TABLE OF CONTENTS •  1. Executive Summary

•  2. Social Media Audit (3 pages)

•  3. Social Media Objectives (2 pages)

•  4. Demographics

•  5. Online Brand Persona and Voice (2 pages)

•  6. Strategies and Tools

•  7. Timing and Key Dates

•  8. Social Media Roles and Responsibilities

•  9. Social Media Policy

•  10. Critical Response Plan (2 pages)

•  11. Measurement and Reporting Results (2 pages)

•  12. Overall Results and Qualitative KPIs

EXECUTIVE SUMMARY

•  The University of Florida has a powerful social media relationship with its students. UF connects with its students through various ways such as Snapchat, Facebook and Twitter. The managers of the accounts are on top of their jobs by posting very frequently and promoting the university and of course, the Florida Gators. They encourage students to get involved and to voice their opinions and thoughts on campus.

•  Many students are aware with UF’s social media outlets, but there are different arrays of students that are not. For 2017, the goal for UF’s social media awareness is to aim at a more broad group of students. The social media accounts should reach out students in a more direct way, that way students can connect with UF on a more personal level and not feel like they are getting “swamped” in the swamp. Even though the University of Florida has over 30,000 undergraduate students, the social media accounts should make them feel like they are still important and not to feel outshined in the huge university.

SOCIAL MEDIA AUDIT Social Media Platform

URL Followers Average Weekly Activity

Engagement Rate

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

98,200 4 posts per week

12%

Twitter https://twitter.com/UF

131,000 15 posts per week

6%

Facebook https://www.facebook.com/uflorida/?fref=ts

653,856

9 posts per week

4%

Assessment: Currently, Instagram has the strongest social media interaction with UF’s students. Facebook interaction with UF’s students isn’t as strong as Instagram due to only a few posts getting more attention than others. Twitter interaction is similar to Facebook interaction, but even less with UF’s students.

SOCIAL MEDIA AUDIT PT. 2

Competitor Name Social Media Profile

Strengths Weaknesses

University of Central Florida (UCF)

Twitter: @UCF https://twitter.com/UCF

The theme matches the school colors, which shows strong school spirit. The cover photo is very pretty, and the Twitter account posts very often. The posts are concise and they include different hashtags, which attracts more attention.

There are not many retweets or replies when they post.

Florida State University (FSU)

Facebook: Florida State University https://www.facebook.com/floridastate/?fref=ts

Posts different visuals and shares different articles daily. Its page matches the colors to its school colors and has many likes and comments on each post. FSU has great communication with its followers on Facebook.

They do not have as many followers as they do students who attend their university. They could also have better captions with their posts because it is not very innovative.

Competitor Assessment

SOCIAL MEDIA AUDIT PT. 3

Titles

•  University of Florida ranked No. 7 in the Stars of College Social Media, according to Best Colleges website

•  Mentioned in “5 Universities Winning At Instagram”

•  #GatorGood and #GoGators are UF’s most popular hashtags

Competitor Assessment Summary The analysis on the two competitors for UF’s social media showed that both universities have a lot to offer through social media, but can improve its interaction with its followers. They can increase awareness of its social media accounts to gain more followers and have more retweets, shares and likes.

SOURCE VOLUME % OF OVERALL TRAFFIC

Instagram N/A Presumed to be high due to young generation

Twitter 25,000 6%

Facebook 400,000 16%

Website Traffic Assessment

Summary: The chart shows that Facebook has the largest amount of web traffic without assuming Instagram’s percentage. Instagram has a lot of web traffic because a lot of young people are drawn to the app.

DEMOGRAPHICS Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

65% 18-24

48% Female

70% Facebook

70% Twitter

Details for

Details about

25% 25-30

52% Male

30% Twitter

30% Facebook

applying and class required postings

Student collaboration

20% 31-50

N/A

SOCIAL MEDIA OBJECTIVES •  UF’s 2016 main focus will be on expanding brand awareness, engaging in online

socializations with its students and comprising improved reactions on all of UF’s social media platforms.

•  Specific Objectives: •  Our increased focus should be on Facebook, due to how many users are on and

familiar with it. We must grow our online community with creating better relationships with the students.

•  UF must increase traffic to their website by updating its Facebook and Twitter posts on a day to day basis. That way, people we feel more interacted with UF’s social media and the university itself. We should increase Twitter traffic by 20% in 3 months. •  Increase tweets by 15 per week and gain 150 followers per month.

•  UF should answer questions online to students that need help through Facebook and Twitter to engage a two-way interaction online. •  Post 3 more visuals per week to attract attention of students.

SOCIAL MEDIA OBJECTIVES PT. 2

•  KPIS •  Number of followers on Twitter, Instagram and Facebook •  Number of unique visitors to UF’s Facebook page •  Number of image and media posts on Twitter and Facebook •  Number of retweets, shares and likes on Twitter, Facebook and

Instagram Key Message: The University of Florida will work toward to interact with the different

communities in UF to enable for their voices to be heard around the university and to be able to feel secure with their beliefs. UF’s job is to make the students feel as included as possible at the university and to answer any questions they might have. The social media staff is responsible for answering questions and concerns through the different social media platforms to ensure the students’ happiness.

