This document outlines Chick-fil-A's social media strategy for 2017-2018. The objectives are to increase followers on Facebook and Instagram through promotions and customer engagement. A social media audit found that Facebook receives the most interaction currently. Strategies include paid Instagram ads and responding to customer complaints on Twitter. Key dates include holidays and internal events. Roles assign responsibilities to marketing, social media, and IT staff. Metrics and a critical response plan are also included.

1. Chick-fil-A
 Social Media Strategy
 Kaitlin Kelly
 10/4/2017

2. Tableof
Contents
 Slide 1: Executive Summary
 Slide 2: Social Media Audit
 Slide 3: Social Media Objectives
 Slide 4: Online Brand Persona and Voice
- Social Media Assessment
- Traffic Assessment
- Customer Demographics Assessment
- Competitor Assessment
 Slide 5: Strategies and Tools
 Slide 6: Timing and Key Dates
 Slide 7: Social Media Roles and Responsibilities
 Slide 8:
 Slide 9:
 Slide 10:

3. Executive
Summary
 Our social media plan for 2017/2018 will be to increase
following growth on Facebook and Instagram.
 Our strategies will include using menu promotions to
attract customers for discounted prices, gaining
customer loyalty.
 Two social strategies that will influence this plan:
1. Attractive advertisements on Facebook that broadcast
promotions.
2. Earning brand loyalty by communicating with
customers on social platforms.

4. SocialMedia
Audit
 Data as of October 6, 2017
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagemen
t Rate
Facebook https://www
.facebook.co
m/ChickfilA
/
7,939,076
likes
3 posts Ranging
from 1,000-
15,000 likes
per post
Instagram @chickfila 833,000 2 posts Average of
6,000-
25,000 likes
per post
Twitter @ChickFilA 873,000 5 posts Responding
to an
average of
45 customer
tweets daily

5. SocialMedia
Audit
SOCIAL MEDIAASSESSMENT
 Currently, Chick-fil-A’s social media platform that
receives the most viewers and interaction is Facebook.
With the ability to earn more clicks and having the
option to share posts, Facebook is easier to expose to
an audience.

6. SocialMedia
Audit
WEBSITE TRAFFIC ASSESSMENT
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 30,000
unique
visits
%50 3%
Instagram 15,000
unique
visits
No data No data
Twitter 20,000
unique
visits
35% 2.1%
Time frame: Monthly Average:
September-October 2017
Website Traffic Assessment: Because Instagram does not receive “overall traffic” because
posts appear on a timeline that varies due to platform algorithms. Facebook conversion
rate lies a little above Twitter, as the ability to share through more than a retweet or
like is available.

7. SocialMedia
Audit
AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distributi
on
Gender
Distributi
on
Primary
Social
Network
Secondar
y Social
Network
Primary
Need
Secondar
y Need
46%18-30
22%31-40
17%41-55
15%56-80
68%
females
32%
males
58%
Facebook
42%
Twitter
100%
Instagra
m
Providing
customers
with the
comfort of
service and
promotions
Making sure
the customer’s
needs are met
and
responding to
complaints
appropriately
Audience Demographics Assessment: Our current generation thrives off of fast-food and learning
about promotions. With the social media platforms Chick-fil A uses, the audience is being reached
primarily through Facebook and Twitter. Instagram is the only secondary platform used.

8. SocialMedia
Audit
COMPETITOR ASSESSMENT
Competitor
Name
Social Media
Profile
Strengths Weaknesses
KFC Facebook Over 47
million
followers,
uses comedy
in posts
May not be
taken as
seriously,
more informal
McDonald’s Facebook 73 million
follows, keeps
followers up to
date on specials
and menu
additions.
A lot of
graphics. From
polls to extreme
emojis, there is
a lot of
characters in
most posts.
Pizza Hut Twitter 1.57 million
followers,
responds to
customers tweets
consecutively.
Repsonses are
repetitive,
followers may
seem like they are
a lack of
importance to the
brand.
Competitors do not reach the success
of Chick-fil-A in multiple categories.
Customer service is one of the highest
praises from Chick-fil-A.

9. SocialMedia
Objectives
Our objectives to keep consumers and followers on social
platforms satisfied and excited are:
1. Interact with customers and followers on a scheduled daily
basis.
2. Keep posts simplified but include fun and entertaining
media.
3. Inform followers with up-to-date menu changes, specials and
fun events they can attend at the closest Chick-fil-A to them.
KPI’s:
1. Number of twitter
interactions
2. Number of weekly
Facebook posts
3. Number of weekly
Instagram posts
Key Messages:
 “Eat more Chikin’”
 Encourage customers
to try new menu
items
 Create a fun
environment in-
restaurant and on
social media.

