffic to their website. Their objectives include increasing unique website visitors from social media by 20% and engagement with followers. A social media audit found Facebook drives the most traffic but Instagram has the highest engagement. Sentiment analysis showed positive feedback about customer experience and negative mentions of long wait times.

1. BY: NATALIE MARTINEZ
2/19/17
Social Media
Strategy

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Website Traffic Sources Assessment
3. Audience Demographic Assessment
4. 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
Chick-Fil-A’s major social media priorities for 2017
will be growing their following and becoming more
engaging with followers
The primary focus will be to drive more traffic to their website by
posting more engaging content
Two major social strategies will support this effort:
1. Implement a plan to increase amount of followers and web
traffic
2. Engage in conversations with followers and receive feedback
from them

4. SOCIAL MEDIA AUDIT
The following is an audit of Chick-Fil-A’s social media
presence to date.
It includes an assessment of all social networks, web traffic,
audience demographics and a computer analysis

5. SOCIAL MEDIA ASSESSMENT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebo
ok.com/ChickfilA/
7,652,406 6 posts per
week
1.2%
Instagram https://www.instagr
am.com/chickfila/
632,000 4 posts per
week
3.7%
Twitter https://twitter.com/
ChickfilA
794,000 5 posts per
week
1.5%
LinkedIn https://www.linkedi
n.com/company-
beta/10768/life?pat
hWildcard=10768
65,430 1 post per
week
0.82%
Youtube https://www.youtub
e.com/user/chickfil
a
21,429 3 posts per
week
0.88%

6. SOCIAL MEDIA ASSESSMENT
Traffic Summary: At present time, the highest number of
interactions per post occurs on Instagram. Very few interactions
occur on LinkedIn but it still serves as a useful resource for the
company.

7. WEBSITE TRAFFIC ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook 4,000,000
unique visits
80% 76.4%
Instagram 80,000 unique
visits
40% 38.2%
Twitter 100,000 unique
visits
60% 57.3%
LinkedIn 60,000 unique
visits
20% 16.8%
Youtube 15,000 unique
visits
5% 2.5%
Traffic Summary: At present time, Facebook is by far the biggest driver of
traffic to Chick-Fil-A’s website. The conversion rate for Facebook is also the
highest.

8. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distrib
ution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary
Need
80% 18-30
50% 31-40
20% 41-55
10% 56-80
52%
Male
48%
Female
52% Male
48% Female
70% Instagram
50% Facebook
20% Twitter
10% LinkedIn
5% Youtube
80 % Facebook
50% Instagram
20% Twitter
10% LinkedIn
5% Youtube
Eating at a
restaurant
with
exceptional
customer
service that
serves
delicious
food.
Eating
food that is
delivered
fast and
also tastes
good
Audience Demographics Summary: An overwhelming majority of
survey respondents are in the 18 - 30 age group. Facebook and
Instagram are their core social networks. Customer service are
delicious food are primary motivators for eating Chic-Fil-A. The
company should focus on further developing Facebook content and

9. DEMOGRAPHICS

10. COMPETITOR ASSESSMENT
Competitor
Name
Social Media
Profile
Strengths Weaknesses
McDonald’s FB: McDonald’s Post many times
a week, include
entertaining
videos, responds
to customer’s
comments
So much content
may become
overwhelming
Burger King Instagram:
burgerking
High amount of
likes and
followers,
advertise their
scholarship
program
All content is
similar, do not
utilize hashtags
Wendy’s Twitter: Wendys Clever bio, large
following, post
often, all posts
contain photos,
interact with
customers
Do not use many
hasgtags, tweets
many times a
day

11. COMPETITOR ASSESSMENT SUMMARY
The analysis focused on three major competitors with a
strong social presence on Facebook, Instagram and Twitter,
respectively
• Responding to their followers is major driver of engagement
with their audiences and the use of videos makes content
more visually appealing and entertaining.
• Competition can improve their social media by using the
quality versus quantity rule and making each specific post
more unique. They could also utilize better hashtags.

12. SOCIAL MEDIA OBJECTIVES
In 2017, the primary focus of Chick-Fil-A’s social media strategy will be to drive
more traffic to their website. In order to do so, their social media priorities will
be growing online following and posting more engaging content.
Some specific objectives include:
• Increase unique visitors from social properties to website by 20% in four
months via
• Increased brand awareness through increased hashtags on Instagram
• Increase engagement with followers by replying to them on Twitter and
Facebook
KPIs
1. Number of unique visitors from Facebook, Instagram and Twitter
2. Number of Instagram followers
3. Number of weekly photo and video posts on Facebook
4. Sentiment analysis
Key Messages
• “It’s our pleasure to serve.”
• “Eat more chikin”

13. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe Chick-Fil-A
• Fresh
• Dedicated
• Quality
• Community
• Hand-made
When interacting with customers, Chick-Fil-A is
• Kind
• Respectful
• Helpful

14. ONLINE BRAND PERSONA AND VOICE

15. STRATEGIES AND TOOLS
Must include screen shot examples of social media
Paid: Every Saturday boost most popular organic Facebook posts
for the weekend. The post must have a minimum organic reach of
1,000 as well was a minimum of 500 likes, 50 comments and 100
shares.
Owned: Introduce a weekly video series on Facebook
highlighting a menu item. Create a hashtag to promote the series
and encourage customers to share
Earned: Monitor Twitter for keywords and terms: chicken
sandwich, eat mor chikin, waffle fries. Extend 500 free entre
discount codes to warm leads/prospects over the course of 5
months = unexpected delight
Approved Tools: Buffer, Hootsuite
Rejected Tools: N/A
Existing subscriptions/licenses: Vimeo, photoshop

