Chick-Fil-A's social media strategy aims to build relationships with customers and bring them joy through their online presence. Their objectives include increasing engagement on Instagram, which is their fastest growing platform. They use tools like infographics and customer responses to provide quality service across channels. Key dates include closing on all Christian holidays and every Sunday in observance of their religious values. Performance is tracked through metrics like website traffic sources and follower growth across networks.

1. CHICK-FIL-A
A LOOK INTO THEIR SOCIAL
MEDIA STRATEGY
BY: KRISTINA MCDONALD
FEBRUARY 19, 2017

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
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, as a company, strives to create content on their
social media platforms that not only drive in new customers,
but that keep the ones they do have happy and wanting
more.
Some of their social media strategies to execute their goal:
1. Respond and engage through social media, not just push
out content
2. Increase the volume of followers on all outlets

4. SOCIAL MEDIA AUDIT:
Social
Network
URL Followers Avg. Activity
Facebook https://www.fac
ebook.com/Chi
ckfilA/
7,654,376 5 Posts Per
Week
Instagram https://www.inst
agram.com/chic
kfila/?hl=en
636,000 2 Post Per
Week
Twitter https://twitter.co
m/ChickfilA
795,000 1-2 Tweets Per
Day

5. SOCIAL MEDIA AUDIT
CONT.
Source Volume Percentage of Traffic
Facebook 5,000 Unique Monthly
Visits
50%
Instagram NO DATA NO DATA
Twitter 2,000 Unique Monthly
Visits
30%
Although no data is available for
Instagram, it is their fastest growing
platform

6. SOCIAL MEDIA AUDIT
CONT.
Age
Distributio
n
Gender Primary
Social
Network
Secondar
y Social
Network
Primary
Need
Secondary
Need
40% 10-30 65%
Female
60%
Facebook
Seeing
new food
products
added to
our menu
Viewing when
hungry and to
be able to see
what they
desire when
ordering
50% 30-50 35% Male 20%
Twitter
10% 50 + 20%
Instagram
A majority of their audience is middle-aged females, mostly mothers.

7. SOCIAL MEDIA AUDIT
CONT.
Competitor Social Media
Profile
Strengths Weaknesses
McDonald’s Instagram:
@mcdonalds
They have
incorporated
their use in
SnapChat with
filters.
They only follow
68 people back,
which hurts their
interaction and
engagement.
Burger King Instagram:
@burgerking
Post too many
times throughout
one day.
They have over
1 million
followers but
have a low
average of likes
Wendy’s FB: Wendy’s Good use of
graphics
showcasing their
food
Have not
incorporated FB
Live into their
marketing

8. SOCIAL MEDIA
OBJECTIVES
For the year of 2017, Chick-Fil-A’s primary goal in their social
media strategy is to know what their customers want, build
relationships with them and bring grace to the table, both
personally and professionally.
Specific Objectives Include:
1. Bring in more customers through the use of social media
1. Use humor and cleverness in posts
2. Increase Instagram followers as it is their newest
platform
3. Utilize video when showcasing products
Key Messages:
- Build relationships, not just serve
KPIs:
How many customers are served at all of their locations
across the US

9. DEMOGRAPHICS:

10. ONLINE BRAND
PERSONA AND VOICE
Adjectives that describe Chick-Fil-A’s brand:

11. ONLINE PERSONA
AND VOICE CONT.
Chick-Fil-A upholds a strong religious
stance and character by closing down all of
their locations on Sunday in celebration of
the Christian religion.

12. STRATEGIES AND
TOOLS
Tools:
- Use infographics for digital media marketing
- Respond to customer’s through social media outlets to
provide quality customer service
- Make the app “One” easily accessible for all customers to
download on their smartphones
- Increase of “Raving Fans”, which is a loyalty customer
program. Right now, this makes up approximately 10-15%
of their customers
- Push out more content about “Cow Appreciation Day” to
bring in new customers

13. EXAMPLES OF TOOLS
AND STRATEGIES:

14. TIMING AND KEY
DATES
Closed on These Holiday Dates:
- Easter
- Thanksgiving Day
- Christmas Day
Closed Every Sunday

15. SOCIAL MEDIA ROLES
AND POLICY
Founder- S. Truett Caty
National Manager- Tom Williams
Social Media Manager- Katie Green
Marketing Director- Jason Smith
Their social media policy is a very important part of their
entire marketing plan, as most of their audience is active
online and in the younger-middle aged demographic. They
strive to put humor respectfully in Tweets and create images
to appeal to the Facebook and Instagram visual aspect.
1. Treat every customer with a smiling face
2. Ensure the quality of food is in good
3. Try to get customers their food quickly in an efficient
manner

16. CRITICAL RESPONSE
PLAN
Senario 1 – Someone getting food poisoning from Chick Fil A
products
Action Plan:
1. Have that location’s manager apologize to the customer
2. Try to ensure that it will not happen again
3. Research the food products that were bad and make sure
to fix the problem
1. Refrigeration and Food Date Checks
4. Try to keep it from getting out on social media
1. When talking to the customer and try to see if there is any
compensation, such as gift cards, to make their future
experience better

17. CRITICAL RESPONSE
PLAN
Scenario 2- Inappropriate Tweet sent from Chick-Fil-A’s account
1. When the Tweet is causing controversy from our followers
1. Let the national manager and social media manager know
immediately to take it down
2. Have the social media manager come up with a follow-up
Tweet
3. Send out an apology Tweet letting the public know that the
company made a mistake and that it will not happen again
4. Talk to whoever pushed out the content and have them
explaining why they thought it was okay and teach them how
it did not correlate with the company’s overall goals and
objectives

18. MEASUREMENT AND
REPORTING RESULTS
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook 3,000 unique
visits growth
30% 4.5%
Instagram 5,000 unique
visits +25%
growth
15% 6%
Twitter 2,500 unique
visits + 5%
growth
25% 2%
Quantitative KPIs
Reporting period: 4 months
Date as of February 19th 2017
Website Traffic Sources Assessment:
Timeframe: Weekly average

19. MEASUREMENT AND
REPORTING RESULTS
CONT.
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Engagement
Rate
Facebook https://www.fa
cebook.com/
ChickfilA/
7,654,376 4 posts per
week
4%
Instagram https://www.in
stagram.com/
chickfila/?hl=e
n
636,000 3 posts per
week
Average
interactions
per post=
40,000 likes
Twitter https://twitter.
com/ChickfilA
795,000 1-2 Tweets
per day
3%

20. THE END