Taco Bell's social media strategy for 2017 focuses on increasing website traffic, growing their social media following, and boosting engagement. Their primary social networks are Twitter, Instagram, and Snapchat. The objectives are to increase brand identity, posts, and followers by 5% in two months. Strategies include paid, owned, and earned posts using hashtags, contests, and filters. Key dates are holidays and Taco Tuesdays. Roles include the CEO, social media manager, and social & digital experience manager. Metrics include follower counts, weekly activity, and engagement rates.

1. Ryan Larson
February 19th, 2017

2. Table of Contents
- Executive Summary
- Social Media Audit
- Social Media Objectives
- Online Brand Persona and Voice
- 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
Taco Bell’s social media priorities for 2017 are
- Increase website traffic
- Grow social media following
- Increase engagement with potential customers
The tools intended for use
- Twitter
- Instagram
- Snapchat

4. Social Media Audit
Taco Bell’s biggest following is twitter and it also has the
most interactions on twitter.
Social Media
Assessment Date: 2/19/17
Social Network URL Follower Count Average Weekly Activity
Average
Engagement Rate
twitter
https://twitter.com/tacobell
/ 1.8 Million Tweets daily 1K retweets 3K likes
Instagram @tacobell 1 Million 1 post 7-8,000 likes
Snapchat @tacobell N/A N/A N/A

5. Social Media Audit
Audience Assessment
Taco Bell has a huge social media following from the younger
demographic and they are looking primarily for interaction.
Audience Demographics
Assessment Date: 2/19/17
Age Distribution
Gender
Distribution Primary Social Network
18-30 65% 60% Male Twitter
31-40 20% 40% Female Twitter
41-55 10% Twitter
55+ 5% Website

6. Social Media Audit
Competitor assessment
The fast food market is flooded with competitors and there is
no exception in the social media market of fast food.
Competitor
Assessment: Date: 2/19/17
Competitor Name
Social Media
Profile Strengths Weaknesses
Wendy's Twtr. @Wendys Creative Public perception
McDonald's Twtr. @Mcdonalds Reach Image
BurgerKing Twtr. @BurgerKing Originality Reach

7. Social Media Objectives
The focus of our strategy is to gain more social media
followers on various platforms. This will allow us to create
deeper relationship with customers and generate a bigger
following.
- Increase brand identity on Twitter
- Increase amount of posts on Instagram
- Increase followers on all platforms by 5% in two months

8. Online Brand Persona and Voice
Adjectives that describe our
brand
- Creative
- Late night
- Tasteful
When interacting with
customers we are
- Playful
- Hip
- Sarcastic

9. Strategies and Tools
Paid Everyday tweeting to boost awareness of deals going on and new
additions to the menu. Minimum 2K retweets. Posting instagram to promote
our Taco Tuesday.
Owned Have an instagram contest for whoever dresses like a taco the best
and it will be reposted on the Tacobell account. Most importantly promoting
interaction
Earned Tap into the #TacoTuesday with a snapchat filter for people to
post to the Tacobell story. If they make it on the story they are given a free taco.

10. Timing and Key Dates
Holiday Dates
- New Years
- Valentine's Day
- Halloween
Timing
- Taco Tuesday
- Late night snack

11. Social Media Roles and Responsibilities
Chief Executive Officer at Taco Bell - Brian Niccol
Social Media manager - Ryan Rimsnider
Social & Digital Experience Manager - Jozlynn Rush

12. Social Media Policy
Social media has become a major part of today's world and
because of that all Taco Bell wants you to comply with the
following rules before sharing
- Be respectful to all
- Do not post anything illegal
- Feel free to ask before you post if you have questions
about your content

13. Critical Response Plan
If inappropriate tweet is sent out follow these steps in order
- Screenshot , then delete
- Contact social media manager
- Social media manager will draft response tweet
- Approved by head of PR
After these steps are followed, there will be an internal investigation to find out if it
was a mistake or the person responsible should be terminated.

14. Measurement and Reporting Results
Social Network Follower Count Average Weekly Activity Average Engagement Rate
Twitter 1.8 million 70 tweets 4K retweets
Instagram 1 million 5 posts 10k likes
Snapchat 40 stories 100k views