This document provides a social media strategy and audit for Whole Foods. Key points include:
1. The objectives are to increase followers and drive more traffic to the website through engaging content on platforms like Instagram, Facebook, and Twitter.
2. A social media audit found Facebook has the highest engagement rate and is the top traffic driver to the website. Instagram and Twitter are also important platforms.
3. Strategies include boosting popular posts, encouraging user-generated content with hashtags, and responding to customers on social media.
4. Progress will be measured through quantitative metrics like followers and website traffic, as well as qualitative sentiment analysis of customer interactions. Increasing visual content and the use of has
SMM Project 1 - Shake Shack Social Media Strategy Ashley Powers
This document outlines Shake Shack's social media strategy for October 2017. The objectives are to create deeper connections with customers and increase revenues through brand loyalty. Strategies include increasing social interactions and promoting CSR initiatives using hashtags. A social media audit assessed current performance on networks like Facebook and Instagram. Roles and responsibilities, policies, and response plans are defined to guide social media activities. Progress will be measured using quantitative KPIs like follower counts and interactions as well as qualitative indicators like sentiment analysis.
This document outlines Chick-fil-A's social media strategy. It includes an audit of current social media performance and objectives to increase followers and engagement. The strategy identifies Facebook, Twitter, Instagram as most effective and aims to boost posts, partner with influencers, and monitor for brand mentions. Key dates, roles and response plans are defined. Reporting will measure increases in social channels and website traffic along with positive customer sentiment. The future plans to leverage more live video and influencer marketing on top platforms like Facebook, Instagram and the new Snapchat account.
This social media strategy document contains a summary of Whole Foods' current social media presence and objectives for 2019. It includes an audit of their social profiles, website traffic sources, customer demographics, and competitors. The objectives are to engage more online followers, drive traffic to their website and stores, and share customer stories. Strategies proposed include increasing Instagram content and customer interaction across all platforms. The document also outlines brand voice, tools, key dates, roles and a critical response plan.
Whole Foods is focusing on creating more shareable organic content to improve its social media brand and presence. It is increasing traffic to its social media pages and stores by having customers share this content. Whole Foods is also promoting discounts for Amazon Prime members at its stores to increase brand awareness through social media. Key performance indicators include gaining followers on Instagram and the amount of organic content shared on social media platforms.
Social Media Marketing : Starbucks Middle EastBhrigu Sawhney
The document summarizes research on Starbucks' social media marketing strategies in the Middle East. It identifies 6 key factors that drive consumer engagement on social media pages: 1) influence of other customers, 2) user's participation, 3) brand affinity and social belongingness, 4) willingness to share experiences, 5) seeking help, and 6) timing of brand generated posts. Quantitative research including factor analysis and cluster analysis was used to identify these engagement factors and profile social media users.
The document outlines Chipotle's 2016 social media strategy. The objectives are to increase engagement on platforms like Twitter, Facebook, and Instagram by 15% by December 2016. The strategies include paid promotions, user-generated content campaigns using hashtags, and suggesting online ordering. The roles, policies, and response plans are defined for managing Chipotle's social media accounts. Progress will be measured using analytics on website traffic, sentiment analysis, and determining future actions based on customer feedback.
The document outlines Starbucks' social media strategy. It analyzes their current social media presence, including highest follower counts on Facebook and most engagement on Instagram. It identifies objectives like increasing engagement and followers. The strategy involves paid, owned and earned approaches like boosting Instagram posts, creating hashtags, and partnering with influencers. Metrics, roles, policies, and response plans are also covered to measure and guide the social media program.
Whole Foods social media audit/strategy reviewTommy Scott
The document outlines Whole Foods' 2018 social media strategy. It includes conducting a social media audit, setting objectives to enhance engagement and build relationships, establishing an online brand persona and voice, and implementing strategies like paid ads and social media campaigns. It also covers tools, key dates, roles and responsibilities, social media policies, and a critical response plan for handling issues. The overall goal is for Whole Foods to better connect with consumers through frequent, transparent engagement on its four main social media platforms.
This document outlines Taco Bell's 2017 social media strategy. The objectives are to increase mobile app usage and website traffic through engaging social media posts. A social media audit found Snapchat and Twitter generate the most engagement. The strategy involves increasing Snapchat promotions of the mobile app and boosting content on Facebook, Instagram, and Twitter. Metrics like website traffic sources and social followers will be tracked quarterly to measure success. The roles and response plan ensure consistent, policy-compliant social media management.
