Social Media Strategy Allison Mangan October 2, 2016

TABLE OF CONTENTS 1. Executive Summary, September 20162. Social Media Audit

1. Social Media Assessment 2. Website Traffic Sources Assessment 3. Audience Demographics Assessment 4. Competitor Assessment

3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results

EXECUTIVE SUMMARY

In 2016, our major social media priority will be to incorporate more engaging social media posts.

The primary focus will be to increase followers on Twitter, Instagram, and LinkedIn.

Two major strategies to accomplish this: 1. Include more live video featuring the

student body. 2. Produce interesting and exciting content

not just on Facebook, but on other social media networks as well.

SOCIAL MEDIA AUDITSocial Network

URL Follower Count

Avg. Weekly Activity

Avg. Engagement Rate

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

645,158 8 posts/week 0.39%

Twitter https://twitter.com/uf

131,000 99 posts/week

0.10%

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

98,500 8 posts/week 5.6%

LinkedIn https://www.linkedin.com/edu/school?id=18120

263,036 connections

1 post/week 0.50%

SOCIAL MEDIA ASSESMENT | DATE: SEPTEMBER 27, 2016

Assessment Summary: Facebook is by far the most popular social media. LinkedIn has a lot of connections, but could have a better engagement rate.

SOCIAL MEDIA AUDIT

Source Volume % of Overall Traffic

Conversion Rate

Facebook 150,000 unique visits

4.30% 12%

Twitter 50,000 unique visits

2.62% 10%

Instagram 20,000 unique visits

4.9% 14%

WEBSITE TRAFFIC SOURCES ASSESSMENT| DATE: SEPTEMBER 27, 2016

Assessment Summary: Currently, Facebook and Instagram drive more overall traffic than Twitter does.

SOCIAL MEDIA AUDITAge Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

70%: 13-30 65% F; 45% M Facebook Instagram To see video and graphics of the happenings around campus

Interactive content that can be shared to their followers

20%: 31-45 70% F; 30% M Facebook Twitter To reconnect with their alma mater or family school

To stay up to date on current happenings at the university

10%: 45+ 60% F; 40% M Facebook Twitter Information on alumni events that they can attend

To reconnect with old classmates

AUDIENCE DEMOGRAPHICS ASSESSMENT| DATE: SEPTEMBER 27, 2016

Assessment Summary: The primary audience is users ages 13-30. These groups are focused mainly with video and graphic content and that is what they engage with the most.

SOCIAL MEDIA AUDITCompetitor Name

Social Media Profile

Strengths Weaknesses

Florida State University

Facebook Engages students with questions and polls

Posts long statuses that may get lost with some students

University of South Florida

Facebook Engaging graphics and video content

A fraction of the amount of likes as Florida's page

University of Georgia

Facebook Frequent posting and quick response times

Out of date, boring profile image

COMPETITOR ASSESSMENT| DATE: SEPTEMBER 27, 2016

Assessment Summary: Our competitors all lack the amount of likes that the University of Florida page has. However, their graphics are more mobile friendly and easier to comprehend than what is posted on our page.

Social Media Objectives

The University of Florida’s 2016 social media goal will be to use the large Facebook following to encourage followers to check out various other social media channels and increase their reach.

Some specific objectives include: 1. Increase Instagram followers by 20% in 6

months. 2. Share links to Instagram, Twitter, and

LinkedIn accounts via Facebook. 3. Start publishing content across various

social medias and tailor it to each network.

Social Media Objectives, ctn.

KPIs: 1. Number of Instagram followers 2. Number of visitors to outside sites that

were published via Facebook links 3. Number of views and visits to each

social media sites Key Messages

#MyGatorExperience A loyal, exciting university

Online Brand Persona and Voice

When interacting with customers we are: Timely Engaging Supportive

Adjectives that describe our brand: Spirited Loyal Amusing Youthful

Strategies and Tools Paid:

After 8 PM every Monday, purchase Twitter and Instagram ads to appear on interested party’s newsfeeds. Must be most popular post from the last calendar week.

Owned: Popularize the use of #MyGatorExperience on

Instagram. Encourage fans to share their favorite past and current memories via photos. Feature the most popular post from Instagram on all other social medias to encourage new followers to our Instagram account.

