Social Media Management

1. University of Florida
By Jarrad Davis
October 2, 2016

2. 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

3. 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.

4. 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.co
m/uflorida/?hc_ref=SEAR
CH
654,250 9 posts per week 1800 likes and 100
comments
Linkedin https://www.linkedin.co
m/company/4282?trk=vsr
p_companies_res_name&t
rkInfo=VSRPsearchId%3A27
80085141474991015124%2
CVSRPtargetId%3A4282%2
CVSRPcmpt%3Aprimary
318,277 Once a week 800 Likes and 60
Comments
Instagram https://www.instagram.c
om/uflorida/
98,660 5 posts per week 7,000 Likes and 25
Comments

5. 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 Data
Linkedin 300 Unique Visits .5 .01%
Summary:
• These numbers are estimations based on Alexa rankings. Google searches
account for 33% of website visitors.

6. 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.

7. Competitor Analysis
Florida State
University
https://twitter.com/floridastate
The 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/univmiami
Good at informing the public about
current events and university
relations.
Limited interactions except when
its about football.
University of Central
Florida
https://twitter.com/UCF
They 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.

8. 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.

9. Online Brand Persona and Voice
Adjectives that describe our
brand:
• Dedicated to excellence
• Striving for the Gator Good
• Forward Thinking

10. 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,

11. 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

12. 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

13. 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

14. 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.