This social media strategy document outlines Bojangle's goals to increase its social media presence and engagement. It includes an audit of Bojangle's current social media performance on platforms like Facebook, Twitter, YouTube and Instagram. Competitors like KFC, Zaxby's and Popeye's are also analyzed. The strategy sets objectives to create more visual content, boost hashtags, verify the Twitter account and double Twitter followers. It defines the brand's voice and tone, and assigns roles for managing social media. Metrics include tracking followers, posts, hashtag mentions and sentiment analysis to measure success.

1. Social Media Strategy
For
Kirk Yates

2. Table Of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer 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

3. Executive Summary
The main goal of the 2017-2018 social media strategy is to gain wider social
network reach increasing the quality of our content to gain more followers.
By creating and sharing more compelling content, we will drive customers to our
website via our social media channels and create a more distinct online voice for
the brand. This will contribute to the overall goals to increase revenue by getting
more customers into Bojangle’s restaurants.

4. Social Network Assessment
Social
Network
URL Follower
Count
Avg Activity/
Week
Avg Rate/
Engagement
Facebook https://www.fa
cebook.com/B
ojangles/
372,339 3 20%
Twitter https://twitter.c
om/Bojangles
1977
23.8K 11 Posts/
Week
2.5%
YouTube https://www.yo
utube.com/use
r/ItsBoTime
576 ~2 Videos
/Month
2%
Instagram https://www.in
stagram.com/
bojangles_197
7/
276 8 26%
Summary:
Currently, the Facebook
page is Bojangle’s
strongest social media
presence. The YouTube
channel barely appears to
be active, with the most
recent video (From May 3,
2017) only having
received 40 views. (The
title of the video is “1C
WalterSupremesSandwich
Digital 14 cc,” which
clearly seems like
someone lazily did not
change the name from the
file that was uploaded to
YouTube. Much of the
content shared on the
twitter account feels rather
generic.

5. Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook https://www.faceboo
k.com/Bojangles/
40% 20%
Twitter https://twitter.com/B
ojangles1977
30% 15%
YouTube https://www.youtube
.com/user/ItsBoTime
10% 2.5%
Instagram https://www.instagra
m.com/bojangles_1
977/
No data No data
Summary: Facebook, most likely due to the fact that it has the most followers out of our social
media accounts, is the largest contributor to our website traffic, followed by Twitter. Since there
are currently <300 followers on Instagram, the traffic from there is likely insubstantial.

6. Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary
Need
Secondary
Need
50% 18-30
20% 30-40
20% 41-55
10% 56-80
60% Male
40% Female
60% Male
40% Female
50% Facebook
30% Instagram
20% Twitter
40% Instagram
30% Facebook
30% Twitter
Hungry,
needs
cheap
food
quickly
Needs a place
to go with
friends to
hang out while
eating
Audience Demographics Assessment
Summary: Both males and females primarily use Facebook as their main social media network. Many of
our followers are aged 18-30. There are a myriad of fast food options available to them, so Bojangle’s should
strive to stand out amongst the rest, and play up the things that make its restaurants unique.

7. Competitor Assessment
Name Social Media Profile Strengths Weaknesses
KFC https://twitter.com/kfc Over 1 million followers;
self-aware, funny
content (the Colonel
character)
Lots of complaints therefore lots
of responses that need to be
sent (every single reply is to
someone complaining about a
bad location)
Zaxby’s https://www.instagram.com/realzax
bys/?hl=en
Strong color palettes,
interesting visual styles,
positive audience
engagement
1-2 posts per week, many
pictures do not have any
branding (maybe this is not a
bad thing?)
Popeye’s https://www.facebook.com/Popeye
sLouisianaKitchen
14K “Five Star” Reviews 12K “One Star” Reviews,
suggests wildly inconsistent
quality from restaurant to
restaurant
Summary: All three of these competitors have achieved a strong social media presence and have gained at
least double the amount of followers as Bojangle’s accounts on the different social networks. This could be
attributed to higher profile marketing, more memorable ad campaigns (The Colonel, Louisiana Fast, etc), and
content that better fits the needs of the target audience, such as the images on the Zaxby’s Instagram.

