The document outlines Chick-fil-A's social media strategy aimed at increasing engagement and attracting users by highlighting the brand's fresh food and excellent service. It details a social media audit, identifies McDonald's as a key competitor, and sets objectives such as growing social media followers and posting frequency. The strategy includes content creation plans, user engagement initiatives, and guidelines for handling social media responses.

1. Chick-fil-A Social Media Strategy
By Blair Bowman

2. Executive Summary
• Our goal is to use various social media outlets to highlight our fresh,
inexpensive food and our great service. To do this, we will post content that
is interesting to our viewers, so they will engage with the brand in return.
• Our strategy to do this:
• Highlight brand's attributes through relevant and relatable content
• Post often!

3. Social Media Audit
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter https://twitter.com/ChickfilA 821,000 7 8%
Facebook
https://www.facebook.com/C
hickfilA/ 7,233,002 5 15%
Instagram
https://www.instagram.com/c
hickfila/ 730,000 4 13%
Pinterest
https://www.pinterest.com/C
hickfilA/?eq=chick&etslf=403
9 6,009 0 0
Snapchat N/A N/A N/A N/A
Social Media Assessment
Assessment Summary: Create more content on Pinterest and open up a Snapchat for younger followers.

4. Website Traffic Sources Assessment
Assessment Summary: Create more content on Pinterest and open up a Snapchat for younger followers.
Different age groups have different reasons for coming to Chick-fil-A, but we must appeal to all of those needs!
Source Volume % of Overall Traffic Conversion Rate
Twitter 12,000 10% 7%
Facebook 16,000 14% 11%
Instagram 8,000 7% 5%
Pinterest <1,000 <1%
Snapchat N/A N/A N/A
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
18-24 55% female Instagram Twitter Inexpensive food Fast food
25-34 52% female Instagram Facebook Inexpensive food Fast food
35-44 Facebook Twitter Fast food Healthy food
45-54 Facebook Twitter Fast food Healthy food
55+ Facebook Twitter Food that tastes good Healthy food
Audience Demographics Assessment

5. Competitor Assessment
Date: November 2016
Assessment Summary: McDonald's is the biggest competitor of Chick-fil-A because the food is cheaper and it
is a global brand. Chick-fil-A's food is a better quality and is viewed as healthier than McDonald's, so it is
important to emphasize that.
Competitor Name Social Media Profile Strengths Weaknesses
McDonald's Facebook Global brand, very cheap, fast Lower quality, less healthy
KFC Facebook Cheap, fast Lower quality, less healthy
Popeye's Facebook cheap, fast Lower quality, less healthy

6. Social Media Objectives
• The overall business goal is to attract more users to Chick-fil-A's social
media. In turn, this will increase reach and engagement among users,
allowing Chick-fil-A to form closer relationships with their consumers. The
overall business goal is to attract more users to Chick-fil-A's social media. In
turn, this will increase reach and engagement among users, allowing Chick-
Fil-A to form closer relationships with their consumers.

7. • Increase unique visitors to existing social media
by 15% over the next 4 months
• Create a Snapchat for the brand and increase
users by 2,000 in the next 6 months
• Increase volume of Instagram posts by 40%
over the next 4 months
• Quantitative
• Number of unique visitors on Facebook,
Instagram, Twitter, and Pinterest
• Increase Snapchat followers by 2,000 in the next
6 months
• Increase average weekly posts on Instagram to
approximately 6 posts.
• Qualitative
• More engagement from users
• Increased brand awareness and loyalty from
users
Objectives KPIs
Key Supporting Messages
• Fast food that doesn't compromise taste
• Inexpensive food that can also be healthy

8. • Welcoming
• Familiar
• Family-friendly
• Coveted
Adjectives that describe the brand:

