B R I A N A W H I T E

TABLE OF CONTENTS• 1. Executive Summary

• 2. Social Media Audit – a. Social Media Assessment

– b. Website Traffic Sources Assessment

– c. Audience Demographics Assessment

– d. Competitor Assessment

• 3. Social Media Objectives

• 4. Online Brand Persona and Voice

• 5. Strategies and Tools

• 6. Timing and Key Dates

• 7. Social Media Roles and Responsibilities

• 8. Social Media Policy

• 9. Critical Response Plan

• 10. Measurement and Reporting Results

EXECUTIVE SUMMARY• Our major social media goals are growing our base, increasing our

engagement and improving content value.

• The main focus will be engagement with our followers.

• Two major social strategies to support this: – 1. A plan to increase the amount of followers

– 2. A plan to increase engagement with followers

SOCIAL MEDIA AUDITSOC IAL MEDIA ASSESSMENT • The following is an audit of the University of Florida social media presence to date. It includes an assessment of all

social networks, web traffic, audience demographics, and a competitor analysis.

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

Twitter https://twitter.com/uflorida > 400 45 per week 5%

Facebook https://www.facebook.com/uflorida > 600,000 30 per week 2.40%

Linkedin https://www.linkedin.com/edu/university-of-florida > 7,000 N/A 0.60%

Instagram https://www.instagram.com/uflorida > 85,000 40 per week 1.70%

WEBSITE TRAFFIC SOURCES ASSESSMENT( M O N T H LY A V ER A G E)

Source Volume % of Overall Traffic Conversion Rate

Twitter 50,000 unique visits 10% 3%

Facebook 18,000 unique visits 5% 2%

Linkedin n/a n/a n/a

Instagram n/a n/a n/a

AUDIENCE DEMOGRAPHICS ASSESSMENT

Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need

18-25 50% Female 50% Twitter Facebook

Connecting with UF and its community

Checking up on updates from sports to the institution.

26-40 30% Male 50% Facebook Twitter

41-65 10% Facebook

65+ 10% Facebook

COMPETITOR ASSESSMENT

Competitor Name Social Media Profile Strengths Weaknesses

FSU TWITTER Responsive Less interactions

UM FACEBOOK Engagement Less followers

UCF TWITTER Responsive N/A

SOCIAL MEDIA OBJECTIVES• Increase engagement on Facebook and Twitter and increase presence on Instagram.

• Objectives include:

– Increase organization’s hashtags, increase video content, increase user-generated content, increase Social Media followers by 1,000 in 3 months.

• KPIs:

– 1. Number of Twitter followers

– 2. Facebook reach

– 3. Number of Instagram followers

• Key Supporting Messages:

– 1. #GoGators

– 2. #FloridaGators

– 3. It’s Great to be a Florida Gator.

ONLINE BRAND PERSONA AND VOICE

• Spirited • Innovative

• Fun • Influential

• Inspiring

STRATEGIES AND TOOLS STRATEGIES• Paid:

– Promote Facebook posts to target students and alumni

• Owned: – Present #FloridaGators to engage with users and showcase different user-generated content.

• Earned:

– Release exclusive content from the President, athletes, famous alum etc.

• Tools:

– Twitter

– Hootsuite

– Facebook

– Instagram

TIMING AND KEY DATES HOLIDAY DATES• Reporting Dates:

– Reporting will occur once a quarter in February, Valentine’s Day May, August and November. Precise date TBA.

• Holiday dates:– Christmas

– Halloween

– Thanksgiving

• Internal Events:– Gator Day

– Finals

– Graduation

– Summer Session

– Preview

– Release of acceptance letters

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

• Marketing Director:

– Nicole Yucht

• Responsibilities:

– Managing team.

– Developing marketing strategy and plan.

– Approving images. Instilling a marketing-led ethos.

• Social Media Manager: – Brianna Hayes

• Responsibilities:

– Content strategy.

– Developing brand awareness.

– Community participation.

• Social Media Coordinator: – Lily Everdeen

• Responsibilities:

– Collaborates with manager and director to ensure a cohesive social media identity.

SOCIAL MEDIA POLICY• UF”S Official 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.”

http://www.urel.ufl.edu/social-media/general-social-media-policy-statement/

CRITICAL RESPONSE PLAN• Scenario 1: Inappropriate Tweet Sent from @UF

– Step 1. ) Delete tweet and notify marketing director and following managers.

– Step 2. ) Discuss the impact and reach of the tweet.

– Step 3. ) If media has picked up tweet, manage all direct contacts.

– Step 4. ) Apology tweet if offensive. No pre-approved messaging for this scenario.

• Scenario 2: Structure collapse on campus – Step 1. ) Site crew to alert marketing director and following managers.

– Step 2. ) Evaluate the number of social media mentions.

– Step 3. ) Push messages to social media channel where news first broke out.

– Step 4. ) Evaluate need to write a longer statement.

• Pre-approved Messaging: – Twitter: “Collapse in Keys complex today at noon. No danger or injuries at the moment, stay clear of

area.”

– Facebook: “An incident occurred today around noon involving the structure in the Keys complex. There were no students or faculty in the area and there are no injuries. Area is closed until further notice.”

MEASUREMENT AND REPORTING RESULTS• Quantitative KPIs

– Reporting period:

• 3 months

– Data as of April 30, 2016

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

Twitter https://twitter.com/uflorida > 400 45 per week 5%

Facebook https://www.facebook.com/uflorida > 600,000 30 per week 2.40%

Linkedin https://www.linkedin.com/edu/university-of-florida > 7,000 N/A 0.60%

Instagramhttps://www.instagram.com/uflorida > 85,000 40 per week 1.70%

WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume % of Overall Traffic Conversion Rate

Twitter 50,000 unique visits 10% 3%

Facebook 18,000 unique visits 5% 2%

Linkedin n/a n/a n/a

Instagram n/a n/a n/a

QUALITATIVE KPIS• Sentiment Analysis:

– An analysis of our social media posts revealed a lot of positive sentiment from alumni, students and staff regarding the Gator Nation.

• Proposed Action Items:– Continue using content with value in all social media channels.

– Increase the demonstration of our appreciation for our followers.

– Prepare a mission statement for LinkedIn.

SOURCES

• DISCLAIMER:

– This is a made up scenario. The analytic numbers were made up by myself from interpreting social media accounts and do not reflect the metrics from the University of Florida.

– Source: http://www.urel.ufl.edu/social-media/