This document outlines a social media strategy for Burger King. It begins with an executive summary noting Burger King lags behind competitors in social media presence. It then provides a social media audit of Burger King's and competitors' accounts. Objectives are to create a unique voice and reach new demographics. Strategies include assigning staff to different platforms and focusing efforts on Twitter and Instagram. Key dates, roles, policies, response plans, and metrics are also defined.

1. Social Media Strategy for Burger
King
06/06/18 Santiago Benitez

2. Table of Contents
 Executive Summary- Slide 3
 Social Media Audit- Slides 4-5
 Social Media Objectives- Slide 6
 Online Brand Persona and Voice- Slides 7-9
 Strategies and Tools- Slide 10
 Timing and Key Dates- Slide 11
 Social Media Roles and Responsibilities- Slide 12
 Social Media Policy- Slide 13
 Critical Response Plan- Slide 14
 Engagement and Reporting Results- Slide 15

3. Executive Summary
 Burger King is one of the biggest fast food chains in the United States, and one of the three
biggest chains that specifically focus their menu around burgers and fries. However, there is a lot
of room to improve for Burger King as it lags behind McDonalds and is in stiff competition with
Wendy’s. There is a clear disparity as far as social media is concerned with both McDonald’s and
Wendy’s for the most part having larger social media presence. Thus, I feel that Burger King
could invest more in Social Media and expand their current audience to match these gains.

4. Social Media Audit (SM Assessment
Social Network URL Follower Count Average Weekly Activity Average Engagement
Rate
Twitter https://twitter.com/Burger
King
1.63 Million
Facebook https://www.facebook.co
m/burgerking/
8.2 Million
Instagram https://www.instagram.co
m/burgerking/
1.5 million

5. Social Media Audit (Competitors)
Social Media URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.co
m/McDonalds
3.59 Million
Facebook https://www.face
book.com/McDo
naldsUS
77 Million
Instagram https://www.insta
gram.com/mcdo
nalds/
3.1 Million
Social Media URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.co
m/wendys
2.57 Million
Facebook https://www.face
book.com/wend
s/
8.6 Million
Instagram https://www.inst
gram.com/wend
s/
761,000

6. Social Media Objectives
 The Social Media objectives for Burger King are to create a truly unique voice for the company’s
social media presence, and to use Social Media to reach their core demographics. However, a
refresh of Burger King’s social media usage should encourage an expansion of their
demographics to include the younger generations, who would probably consume food in Burger
King’s average price range. This should be done via a mixture of both organic and paid support
on social media channels.

7. Online Brand Persona and Voice
 Burger King currently lacks a distinct social media voice, especially on Twitter. The Twitter account
is currently very unresponsive and only really replies when promotions do. This screenshot from a
couple days ago proves a lot of the problems with the voice on Burger King’s Twitter account

9. Online Brand Person and Voice
 Burger King should focus its twitter on creating a distinctive voice and to personalize replies to
twitter accounts
 Automated response tweets should also be discouraged as it creates a more robotic voice for the
brand.
 Having a distinct personality on social media would attract more of the younger demographic
that uses twitter, thus potentially creating more customers.

10. Strategies and Tools
 Social Media should be handled in a staff. Due to the different demographics that use Facebook,
Twitter and Instagram respectively, there should be different staff assigned to caretake Burger
King’s pages on each one of those websites. Budgeting should be focused more on twitter, due
to the fact that Wendy’s has made greater inroads via their twitter channel. However, each social
media page should be focused on a specific Social Media. While there will be broad oversight,
the different age demographics of Facebook, Twitter, and Instagram necessitates that there
should be a different voice and thus different approaches to those specific channels.
 Tools like Buffer and Hootsuit would be beneficial to schedule posts.
 A larger amount of the budget should be focused on twitter and Instagram than Facebook, as
Facebook is the largest of Burger King’s social Media.
 Earned feedback should be the main priority, while there should be more resources dedicated to
paid

11. Timing and Key Dates
Holidays and Key Events
January 1- New Year’s Day February 14- Valentine’s Day March 17- St. Patrick’s Day
Sunday in April- Easter May 28- National Hamburger
Day
Last Monday in May- Memorial
Day
July 4th- Independence Day July 13- National French Fry Day July 28th- Anniversary of first
Burger King

12. Social Media Roles and Responsibilities
 Social Media Director- The overall person in charge of seeing that the Social Media operation
runs smoothly
 Social Media Coordinator- In charge of timing posts and scheduling social media activity
 Twitter Director- In Charge of coordinating the Twitter account
 Facebook Director- In charge of coordinating the Facebook Account
 Instagram Director- In charge of coordinating the Instagram account

13. Social Media Policy
 The Primary focus of main tweets from the accounts should be advertisements. However, humor
in those advertisements is strongly encouraged.
 Any posts should be monitored by the director for each social media channel.
 Responsiveness to customers is strongly encouraged
 Sometimes, the accounts will be tagged randomly without complaints. In these cases, using a
voice with humor is encouraged.

14. Critical Response Plan
 In case of a major controversy, the critical response plan should include formal apologies,
deletion of any social media posts that led to said controversy. If a hacking caused the
controversy, it should be made clear in the apologies. If the controversy was caused by an
employee, then termination could be in order.

15. Measurement and Reporting Results
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter https://twitter.com/BurgerKin
g
1.63 Million
Facebook https://www.facebook.com/b
urgerking/
8.2 Million
Instagram https://www.instagram.com/b
urgerking/
1.5 million