8. Social Media Objectives
For 2017, our social media objectives for Bojangle’s are to increase the number of
customers that visit Bojangle’s restaurants by releasing targeted, creatively
compelling content to drive more followers to our social media channels and
spreading overall brand awareness.
Specific Objectives
1. More Interesting Visual Content to
Draw Followers
2. Increase Awareness of brand with
Hashtags
3. Verify Twitter Account
4. Double Twitter Followers over the
next 6 months
KPI’s
1. Number of followers on Facebook,
Twitter, and Instagram
2. Number of Posts Per Week on
Facebook and Instagram
3. Number of Retweets of Hashtags
4. More Positive Interactions than
Negative

9. Online Brand Persona And Voice
Adjectives That Describe Our
Brand:
Lighthearted
Old-School
When Interacting with Customers
we are:
Friendly As Family
Ready and Willing to Serve
Key Messages:
Its Bo Time!
Positive Vibes Only

10. Strategies and Tools
Paid
At the end of each week, promote the
most popular Instagram post and
boost the most popular couple of
facebook posts.
Earned
Monitor twitter and Instagram for
hashtags and terms: biscuits,
chicken, fastfood, ItsBoTime,
soulfood
Owned
Include the use of the hashtag
#ItsBoTime on posts that will
be boosted or promoted.
Retweet, repost, or regram
user-generated content to
bolster audience-brand
relationship. Periodically
introduce new hashtags to
coincide with overall
advertising campaigns.
Tools
Hootsuite
Buffer

11. Timing and Key Dates
Holiday Dates
New Year’s Day
Valentine’s Day
Memorial Day
Independence Day
Labor Day
Veterans Day
Thanksgiving
Christmas

12. Social Media Roles and Responsibilities
Marketing Director
Kim Jiang I
Social Media Manager
Marcus Ruby
Social Media Coordinator
Sammy Shamrock
Supporting Social Media Team:
Social Ad Support
Elvis White
Customer Support- Social Media
Martha Washington

13. Social Media Policy
We must remember that our customers use social networks to connect with friends
and family, to find out about what is going on in the world, both at large and in their
specific fields of interest. The role of an organization on social media is to therefore
provide content that is of value, such that individuals will be compelled to share the
content with their friends and followers and engage with the company as if it were
any other person on their feed.
All employees should maintain professional social media presences and are
encouraged to share content if they feel compelled to.
● Always Respond Courteously
● Politely Offer Solutions
● Be Friendly, but Professional

14. Critical Response Plan
Scenario 1: Obscene Tweet Sent from @bojangles1977
Action Plan:
1. Take screenshot of Tweet
2. Delete Tweet
3. Alert Social Media Manager of Tweet
4. Marketing Director and Social Media Manager determine how many people the
Tweet reached and the impact it had on them, and evaluate what to do next.
5. Develop follow-up Tweet acknowledging that a mistake has been made.
6. Marketing Director deals with any and all media that may be talking about the
the Tweet, looking for statements, etc.
7. After determining who is at fault for the Tweet, determine the proper disciplinary
measures, if any, that ought to be enacted.

15. Critical Response Plan
Scenario 2: Complaint on Twitter about food/restaurant/employee quality
Action Plan:
1. Take screenshot of Tweet
2. Assess the severity of the complaint
3. Alert Social Media Manager of Tweet
4. Marketing Director and Social Media Manager determine the proper way to
respond to the customer’s complaint.
5. Develop reply to the Tweet, acknowledging that a mistake has been made and
that we will do everything that we can to prevent them in the future, also asking
the user to DM us with details regarding specific incidents to be looked into,
regarding the complaint merits this.

16. Measurement and Reporting Results
Quantitative KPI’s
Reporting Period: 3 Months
Data as of May 27, 2017
Website Traffic Sources Assessment
Timeframe: Monthly Average, April 2016 to April 2017
Social Network Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 1,500 50% (+10%) 3%
Twitter 850 40% (+10%) 2%
Instagram No data No data No data

17. Measurement and Reporting Results
Social Network Data
Timeframe: As of May 1, 2017
Social
Network
URL Follower
Count
Avg Activity/
Week
Avg Rate/
Engagement
Facebook https://www.fa
cebook.com/B
ojangles/
428,189
(+15%)
10 Posts a
week, 2-3 or
which are
videos
40% (+20%)
Twitter https://twitter.c
om/Bojangles
1977
35.7K
(+50%)
11 Posts/
Week
2.5%
Instagram https://www.in
stagram.com/
bojangles_197
7/
552 (+100%) 8 posts a
week, 3 of
which are
videos
Average
interactions
per post= 100
Summary:
We have doubled the
amount of followers on our
Instagram account, and
increased our Twitter
followers by 50%. Our
Average Rate of
Engagement on Facebook
has increased by 20%

18. #ItsBoTime Hashtag Performance
Between April 2016 and April 2017, #ItsBoTime was mentioned 1,980 times on Twitter and 600
times on Instagram.
Measurement and Reporting Results
Qualitative KPI’s
Sentiment Analysis
● After randomly selecting 100 interactions each from Facebook posts, Twitter posts, and Instagram
posts, we found that over 60% of posts following restaurant visits are positive.
● Negative posts appear to mostly concern cleanliness and employee friendliness. Standardization
procedures should be better executed.
Proposed Action Items
● Continue use of #ItsBoTime
● Implement fan giveaways to incentive interactions