This document provides a social media strategy and audit for BurgerFi. It includes objectives to increase engagement and traffic by 20% in 6 months through boosted posts, hashtags, and video content. Key performance indicators and a measurement plan are outlined. Roles and a critical response plan are defined. The audit finds Instagram has the highest engagement currently and sets goals to expand reach and followers across platforms over the next 6 months through targeted campaigns.

1. Social Media Strategy
Abigail Devonmille
October 2, 2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Traffic Sources Assessment
3. Customer Demographics Assessment
4. 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

3. Executive Summary
Our major social media priority for 2016 will be to
expand our online following and drive traffic to
restaurants through aggressive social media
campaigns. We hope to reengage old customers
and draw in new ones by revamping our website
and social media content. Promotions, more
interaction with customers and exemplary online
etiquette will help us achieve our goals.

4. Social Media Audit
The following slides are an audit of
BurgerFi’s social media presence to
date. It includes an assessment of all
social networks, web traffic, audience
demographics, and a competitor
analysis.

5. Social Media Assessment
as of September 29, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engageme
nt Rate
Facebook https://www.
facebook.co
m/BurgerFi/
123,851 7 50 likes
Instagram https://www.
instagram.c
om/burgerfi/
18,400 7 350 likes
Twitter https://twitte
r.com/burge
rfi
11,400 26 5 likes, 1
retweet
Social Media Assessment: At present time, the highest number
of interactions per post occurs on Instagram (engagement rate
cannot be calculated at present time.)

6. Website Traffic Sources Assessment
Monthly average, May 2016-Oct. 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 800 unique visits 20% 3.4%
Instagram NO DATA NO DATA NO DATA
Twitter 1500 unique visits 8% 1.3%

7. Audience Demographics
Assessment
Age Distribution Gender
Distribution
Primary Social
Network
Primary
Motivation
50% 18-30
25% 31-40
15% 41-55
10% 56-80
45% female
55% male
45% female
55% male
35% Facebook
50% Instagram
15% Twitter
To eat satisfying
gourmet burgers,
dogs, fries,
custard
confections and
more at great
prices. Natural,
hormone free beef
and vegetarian
options are
available.

9. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Five Guys FB: Five Guys Interaction with
customers,
feature customers
in many posts,
variety of posts
(photos, videos,
announcements
of new franchise
locations)
None; very well
done (1.02 million
likes on FB)
Smash Burger Twitter:
@smashburger
Well branded
posts, GIFs are
used, hashtags
are relevant
Not many posts
featuring
customers, little
interaction or
mentions towards
customers

10. Social Media Objectives
In 2016, the main goal of BurgerFi’s social
media strategy will be to drive more traffic to
all of our social media outlets. We intend to
accomplish this by promoting social media in
our restaurant franchises, creating more
engaging content for our followers and by
boosting posts on Facebook to reach more
of our key demographics.

11. Social Media Objectives
(continued)
Increase unique visitors from social properties
to website by 20% in 6 months via
-Increased brand awareness through increased
mentions on Twitter
-Increased use of brand hashtags across all social
platforms
Increase Instagram followers by 1000 in 6 months
Increase volume of video and engaging content
published on Facebook and Instagram by 30% in 6
months

12. KPIs and Key Messages
KPIs Key Messages
1. Number of unique visitors from
Facebook and Twitter
2. Number of Instagram followers
3. Number of weekly photo and video
posts to Facebook and Instagram
4. Sentiment analysis (via Facebook
reactions
• Fresh, delicious food in an upscale
atmosphere
• BurgerFi: Better Naturally

13. Online Brand Persona and Voice
• Fresh
• Unique
• All-Natural
• Vivacious
• Inviting
• Quirky
• Mouthwatering

14. Strategies and Tools
Paid
Every Friday morning, boost most popular organic Facebook posts for the
weekend. The post must have a minimum organic reach of 150, as well as
a minimum of 20 likes or 5 comments.
Owned
Introduce the #BFFryDay hashtag to company Instagram and Twitter
posts. Encourage customers to use this hashtag with photos featuring our
gourmet fries on Fridays. One customer photo will be selected at random
each week and the customer will receive a $15 gift card.
Earned
Monitor Twitter for keywords, mentions and hashtags related to BurgerFi.
Tools
Hootsuite, Photoshop, Vimeo

