Surf Taco Facebook Strategy
Social Media Marketing Case Study
While in school, I took a hands on Social Media Marketing Class where my group and I had to choose a company and come up with a two week social media marketing plan across four different platforms. Prior to creating our plan, we conducted a SWOT Analysis, decided on a target audience and gave our creative content recommendations. For this project, my platform was Facebook but I will be giving insight to our project as a whole.
SWOT
At the very beginning of the semester, we took a look at some of the strengths, weaknesses, opportunities and threats of our company and their social media presence. This project took course over an entire fourteen week semester so I will just touch on some main points.
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In terms of some strengths that we feel help the business, we found they have a large following on social media platforms along with multiple locations including a few in college towns. In addition to their main social media pages, majority of the individual locations also have separate Instagram accounts. While these are all recognizable strengths, it is important to note there are some weaknesses. Surf Taco does not utilize their large following to the best of their ability as we noticed they do not getting many likes on their posts. We feel the lack of likes may be due to the fact that they are not very interactive with customers and that do not utilize all aspects of the social media platforms, such as the Instagram story feature.
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Taking a look at the external factors, we found some potential opportunities and threats for the company. Due to their separate Instagram accounts, we believe they can switch their content based on who their target audience is. For example, the Surf Taco locations that are located in college towns can tailor special promotions directed at students. Another big opportunity we believe Surf Taco could capitalize on was moving outside of New Jersey and Florida. Outside threats that we determined are other competitors, such as Chipotle's large and interactive following. In addition, because of the drastic changes in weather from season to season, and many locations being located along the shore, customer retention may drop during colder months.
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Target Audience
When creating the Facebook page, it was important to define who we are trying to reach. For this project, I chose to create a page specifically for the Long Branch location, which is the location that is home to many Monmouth University students throughout the school year. We decided that our campaign would run from May 14th to May 28th as college students are still in town and the locals are starting to move in right before Memorial Day Weekend. We wanted to make our campaign a two-week time span where we could tailor or posts to a large audience of people as the weeks progressed.
Sample of Facebook Posts
The following are a few samples of the posts I created for our campaign. The first photo is the overall Facebook Page I created for Surf Taco Long Branch.
Memorial Day Campaign
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