2. 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
3. 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.
4. SOCIAL MEDIA AUDIT
Social Media
Platform
URL Followers Average
Weekly Activity
Engagement
Rate
Instagram https://
www.instagra
m.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.
5. 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
6. 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.
8. 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.
9. 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.
10. 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.
12. 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
13. 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
14. 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
15. 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/
16. 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.
17. 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.
18. MEASUREMENT AND REPORTING RESULTS
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagemen
t Rate
Instagram https://
www.instag
ram.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.faceb
ook.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.
19. 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.
20. 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.