2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a. Social Media
Assessment
b. Traffic Sources
Assessment
c. Customer Demographics
Assessment
d. Competitor 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
3. Our major social media priorities for 2016 are to grow our online
following and create more of a social media presence. !
!
We will focus on generating more traffic, and gaining more followers
on major social media networks. We will do this by reaching out and
being more relatable to our audience and sharing content that is both
engaging and relevant. !
!
Two major social strategies will support this objective: !
!
1.Target and engage with both our local and !
national audience. !
2. A plan to share more relevant content.
EXECUTIVE SUMMARY
4. The following is an audit of the Miami Dolphin’s social media presence to date (October
2016). It includes a social media, website, audience and competitors assessment.
Social
Media
Network
URL
Follower
Count
Avg.
Weekly
Activity
Avg.
Engageme
nt Rate
Instagram
https://
www.instagram.co
m/miamidolphins/
605000
4 posts per
day
3%
Facebook
https://
www.facebook.co
m/MiamiDolphins
2175390
6 posts per
day
4.3%
Twitter
https://
twitter.com/
MiamiDolphins?
ref_src=twsrc
%5Egoogle
%7Ctwcamp
%5Eserp%7Ctwgr
667000
10 tweets
per day
2.1%
LinkedIn
https://
www.linkedin.com
/company/miami-
dolphins
3294 n/a
Assessment Summary: Based upon this social media assessment, Instagram and Twitter have almost the same
amount of followers and low engagement. LinkedIn is the least used social media network so the closing of this
network should be considered. Facebook is their most active and popular social media platform so this should be our
target for audience and getting the message out.
SOCIAL MEDIA AUDIT
SOCIAL MEDIA ASSESSMENT
10/2/16
5. SOCIAL MEDIA AUDIT
WEB TRAFFIC SOURCES ASSESSMENT
Social Media
Network
Volume
% Overall
Traffic
Conversion
Rate
Instagram 10K 8% 1.3%
Facebook 30-40k
17% 1.9%
Twitter 100-600 11% 2%
LinkedIn No data given
Assessment Summary: Based upon the information available, Instagram
has an average traffic of 10,000 people per post. Facebook drives more
traffic with 30-40k views per post and around 100 comments per post.
Twitter’s traffic is much more inconsistent with favorites and retweets
ranging from 100 to 600. As far as LinkedIn goes, with little interaction
or following, the information is not available.
10/2/16
6. CUSTOMER DEMOGRAPHICS ASSESSMENT
Age Gender Primary Secondary Primary Need Second
18-30 Female
70%
Faceboo
k
50%
Instagram
Fan of the sports the
team
Fan of
NFL
sports in
general.
31-40 Male 20% 30%
41-55 10% 20%
56-80
SOCIAL MEDIA AUDIT
Assessment Summary: Given the popularity of the team, it is safe to
say that their fan-base is people of all ages. If a survey was given
based on age and gender distribution those ages 18-30 would choose
Facebook as their primary social network, followed by Instagram then
Twitter. Their primary need would be because they are a fan of the
Miami Dolphins team and secondary need would be that they are fans
of the NFL as a whole.
10/2/16
7. COMPETITOR ASSESSMENT
Competitor Name
Social Media
Profile
Strengths Weaknesses
!
!
New England
Patriots
FB: 6,557,577
Lots of interaction,
similar posts,
larger following.
Inconsistencies in
comments, likes and
shares per posts
which call in to
question how much
traffic and
engagement they are
really getting.
!
!
!
Washington
Redskins
Instagram: 528,000
followers
10-15k likes per
post so that shows
lots of traffic and
that people stop
and react to the
photos posted.
They have less
followers so they
clearly have issues
expanding and reach
large numbers of
people.
SOCIAL MEDIA AUDIT
Assessment Summary: This analysis focuses on two major competitors for their most popular social media
platforms: Facebook and Instagram. These accounts share similar, high quality, visually pleasing photos and
relevant articles. Their faults are inconsistencies in comments and likes on all photos and posts.
10/2/16
8. !
Overall Business Goals: In 2016, the focus of our social media strategy will be to
increase clicks and traffic on Facebook, Instagram and Twitter. In order to achieve
this, we will make it our priority to reach out to our community and target the correct
audiences. This will allow us to gain more followers and achieve our overall goal. We
will also improve our posts and make our content more personal and engaging.
!
Social Media Objectives to Support Business Goals: 1. Increase visitors (clicks
and traffic) on Twitter by 50% over the next 6 month vis: a) reaching out locally and
engaging in different events solely to promote our social media networks. 2. Increase
Instagram followers to 1 million in 6 months. 3. Increase audience and interact on all
social media networks by: a) interacting with our current following
!
