ufsmm strategy project 1
TRANSCRIPT
THE UNIVERSITY OF FLORIDA
S O C I A L M E D I A S T RAT E GYBy: Ellie Boline10/2/16
TABLE OF CONTENTS1. Executive Summary2. Social Media Audit
Social Media Assessment Traffic Assessment Demographic Breakdown Competitor Assessment
3. Social Media Objectives4. Online Brand Personal and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10.Measurement and Reporting Results
EXECUTIVE SUMMARY• Our major social media goals are to:
1. Increase our engagement. 2. Improve content for all age groups.3. Grow our following.
Two Major Strategies:1. A plan to increase the amount of followers.2. Creating different and engaging posts for all ages of followers.
SOCIAL MEDIA AUDITSocial Media Site:
URL: Number of Followers:
Average Weekly Activity:
Average Engagement Rate:
https://www.facebook.com/uflorida/?fref=ts
654, 459+ 8 posts per week
3% (based on shares, comments, and likes)
Twitter https://twitter.com/uf 132, 000+ 65 posts per week
1.5% (based on likes and retweets)
https://www.instagram.com/uflorida/
98,900+ 5 posts per week
2% (based on likes and comments)
LinkedIn http://www.linkedin.com/edu/school?id=18120
261, 996+ 1 post per week
1% (based on shares)
YouTube https://www.youtube.com/ufl
5, 211 1 post per week
1% (based on views)
SOCIAL MEDIA AUDIT- TRAFFICSocial Media Site
# of Unique Visits (on average)
% of Overall Traffic
Conversion Rate
Facebook 60,000+ 14% 4%
Twitter 16,000+ 17% 6%
Instagram 11,00+ 6% 3%
LinkedIn 20,000+ 15% 10%
YouTube 3,000+ 4% 5%
DEMOGRAPHIC BREAKDOWNAge Gender Primary
Social Network
Secondary Social Network
Primary Social Network Purpose
• 18-25: 50%
• 26-40: 20%
• 41-65: 20%
• 66+: 10%
• Female: 65%
• Male: 35%
• Instagra
m
• Faceboo
k
• Faceboo
k
• Faceboo
k
• Faceboo
k
• Instagra
m
To stay connected, whether to daily campus life or to alumni news and events
COMPETITOR ASSESSMENTUniversity: Social Media
Profile:Strength: Weakness:
Florida State University
Facebook Posts are spread out with varying types of content
Only seems to engage current students and parents, rather than including alumni
University of Central Florida
Facebook Creative posts and engages back to audience through comments
Less followers
SOCIAL MEDIA OBJECTIVESOur social media objective is to increase our engagement, improve content for
various age groups, and grow our following as the brand of the Gator Nation.• Specific Goals:- Include more photo and video content, because people like to view not read.- Show different types of posts for different age groups (throwback photos, old records of
sports teams, etc.)- Increase instagram follows by 3,000 over the next 3 months by cross-promoting social
media networks KPIs:1. Increased engagement on video/photo shares2. Increased likes/shares from older demographic of followers3. Consistently monitor instagram outreach Key Supporting Messages:1. #GoGators2. #FollowFlorida3. #InstaGators4. #ItsGreatUF
ONLINE BRAND PERSONA AND VOICE• Always spirited, positive and uplifting• Appeal to all age groups• For students: involvement, campus happenings, inspiring• For alumni: events to attend, important headlines of UF
News• For parents: safety, informative• Keep the conversation going with creative hashtags• Interactions and comments back must be: engaging,
welcoming
STRATEGIES AND TOOLS• Paid: use facebook ads to increase views on page; promote posts on
Instagram to fill in student; • Free: use platforms to cross promote each other; share links to
tweets & instagram posts on Facebook • Owned: use creative hashtags to keep audience involved• Earned: allow exclusive content from the President, behind the
scenes of athletics, allow Facebook Live access to speakers from famous alumni
• Tools:• Facebook• Instagram• Twitter• Hootsuite• YouTube
TIMING AND KEY DATES• Reporting Dates: check quarterly on progress and
engagement on all networks. Specific dates TBA.• Holidays to post about: New Year, Valentines, St. Patrick’s
Day, April Fools, Halloween, Thanksgiving, Christmas, etc.• Key UF Holidays: Graduation, Freshman Application
Deadline, Freshman acceptance, Preview, Gators Day• Internal Dates: football games, speakers, Gator Growl, etc.• Other: Participate in things like #NationalCoffeeDay or
#InternationalFriendshipMonth to stay connected to the world around them
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Todd Sanders• Director of Digital Communications and Social Media for UF• Responsibilities include managing and directing all UF social media posts and
campaigns• Ryan Morejan• Social Media Specialist• Responsible for approving of and facilitating all UF social media posts and
campaigns• Jane Adams• Vice President of University Relations• Responsible for creating UF social media team, overseeing all social media
platforms and managing all university relationships• Nicole Yucht
• Assistant VP of UF Communications for University Relations• Responsible for directing and managing team and overseeing marketing strategy
and plan
SOCIAL MEDIA POLICYUniversity 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 any other users do not necessarily reflect the opinion of the University of Florida. User provided content is not screened or evaluated during the submissions.
• 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 other reporting procedure.
CRITICAL RESPONSE PLAN• Scenario 1: UF twitter gets hacked• Step 1: Immediately notify Todd, Ryan, or another director. • Step 2: immediately have Ryan create a post on Facebook/Instagram with the
university’s PR team notifying and explaining the incident, advising users to change their account password, and deleting any DM messages.
• Step 3: Change account passwords• Messages for scenario: “We sincerely apologize. The official University of Florida
page was hacked but is now secure. We are working on increased security measures to ensure this will not happen again. We advise all of our followers to change their passwords, and again, we apologize for this inconvenience.”
Scenario 2: Inappropriate photo posted on Instagram• Step 1: Immediately notify Todd, Ryan, or another director and take post down.• Step 2: Post an apologetic photo and caption stating an apology and ensuring it will
not happen again.
MEASUREMENT AND REPORTING RESULTS
Website Traffic Sources Assessment
Social Network # of unique views
% of overall traffic
Conversion Rate
Facebook 65,000+ 15% 6%Twitter 20,000+ 17% 8%Instagram 15,000+ 9% 5%LinkedIn 25,000+ 16% 11%YouTube 5,000+ 13% 5%
SOURCESDISCLAIMER: These numbers are not all accurate and some are
taken as generalized guesses. They come from interpreting each social media account and do not reflect research from UF.
Source: http://www.urel.ufl.edu/social-media/