University of Florida: Social Media Audit

Brandon McKinley | 2 October 2016

Table of ContentsExecutive SummarySocial Media AuditSocial Media ObjectivesOnline Brand Persona and VoiceStrategies and ToolsTiming and Key DatesSocial Media Roles and ResponsibilitiesSocial Media PolicyCritical Response PlanMeasurement and Reporting Results

Social Media Audit: Social M

edia Assessment

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Facebook https://www.facebook.com/uflorida/

654,414 8 posts 2%

Twitter https://twitter.com/UF/

132,000 20 original posts + 80 retweets

1%

Instagram https://www.instagram.com/uflorida/

98,800 5 posts 4%

YouTube https://www.youtube.com/user/universityofflorida

5,207 1-2 videos 3%

LinkedIn https://www.linkedin.com/edu/university-of-florida-18120

318,356 0-1 posts *not enough posts to determine

Vine https://vine.co/UFlorida

8,170 3 posts 2%

The following is an audit of the University of Florida primary social media accounts. This does not include any accounts under or associated with the university (i.e. UF Athletics, colleges or departments, clubs and organizations, etc.)

Social Media Audit: W

ebsite Traffic Sources

Source Volume Percentage of Overall Traffic

Conversation Rate

Facebook 4000 unique visits 25% 2%

Twitter 2000 unique visits 10% 1.5%

Instagram NO DATA NO DATA NO DATA

YouTube 500 unique visits 5% .5%

LinkedIn 100 unique visits .25% .01%

Social Media Audit: Audience Dem

ographics

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

50% 18-3030% 31-4015% 41-555% 56-80

55.2% Female44.8% Male

50% Facebook12% Twitter10% Instagram2% YouTube26% LinkedIn

40% Twitter30% Instagram20% Facebook8% LinkedIn2& YouTube

Stay updated and connected with the Gator Nation.

View upcoming events happening on campus.

Social Media Audit: Com

petitor Assessment

Competitor Name Social Media Profile

Strengths Weaknesses

Florida State University

FB: @floridastate Lots of relevant articles and links. Visual aspect to almost every post.

Very little use of video, which is the highest engaging content on Facebook currently. Low engagement on many posts.

University of Central Florida

Twitter: @UCF Use of video and consistent brand image.

Lots of posts lack a visual aspect.

University of Miami

Instagram: Use of hashtags and tagging people.

No consistent brand image or photography style.

Social Media O

bjectives

Objectives:•Increase audience engagement on Facebook and Twitter to 3% within the next 6 months.•Increase brand mentions by 5% on Facebook and Twitter within the next year by creating engaging hashtags.•Increase awareness on LinkedIn by posting once a week.

KPIs:•Qualitative

• Content analysis of brand mentions• Sentiment analysis of engagement

•Quantitative• Engagement rates on Facebook and Twitter• Number of tags on Facebook and mentions (@UF) on Twitter• Number of LinkedIn posts and engagement rates

Key Messages:•The Gator Nation is everywhere.•We are changing the world for the Gator Good.

Online Brand Persona and VoiceOur brand rationale is a mission statement that defines who we are as a university:

We come to UF as individuals with big dreams, ambitious goals and a deep desire to be a Gator. But that’s only the beginning. As Gators, our purpose is greater. We are a family—one that is forever loyal. That’s why there is no such thing as a former Gator. Our legacy is greater than a mascot. Or a logo. It’s more than titles and awards. It is the reason that UF stands as one of the nation’s preeminent institutions. It’s why we push each other every day, not only to make a positive impact in our community and our state, but to move the whole world forward.

Retrieved from the University of Florida’s brand assets website identity.ufl.edu/our-brand.

Online Brand Persona and Voice

Adjectives that describe our brand:

•Proud • Loyal

• Modern • Fun

Strategies and ToolsSTRATEGIES

Paid:•Every Thursday boost popular Facebook posts. Posts must have achieved 500 minimum likes/reactions.

