This document provides a social media strategy for The Cheesecake Factory that includes objectives, content plans, and performance metrics. The key goals are to increase engagement on platforms like Instagram and Facebook, and support revenue goals by driving traffic to restaurants. Tactics include boosting posts, encouraging user-generated content with hashtags, and monitoring social conversations. Progress will be measured through metrics like follower growth, engagement rates, and sentiment analysis of customer interactions.

1. SOCIAL MEDIA STRATEGY
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Jasmin Wooten June 1, 2018
TABLE OF CONTENTS
1. Executive Summary, June 2018
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

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EXCEUTIVE SUMMARY
Our major social media goals for the second half of the 2018 fiscal year will be increasing our online community engagement
and following.
The primary focus will be to support revenue goals by sharing more engaging content that fosters positive customer
interactions and engagement with our brand.
Two major social strategies will support this objective:
1. Increase the amount of content we publish weekly across our platforms, particularly: Twitter, Facebook, and
Instagram.
2. Encourage interactions with the use of hashtags and campaigns
SOCIAL MEDIA AUDIT
The following is an up-to-date audit of The Cheesecake Factory, Inc. social media presence. It includes an assessment of all
social networks, web traffic, audience demographics, and a competitor analysis.
Social Media Assessment
Date as of June 1, 2018
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/Cheesecake 376,000 7 posts/a week 2.0%
Facebook https://www.facebook.com/thecheesecakefactory/ 4,802,695 2 posts/a week 1.3%
Instagram https://www.instagram.com/cheesecakefactory/?hl=en 651,000 1 post/a week Average interactions per
post = 6900
Pinterest https://www.pinterest.com/ccfactory/ 27,993 34 boards
1,601 pins
N/A

3. SOCIAL MEDIA STRATEGY
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Social Media Assessment:
At the time, the highest number of interactions occur on Instagram with each post getting approximately 6,900 interactions
(engagement rate cannot be calculated). It is hard to assess the success of our Pinterest account because there are no
available statistics that detail engagement levels.
Website Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter Information not available Information not available Information not available
Facebook Information not available Information not available Information not available
Instagram Information not available Information not available Information not available
Pinterest Information not available Information not available Information not available
Traffic Summary:
At the present time, I am unable to access the company’s website traffic data. Although I am unable to access direct traffic
data, most of the company’s social interactions happen on Instagram.
Audience Demographic Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
18-30
31-49
41-55
56-80
Female > Male Instagram
Facebook
Twitter
Facebook
Instagram
Twitter
Looking for
variety of good
quality food.
Fair price for
quantity/quality of
food
Audience Demographics Summary:
The majority of our consumers are 18-49-year old females. Middle to upper class college-educated is the typical
socioeconomic background of our customers. Instagram and Facebook are the most popular platforms used. Audiences
choose our restaurants because we offer a variety of quality dining options at a reasonable price.

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Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Applebee’s Instagram On average, posts 3 times a
week (frequent but not
excessive). Visuals alternate
between video graphics and
photos. Visuals are consistent
with company colors. The
brand pays attention to food
holidays and national holidays.
Effectively uses unique
hashtags. Their social content
reflects their tv ad campaigns.
Very little customer
engagement in the comment
section.
Yard House Twitter Posts at least once a day.
Uses twitter polls to engage
their audience. Tweets reflect
that they are in tune with pop
culture news/trends. Usually
responds to customers within
an hour.
Most of their tweets do not
foster engagement. Page lacks
photo and videos to
accompany their tweets.
Overuse of dry humor.
BJ’s Restaurant & Brewhouse Facebook They use a variation of video
and photo as visuals. They pay
attention to national food
holidays.
One way communication – they
do not respond in a timely
manner to customer complaints
left on their wall. The account
goes weeks at a time without
new posts. The company is not
capitalizing off of holidays and
seasonal trends.
Competitor Assessment Summary:
The above analysis focused on three major competitors who have strong social presences on Instagram, Twitter, and Facebook,
respectively. Semi-frequent posts with appealing visual content are a major source of engagement with each company’s audience.
Using hashtags and polls generate customer engagement with the brand on Twitter. Brands are successful in engaging customers
when their social media efforts match their print/television advertisements. Areas, where competitors can improve, involve creating
content that generates more dialogue and unique mentions. Improvement can also be made in response time to customers.
SOCIAL MEDIA OBJECTIVES
In 2018, the main focus of our social media strategy will be to support our increasing revenue goals by driving more traffic to
our restaurants through our social channels. To accomplish this task, our social media priorities will be creating engaging
content that showcases our company as a premier destination for both dessert and food enthusiasts. Our goal is to grow our
online community by sharing content that showcases our eclectic menu options.