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe University of Florida’s brand •  Unification, happy, friendly, collective, team-establishment, student-

oriented, generous, informative, enjoyment, diversified, devoted, unique, creative

§ UF is capable of using these ideas to expand their social media platforms in a more diversified way and to be able to create stronger bonds throughout the student body.

§ Students that attend UF are all associated with each other by their enthusiasm and passion to achieve success.

§ When we communicate with people who are associated with UF, such as alumnae, students and staff, we are friendly, involving, supportive and diligent.

ONLINE BRAND PERSONA AND VOICE (PT. 2)

STRATEGIES AND TOOLS Paid: Increase UF online advertisements on Facebook by posting a set time and day

every week on why it is so great to be a Florida Gator. We can also put ads on Instagram and Twitter during football season to show how strong the Gator Nation’s school spirit is and during when high school students are applying to college.

Earned: Oversee Instagram and Twitter for hashtags that are associated with UF, such as #ItsGreat, #GatorNation, #GatorGood and #GoGators. We can also advocate UF’s authorized website on the posts.

Owned: Use a familiar hashtag on every post so people do not get confused. Also, UF should use the same profile photo on all their accounts for people to recognize UF’s social media platforms. We can encourage people to follow our social media and advertise likes, shares and retweets.

Tools: Approved 1. Buffer 2.  Hootsuite 3.   Tweetdeck

TIMING AND KEY DATES Holidays: Other Events: Valentine’s Day Graduation St. Patrick’s Day Admissions Day Spring Break First Day of Class Mother’s/Father’s Day Sporting Events Labor Day Application Deadline Thanksgiving Christmas Hanukkah New Year’s Eve/Day

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Nicole Yucht – Assistant Vice President of UF Communications •  Develop strong marketing strategy for UF’s label

Todd Sanders – Director of Digital Communications and Social Media Ryan Morejon – Social Media Specialist

§  Use social media to advocate UF’s creativity and campaigns by focusing on involvement

Donna Winchester – Strategic Communications Director Michael McAleer – Graphic Designer Kay Howell – Administrative Support Assistant

§  Track UF’s concerns throughout social media and address the problems

UF SOCIAL MEDIA PLATFORM GENERAL SOCIAL MEDIA POLICY STATEMENT:

“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, and 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: An inappropriate tweet is posted on UF’s official Twitter. (bad language)

•  If anyone is offended by the tweet that was posted, he/she should reach out to Kay Howell.

•  The tweet will be deleted instantly. •  Kay Howell will work with the media relations team to address those issues

and solve the problem. •  The media relations team will post a tweet following up the situation and

apologize for the offensive tweet. •  They will remind the Gator community that its student body is still

connected and we are the #GatorNation. •  They will reach out to any of the students that felt they were offended by the

tweet. •  The media relations team will double and triple check its account. •  UF’s Twitter will change its password to ensure that there is no more hacks

on Twitter. •  Will post on all of UF’s social media platforms apologizing for the Tweet that

included bad language.

CRITICAL RESPONSE PLAN (PT. 2)

Scenario 2: UF Instagram is hacked and posted an inappropriate photo. (Profanity)

•  If someone comes across the inappropriate photo, he/she should contact Ryan Morejon and Todd Sanders.

•  Either one of them will remove the photo immediately that was put up.

•  Sanders or Morejon will post another Instagram that is not offensive, apologizing in the caption for the hack.

•  They will contact Nicole Yucht to ask how to address the situation. •  Yucht will send out an announcement to address any concerns and

ask people for information on the hacker. •  There will be an investigation. •  The UF media relations team will post an apology on all of UF’s social

media platforms. •  They will update security and privacy features on UF’s Instagram

account. •  They will reach out to any students who felt they were offended by the

photo.

MEASUREMENT AND REPORTING RESULTS

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

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

98,200 + 5%

6 posts per week

6,000

Twitter https://twitter.com/UF

131,000 + 150 per week

20 posts per week

55%

Facebook https://www.facebook.com/uflorida/?fref=ts

653,856 +5%

12 posts per week

30%

Quantitative KPIS: Reporting Period - 3 months

All three social media platforms have grown exponentially because of the increased usage of shares, likes, posts and hashtag usage.

MEASUREMENT AND REPORTING RESULTS (PT. 2)

Source Volume % of Overall Traffic

Conversion Rate

Twitter 80,000 32% 12%

Facebook 450,000 45% 7%

Instagram 30,000 26% 5,000 likes

Website Traffic Source Assessment

UF Twitter has improved its social media strategies by tweeting more visuals, putting more UF hashtags and reaching out to its students. There still need to be improvements to all three social media platforms, but it is gradually improving.

OVERALL RESULTS AND QUALITATIVE KPIS UF’s social media platforms have improved dramatically by putting

more visual content and more interesting posts on the web. UF is also interacting more with its students online by communicating with them and answering any questions and/or concerns they might have. By using all three social media platforms, we are going to be able to promote school activities and announcements in a better way and will reach to many diverse communities throughout the university. By working hard on reaching out to students and diving right in with UF’s social media team, we have been able to have success and will continue to have more success in the future. This overall approach has been very successful and two-way communication has made the students feel more at home within this big school.