Owned:•Create a photo competition to encourage people to use brand hashtags. #ItsGreatUF #GoGators #GatorGood•Encourage partners and subgroups to use hashtags in their respective social media plans.

Earned: •Share articles about alumni achievement on LinkedIn and articles from local news sources (i.e. the Alligator, Gainesville Sun) on Facebook and Twitter.

Timing and Key Dates

Key Dates: •Football game days•Homecoming•Sporting events (especially basketball and gymnastics)•Thanksgiving Break•Finals Week•Winter Break•Beginning of spring semester•Commencement

Reporting Dates•Three times a year at the end of the every semester: April, August, December.

Social Media Roles and Responsibilities

Social Media Director: •Oversee all accounts and campaigns•Delegate responsibilities

Social Media Manager:•Organize campaign planning and execution•Interpret analytics to make decisions about campaign direction

Social Media Coordinators:•Each coordinator will be assigned a social media account•Post content for respective account(s)•Record and review data and analytics •Interact with audience

Content Creators•Create content for social media campaigns•Discover newsworthy, interesting stories on and off campus•Take photographs for social media posts•Design graphics that align with brand for posting

Social Media Policy

Understand that as an employee of the University of Florida, your social media presence is a reflection of our brand. Please review these guidelines when discussing our university on your personal accounts.

•Be respectful to all.•Do not engage in heated or rude arguments about Gator athletics. •Avoid starting fights.•Support the university and its endeavors. Spread the word about events and achievements.•Be professional.•Ask before your post – if you are not sure if you’re post is appropriate, ask a social media team member first!

Critial Response PlanScenario 1: Inappropriate post1.When post is detected, screenshot it and delete it. Alert Social Media Director.2.Social Media Director will determine nature of post and analyze backlash. Director will determine the need for response.3.All media attention will be directed towards Social Media Director. 4.Social Media Director will meet with employee responsible for post and determine if disciplinary action is necessary.Pre-approved message: The social media team would like to apologize for the inappropriate post that was made. We believe in keeping our social media fun as well as professional and do not endorse posts that are inappropriate. We are reviewing the situation and will take necessary action to continue to ensure that our university is represented the best it can be online.

Scenario 2: Serious crime on campus1.Upon being alerted about the crime, establish contact with the UPD and GPD.2.Monitor all comments, mentions and posts from followers about the crime. Alert UPD or GPD of any information gained that is potentially useful.3.Social Media Director will determine if a response/post is necessary. Could provide link to resources about staying safe.Pre-approved message: Please continue to monitor UF Alert systems for updates of the situation. Follow the guidelines laid out by UPD and GPD to stay safe.

Measurem

ents and Reporting ResultsQualitative KPIs

Content analysis of brand mentionsAn analysis of 100 mentions on Facebook, 100 Tweets including @UF, and 50 Instagram posts (tagging or mentioning UF) revealed: •Many students share their achievements on campus and their day-to-day lives as Gators.•Recent graduates share how being a Gator is still relevant to their lives.•Alumni reminisce to their time at the university.

Sentiment analysis of engagementAn analysis of the comments and replies on content over the time period revealed:•There is an overwhelming positive response to being a Gator and being involved in the Gator Nation.

Quantitative• Engagement rates on Facebook and Twitter

• Number of tags on Facebook and mentions (@UF) on Twitter

• Number of LinkedIn posts and engagement rates

Measurem

ents and Reporting Results

Social Network Previous Average Engagement Rate

Goal Engagement Rate

Current Average Engagement Rate

Facebook 2% 3% 4%

Twitter 1% 3% 2.5%

Social Network

Previous Number of Mentions per week

Current Number of Mentions per week

Percentage Increase

Goal Percentage Increase

Facebook 50 55 10% 5%

Twitter 85 90 5% 5%

Average Number of Posts Per Week

Goal Posts per Week

Previous Average Engagement Rate

Current Average Engagement Rate

1.5 1 N/A 1%