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Some specific objectives include:
1. Increase unique visitors on social properties by 15% in 3 months via:
a. Increased brand awareness through increased likes/comments on Instagram
b. Increased use of brand hashtags across all social platforms
2. Increase the number of Facebook shares by 200% in 3 months
3. Increase the variety of content posted on Twitter and Instagram
a. Create engaging twitter polls
b. Effectively utilize the Insta Story feature on Instagram
KPIs Key Messages
1. Number of unique visitors from Facebook, Twitter, - Where the choices are endless
Instagram, and Pinterest - #SummerOfCheesecake
2. Number of Facebook shares
3. Number of votes on twitter polls
4. Number of Insta story posts
5. Sentiment analysis
The goal is to create interactive content that encourages customers to tell us about their favorite memories and experiences
at the Cheesecake Factory. We want to build on the strong, loyal fan base we have in hopes that their word-of-mouth
recommendations will bring in new customers.
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand: When interacting with customers we are:
- Adventurous - Kind
- Friendly - Helpful
- Accommodating - Trust-worthy
- One-of-a-kind

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These two Instagram posts highlight our eclectic menu, filled with options everyone can enjoy.
We aim to accommodate everyone with our one-of-a-kind menu options.
STRATEGIES AND TOOLS
Paid:
Every Friday night boost a visual on Facebook that highlights our restaurant as a premier dining destination for couples,
friends, and family. On Saturday nights boost posts on Facebook that highlight our restaurant as a great Sunday brunch
option. On Instagram, promote our summer hashtag #SummerOfCheescake.
Owned:
Introduce the use of #SummerOfCheesecake to company Instagram posts. Encourage customers to post pictures of them
enjoying cheesecake or another meal option. Choose 2 user-generated photos a week to regram. Create twitter polls asking
customers to pick their favorite cheesecake flavor using the #SummerofCheesecake hashtag. Promote hashtag on Facebook
and in the restaurant.
Earned:
Monitor social media platforms for keywords and terms: #SummerOfCheesecake, Cheesecake Factory, #ILoveCheesecake.
Raffle off free cheesecake for a year voucher, twice a month.
Tools
Approved Tools Rejected Tools Existing Subscription/Licenses
- Hootsuite - N/A - Photoshop

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TIMING AND KEY DATES
Holiday Dates Internal Events
- Fourth of July - July 19 – Corporate Team Building Event (HQ)
- Labor Day (long weekend) - September 1 – Regional Conference (Southeast)
- Veterans Day (long weekend)
- Thanksgiving (long weekend) Reporting Dates
- Christmas
- Reporting will occur in September and December.
Dates TBA
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Marketing Director - Jasmin Wooten Supporting Social Media Team
Social Media Manager – Sabrina Lawrence Ryan Loche (social ads support)
Social Media Coordinator – Bonnie Louis Stewart Scott (customer support – social media)
SOCIAL MEDIA POLICY
Social media is a deeply ingrained in our daily lives. We use it to spread company messages, interact with customers and
partners, and to share our personal activities, thoughts, ideas, plans, and more. As an employee and representative of
Cheesecake Factory, Inc. you are expected to demonstrate best practices and a sense of etiquette in your use of social by
following some simple guidelines:
- Use common sense -Do not bad-mouth our competitors
- Do not post about illegal activities - Feel free to spread word about company campaigns
- Be polite on personal accounts
- Be solution-oriented
Cheesecake Factory is serious about the appropriate use of social media by our employees. Violation of the Cheesecake
Factory social policy may result in corrective action, up to, and including termination. You may also be subject to legal action,
including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate.
Should you have any questions or concerns please speak to your manager or anyone on the HR team.

