This document outlines McDonald's social media strategy. The main goals are to promote healthy eating and appeal to 14-24 year olds. The strategy involves engaging audiences on Twitter, Snapchat, and Instagram twice a week. Objectives include promoting healthy menu items and foods on each platform. Key tactics are increasing posts to 4 times per week on Instagram, using Facebook to gather customer preferences, and using Snapchat to promote locations and food safety. The strategy allocates $100,000 to increase following on each platform by 1 million. It also outlines roles, a social media policy, and response plans for potential issues.

1. MCDONALDS SOCIAL MEDIA
STRATEGY
By Ben Estrine
2/18/17

2. Table of Contents
1. Cover page
2. Table of Contents
3. Executive Summary
4. Social Media Audit
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates

3. Table of Contents (Cont’d)
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

4. Executive Summary
• The main goal of my Social Media strategy for McDonalds is to get
healthy food.
• Another goal for McDonalds Social Media Strategy is to appeal to
people aged 14-24.
• Tools: Really engage McDonalds’ audience on Twitter, Snapchat, and
Instagram.
• Tactic: Post on these social media websites often (twice a week)
• Tactic: Really engage with the audience with our posts.

5. Social Media Audit

6. Social Media Objectives
• Qualitative: The main objective for our strategy is to promote healthy
eating on all social media platforms.
• Qualitative: We will use instagram to promote pictures of healthy
McDonalds food.
• Qualitative: Facebook will be used to interact with our audience
about future foods to be released
• Qualitative: Snapchat will be used to document McDonalds locations
and what goes on at each one.
• Quantitative: Increase following on each platform by 1 million.

7. MCDONALDS BRAND PERSONA AND VOICE
• Sincerity- McDonalds will always tell the truth about their food
• Confident- McDonalds knows their superior to their competition
• Fun- McDonalds promotes fun experiences with their clients.
• Family-friendly- Mcdonalds wants to promote a fun time for all
families.
• Humorous- We want our audience to laugh
• Innovative- McDonalds strives to have interesting products

8. Strategies and Tools
• To promote healthy eaten, McDonalds will promote better options to
eat on their menus. For example, we will introduce more salad
options on the menu
• To better our instagram account, we will up our average posting to 4
times/week. In addition, we will promote pictures of tasty healthy
options.
• For Facebook, we will interact with our 70 million followers and see
what they prefer. We will break down demographics on Facebook to
see what our followers are interested in on the menu. This will help
develop our healthy menu.

9. Strategies and Tools (Cont’d)
• Snapchat will help promote our locations to people on the app. For
example, we will focus on our health and safety regulations to
promote good practices.
• Our snapchats will include good food and proper safety protocol (i.e.
food safety conditions)
• To increase our following by a million on each platform, we will
allocate just $100,000 for each app to promote our accounts.

10. Key Dates and Times
• March: the month of march is the time of the shamrock shake. This is
a big favorite of McDonalds consumers.
• All day breakfast: the addition of all day breakfast has drastically
increased sales. This was essential for commuters that want
Mcdonalds.

11. Social Media Roles and Responsibilities
• Social Media Coordinator: Main role is coordinating posts on social
media platforms
• Social Media Manager: Main role is overseeing the Director and
Coordinators positions
• Social media manager should also be the main source in generating
ideas for content.
• Social Media Director: Main responsibility should be deciding what
content should go out on social media. The director should decide
exactly which content should be posted on each respective social
media platform

12. Social Media Policy
• Our policy includes being honest and fun on our social media
platforms.
• We will make sure that our posts are not misleading or untrue.
• We will make sure our pictures on instagram will be accurate
representations of the food themselves
• All our posts on social media will be appropriate and monitored by
the Social Media coordinator, director, and manager.

13. Critical Response Plan
• Scenario 1: A bunch of customers complain that our new food
products are high in calories.
• Action steps: 1. Remove products immediately from the menu 2.
Document what items were complained about so it won’t be put on
the menu again.
• Pre-approved messaging: Social Media Manager would come out and
apologize for the high calorie food items.

14. Critical Response Plan (Cont’d)
• Scenario 2: A post gets put on snapchat that was not sensored and
contains inappropriate content.
• Action steps: 1. Remove posts immediately. 2. Take steps to sensor
that content in the future. 3. Add a position that oversees social
media posts before they are published.
• Pre approved messaging: Come out and apologize for the
inappropriate content and reassure clients it will never happen again.

15. Measurement and Reporting Results