The social media strategy document outlines Chipotle's plans to increase engagement on social media platforms in order to support revenue goals. Key aspects include conducting social media audits, setting objectives to increase website traffic by 25% in 6 months through tweets and hashtags, defining brand personas and voices, and establishing strategies, roles and a critical response plan. Progress will be measured through quantitative metrics like shares, coupons used, and follower growth reported on a quarterly basis.
Chipotle's social media strategy for 2016 focuses on increasing online readership and followers through visually stimulating posts that engage consumers. The goals are to reinforce Chipotle's online brand persona with trendy, quirky content and address food safety. Key strategies include curating content reflecting trends and transparency around ingredients. Objectives include boosting followers and engagement. Measurement shows social traffic drives some website visits. Sentiment analysis found consumers like visual content and hashtags but have concerns over lines, pricing and food safety. Future actions suggested posting Instagram content elsewhere and continuing successful strategies.
This document outlines Whole Foods Market's 2017 social media strategy. The objectives are to increase brand awareness, sales, and customer relationships through social media. The strategy includes assessing current performance on platforms like Twitter, Facebook, and Instagram; increasing posted content like videos; and identifying key dates and roles. Progress will be measured by growth in social followers, engagement, and website traffic from these channels over two months.
The document outlines the University of Florida's social media strategy and plan for 2016. Key objectives are to increase brand reach and engagement with prospective students. Current social profiles on Twitter, Facebook, LinkedIn, and Instagram are analyzed based on follower counts and average weekly engagement. The target demographic of 18-30 year olds is identified along with objectives to increase interactions and followers over the next 6 months. A social media team structure and responsibilities are defined, along with guidelines, key dates, and a critical response plan.
My personal brand "Travel With Me" is presented in this PowerPoint with a social media strategy from a social media audit to my social media roles and responsibilities.
Najla Brown wishes to grow her personal travel brand in 2018 by increasing her social media following and engagement. Her key objectives are to boost posts/ads to increase followers/likes on Facebook, host live chats every 2 weeks, and publish stories interviewing travel agencies. Her brand voice focuses on being determined, passionate, adventurous, and grateful. She aims to regularly post travel-related content and engage with followers across Facebook and Twitter.
This document provides a social media strategy for Whole Foods. It includes an audit of current social media presence and competitors. Objectives are to increase website traffic and followers. Strategies include posting relevant content, using hashtags like #MakeMeWhole, and influencer partnerships. Metrics like website traffic, followers, and sentiment analysis will be tracked. Responsibilities are assigned and a response plan is outlined for issues. The strategy aims to strengthen relationships and drive customers to Whole Foods.
Chick-Fil-A's social media strategy for 2017 focuses on growing their online presence and driving more traffic to their website through social media. Their two main strategies are to increase the volume of original content posted, especially on Twitter, and increase consistency of posts. They will measure success through increased social media followers, website traffic from social platforms, user engagement, and positive sentiment analysis of interactions.
The social media strategy document outlines Chipotle's social media objectives, strategies, and policies. The key goals are to increase traffic to their website and improve their online reputation. Their strategies include increasing relevant social media content, encouraging positive brand conversations, and monitoring competitors. The document also defines roles and responsibilities and includes a critical response plan for potential issues.
The document provides a social media strategy for Wendy's. It includes an audit of Wendy's current social media presence and performance on platforms like Twitter, Instagram, Facebook and LinkedIn. Key findings from the audit include that Facebook drives the most traffic to Wendy's website and that Instagram has low engagement. The strategy outlines objectives to increase followers, engagement and website traffic. It also defines social media roles and provides guidelines for content, paid strategies, timing of posts and responding to issues.
The document provides a social media strategy for Daily Green for the calendar year. It includes objectives of growing followers and engagement across platforms. Key strategies are to build a successful Pinterest account and encourage conversations. An audit finds Instagram gets the most engagement currently. Competitors engage customers well in comments. The strategy identifies roles and content plans, with metrics to track progress over 3 month periods.
This social media audit is a project that was assigned in one of my classes at the University of Florida. I believe it introduced me to new grounds that I will benefit greatly from in the future.
