Social Media Strategy

Social Media Strategy

Prepared For



Whitney Seven

J452 Strategic Public Relations and Communications

Social Media Overview

Pizza Research Institute (PRI) is a Eugene landmark.  Its unique and eclectic style and focus on vegetarian options make it a truly special place for many Eugenians.

Last May, it moved from its original location, a tiny space on the corner of 13th Street and Lawrence, to its spacious yet charming new home in the Whittaker District on the corner of 5th Street and Blair.  The new location, with its expansive indoor and outdoor seating areas, can accommodate nearly 20 times the number of patrons as its previous spot.

PRI now presents musical guests and entertainment for patrons along with a display of artwork created by local artists.  Its new larger kitchen, new appliances and increase in staff have increased PRI’s efficiency, helping it satisfy more customers.

Previously, PRI had a reputation for taking a long time to produce pizza because of its inability to accommodate its many patrons, but all of that has changed.  It is crucial that PRI establish a social media presence in order to help mend its reputation and inform locals of the change in location and new accommodations. Currently, PRI’s only online presence is through its website—a one-way communication channel.

PRI’s media coverage is rather limited; however, the local television news station, KEZI, and the Oregon Daily Emerald have paid attention to its recent fundraising efforts for survivors of the recent disaster in Haiti.

Objective:  Donate to Haiti

PRI wants to make a difference in the world by making a contribution to survivors of the recent disaster in Haiti.  Its goal is to raise $1,000 of aide money to send to the Clinton Bush Haiti Fund in 2010.

Microblogging Strategy:

PRI will use the social networking tools Facebook and Twitter to achieve its objective in raising funds for Haiti.  These tools will open up additional two-way communication channels between PRI and its customers.

[Active Listening]

Because social networking is reliant on two-way communication, PRI will need to carefully monitor Facebook and Twitter daily and respond to comments, questions and concerns strategically and cordially.  Timely and considerate responses and updates will ensure PRI maintains a strong and effective social media presence.


PRI should make a concerted effort to promote its social media endeavors by leveraging existing communication with customers, promoting its Facebook and Twitter pages and actively seeking Facebook and Twitter fans and followers.

Facebook and Twitter Target Audience

Existing Customers

PRI has been called a “Eugene staple.”  It has a loyal existing customer base of Eugene residents who dine in or carry out at least once per month.  These customers are an important target audience because they will be the first group to aid in the success of PRI’s social networking outreach campaign.

Since Eugene’s population exceeds 150 thousand people, PRI has an opportunity to reach a large audience of existing and potential customers.  Microblogging is an effective method of outreach for this campaign.


  • Run a “Pizza of the Month” contest for a year called “To Haiti With Love”
    • Winner each month will have their pizza featured as PRI’s monthly special and 20 percent of the sales from each “To Haiti With Love” pizza will be donated to the Clinton Bush Haiti Fund.
      • Pizza must be vegetarian or vegan
      • Comes in small ($16), medium ($18) and large ($20) sizes
      • Contestant must submit recipe
      • Contestant must become a fan of PRI on Facebook
      • Contestants must submit name, age, e-mail address, and a photo of the pizza on PRI’s Facebook page by the 20th of each month for their pizza to be featured beginning the following month.
      • Winners of the contest get a free large pizza and a special mention on PRI’s website, blog, Facebook and Twitter pages, and on the menu.
  • Create a Facebook page for PRI that will be updated by management.  Page will include:
    • Contest information and updates about pizza special entries
    • Photo albums with pictures from the contest, pictures of PRI and photos of staff with a short biography of each staff member
    • Will also reflect general information and news about PRI
  • Create a Twitter account for PRI.  Management will Tweet daily at the end of the night.
  • Include Facebook and Twitter information on PRI’s website and blog
  • Have the staff tell customers about PRI’s Facebook and Twitter
  • Include a blurb about the Facebook and Twitter accounts on order receipts
  • Include “Visit us on Facebook and Twitter” on PRI’s unique hand-painted pizza boxes
  • PRI will send a Tweet at the end of each night with the net total of money that has been raised from sales of the monthly pizza special.


In order to measure the success of the social networking campaign, the amount of money collected in sales of the “To Haiti With Love” pizza to donate to the Clinton Bush Haiti Fund will be totaled.  If the total reaches or exceeds $1,000 for the 2010 year, the campaign will be considered a success.

Objective:  Support Local Artists

PRI is making an effort to support local artists by showcasing art on the walls of its new spacious location.  Many people are unaware that the artwork hanging on the walls is for sale.  PRI’s goal is to sell one piece of art per week for the next year.