Earned: Monitor Twitter for words such as: UF, Gators,

University of Florida. Find out what people are tweeting about and create a

check in point for fans to go on Game Day where they can receive free UF gear.

Strategies and Tools, ctn.

Approved Tools: Facebook Twitter Instagram LinkedIn Google+

Rejected Tools: N/A

Existing Subscriptions/Licenses Adobe Creative Cloud

Timing and Key Dates

Remaining UF Football Games: October 1 October 8 October 15 October 29 November 5 November 12 November 19 November 26

Timing and Key Dates, ctn.

Remaining Important Dates in 2016 Academic Calendar: Exam Dates

December 10-16 Holidays

Thanksgiving Break: November 23-27 Christmas Break: December 17-January 4,

2017

Social Media Roles and Responsibilities

Director of Digital Communications and Social Media: Todd Sanders

Social Media Specialist: Ryan Morejon Director of UF Communications: Margot

Winick MultiMedia Specialist: Robbie Smith National Media Strategist: Steve Orlando PR Specialist: Paul Bernard Strategic Communications Director:

Donna Winchester Administrative Support Assistants:

Carolyn Howard, Kay Howell, Lynne Bartonhttp://www.urel.ufl.edu/staff/

SOCIAL MEDIA POLICY

University of Florida Social Media Page 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 Status posted by

University of Florida Facebook Page 1. Delete the inappropriate content

immediately. 2. Team meeting to discuss the reach and

impact of the status 3. Come up with a status to post that the team

agrees will handle the situation effectively. 4. Post the follow up status. 5. Take disciplinary action if employee is

involved in the scandal. Pre Approved messaging: Facebook: Please excuse our previous (and now deleted) status. It was not

intended to be published and does not represent the attitudes of the University of Florida.

Critical Response Plan, ctn.

Campus Emergency, no injuries 1. Send out a team to investigate what is

happening. 2. Evaluate the amount of social media

impact this event has had. 3. If media has picked up the story, contact

all outlets reporting on the story to give comment.

4. Prepare a statement and publish it. 5. Continue to monitor the situation.

Pre Approved messaging: Twitter: @UF is on the scene evaluating and trying to solve this emergency. Facebook: Please remain calm as University of Florida officials are on scene

trying to ensure the safety of our students.

Critical Response Plan, ctn.

Contact Information: Director of Digital Communications

and Social Media: Todd Sanders Email: tsand@ufl.edu Phone: (352) 392-9092

Social Media Specialist: Ryan Morejon Email: rymorejo@ufl.edu Phone: (352) 392-9092

Measurement and Reporting

Social Network

URL Follower Count

Avg. Weekly Activity

Avg. Engagement Rate

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

645,158+10% growth

8 posts/week+2% growth

0.56%

Twitter https://twitter.com/uf

131,000+7% growth

106 posts/week

0.24%

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

98,500+20% growth

12 posts/week

7%

LinkedIn https://www.linkedin.com/edu/school?id=18120

263,036 connections+10,000 new connections

3 posts/week 0.70%

SOCIAL NETWORK DATA| DATE: MARCH 27, 2017

Assessment Summary: We met our social media goal of increasing our Instagram followers by 20%.

SOCIAL MEDIA AUDIT

Source Volume % of Overall Traffic

Conversion Rate

Facebook 150,000 unique visits+7% growth

8% 3%

Twitter 50,000 unique visits+5% growth

3% 2%

Instagram 20,000 unique visits+10% growth

6% 4%

WEBSITE TRAFFIC DATA| DATE: MARCH 27, 2017

Assessment Summary: Currently, Facebook and Instagram drive more overall traffic than Twitter does.

Qualitative KPIs #MyGatorExperience

#MyGatorExperience was mentioned 5,469 times between September 27, 2016 and March 27, 2017 across our social media platforms.

Our contests were successful and we will continue doing them because of the great response.

Sentiment Analysis: An analysis on 100 Facebook posts, 100 Instagram

posts, and 100 Tweets revealed the following: Our brand is associated with positivity from its

alumni and current students. Any negative sentiments usually stem after the

loss of a sporting event.

Proposed Action Items

Continue #MyGatorExperience Consider different responses to negative

sentiments after football games, such as asking fans what they enjoyed during the game experience.

Increase LinkedIn content.