The social media strategy document outlines Taco Bell's plan to increase user interaction and brand awareness on social media in 2017. The objectives are to increase website traffic by 20% through more posts, hashtags and Snapchat promotions. Key strategies include bi-weekly Snapchat filters, boosted Facebook/Twitter posts on weekends, and encouraging customer posts with hashtags and contests. Roles, tools, holidays, and response plans are defined, and reporting will be quarterly on engagement, followers and website traffic from social channels.
This document outlines Taco Bell's social media strategy for 2017. The objectives are to increase online presence and customer engagement through more engaging content and contests. Key strategies include increasing content output by 50% and hosting creative contests. Social roles define the director, manager, and coordinator. The plan also covers voice, tools, timing, policies, and response plans. Progress will be measured through website traffic, social metrics, and regular reporting.
Shake Shack Inc. Social Media Strategy - Andrea Rodriguezandre2403r
This document provides a social media strategy summary for Shake Shack Inc. It includes an audit of their current social media presence and objectives to increase engagement. Key points include:
- Facebook has the highest engagement rate and is the top traffic driver to their website.
- Their audience is primarily 18-30 years old and uses Instagram and Twitter.
- Objectives are to increase followers, visual content, and brand awareness using campaigns around animal welfare and sustainability.
- Strategies include paid promotion, branded hashtags, and partnerships with animal shelters.
- Measurement of key metrics like followers, posts, and engagement will occur every 2 months to track progress.
Wendy's social media strategy document outlines their current social media presence and objectives. Their primary goals are to improve social media following and increase brand recognition/pervasiveness. Key strategies include increasing engaged content on accounts and promoting user generated content using #WendysWednesday hashtags. The document provides an audit of their accounts, traffic sources, audience demographics and competitors. It also outlines social media roles, policies, crisis response plans and measurement of objectives.
This document outlines Starbucks' 2016 social media strategy. The goals are to grow the virtual community and foster long-term customer relationships to increase revenue. Two key strategies are increasing interactive content to encourage conversations and store visits, and developing content across more platforms. The strategy includes social media objectives, brand persona, content strategies, and metrics for measuring success.
This is a potential social media strategy for Taco Bell. The purpose of this social media strategy is to increase brand awareness and sentiment among customers as well as increase revenue.
This document outlines a social media strategy for Hut No. 8 in Fleming Island, Florida. The objectives are to increase website traffic from social media by 30% in 6 months through more engaging content, hashtags, and user generated content. The strategy involves increasing social media activity, using hashtags like #Wearing8, partnering with influencers, and responding to critical incidents. Progress will be measured through key performance indicators and reporting will occur quarterly. Roles and responsibilities are defined for social media team members.
This is my personal social media strategy to increase my own personal brand on the internet utilizing the following social media platforms: Twitter, Instagram, Facebook and LinkedIn.
This document outlines Starbucks' 2016 social media strategy to engage college-aged customers online. The objectives are to gain 30% more social media followers, increase Instagram followers by 30%, and increase visual content by 30% in 6 months. The strategy includes posting engaging content on platforms like Facebook, Instagram, and Twitter aligned with key dates and using hashtags like #LatteLove. Performance will be measured using quantitative metrics like follower counts and engagement rates.
The document provides a social media strategy for Starbucks. It includes a social media audit analyzing Starbucks' presence on Twitter, Facebook, Instagram and LinkedIn. It outlines objectives to grow followers and engagement. Key strategies include increasing visual content on Facebook and Instagram by 50% and encouraging use of the #Starbucks hashtag. The roles and responsibilities, social media policy, and critical response plan are defined. Progress will be measured by website traffic from social media, follower growth, engagement rates and sentiment analysis.
The document provides a social media strategy for Starbucks. It includes a social media audit analyzing Starbucks' presence on Twitter, Facebook, Instagram and LinkedIn. It outlines objectives to increase website traffic and follower growth. The strategy discusses brand persona, content strategies, tools, timing of campaigns and roles. It also includes social media policies and critical response plans for potential issues. Progress will be measured by analytics on website traffic, follower growth, engagement rates and sentiment analysis.
RTV4930 Social Media Strategy: StarbucksMayra Yaji
The document provides a social media strategy for Starbucks. The objectives are to increase follower counts and engagement on platforms like Twitter, Facebook, and Instagram. Key strategies include having more opportunities for customer engagement like Twitter chats and posting more relevant content. Metrics like website traffic, follower growth, and sentiment analysis will be used to measure performance. The roles and brand voice are defined, along with response plans for potential issues.