Blog Strategy

PRI will open a two-way communication channel with the community in order to communicate with current and potential customers regarding its involvement and sponsorship of local artists.  A blog will help showcase the work and talent of the Eugene community.  It will be the first step in keeping PRI current with ever-changing social media trends while attracting new and returning customers.

PRI will need to sign up for Google Analytics to monitor blog traffic making improvements and changes as needed to drive more traffic to its blog.

[Active Listening]

Because blogging is another form of two-way communication, PRI managers and owners will need to carefully monitor blog activity and comments daily and respond to comments, questions and concerns strategically and cordially.  PRI will also need to monitor other relevant food, art and entertainment blogs and websites in the community.  (See Appendix A)


PRI needs to make an effort to promote its blogging endeavors by mentioning its blog to customers and actively commenting on other relevant food, art and entertainment blogs and websites.  (See Appendix A)

Blog Target Audience

Vegetarians/Vegans & Existing Customers

Eugene, Ore., is well known for its ability to accommodate a variety of lifestyles, particularly when it comes to cuisine.  Eugene has numerous vegetarian and vegan-friendly restaurants to cater to non-meat and non-dairy diets.  PRI’s vegetarian cuisine is prepared fresh using locally grown, organic fruits and vegetables whenever possible.  It is a place for health-conscious diners to eat healthy and nutritious “junk food.”  The targeted customers will be vegetarian art enthusiasts between the ages of 25 and 40 years, because these customers are likely to be the most willing and able to purchase art.


  • Create a blog on PRI’s website
  • Sign up for Google Analytics to monitor blog traffic
  • Customize blog with artwork and PRI logo
  • Network with other blogs related to art and entertainment in Eugene (see Appendix A)
  • Monitor blog for negative buzz and respond quickly and strategically
  • Include a calendar of events with dates and times of PRI events
    • New art displays
    • Musical Entertianment
  • Include information about the history of PRI in the “About Me” section of the blog
  • Include a Code of Ethics for the blog
  • Update Blog weekly
    • “Featured Artist of the Week” post
    • News and information related to PRI
    • Management assigns a different staff member each week to draft the weekly blog.  Then the blog post is reviewed, edited and posted.


In order to determine the success of PRI’s blog, the total number pieces sold at PRI will be added up.  The goal was to sell one piece of art per week for a year, so if at least one piece was sold every week the blog will have achieved PRI’s objective of promoting artists in the Eugene community.

Appendix A:


AntSaint Anthony St. Clair
Eugene Magazine Vanessa Salvia
Register Guard Mark Johnson
Eugene Weekly Molly Templeton June Matthies
Eugene Veg Education Network Lin Silvan
Oregon Daily Emerald Lauren Fox
Eugene Dining Guide Mark Metz
Eugene Chamber of Commerce
Flux Magazine Lee Taylor

Appendix B:

Blogger Code of Conduct

We celebrate the blogosphere because it embraces frank and open conversation. But frankness does not mean lack of civility. We present this Blogger Code of Conduct in hopes that it helps create a culture that encourages both personal expression and constructive conversation.

1. We take responsibility for our own words and for the comments we allow on our blog.  We are committed to the “Civility Enforced” standard: we will not post unacceptable content, and we will delete comments that contain it.

We define unacceptable content as anything included or linked to that:

  • is being used to abuse, harass, stalk, or threaten others
  • is libelous, knowingly false, ad-hominem, or misrepresents another person
  • infringes upon a copyright or trademark
  • violates an obligation of confidentiality
  • violates the privacy of others

We define and determine what is “unacceptable content” on a case-by-case basis, and our definitions are not limited to this list. If we delete a comment or link, we will say so and explain why. We reserve the right to change these standards at any time with no notice.

2. We will not say anything online that we would not say in person.

3. We connect privately before we respond publicly.

When we encounter conflicts and misrepresentation in the blogosphere, we make every effort to talk privately and directly to the person(s) involved—or  find an intermediary who can do so—before we publish any posts or comments about the issue.

4.  When we believe someone is unfairly attacking another, we take action.

When someone who is publishing comments or blog postings that are offensive, we will tell them so (privately, if possible—see above) and ask them to publicly make amends.  If those published comments could be construed as a threat, and the perpetrator does not withdraw them and apologize, we will cooperate with law enforcement to protect the target of the threat.

5. We do not allow anonymous comments.

We require commenters to supply a valid email address before they can post, though we allow commenters to identify themselves with an alias, rather than their real name.

6. We ignore the trolls.

We prefer not to respond to nasty comments about PRI or our blog, as long as they don’t veer into abuse or libel. We believe that feeding the trolls only encourages them—“Never wrestle with a pig. You both get dirty, but the pig likes it.” Ignoring public attacks is often the best way to contain them.

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