KPIs
Quantitative: 1. Number of Instagram followers. 2. Amount of traffic and click
through rates on Facebook and Twitter respectively. 3. Number of people we reach
out to and interact with.
!
Qualitative: 1. Interaction and feedback based upon us reaching out. 2. Sentiment
Analysis
!
Key Supporting Messages: A team that not only preforms
on the field in the spotlight but has connections and
relationships with those that support them.
SOCIAL MEDIA OBJECTIVES
9. Adjectives That Describe Our Brand:
• Successful
• Entertaining
• Talented
Examples of Brand Voice in Social Media Interactions:
• Personable (friendly)
• Humble
• Open-minded
• Engaging
ONLINE PERSONA AND BRAND
VOICE
10. Paid:
1. Every Thursday night set up content posts through Buffer to
carry through the weekend.
2. Get 20% more likes her post.
Owned:
1. Announce that we will be making a conscious effort to
communicate with our followers more consistently.
Earned:
1. Assign popular player to host the Facebook Live events.
Tools
Approved: Buffer
Rejected: none
Existing Subscriptions/Licences: n/a
STRATEGIES AND TOOLS
11. Key Dates: During football season, every Holiday is important
but we will especially utilize Labor Day, and Thanksgiving.
!
Internal Events: Both home and away games. Any press and
news events especially during the play-offs.
!
Lead Times: Content will need to be developed and create the
content as it happens. In order to release everything on time,
our staff must be “on-call” and ready to work.
!
Reporting Dates: Reporting will occur twice per month during
football season (August-February) and once per month during
off-season.
TIMING AND KEY DATES
12. SOCIAL MEDIA ROLES
AND RESPONSIBILITIES
- Social Media Director: Monty Karas
Responsibilities: Responsible of assigning, monitoring
and over seeing all tasks that have to do with social media
for the team.
!
- Social Media Manager: Lauren Lenhart
Responsibilities: In charge of Twitter, Facebook and
Instagram posts. Manager will have to respond and be in
charge of reaching out to the right audience.
!
- Social Media Coordinator: Hannah Wannamaker
Responsibilities: Coordinator will be assigned to all
functions with BufferApp.
13. Social Media Policy: Social Media is such a big part of
our lives and the National Football League. As a major
organization social media is the perfect outlet to spread a
message and reach out to fans and followers across the
county. As an employee and representative of the Miami
Dolphins, you are expected to represent the brand
accordingly and follow these guidelines.
SOCIAL MEIDA POLICY
!
Be respectful, stay humble, polite, excited and encouraging, and
always be nice to everyone we interact with.
14. • Scenario 1: A disgruntled fan Tweets at the Miami Dolphin’s Twitter account accusing
the organization of endorsing drug use when player suspected of failing a drug test was
approved to play in the upcoming game.
*The tweet sparked National outrage and increased suspicion of the ruling.
• Action plan: First, we would delete the tweet and contact the Twitter user directly to
set the record straight. We would then issue a press release relaying the same
information.
• Scenario 2: Our Instagram specialist posted a photo and made a typo in the caption that
gave a negative religious connotation.
• Action plan: We will immediately edit the post and issue a statement about our intents
and how our organization does not support or condone the connotations made.
*No pre-approved message for either scenario—
messages will depend on the individual and the scenario
when it comes about
CRITICAL RESPONSE PLAN
15. MEASUREMENT AND
REPORTING RESULTS
Social
Media
Network
URL
Follower
Count
Avg.
Weekly
Activity
Avg.
Engageme
nt Rate
Instagram
https://
www.instagram.co
m/miamidolphins/
605000 +
12% growth
4 posts per day
+ 8% growth 2%
Facebook
https://
www.facebook.co
m/MiamiDolphins
2175390 +
18% growth
6 posts per
day + 14%
growth
5%
Twitter
https://
twitter.com/
MiamiDolphins?
ref_src=twsrc
%5Egoogle
%7Ctwcamp
%5Eserp%7Ctwgr
667000 +
10% growth
10 tweets per
day +12%
growth
6%
LinkedIn
https://
www.linkedin.com
/company/miami-
dolphins
3294 n/a
Quantitative KPIs: Reporting results twice per months of August-February and once
per month throughout the remainder.
Social Network Data
16. Social Media
Network
Volume
% Overall
Traffic
Conversion
Rate
Instagram 10K + 30% growth 35% 2.6%
Facebook 30-40k + 20% growth 24% 2.1%
Twitter 100-600 + 25% growth 20% 0.05%
LinkedIn No data given
MEASUREMENT AND
REPORTING RESULTS
Web Traffic Data
Qualitative KPIs:
Sentiment analysis: All in all, posts received more followers, higher click through
rates and the team was over all more engaging to its followers and readers.
Further actions: We would still like to get our number of followers higher on every
platform but encourage the continuation of personal interactions.
Performance of other tools N/A