The document provides a social media strategy for Taco Bell that includes an audit of their current social media presence, objectives to increase engagement and brand recognition, and a plan to implement strategies across various social media platforms. Key aspects include increasing activity on Facebook, Instagram, and Twitter; focusing content to target younger audiences; and establishing metrics to measure success including follower growth and engagement rates.
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2. Table of Contents
1. Executive Summary, November 2017
2. Social Media Audit
a. Social Media Assessment, November 2017
b. Website Traffic Sources Assessment, May 2017 – October 2017
c. Audience Demographics Assessment
d. 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, November 2017 – January 2018
3. Executive Summary
• Our major social media priorities for 2018 will be to continue to maintain our online following
and community as well as grow it.
• The primary focus will be to attract and drive more traffic to our website by sharing more
captivating, relatable content and to build deeper relationships with our customers. Our
brand’s image of a healthy lifestyle through eating natural and organic foods is directed
towards the target market of those ages 18 – 30 who are interested in their health.
• Two major social strategies will support this objective:
1. Post more diverse content on social media platforms.
2. Engage more with customers through easier discoverability of content.
4. Social Media Audit
The following is an audit of Whole Foods social media presence to date. It includes as assessment of
all social networks, web traffic audience demographics, and a computer analysis.
Social Media Assessment
Data as of November 1, 2017
Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Instagram
instagram.com/wholefoo
ds 2.4 million 25 posts per week 30%
Facebook facebook.com/wholefoods 4.2 million 12 posts per week 40%
Twitter twitter.com/WholeFoods 4.86 million 16 posts per week
Average interactions / post =
5000
LinkedIn linkedin.com/wholefoods 209K 1 post per week 1%
Social Media Assessment:
At present time, the highest number of interactions per post occurs on Facebook. Little to no
interactions occur on LinkedIn.
5. Website Traffic Sources Assessment
Timeframe: Monthly average, May 2017 to October 2017
Source Volume % of Overall Traffic Conversion Rate
Instagram 400K unique visits 40% 6.4%
Facebook 700K unique visits 70% 8.3%
Twitter 600K unique visits 50% 7.2%
LinkedIn 100 unique visits 1% 0.50%
Traffic Summary:
At present time, Facebook is the biggest driver of traffic to our website. The conversion rate
(conversion goal = ticket purchase) of Facebook is in the lead at 8.3%, in front of Twitter’s 7.2%
and Instagram’s 6.4%.
6. Audience Demographics Assessment
Survey distributed in March/April via email and upon visitor registration. Total applicant
responses: 20,000
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
50% 18-30 53% Female 53% Female 45% Instagram To eat healthy through eating To live a healthy
30% 31-40 47% Male 47% Male 30% Facebook natural, organic foods lifestyle
10% 41-55 50% Facebook 15% Twitter
10% 56-80 30% Instagram
15% Twitter
Audience Demographics Summary:
An overwhelming majority of survey responders are in the 18 – 30 age group. Facebook and Instagram are our core
social networks. Healthy, natural and organic are primary motivators for shopping at Whole Foods. Energies should be
dedicated to further develop Instagram and Twitter content and engagement.
7. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Trader Joe's Instagram: TraderJoes
Strong brand image with a
dedicated fan base that follows
each distinct, captivating post.
#TraderJoes is used a lot by
customers.
Does not make use of user
generated content.
Kroger FB: Kroger
Frequent Facebook posts that
each differ from each other. The
diversity helps keep customers
interested.
Comments on posts from
customers do not get
answered.
Sprouts Farmers Market TW: SproutsFM
Great professional-looking
photos captivate the eyes of
many customers. Short videos
that are simple and to the point
interest many.
Not enough posts. Posts
are inconsistent and don‘t
follow any sort of pattern.
Competitor Assessment Summary:
The above analysis focused on three major competitors with a strong social presence on Facebook, Instagram and
Twitter. High quality visual content is a main driver of each social media platform. The use of unique brand
hashtag generates many brand mentions on Twitter. Areas where these competitors have room for improvement is
2 way communication and consistent postings.
8. Social Media Objectives
In 2018, the primary focus of our social media strategy will be to attract and drive
more traffic to our website through our social media channels. In order to do so,
our social media priorities will be maintaining and growing our online following by
sharing more captivating, relatable content and building deeper relationships with
our customers.
