Project 1 for Social Media Management at UF

1. Emily Byrne
Sunday October 8th 2017

2. Table of Contents
• Executive Summary
• Social Media Audit - include as much information as possible - SM assessment, Website, Audience
and Competitors Social Media Objectives
• Social Media Objectives
• Online Brand Persona and Voice
• include screenshots of examples in addition to the description
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. Executive Summary
Our goal is to increase followers and increase the engagement rate
between said following and content. Content by Shake Shack
should be motivating, passionate and target specific markets that
thrive within the fast-casual industry.
Major strategy includes:
1) Increase Consumer awareness and company visibility on
platforms
2) Maintaining and creating brand loyalty and relations

4. Social Media Audit
Shake Shack’s highest engagement is on Facebook and the least
engagement is on twitter. This is in relation to its perspective followers
at this given time.

5. Social Media Audit - Web Traffic
At this current time Instagram has the highest percentage of traffic,
followed by Facebook and lastly twitter. We should focus on how to
make our Instagram posts more enticing and interactive.

6. Social Media Audit- competitors
Chipotle, Panera and Burgerfi all have one thing in common: their highest
following is on Facebook. Burgerfi has a low engagement rate with all its
platforms compared to the competitors, but it also has the least amount of
followers. Consumers are pleased with high definition pictures and content
that has a good message and a large reach. Panera and Burgerfi has weak
twitter followers/ engagement, expect Chipotle. All competitors could
increase their engagement rates in relation to their number of followers.

7. Social Media Objectives
• Social media objectives:
• Overall we want to increase the brand awareness of Shake Shack on all
platforms. This will increase product revenue while also maintain and creating
customer relationships
• specifically:
1. increase visitor traffic by:
• posting more Facebook content that encourages interactions: polls, questions etc.
• using more hashtag campaigns to increase mentions and timeline/feed visibility
(specifically on twitter)
2. Gain 2,000 more Instagram followers in 4 months

8. Social Media Objectives

9. Social Media Objectives: Demographics
Millennials are the target consumer with a primary interest in Instagram and Facebook.
Social media campaigns should stress convenience and price because those are the
motivating factors for purchase.

10. STRATEGIES AND TOOLS

11. ONLINE BRAND PERSONA AND VOICE

12. Timing & Key Dates

13. Social Media Policy

14. Social Media Policy
• The digital age has allowed us to have social media integrated into our daily routine.
Our goal with social media is to maintain, improve, and increase our customer
relations and loyalty. Our social media platforms are a place where we share
company messages, promote our brand and connect with our valued customers. As
an employee of Shake Shack you are expected to adhere to the following social
media guidelines :
• Use professional language
• Use proper grammar
• Do not post profanity, indecent material, rude or offensive statements
• Help customers
• Review before posting, check with another employee
• Do not plagiarize competition
• Promote content organically
• Remember your audience
• If you are unsure of the proper social media etiquette please contact your human
resource representative.

15. Critical response plan
• Scenario 1 - Inappropriate post/tweet sent out from official Shake Shack Account
1. Find tweet immediately (also check scheduled tweets and previous tweets)
2. Immediately take a screenshot of said post & delete it
3. Contact supervisor (Eswing & Enouch) and file a report
4. Work with supervisor to see the post insights, reach and potential damage
5. If audience reacts to post contact public relations
6. Coordinate with supervisors and PR an approach that solves the issue
7. Take action is post was intentional and intended to cause harm
8. Seek disciplinary action if necessary
• Further action depends on nature of the tweet.

16. Critical response plan
• Scenario 2 – Reputational harm to the Shake Shack name via social media
• Ex: contamination, recall etc.
1. Filter through Hootsuite or streaming platform for key words (i.e. food poisoning, recall,
contamination, sickness)
2. Zero in on specific problem/ store
3. Contact supervisor of issues within the corporation
4. Work with public relations team to relay a message
5. Issue an official apology approved by (Eswing & Enouch)
6. Monitor and respond appropriately to unhappy customers
• Pre-approved messaging:
• Twitter: “we would like to issue a formal apology to all those who have been effected by incidents at
store ____. We are currently investigating and solving the issue effective immediately .”
• Facebook: “As a company we take pride in our ingredients and how our food is handled before we
serve it to our valued customers. We would like to issue an apology to all those who were effected by
recent events and exposures.”

17. Measurement and Report Result

18. Measurement and Report Result
• Sentiment analysis:
• Review of 150 tweets, Facebook posts and Instagram posts showed:
• Engagement on all platforms increased from initial measurement
• Negative feedback was because of cleanliness and quantity of food provided
• Proposed actions:
• Keep hashtags and regrams a staple in engagement
• Focus on customer service and feelings of consumers who are unsatisfied
• Keep posting high definition photos on instagram
• Polls, questions and direct interactions increase visability