2. Table of Contents
1. Executive Summary, pg. 2
2. Social Media Audit, pg. 3
3. Social Media Objectives, pg. 5
4. Online Brand Persona & Voice,pg. 6
5. Strategies & Tools, pg. 7
6. Timing & Key Dates, pg 8
7. Social Media Roles & Responsibilities, pg. 9
8. Social Media Policy, pg. 10
9. Critical Response Plan, pg. 11
10. Measurement & Reporting Results, pg. 12
1
3. Executive Summary
For the fall 2016 semester the University of Florida wants to revamp its social media
presence. The university aims to stay engaged with the entire Gator community
including students, faculty, staff, fans and alumni. By implementing interactive
#hashtags campaigns and boosting visibility through paid posts UF hopes to fulfill the
following objectives:
1. To increase the amount of Instagram and Twitter followers by 10% in three
months
2. Increase the number of shares per Facebook post by 10% in three months
2
4. Social Media Audit
Social Media Assessment
Social
Network
URL Follower
Count
Averag
e
Weekly
Activity
Engagement Rate
(per post)
Facebook www.facebook.com/uf
lorida/
654,462 6 posts
a week
1,200 Number of
Shares (10%
increase)
Instagram instagram.com/uflorid
a
99k 4 times
a week
2,00 Number of
Likes(10%
increase)
Twitter twitter.com/uf 132k 18 times
a week
45 Number of
Retweets (10%
increase)
Website Traffic Sources
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twiter 7830unique visits 14% 2.3%
Facebook 3,960 unique visits 20% 1.8%
Instagram 306 unique visits 5% .04%
3
5. Audience Demographics
Age
Distribution
Gender Primary Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70% 18-30
20% 31-40
5% 41-55
5% 56-80
54% Female
47% MAle
65% Facebook
20% Instagram
15%Twitter
40%
Instagram
20%
Facebook
20% Twitter
Connect
with
friends,
family
and
people/br
ands of
interest
News
Competitor Assessment
Competitions SM Accounts Strengths Weaknesses
Florida State
University
@seminoles Follower count Consistent message
University of
Central Florida
@ucf.knights Engagement Shares
University of South
Florida
@usouthflorida Follower count Consistent message
4
6. Social Media Objectives
The University of Florida utilizes social media to engage with students, staff,
employees, alumni and fans of the institution. Social media serves as a platform to
share information, engage in conversations and build relationships. In the Fall 2016
semester the university hopes to increase student engagement with its social media
following
Objectives
3. To increase the amount of Instagram and Twitter followers by 10% in three
months
4. Increase the number of shares per Facebook post by 10% in three months
Key Performance Indicators
1. Facebook: Comments, Likes, Share and Page Like growth
2. Twitter: RTs, Comments and Shares
3. Instagram: Comments, Likes, Page Tags
Key Messeges
● Its Great UF
● Go Gators
5
7. Online Brand Persona & Voice
University of Florida’s online brand persona and voice can be described as:
Informative, Creative and Lively.
When interacting with our community our brand persona and voice is: Conversational,
Encouraging and Lighthearted.
6
8. Strategies & Tools
Paid: Every Monday boost the least shared Facebook post to generate a second round
of interaction and engagement.
Owned: Introduce #FeatureFriday where every Friday UF’s instagram and twitter page
swill feature one lucky followers on its page. Winning Followers have great school
spirit and can serve as key influencers, or brand ambassadors, to direct new followers,
shares, tags likes and comments to the UF social media platforms.
Approved Tools: Hootsuite
Rejected Tools: N/A
Existing Subscriptions and Licenses: Photoshop, Illustrator and Vimeo
7
9. Timing & Key Dates
Holidays (School Closed)
Labor Day – Monday, September 5th
UF Homecoming – Friday, October 14
Veterans Day – Friday, November 11th
Thanksgiving – Thursday, November 24th & Friday, November 25th
Christmas – Monday, December 26th
UF 2016 Football Schedule (Home Games)
Massachusetts-September 3rd
Kentucky-September 10th
North Texas-September 17th
Missouri- October 15th
South Carolina-November 12th
Presbyterian- November 19th
Reporting Dates
The Fall 2016 semester is 12 weeks. Reporting will quarterly every three weeks.
Precise dates TBA.
8
10. Social Media Roles & Responsibilities
Director of UF Communications:Margot Winick
Director of Digital Communications and Social Media: Todd Sanders
Strategic Communications Director: Donna Winchester
Social Media Specialist: Ryan Morejon
Administrative Support Assistant: Carolyn Howard
9
11. Social Media Policy
University of Florida Social Media Page Policy as found on UF’s University Relations
page:
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.
10
12. Critical Response Plan
Scenario 1: Weather emergency i.e. impending hurricane
1. Await confirmed course of action from University Relations
2. Create notification posts for all social media platforms
3. Send an email blast to all UF Departments to share UF’s social media post on
their respective department pages
4. Respond to any comment questions from followers using pre-approved
message.
Pre-approved messaging:
For more information about UF’s inclement weather proceedings please visit
ufweather.org
Due to the
Scenario 2: Complaint that the #FeatureFriday promotion is bias via Instagram
comment from a student follower.
1. Must respond within one hour after comment is detected
2. When comment is detected
○ Take a screenshot
○ Alert Ryan Morejon (Social Media Specialist). If Ryan is not available
alert Todd Sanders (Director of Digital Communications and Social
Media).
3. Ryan and Todd will discuss the impact and reach and evaluate further action
4. If the impact is not threatening Rob will reply with the pre-approved complaint
response. If threatening, a more formal response will be drafted and responded
5. Rob will monitor the email CommunityRelations@ufl.edu for a formal
complaint report.
6. If submitted Todd and Ryan will be responsible for resolving the issue
accordingly
Pre-approved Messaging:
We are sorry to hear this. If you would like to file a formal complaint, you can do so by
emailing CommunityRealtions@ufl.edu.
11
13. Measurement & Reporting Results
Quantitative KPIs
Reporting Period: 12 weeks (3 months)
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2016 to December 2016.
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twiter 8,700 unique visits
+10% growth
14% 2.3%
Facebook 4,400 unique visits
+10% growth
20% 1.8%
Instagram 340 unique visits
+15% growth
5% .04%
Data as of December 20, 2016
Social Network Data
Timeframe: As of December 20, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement Rate
(per post)
Facebook www.facebook.com/uflo
rida/
700,462 6 posts a
week
1,200 Number of
Shares (10%
increase)
12
14. Instagram instagram.com/uflorida 99.5k 4 times a
week
2,00 Number of
Likes(10% increase)
Twitter twitter.com/uf 133k 18 times
a week
50 Number of
Retweets (10%
increase)
● UF’s Facebook, Twitter and Instagram all experience follower growth within this
12 week time-frame.
● All three platforms experienced increases in unique visits as a direct result of
the strategies implemented.
● All three platforms experience increased engagement rate without the increase
of posts per week.
#FeatureFriday Hashtag performance
● Between August 25, 2016 and December 15th, 2016 the hashtag was mentions
2,200 times on Instagram and 1,800 time on Instagram
● 10 Instagram posts using the hashtag yeilded higher average numbers
comments and mentions.
Proposed Action Items
● Continue #FeatureFriday campaign.
● Consider creating a photo-challenge competition for followers to generate
engagement with UF’s social media platforms
13