Some specific objectives include:
1. Increase Instagram followers by 400k in 6 months.
2. Increase unique visitors from social properties to website by 40% in 6 months
via:
a. Increased use of brand hashtags on all social media platforms
b. Increased brand awareness through increased mentions on Twitter
3. Increase volume of visual content published on Twitters and Facebook by 40%
in 6 months.
Engagement
Instagram Facebook Twitter
9. Social Media Objectives
KPIs
1. Number of Facebook, Instagram and
Twitter followers
2. Number of weekly photo and video
posts to Facebook and Instagram
3. Number of unique visitors from
Facebook, Instagram and LinkedIn
Key Motivators
• Appreciating the Difference Natural
and Organic Products Can Make in
One’s Life
• Providing Healthy Eating to Empower
Stakeholders to Make the Best Food
Choices
10. Online Brand Persona and Voice
Adjectives that describe our brand:
• Quality
• Natural
• Organic
• Diverse
When interacting with customers we are:
• Friendly
• Delightful
• Satisfactory
11. Strategies and Tools
Paid: Every Sunday boost most popular organic Facebook
posts for the upcoming week. The posts must have a
minimum organic reach of 25K, as well as a minimum of 800
likes or 400 comments.
Owned: Introduce the use of #FunWithFood to Instagram
posts. Encourage engagement with customers and source a
minimum of 1 piece of user-generated content per week to
regram. Promote hashtag using all social media networks as
well as email newsletters.
Earned: Monitor Twitter for keywords: organic, natural,
healthy, wholesome, lifestyle. Extend 300 discount codes to
warm leads/prospects over the course of 3 months –
unexpected delight.
13. Timing and Key Dates
Holiday Dates
• Easter
• Earth Day
• 4th of July
• Labor Day (Long Weekend)
• Thanksgiving
• Christmas
Internal Events
• April 22 – Whole Foods Market Workshop: Responsibly
Grown Program
• October 8 – Community Food Drive
Reporting Dates
• Reporting will occur once a quarter in March, June,
September and December. Dates TBA.
14. Social Media Roles and Responsibilities
Marketing Director – Emily Rollins
Responsibilities: Development and implementation of the brand strategy. Developing the marketing strategy for
new and existing products.
Social Media Manager – Megan Martin
Responsibilities: Manage social media marketing campaigns and day-to-day activities including: develop relevant
content topics to reach the company’s target customers. Create, curate and manage all published content.
Social Media Director – Natanya Anderson
Responsibilities: Oversee the social media strategy for the company ensuring it aligns with the company’s brand.
Engage with customers through the use of social media.
Social Media Coordinator – Mark Wright
Responsibilities: Research audience preferences and discover current trends. Create engaging text, image and video
content. Design posts to sustain reader’s curiosity and create buzz around new products.
Supporting Social Media Team Members – Tom Samuels (customer support) & Ryan Bolles (social ads support)
Responsibilities: Resolve complaints via phone, email, mail or social media. Use telephones to reach out to
customers and verify account information.
Responsibilities: Create social media advertisements and oversee any problems that may occur.
15. Social Media Policy
Social media is deeply integrated into our organization. We use social media to spread our brand’s messages,
to communicate and connect with our customers and to share our personal activities, ideas and plans. As an
employee and representative of Whole Foods, you are expected to demonstrate the best practices and a
sense of etiquette in your use of social by following guidelines:
• Use common sense
• Be nice and respectful to all
• Don’t slag competition
• Act helpful and kind to customers
• Stay out of trouble
• Be the solution, not the problem
• Don’t be rude
• Be polite
• Feel free to share positive word to your networks about our company.
• If unsure about your social messages, ask us before you post.
Whole Foods is serious about the appropriate use of social media
by our employees. Violation of Whole Foods social policy may
result in corrective action, up to, and including, termination.
You may also be subject to legal action, including criminal
prosecution. The company also reserves the right to take any
further action it believes is appropriate. Should you have any
questions or concerns please speak to your Manager or anyone
on the HR team.
16. Critical Response Plan
Scenario 1 – Inappropriate Tweet Posted by @WholeFoods
1. When Tweet is detected:
• Take a screenshot
• Delete the tweet
• Alert Natanya Anderson (Social Media Director). If Natanya is unavailable, alert Mark Wright (Social
Media Coordinator).
