Case Study Day 2: Develop a Social Media Plan for your business

You are the Marketing Team of Kotipizza and you are currently trying to create a social media
marketing plan for your company.

Social media encompasses a diverse spectrum of networks and platforms, which in turn,
encourage and support by-user conversations and content exchange. Popular outlets include
Facebook, Twitter, LinkedIn, YouTube, Tik Tok and Instagram; however, new options are
constantly being introduced, as established networks expand their service offerings. Various
social media channels should be utilized to position you as a leader in your industry, share your
message, and create a strong network of followers and work to build your overall online
presence. These social media platforms will create a stage for information sharing, engagement
and influence.

Focus will be placed on designing all of your online profiles to ensure continuity of your brand. It
is imperative to maintain your brand and create a cohesive and consistent experience for your
visitors on each network. Each of your profiles will be visually crafted with a consistent look and
feel that is both engaging and fun.

Apply what you have learned regarding the different social media platforms and marketing
campaigns by addressing each of the areas below. Each of the following areas must be
addressed in a client ready deck.

Hint: Look at competitors that have a good/ better social media presence for reference (for
example Chipotle, McDonalds or Hesburger)

1. Set your overall Social Media Goals.

2. Do a competitive analysis and analyze your findings. Who are your competitors? What are their
amount of likes/ followers? What hashtags do they use? What platforms do they use? How
often do they post? What kind of posts (reels, stories, posts)? What kind of content do they
post (job listings, content, educational posts)?
3. Determine your Target Audience (age, gender, demographic, jobs, habits, interests, values etc.)
4. Establish your Social Media Voice. What do you want your posts/ ads to reflect?
5. Figure out your Social Media Posting Style. There are three different post styles that you can
use when posting on social media: salesy (offers, discounts, specials, and deals), educational
(tips, how-to’s, and news articles), and amaze/amuse posts (pictures, facts, and stories). What
do you want the style of your posts to be like? (fun, professional, educating, entertaining, etc.)
6. Decide what social media platforms you want to use (consider your audience and their usage
habits as well as your business goals) and set budget, objectives, strategy and key metrics to
measure success for each platform.
7. Develop a Crisis Management and Negative Comment Plan. Answering negative feedback is
more important than ever before, especially in the restaurant industry. Word of mouth is the
most powerful form of marketing, so any negative comments or issues need to be resolved
quickly and professionally. A great way to view negative responses is as an opportunity to
show how great and personal your brand is, and how much you truly care about and value your
customers. Create guidelines to follow when responding to Comments/Reviews.