10. OnlineBrand
Personaand
Voice
 ADJECTIVES that describe our brand:
Respectful
Family-oriented
Fun
Passionate
 When interacting with customers we are:
 Well-mannered
 Pleasant
 Friendly

11. Strategiesand
Tools
 PAID: Pay for an Instagram ad that will be posted once
a month.
 OWNED: Responding to any customer complaint
during operational hours on Twitter.
 Earned: Monitor the positivity being spread on Twitter,
and retweet tweets that encourage the greatness of
Chick-fil-A.
Approved Tools: Rejected Tools: Existing
Supscriptions/License
Hootsuite N/A Adobe Photoshop

12. TimingandKey
Dates
 Holiday Dates:
 Easter
 Valentines Day
 Halloween
 Christmas
 Thanksgiving
 Internal Events:
 Cow Appreciation Day:
Dress like a cow to
receive free Chick-fil-A
 Reporting Dates:
 Reporting dates will
occur once every
quarter in January,
April August and
September.

13. SocialMedia
Roles&
Responsibilities
 Marketing Director: Steven A. Robinson
 Social Media Manager: Kristen Hunter
 Social Media Coordinator: Melissa Agnes
 Supporting Social Media Team Members: Wayne Salter
with Informational Technology

14. SocialMedia
Policy
 We at Chick-fil-A will provide customers, followers and
viewers a satisfying experience; whether that be in-
restaurant, communicating via social platform, or
overall experience towards our company.
As an employee and representative of Chick-fili-a, you
are expected to demonstrate best practices in:
Being respectful
Satisfying each customer
Positivity throughout each transaction
Helpfulness to customers
Exemplifying the morals and values of the company
Being kind
Presenting yourself on social media with etiquette.
Chick-fil-A is serious about providing
customers with respect and manner.
Chick-fil-A uses social media as a reputation
of the entire brand. Negative use of social
media and the portray of our company may
result in termination.

15. CriticalResponse
Plan
SCENARIO 1: CHICK-FIL-A SENDS OUT
INAPPROPRIATE TWEET
 Screenshot tweet
 Delete tweet
 Notify social media director
 Generate public apology
 Form disciplinary action if needed
SCENARIO 2: EMPLOYEE GETS IN FIGHT
WITH CUSTOMER AT RESTAURANT
 Break apart fight, bring employee to the back of the concession.
 Comfort employee and ask if they are okay, apologize
 Take further medical action for customer if needed
 Notify general manager of employee actions
 Use disciplinary and termination actions if needed
Pre-approved message:
Facebook: “Hurricane Irma thankfully did not
ruin our Gainesville location. Prayers go out to
families affected.”
Twitter: “Car crash in our Miami Collins Ave.
location. Thankfully no major injuries.”

16. Measurement
&Reporting
Results
Quantitative KPI’s
 Reporting period: 4
months
 Data as of February
13, 2017
Website Traffic
Source
Assessment
Timeframe:
November 2016-
January 2016
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook 3,000 unique
visits + 10%
growth
30% 1.7%
Twitter 1,700 unique
visits + 5%
growth
15% 2%
Instagram 1,200 unique
visits + 5%
growth
5% 2.5%

17. SOCIAL
NETWORK
URL FOLLOWER
COUNT
AVERAGE
WEEKLY
ACTIVITY
ENGAGEMENT
RATE
Facebook https://www.faceboo
k.com/ChickfilA/
8.3 million
17% growth
Five weekly posts 10%
Twitter @chickfila 900,000
7% growth
Seven weekly
tweets
6%
Instagram @chickfila 910,000
8% growth
Four weekly posts Average per post
interaction: 21,000
Our Facebook followers have grown by 500,000 in three months, with the intention to reach a following count of 9 million
within the next quarterly report. Post interactions increased to 3,000-30,000 likes per post, increasing the engagement rate
by 10%.
The social content team has done a remarkable job of curating and creating great visual content. We have far
surpassed our goal of increasing visual content by 35 in 6 months on Facebook and Twitter and achieved
a 250% increase on both channels. A key tactic to this growth has been our response messages and connection with
customers through the platforms.‹
We plan to produce a new campaign for our Instagram platform within the next 6 months.

18. Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed
the following:
The compassion our followers have for the positivity we spread through Facebook photos and
customer stories and values.
The main focus on negative sentiment relies on the competition of McDonalds and KFC. Customers
who prefer other chains use social media to promote their favorite brands.
Proposed Action Items
‹Continue improving Chick-fil-A Instagram account with fun photos weekly.
‹Consider generating a hashtag that customers can use and we can target their influence and
feedback through all platforms.
‹Enhance our mission statement to ensure the growth of our Instagram platform.