2. Natanya to sync with Mark to discuss impact and reach, and evaluate further action.
3. Natanya to develop appropriate follow up tweet, Mark to approve.
4. If media has picked up the Tweet, Mark to manage all direct contact. If Mark is
unavailable, Craig (Owner) will manage all contact.
5. Mark and Natanya to sync with employee responsible for publishing the Tweet to see if
disciplinary action is required.
17. Critical Response Plan
Scenario 2 – Building Collapse, no injuries
e.g. Whole Foods building collapse/structure failure
• Action Plan
1. Site crew to alert Craig (Owner). Craig to alert Emily Rollins (Marketing Director).
2. Emily to sync with Craig and Natanya (Social Media Director) and evaluate the number of social
media mentions of the situation.
3. If media has picked up the incident, Emily to manage all direct contact. If Emily is unavailable,
Craig will manage all contact.
4. Natanya to push messaging to social channel where the news broke first. Continue to monitor
the spread of the news to other social channels and push messaging there as necessary.
5. Emily and Craig to evaluate the need for a longer statement and if necessary, write one.
6. Emily, Natanya and Mark (Social Media Coordinator) to continue monitoring the situation and
bring in supporting social media team members as needed.
Pre-approved messaging:
Twitter: ”We are happy to report there were no injuries that occurred in today’s incident. This specific Whole Foods location
is closed. We will let you know when it re-opens.”
Facebook: “An incident occurred today with one of our buildings. We are happy to say that no one was injured. In order to
protect the safety of our customers and staff, the building will be closed for the rest of the day.”
18. Critical Response Plan
Contact Information:
Owner Name Telephone Alt. Telephone Email
Marketing Director Emily Rollins (307)448-9080 (307)764-9908 erollins@yahoo.com
Social Media Director
Natanya
Anderson (452)966-4535 (452)766-9043 n_anderson23@aol.com
Social Media Manager Megan Martin (561)224-5324 (561)313-0994 meganmartin@gmail.com
Social Media
Coordinator Mark Wright (301)995-0745 (301)334-9687 mwright66@yahoo.com
19. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 3 months
Data as of February 1, 2018
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2017 to January 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook
18K unique visits +
10% growth 27% 2.60%
Instagram
16K unique visits +
15% growth 30% 2.30%
Twitter
20K unique visits +
20% growth 23% 1.70%
LinkedIn
5K unique visits + 10
growth 3% 0.03%
20. Measurement and Reporting Results
Social Network Data
Timeframe: as of February 1, 2018
Social Network URL Follower Count Average Weekly Activity
Average
Engagement Rate
Facebook
facebook.com/who
lefoods
4.5 million + 15%
growth
30 posts per week + 150%
increase 5%
Instagram
instagram.com/w
holefoods
2.5 million + 30%
growth
18 posts per week + 75%
increase
average
interactions / post
= 900
Twitter
twitter.com/whole
foods
4.9 million + 20%
growth
20 posts per week + 125%
increase 7%
LinkedIn
linkedin.com/whol
efoods 211K + 10% growth
5 posts per week + 30%
increase 1.50%
21. Measurement and Reporting Results
• Our Instagram following has grown by 500k; just surpassing our goal of 400k in 6 months.
• Our social content team has done a fantastic job of creating visual content. We have
surpassed our goal of increasing visual content on Facebook and Twitter by 40% in 6 months;
we have had a 150% increase on Facebook and a 125% increase on Twitter.
• We have seen a 10% growth on our LinkedIn channel. We plan on devoting more time to this
social media network and have decided to post more.
22. Measurement and Reporting Results
#FunWithFood Hashtag Performance
• Between November 1, 2017 and February 1, 2018 the hashtag was mentioned 200k times on Instagram.
• 40k Instagram posts published with the hashtag yielded higher than average numbers of comment interactions.
Qualitative KPIs
Sentiment Analysis – An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed the following:
• The biggest issue dealing with negative sentiment is directed towards our pricing. Customers express frustration
about the prices of our foods and products.
• Our positive sentiment all came from our customer service. Customers had mainly positive experiences with our
employees in stores and revealed this through sharing their experiences on Facebook and Twitter.
• Proposed Action Items
• Continue #FunWithFood Campaign
• Consider #LovingMyLunch campaign to gift 200 tickets to social followers.
• Prepare a content strategy for LinkedIn.