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CRITICAL RESPONSE PLAN
Scenario 1 – Fire/Armed incident at restaurant, no injuries
Action Plan
1. Site crew to alert store manger. Store manager to alert Jasmin Wooten (Marketing Director).
2. Jasmin to speak with store manager and Sabrina Lawrence (Social Media Manager) and evaluate the number of social
media mentions of the incident.
3. If media has picked up the incident, Jasmin to manage all direct contact. If Jasmin is unavailable, Sabrina will manage all
contact.
4. Sabrina to push messaging to social channel where the news broke first. Continue to monitor the spread of the news to
other social channels and push messaging there as necessary.
5. Jasmin and store manager to evaluate the need for a longer statement and write one, if necessary.
6. Jasmin, Sabrina, and Bonnie (Social Media Coordinator) to cotinine monitoring the situation and bring in Ryan and
Steward (Supporting Social Media team members) as needed.
Pre-approved messaging:
Facebook: “An incident occurred today at one of our restaurants. We’re happy to say no one was injured. In order for
officers to investigate and protect the safety of our customers and workers, the location will be closed until further notice.”
Twitter: “We’re happy to report no injuries occurred in today’s incident. The insert city location is currently closed, we’ll
let you know when we re-open.”
Scenario 2 – Inappropriate Tweet Sent from @Cheesecake
Action Plan
1. When tweet is detected:
a. Take screenshot
b. Delete Tweet
c. Alert Sabrina (Social Media Manager). If Sabrina unavailable, alert Jasmin Wooten (Marketing Director).
2. Sabrina to speak with Jasmin to discuss impact and reach, and evaluate further action.
3. Sabrina to develop appropriate follow up Tweet, Jasmin to approve.
4. If media has picked up the Tweet, Jasmin to manage all direct contact. If Jasmin is unavailable, Sabrina will manage all
contact.
5. Jasmin and Sabrina to speak with employee responsible for publishing the Tweet to see if disciplinary action is required.

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MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting Period: 3 months
Website Traffic Sources Assessment
Timeframe: Monthly average
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 750,000 unique visits
+ 26% growth
15% 5.9%
Facebook 476,000 unique visits
+12% growth
30% 2.3%
Pinterest 919,000 unique visits
+33% growth
4% .2%
Social Network Data
Social
Network
URL Follower
count
Average
Weekly
Activity
Engagement
Rate
Twitter https://twitter.com/Cheesecake 560,000
+15% growth
15 posts/per
week
+20% growth
4.5%
Facebook https://www.facebook.com/thecheesecakefactory/ 5,700,000
+7% growth
8 posts/per week
+60% growth
3.4%
Instagram https://www.instagram.com/cheesecakefactory/?hl=en 850,000
13% growth
3 posts a day
+35% growth
Average
interactions per
post = 1,045
Pintetest https://www.pinterest.com/ccfactory/ 29,851
+1% growth
34 boards
1,601 pins
N/A
• Our follower counts increased tremendously across all our social channels. We gained 184,000 followers on Instagram,
897,305 followers on Facebook, and 199,000 on Instagram bypassing all our goals for the 3-month period. We also doubled
our goal for unique visitors on Instagram, increasing the number to 33%.
• The social content team has done a great job of curating visual content. The team has also found creative ways to engage
twitter audiences, using polls. Our Twitter polls averaged 1,200 responses. We increased our Facebook shares by 241%, just
shy of our 300% goal.
• We decided to delete our Pinterest account effective January 2019 in order to allocate our resources to social media sites that
garner more traffic including Twitter and Instagram.

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#SummerOfCheesecake Hashtag Performance
• Over a three month period, the hashtag was mentioned 9,000 on Twitter and 21,000 times on Instagram
• Instagram posts published with the hashtag have a higher than average number of comment interactions
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 messages about customer’s last visit
• Biggest complaint was lack of healthier dining options on the menu
Proposed Action Items
• Continue seasonal campaigns that ask guests to share about their great experiences at our restaurants
• Continue raffling off free meals and cheesecakes to those who engage with our hashtags
• Create campaign content with a social influencer, targeting 18-29 age demographic