UNIVERSITY OF FLORIDAS O C I A L M E D I A S T RAT E GY

TABLE OF CONTENTS1. Executive Summary2. Social Media Audit3. Social Media Audit Continued4. Social Media Objectives5. Demographics6. Online Brand Persona and Voice7. Screenshots of brand persona examples8. Strategies and Tools9. Timing and Key Dates10. Social Media Roles and Responsibilities11. Social Media Policy12. Critical Response Plan13. Measurement and Reporting Results14. Measurement and Reporting Results Continued

EXECUTIVE SUMMARY

The University of Florida has a great social media presence, and does a good job of posting a variety of content. Since they are already doing well in these areas, the focus for this year will be to engage more followers in conversations, and to drive more traffic to the University of Florida website.Our primary focus will be to have better responses to comments on our social media posts, and to make the content we post more interactive in order to drive traffic.Three major strategies that will support this objective:1. Monitor comments for opportunities to address followers.2. Revamp the content in a way that will make followers

interact and learn more.3. Start and engage in more conversations.

SOCIAL MEDIA AUDITSocial Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter Twitter.com/uf 112,700 20 posts per week + 10% increase

10%

Facebook Facebook.com/uf

631,474 10 posts per week + 5% increase

5%

Instagram Instagram.com/uf

80,900 4 posts per week + 2% increase

1%

Social Media Assessment: At this present time, the most interaction is coming from Twitter. Instagram could be very much improved.

SOCIAL MEDIA AUDIT

• Website Traffic Sources:Source Volume Percentag

e of Overall Traffic

Conversion Rate

Twitter 900 unique visits + 5% growth

40% 3%

Facebook 1,500 unique visits + 10% growth

20% 1.5%

Instagram 500 unique visits + 2% growth

40% 1%

Traffic Summary: At this present time, Twitter and Instagram are tied for driving the most traffic to our website.

SOCIAL OBJECTIVES• The primary focus for the University of Florida’s social media

strategy for 2016 will be to have better responses and feedback on social media posts, and to drive more traffic to the website by creating content that is more interactive.

• Specific Objectives Include:A. Increase traffic to the UF website by 10% in 2 months by

using more relevant hashtags, and increasing content that links back to the website.

B. Engage more followers by monitoring comments on our social media posts, and providing comments and feedback.

1. Increase mentions and use of hashtags on Twitter.2. Increase comments, likes, and shares on Facebook and Instagram

C. Increase our following on Facebook by 15% in 2 months.

Age Distribution

Gender Distribution

Primary Social Network

Primary Need Secondary Need

70%-18-24 55%- Female 60%- Facebook Finding information about UF because they are or wish to be affiliated with the organization.

Finding information about events they wish to attend at UF.

20%-25-40 45%- Male 30%- Twitter

10%-40-55 10%-Instagram

ONLINE BRAND PERSONA AND VOICE

• Adjectives that describe our brand:1. Diverse2. Ambitious3. Dedicated4. Limitless5. Innovative

• When interacting with students, alumni, and other affiliates we are:1. Encouraging2. Helpful3. Task-Oriented 4. Friendly

STRATEGIES AND TOOLS

• Paid: Every Saturday, boost most popular organic posts on Facebook for the week. Post must have a minimum organic reach of 2,000, minimum of 900 likes and 20 comments.

• Owned: Introduce #GatorFridays on Twitter and have followers share something Gator-related with this hashtag. Choose a few pieces of this user-generated content to retweet each week.

• Earned: Monitor Twitter for keywords: college, gators, university, graduation, graduate. Create a recruiting campaign on social media, and put out information about the University of Florida.

Approved Tools Rejected Tools Existing Subscriptions/Licenses

Hootsuite N/A InDesignBuffer PhotoshopRebelMouse Vimeo

TIMING AND KEY DATES• Holiday Dates:

1. St. Patrick’s Day2. Good Friday3. Easter4. Mother’s Day5. Memorial Day6. Father’s Day7. Independence Day8. Labor Day

• Internal Events:1. Baseball season kickoff: February 192. Celebration of Innovation: March 83. Graduation- April

• Reporting Events:Reporting will occur one a quarter February,May, August and November. Precise dates TBA.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

• Director of Social Media: Todd Sanders• Social Media Specialist: Ryan Morejon• Web: Al Kirby• Interim Assistant Vice President, Marketing: Nicole

Yucht• Photographer: Hannah Pietrick

SOCIAL MEDIA POLICY• Posts and other content specifically added by administrators of the University

of Florida social media account are official University of Florida content. Opinions expressed by other users do not necessarily reflect the opinion of the University of Florida. User provided content is not screened or evaluated during the submission process. All content is bound by the UF Acceptable Use Policy. Further, users are expected to abide by applicable laws, regulations, rules and policies including the University Student Code of Conduct, the University’s Sexual Harassment Policy, and other regulations and policies concerning public communications. We reserve the right to remove content. We encourage users to report content that violates the platform’s Code of Conduct by using their official reporting procedure. Here are some guidelines:

• Get Approval, Be Official• Make a Plan• Be Respectful• Be Transparent• Listen• Be Active• Engage

CRITICAL RESPONSE PLAN

• Scenario: Offensive Tweet from UF account @UF.1. Screenshot the tweet.2. Delete the tweet.3. Alert Todd Sanders, Director of Social Media, if Todd is

unavailable, alert Ryan Morejon, Social Media Specialist.

4. Notify other key publics.5. Todd and Ryan discuss severity and impact of the

tweet.6. Todd and Ryan send out a follow-up tweet.7. Determine disciplinary action for who is responsible

for the offensive tweet.

MEASUREMENT AND REPORTING• Quantitative KPIs1. Reporting Period: 1 month2. Data as of February 17, 2016 Source Volume Percentag

e of Overall Traffic

Conversion Rate

Twitter 900 unique visits + 5% growth

40% 3%

Facebook 1,500 unique visits + 10% growth

20% 1.5%

Instagram 500 unique visits + 2% growth

40% 1%

MEASUREMENT AND REPORTING CONT.

• Social Network Data:Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter Twitter.com/uf

112,700 20 posts per week + 10% increase

10%

Facebook Facebook.com/uf

631,474 10 posts per week + 5% increase

5%

Instagram Instagram.com/uf

80,900 4 posts per week + 2% increase

1%