University of FloridaBy Jarrad Davis

October 2, 2016

Table of Contents

• Executive Summary• Social Media Audit • Social Media Objectives• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Result

Executive Summary

• The University of Florida’s major social media objectives for 2016 are to increase the brand's reach and interaction with prospective students from around the world. • To increase the amount of appealing content to promote more

interaction with followers and prospective followers.

Social Media Audit

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/UF 131,210 30+ post and retweets per week

30 retweets and 70 Likes

Facebook https://www.facebook.com/uflorida/?hc_ref=SEARCH

654,250 9 posts per week 1800 likes and 100 comments

Linkedin https://www.linkedin.com/company/4282?trk=vsrp_companies_res_name&trkInfo=VSRPsearchId%3A2780085141474991015124%2CVSRPtargetId%3A4282%2CVSRPcmpt%3Aprimary

318,277 Once a week 800 Likes and 60 Comments

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

98,660 5 posts per week 7,000 Likes and 25 Comments

Website Traffic Source Assessment

Source Volume % of Overall Traffic

Conversion Rate

Twitter 1200 Unique Visits 2% .8%Facebook 2500 Unique Visits 4.1% 1.6%Instagram No Data No Data No DataLinkedin 300 Unique Visits .5 .01%

Summary:• These numbers are estimations based on Alexa rankings. Google

searches account for 33% of website visitors.

Audience Demographic Assessment

Age Distribution

General Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

18-30 (60%) Male (50%)Female (50%)

Facebook Twitter To find out about current college news and things that are happening on campus.

To look at pictures and videos of campus.

31-65 (20%) Male (45%)Female (55%)

Instagram Facebook To learn about how UF has changed since they have graduated.

To find some sort of connection to their alma mater.

High School Students (20%)

Male (40%)Female (60%)

Twitter Instagram To help figure out whether or not they want to apply to UF.

To figure out when the best times are to come visit campus in order to get the best experience.

Competitor Analysis

Florida State University

https://twitter.com/floridastateThe schools colors are used a lot and they post a variety of content.Their page mostly deals with just current students and not alumni. They also have low engagement numbers.

University of Miami

https://twitter.com/univmiamiGood at informing the public about current events and university relations.Limited interactions except when its about football.

University of Central Florida

https://twitter.com/UCFThey have a lot of different content on their page that appeals to their different followers. Their page is difficult to navigate due to the lack of uniformity in the post sizes. This could cause users to miss content.

Social Media Objectives

• Overall Business Goals• Increase the brand's reach and interaction with prospective students from around the

world. • Social Media Objectives to Support Business Goals

• Increase interaction among 17-25 year old students that have a strong academic background and who may be interested in attending the University of Florida by 25% over the next year.

• KPIs• Quantitative

• To increase the number of followers by atleast 20% in order to gain more interactions among the target audience in the next 6 months.

• Qualitative• To increase the frequency of interactions by posting relevant content and by responding to

followers by 30% in the next 6 months.

Online Brand Persona and Voice

Adjectives that describe our brand:• Dedicated to excellence• Striving for the Gator Good• Forward Thinking

Strategies and Tools

• Paid• Boost post that are from prestigious or well-known rating organizations that give the University of Florida a

high rating among other public schools across the nation. The post must have at least 20 likes and 10 comments.

• Owned• Introduce the hashtag #GatorRISE on Facebook, Instagram and Twitter post. Encourage people to share their

experiences that they believe will help the university and the Gator Nation as a whole continue to move upward.

• Earned• Collaborate with well-known faces from the University of Florida whether it be athletes or former students and

do a social media campaign that points out the great things that they were able to take away from the university.

• Tools

• Twitter, YouTube, Vimeo, Facebook, Instagram,

Timing and Key Dates

Holidays• November 11: Veterans Day• November 23 - 26: Thanksgiving

break• January 16: Martin Luther King, Jr.

Day• March 4 - 11: Spring Break• May 29: Memorial Day• June 19 - 23: Summer Break• July 4: Independence Day

Reporting Dates• Fall 2016: August 22 – December 4• Spring 2017: January 4 – April 19• Summer A/C 2017: May 8 – June 16/

August 4• Fall 2017: August 21 – December 6

Social Media Roles and Responsibilities

• Social Media Director• Todd Sanders

• Provides strategic leadership and coordination of social media initiatives.

• Social Media Specialist• Ryan Morejon

• Creates sharable content.• Multimedia Specialist

• Robbie Smith• Creates graphic design pieces

Social Media Policy

• Social media has become one of the most impactful platforms in our day to day lives. Anything that is shared on a University of Florida page will be something that shows how special being a Gator really is. We will always post things that are:

• Respectful to everyone• Promoting positivity • Helpful to our followers• Polite• Not rude or insensitive

Critical Response Plan

• Inappropriate Tweet sent from @UF• Once the tweet is found, you have to take record of the tweet,

delete it and then inform Todd Sanders, Social Media Director• Todd Sanders needs to discuss with other media directors about the

impact and reach of this tweet.• A follow up tweet needs to be configured.• All contact with the press needs to be handled top down. • There must be a meeting with whomever is responsible for the

tweet to determine if there is any disciplinary action that needs to be taken.