16. TIMING AND KEY DATES
Holiday Dates
New Years
Valentines Day
St. Patrick’s Day
Easter
Mother’s Day
Father’s Day
Independence Day
Halloween
Veterans Day
Christmas Eve
Internal Events
• Cow Appreciation Day
Reporting Dates
• Reporting will occur once a
quarter in January, April, July
and October. Precise dates
TBA

17. SOCIAL MEDIA ROLES
AND RESPONSIBILITIES
Chief Marketing Officer- Jon Bridges
• Responsible for overseeing the planning, development
and execution of an organization's marketing and
advertising initiatives
Vice President, PR & Publicity – Donald A. Perry
• Responsible for oversight of all communication tactics and
social media platforms
Social Media Coordinator- Brent Ragsdale
• Responsible for creating content for all social media sites

18. SOCIAL MEDIA POLICY
Chik-Fil-A’s social media guidelines are based on their mission
and principles. These guidelines are designed to advance the
company’s reputation. They encourage employees to be active
but responsible on social media.
1. Use common sense and common courtesy; be polite and
appropriate
2. Employees are allowed to associate themselves with the
company when posting but they must clearly brand their online
posts as personal and purely their own
3. Content pertaining to sensitive company information should not
be shared to the outside online community
4. Proper copyright and reference laws should be observed by
employees when posting online

19. CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate tweet sent out from Chick-Fil-A’s account
• When tweet is detected
• Take a screenshot for proof
• Delete the tweet
• Alert the Social Media Manager, Brent Ragsdale
• Brent will develop a response tweet and Vice President of PR & Publicity,
Donald Perry, will approve
• If media becomes involved, Donald should handle all questions from them. If
Donald is unavailable, the owner should be in contact with the media
• Donald and Brent will speak to employee who submitted the tweet and
consequences will be determined as see fit
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependent on the nature of the tweet - to be developed by Brent
and Donald.

20. CRITICAL RESPONSE PLAN
Scenario 2: Chick-Fil-A experiences food contamination
e.g. An Salmonella breakout
Action Plan
• Alert CEO, Dan Cathy
• Hold a press conference where Dan issues official apology and states efforts
to resolve the issue
• Fire the supplier that provided the chicken that was responsible for the
outbreak
• Implement new safety procedures to prevent further outbreaks
• Set up a toll-free number for customers to call if they suspect they have been
affected
• Give out coupons for a free side of fries
• Follow up with those affected
Pre-approved messaging:
• “We offer our sincerest apologies to those who have been affected. In
response to this incident, Chick-Fil-A is committed to taking any and all
necessary actions to make sure our food is as safe as possible. We take this
incident very seriously because the safety of our food and wellbeing of our
customers is always our highest priority.”

21. MEASUREMENT AND REPORTING RESULTS
Quantitative KPIs
Reporting Period: 3 months
Data as of February 19, 2017
Website Traffic Sources Assessment
Timeframe: Monthly average, October 2016 to December 2016
Source Volume % Overall
Traffic
Conversion
Rate
Facebook 4,000,500
unique visits
95% 76.4%
Instagram 81,000 unique
visits
60% 38.2%
Twitter 101, 000
unique visits
80% 57.3%
LinkedIn 60,500 unique
visits
25 % 16.8%
Youtube 15,8000 unique
visits
10% 2.5%

22. MEASUREMENT AND REPORTING RESULTS
Social Network Data: Timeframe: as of February 19, 2017
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Facebook https://www.facebook.com/C
hickfilA/
7,652,550
+.0019%
growth
10 posts
per week
66% growth
2.5%
Instagram https://www.instagram.com/c
hickfila/
632,500
+.08%
growth
6 posts per
week
50% growth
4.2%
Twitter https://twitter.com/ChickfilA 794,780
+.1% growth
10 posts
per week
100% growth
3%
LinkedIn https://www.linkedin.com/co
mpany-
beta/10768/life?pathWildcar
d=10768
65,520
+.14%
growth
2 post per
week
100% growth
1.5%
Youtube https://www.youtube.com/us
er/chickfila
21,690
+1.22%
growth
4 posts per
33%week
1.2%

23. SOCIAL NETWORK DATA
• Chick- Fil-A’s Youtube following has grown the most with a
1.22% increase in 3 months. The weekly video series
introduced to Facebook has been a major factor in both
Youtube and Facebook’s growth. With a .0019% increase,
Facebook has gained followers and become more engaging
with them.
• Chick-Fil-A decided to keep LinkedIn to serve the upcoming
Spring/Summer hiring season. LinkedIn saw a growth of .14%.
The social content team needs to create more content
specifically for this medium, specifically things related to jobs.

24. MEASUREMENT AND REPORTING
RESULTS
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100
Instagram posts and 100 Tweets revealed the following:
• An abundance of positive sentiment from customers following
their visit. This includes mentions, sharing photos and stories of
their experience and recommendations of what to order
• The biggest driver of negative sentiment is related to time.
Customers express frustration about long lines and the wait for
the food
Proposed Action Items
• Continue the weekly Facebook video series
• Consider #PayItForward campaign to give customers a free
entree coupon
• Prepare a content strategy for LinkedIn for the upcoming hiring
season.