15. Timing and Key Dates
• National Hamburger Day – May 28
• National French Fry Day – July 13
• 4th of July – Burger deals for the whole
family

16. Social Media Roles and
Responsibilities/Policy
• Marketing Director - Jane Doe
• Social Media Manager – John Smith
• Social Media Coordinator – Jen Brown
• Social media impacts our daily lives more and
more each day. We use it to spread company
messages, interact with customers and partners
and to share new items, promotions and more. As
an employee and representative of BurgerFi you
are expected to demonstrate best practices and a
sense of etiquette in your use of social media by
following standard company guidelines.

17. Social Media Policy (continued)
• Be respectful to all
• Use common sense
• Stay out of trouble
• Be polite at all times
• Give solutions
• Be helpful and attentive
• All who have access to BurgerFi’s social media
accounts must use their best judgement when posting
content and responding to customers. It is of
paramount importance that we maintain the highest
online standards and that our employees’ actions
reflect our commitment to quality and
conscientiousness.

18. Critical Response Plan
• Scenario 1: Inappropriate comment made by BurgerFi
on Facebook
– Action Plan
• When comment is detected
– Take screenshot of comment
– Delete comment
– Alert John Smith (Social Media Manager). If Jane is unavailable, alert
Jane Doe (Marketing Director)
• John and Jane will discuss the impact and reach and take
further action
• John will develop a follow up message to send directly to
targeted Facebook user
• Jane will manage all direct contact with the media if necessary.
• John and Jane will get in touch with employee who made the
error and discuss possible disciplinary action.

19. Critical Response Plan (continued)
• Scenario 2 – Bad review posted on
Facebook; poor customer service
– Action Plan
• John (Social Media Manager) will evaluate severity of
review
• John will sync with Jane (Marketing Director) to create
an appropriate response
• John will respond to the reviewer and invite them back
to the restaurant with a free meal voucher
• John will contact the franchise owner and discuss
employee involved in incident
• John and Jen (Social Media Coordinator) will ensure
that the customer is satisfied and that the situation is
resolved.

20. Measurement and Reporting
• Website Traffic Sources Assessment
– Monthly average, July 2016 to October 2016
Source Volume % Overall
Traffic
Conversion
Rate
Facebook 3000 unique
visits + 15%
growth
10% 1.7%
Twitter 1750 unique
visits + 12%
growth
22% 2.2%
Instagram 450 new
followers
4% .9%

21. Measurement and Reporting
(continued)
• Social Network Data
– As of October 1, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Facebook Facebook.co
m/burgerfi
150,000
10% growth
12 posts per
week
6%
Instagram Instagram.co
m/burgerfi
20,000
7% growth
12 posts per
week
8%
Twitter Twitter.com/b
urgerfi
18,000
9% growth
24 posts per
week
7%

22. Measurement and Reporting
#BFFryDays Hashtag Performance
• Between July 1, 2016 – October 1, 2016
the hashtag was mentioned 1000 times on
Twitter and 1500 times on Instagram
• 50 Instagram posts published with the
hashtag in this time period

23. Measurement and Reporting
Sentiment Analysis
• An analysis of the interactions on 75
Facebook posts, 75 Instagram posts and
75 Tweets revealed the following:
• Increased Positive reactions on Facebook
(likes, loves, “wows”, “hahas”)
• Increased retweets
• Increased likes and positive comments on
Instagram

24. Measurement and Reporting
Proposed Action Items
• Continue #BFFryDay campaign
• Consider new hashtags, promotions and
deals for social media followers
• Prepare a mission statement and further
social media goals and objectives for 2017