Project 1 Social Media Strategy PUR3622 by: Haley Fisher

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
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 Result

3. EXECUTIVE SUMMARY
• Our main social media strategy is to continue to increase our online
community within the University of Florida.
• The primary focus will be to drive more students to our social media
accounts.
• The University of Florida currently connects with its students through
Facebook, Snapchat, and Twitter. The handlers of these accounts
continue to post and interact with it’s followers frequently.
• Although the University of Florida has over 30,000 undergraduate
students, our social media accounts will allow students to feel
connected and important.

4. SOCIAL MEDIA AUDIT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagemen
t Rate
#interactions/rate
s
Facebook https://www.f
acebook.co
m/uflorida
654,460
likes
10 posts per
week
14%
Twitter https://twitter.
com/uf
132,000
followers
12 posts per
week
8%
Instagram https://www.i
nstagram.co
m/uflorida/
98,300
followers
5 posts per
week
6%
LinkedIn https://www.li
nkedin.com/
edu/universit
y-of-florida-
18120
3,098
second
degree
connections
2 posts per
week
4%

5. SOCIAL MEDIA AUDIT ASSESSMENT
Compared to the other social media accounts, Facebook has the
strongest engagement rate with students. Instagram has a high
engagement, but does not have a lot of followers. Twitter is the closest
to Facebooks’s engagement, so I think the University should focus on
improving the Twitter. LinkedIn has the least engagement and is mostly
used by alumni.

6. SOCIAL MEDIA AUDIT: WEBSITE TRAFFIC
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook 5000 unique
visits
14% 4%
Twitter 3000 unique
visits
10% 3.1%
Instagram 6000 data No data No data
LinkedIn 1000 unique
visits
3% .90%
Traffic Summary: Currently, Instagram takes up a lot of data but there
is no conversion rate. Facebook has a lot of visits due to how many
likes their page has. Twitter is close behind Facebook. LinkedIn has
the least amount of traffic when compared to Facebook and Twitter.

7. SOCIAL MEDIA AUDIT: DEMOGRAPHICS
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Needs
Secondary
Needs
65% 18-24
20% 25-30
10% 31-40
5% 41-50
Female 60%
Male: 40%
Male: 28%
N/A
70% of FB
30% of
Twitter
25%
Instagram
5% LinkedIn
Educating
students on
events
happening
on campus.
Student
organizations
to get
involved in.
Demographic Summary: Based on the audit, it is clear that most
people who use social media are between the ages of 18-24. This is
great, because this age group is our target audience.

8. SOCIAL MEDIA AUDIT: COMPETITORS
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Florida State
University
https://www.face
book.com/florida
state
The profile
photo and cover
photo go well
together and
accurately
represent the
school. Has a lot
of posts and
shares articles
and photos
daily.
There are not
many shares or
likes on the
posts,
considering how
big of a
university they
are.
University of
Central Florida
https://www.face
book.com/UCF/
?fref=ts
Has a lot of
posts daily. Has
a profile picture
that displays
school colors,
which shows
school spirit.
Doesn’t have a
lot of likes and
shares on posts.
Could have a
better cover
photo to go
better with the

9. SOCIAL MEDIA AUDIT COMPETITORS
ASSESSMENT
Both of UF’s competitors have presentable profiles, but could increase
the interaction on social media with their students. Both profiles do not
receive many likes or comment. In order to gain more activity, they
should promote their social media accounts.

10. SOCIAL MEDIA OBJECTIVES
• The primary focus for the University of Florida’s 2016 social media
strategy is to increase brand awareness on social media platforms and
engaging in online socializations with its students.
• Specific Objectvies:
• Content on Twitter and Facebook should be increased to keep students
engaged and interested. By growing our online community we will be better
connected with our students.
• Make more traffic to Twitter and Facebook. Include images, hashtags, and tags
in all posts.
• The University of Florida should have a Facebook Live Discussion and/or
Twitter discussion per week to increase the interaction between the students
and the university.

11. SOCIAL MEDIA OBJECTIVES CONTINUED
• KPIS
• Number of followers/likes on Facebook, Twitter, Instagram, and LinkedIn
• Number of unique visitors to the Facebook page
• Number of retweets, likes, and comments/mentions on Facebook, Twitter,
and Instagram

12. SOCIAL MEDIA OBJECTIVES CONTINUED
• Key Message: The University of Florida will increase the traffic and
engage students on their social media accounts in order to maintain a
connected, tight-knit community between faculty and students. Our
goal is to have as many students involved as possible, and for their
voice and questions to not go unheard.

13. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe UF’s band: interactive, friendly, encouraging,
dedicated, informative, student-oriented, creative, happy.
• The University of Florida can use the adjectives listed above to their
advantage. UF is able to expand/grow their social media platforms,
which will make students more connected and involved.
• We communicate with our students in a loving, friendly, and
encouraging manner. We want our students to feel informed and
succeed.

14. STRATEGIES AND TOOLS
• Paid: Increase traffic on Facebook by boosting every post that includes
a video or image. Make a filter on Snapchat to promote an event on
campus. Twitter and Instagram can have ads supporting football season
and why it’s great to be a Florida Gator.
• Earned: Depending on the season, whether it’s basketball or football
season, posts should include hashtags and tags to promote school
spirit and excitement about school sports. Instagram and Twitter can
also have hashtags in every post such as, #It’sgreatUF #GatorNation.
• Owned: Different social media account handlers should communicate.
Hashtags should be uniform. Facebook, Twitter, and Instagram should
all advertise same event/ and or campaign.
• Tools: We will be utilizing applications such as Buffer and Hootsuite.
We will schedule all of our posts at the beginning of the week and make
sure they are posted at the most popular times to ensure a lot of views.

15. TIMING AND KEY DATES
HOLIDAYS: SCHOOL EVENTS:
Thanksgiving Admission day
Christmas Graduations
Chanukah First day of class
New Year’s Eve/Day Drop/Add week
Spring Break Sporting Events
Valentine’s Day Application deadlines
St. Patrick’s Day

16. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Nicole Yucht- Assistant Vice President of UF Communications.
(Develops UF marketing strategies)
• Todd Sanders- Director of Digital Communications and Social Media
• Ryan Morejon- Social Media Specialist
• Donna Winchester- Strategic Communications Director
• Michael McAleer- Graphic Designer
• Kay Howell- Administrative Support Assistant. (Monitors UF’s social
media and addresses any problems or issues)

17. SOCIAL MEDIA POLICY
• According to the General Social Media Policy Statement at the
University of Florida, “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 encourage users to report content that violates the platform’s Code
of Conduct by using their official reporting procedure.”
• “We reserve the rights to remove content.”
• http://www.urel.ufl.edu/social-media/general-social-media-policy-
statement/

18. CRITICAL RESPONSE PLAN
Scenario 1: UF Twitter is hacked by someone who posted an inappropriate photo.
The photo is considered profanity.
1. When someone comes across the post, he/or she should contact either Todd
Sanders and Ryan Morejon.
2. Todd Sanders or Ryan Morejon will have the post deleted ASAP.
3. Sanders or Morejon will change the password immediately, following an
appropriate post apologizing for the previous post.
4. Sanders or Morejon will contact Nicole Yucht on how to proceed further.
5. Yucht will send out an email on a private server asking if anyone has any info. On
the hacker.
6. There will be an investigation.
7. Security will be improved on the Twitter account to ensure no one will be able to
hack the account in the future.
8. UF’s media team will reach out to the faculty and students who might have been
offended by the post.

19. MEASUREMENT AND REPORTING RESULTS:
SOCIAL NETWORK DATA
Quantitative KPIS: This data is as a result of increasing traffic to UF’s social
media accounts by increasing hashtags, mentions, tags, and images in
all posts.
Social
Networ
k
URL Followers Average
Weekly Activity
Engageme
nt Rate
Facebook https://www.faceboo
k.com/uflorida
900,000 likes 20 posts per week 35%
Twitter https://twitter.com/uf 300,000 followers 16 posts per week 24%
Instagram https://www.instagra
m.com/uflorida/
150,000 followers 10 posts per week 14%
LinkedIn https://www.linkedin.
com/edu/university-
of-florida-18120
4,000 second degree
connections
8 posts per week 10%

20. MEASUREMENT AND REPORTING RESULTS:
WEBSITE TRAFFIC SOURCE ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook 10000 unique visits 48% 11%
Twitter 8000 unique visits 39% 9%
Instagram 5000 unique visits 25% 7%
LinkedIn 1500 unique visits 10% 3.8%
Our strategy to increase traffic on every social media platform was a
success. By implementing hashtags and media on every post we
were able to engage more students and increase the traffic to our
social media sites. We plan on continuing to use these strategies to
increase our traffic and engagement even more!