9. Strategies
• Paid
• Every Monday, boost a popular Facebook
post from the week prior to remind the
users to come to Chick-fil-A.
• Every Friday, promote a popular Tweet
from that week in order to resonate with
the younger audiences over the weekend.
• Earned
• Monitor keywords: Chick-fil-A, chicken,
waffle fries, milkshakes on social media.
Make sure to target these people with
promoted Tweets and boosted Facebook
posts.
• Owned
• Update website to include a section that
streams user-generated content and posts
about their experiences at Chick-fil-A. This
emphasizes the transparency of the brand.
Every Friday, promote a popular Tweet from
that week in order to resonate with the
younger audiences over the weekend.
• Encourage user to use the hashtag
#MyChickfilA on Instagram and Twitter
accompanied by a picture of whatever the
purchase from the restaurant.

10. • Hootsuite
• Buffer
Tools Approved
Tools Rejected
Strategic Tools
• N/A
Existing Licenses/Subscriptions
• Photoshop
• InDesign
• Vimeo
• Premiere Pro

11. • National Chicken Day: July 6th, 2017
• National Sandwich Day: November
3rd, 2017
• Christmas: December 25, 2017
Key Dates
Key Dates and Timing
Lead Time
• For a time sensitive campaign, we will
need at least 2 months to create content
and deploy it on social media.
Internal Events
• Cow Appreciation Day: July 11th,
2017
• Monthly free offers for customers
who purchase a Cow Calendar
Reporting Dates
• Reporting dates will occur once every 2
months, 6 times a year, beginning in
January. There will be reporting dates in
March, May, July, September, and
November as well.

12. • Michael Lage
• Responsibilities:
• Planning for social media team
• Makes decisions for final approval
Social Media Director
Social Media Roles
Social Media Coordinator
• Melissa Agnes
• Responsibilities:
• Keep up-to-date on current trends
• Research the audience
• Assist Social Media Manager in creating
content
Social Media Manager
• Kristen Hunter
• Responsibilities:
• Develop content for social
• Manage all content that is published

13. Social Media Policy
• Below are the guidelines that a Chick-fil-A employee must follow in order to
engage with users on social media:
• Be respectful to everyone
• Be polite
• Answer questions to the best of your ability
• Keep confidential information off of social media
• Be helpful to our customers
• If you're unsure, don't post it

14. • Action steps: Take screenshot, delete, tell the Social Media Manager.
• Pre-approved messaging: There will be no pre-approved messaging here.
Scenario 1: There is an inappropriate post published on social.
Critical Response Plan
Scenario 2: There is intense public backlash from approved posts on
social.
• Action steps: Delete post, alert the Social Media Manager, and decide how
to appropriately respond.
• Pre-approved messaging: Responses will vary on a case-to-case basis.

15. Social Network Data
Results
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter
https://twitter.com/Chic
kfilA 823,000 9 10%
Facebook
https://www.facebook.co
m/ChickfilA/ 7,234,014 11 18%
Instagram
https://www.instagram.c
om/chickfila/ 733,000 5 16%
Pinterest
https://www.pinterest.co
m/ChickfilA/?eq=chick&
etslf=4039 9,005 2 3%
Snapchat
https://www.snapchat.co
m/ChickfilaA 3,001 4 5%
Website Traffic Data
Source Volume % of Overall Traffic Conversion Rate
Twitter 15,000 13% 9%
Facebook 17,000 15% 14%
Instagram 10,000 12% 7%
Pinterest 2,000 3% 3%
Snapchat 1,500 2% 3%

16. Results Assessment
Results
Sentiment Analysis
• We have reached our goal of increasing our number of unique visitors by 15% in 6
months, and we have also exceeded the number of new Snapchat followers that we
hoped for. We are well on our way to increasing our average weekly posts on
Instagram to approximately 6 posts in our 6-month timeline. Finally, we have
increased our average weekly activity, average engagement rate, and our percent of
overall traffic since the beginning of our flight.
• We have definitely had more engagement from our customers on social media since
the beginning of this flight. Consequently, there has been more brand awareness
and loyalty from them.