University of FloridaGarth Carey Jr.

Table of Contents

1. Executive Summary, February 20162. Social Media Audit

a. Social Media Assessment, February 2016b. Traffic Sources Assessmentc. Customer Demographics Assessment

3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10.Measurement and Reporting Results, January 2016 - February 2016

Executive Summary

Our major social media priorities for 2016 will be to optimize and maximize school related content to faculty and students.

The primary focus will be to support and send relevant information in a timely manner regarding the University of Florida.

Two major social strategies will support these objects:1. Add more faculty and students to the social media platforms.2. Allow the content to be narrowed down to the follower.

Social Media Audit

The following is an audit of the University of Florida’s social media presence to date. It includes an assessment of all social media platforms, faculty, students, and relevant content.

Social MediaPlatforms

URL Follower Count Average Weekly Activity

Twitter https://twitter.com/UF 113K 5 posts per week

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

81.2K 5 posts per week

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

631,982 Likes 8 posts per week

Social Media Objectives In 2016 the primary focus of the University of Florida’s Social media strategy will be to optimize and maximize school related content to faculty and students.

Online Brand Persona and Voice

Adjectives that describe our brand:• Athletic• Prideful• Adventurous • LimitlessWhen interacting with customers we are:• Reassuring• Sociable• Attentive• Goal Oriented

Strategies and Tools

Paid: Every Wednesday a social media post will be made that will have to reach at least 25% of students and faculty, with a minimum of 7 likes a 1 comment.Owned: Introduce the use of #Content4Gators to the social media platforms. This will encourage the content to spread widely through the campus.Earned: Monitor Twitter, Instagram, and Facebook for keywords and terms of content that can be reposted and shared.ToolsApproved Tools: Hootsuite, RebelMouseRejected Tools: N/AExisting Subscription/Licenses: Hootsuite

Timing and Key Dates

Holiday Dates Valentine’s DayLabor Day

Christmas DayNew Years Day

Internal EventsFourth of July long weekMemorial Day

Reporting DatesReporting will occur once every two months.

Social Media Roles and Responsibilities

Marketing Director – Garth Carey JrSocial Media Manager – Kaylia TuckerSocial Media Coordinator – Malcolm Bemba-KayeSupporting Social Media Team Members Keenen Harvey (social ads support) Deidra Meirhead (customer support - social media)

Social Media Policy

Social Media is a very popular platform that can be used amongst college campuses around the nation. We use it to post relevant content to keep students and faculty engaged with events going on around the campus. As an employee of the University of Florida social media team you must follow he following guidelines. • Be respectful• Use Common Sense• Be nice to strangers• Great Customer Service• Be ethical • Be understanding• Use your resources

Critical Response Plan

Scenario 1- Inappropriate tweet Sent from @A1UFHater

Action Plan 1. When tweet is detected:

1. Take a Screenshot2. Delete Tweet3. Alert Social Media Manager: All Social Media Employees4. Garth (Marketing Director) sync with Kaylia (Social Media Manager) on discussing the

impact of the tweet.5. Garth to develop a follow up two that would need to be approved by Deidra (Customer

Support Team Member)

Measurement and Reporting results

Quantitative KPIsReporting Period: 2 monthsData as of February 21, 2016

Website Traffic Sources AssessmentTimeframe Monthly average, January 2016 to February 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 2000 unique visits + 20% growth

25% 1.5%

Facebook 3000 unique visits + 10% growth

35% 2.2%

Instagram 200 unique visits + 5% growth

4% .1%