This document outlines Anna Sacco's social media plan for the University of Florida. The plan aims to increase engagement and followers across key platforms like Facebook, Twitter, and Instagram. It includes an assessment of current performance, objectives for each platform, and strategies around content, hashtags, and monitoring competitors. The plan also covers roles and responsibilities, policies, response plans, and metrics for measuring success.
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
3. Executive Summary
In 2017 our main social media goals will be to increase our
engagement, improve upon the value of our content, and to
bring in more followers.
Two major social strategies will help support this objective:
1. A plan to help us engage more with our followers
2. A plan to increase our follower count across all platforms
4. Social Network URL Follower Count Average
Weekly Activity
Average
Engagement
Rate
Facebook https://www.fac
ebook.com/uflor
ida
600,000 About 10 posts
per week
2.4%
Instagram https://www.inst
agram.com/uflo
rida/
97,000 About 5 posts
per week
1.8%
Twitter https://twitter.co
m/uf
130,000 About 100
posts per week
6%
LinkedIn https://www.link
edin.com/edu/s
chool?id=18120
8,000 N/A 0.7%
5. Assessment Summary
Facebook and Twitter are where we have the post followers.
This is where most of our engagement with followers occurs.
We need to especially try to gain followers on instagram as
Instagram is currently an extremely popular social network.
6. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
UCF https://twitter.com/U
CF?ref_src=twsrc%
5Egoogle%7Ctwca
mp%5Eserp%7Ctw
gr%5Eauthor
Lots of images with
posts
Not much interaction
on tweets
FSU https://twitter.com/flo
ridastate?lang=en
Some visual posts
Retweeting of other
FSU twitter profile
tweets
Not as many visuals
as there could be
Not much interaction
or engagement on
tweets
7. Competitor Assessment
Summary
UF’s major competitors are the other big Florida colleges
Florida State University and University of Central Florida.
Like UF their twitters have a huge following and like UF they
do not engage enough with their followers. They do however
use lots of interesting and compelling visual content
8. Social Media Objectives
Increase engagement on our top platforms: Facebook and
Twitter
Increase presence on Instagram to gain followers
KPI’s
Number of Instagram followers
Number of unique visitors to each site
Number of engaging visual content
Key Supporting Messages
10. Strategies and Tools
Paid
Promote Facebook content to target alumni
Owned
Encourage the use of the #ItsGreatToBeAFloridaGator hashtag and feature the best one
every week
Earned
Monitor Twitter for #UFgrad and #UF2021 tweets to interact with potential followers
Tools
Hootsuite
Tweetdeck
11. Timing and Key Dates
Key Holidays:
Christmas
Halloween
Thanksgiving
4th of July
Internal Events/Holidays
Gamedays
Graduation
Preview
12. Social Media Roles and
Responsibilities
Todd Sanders - Director of Digital Communications and Social Media
“Todd provides campus-wide strategic leadership and coordination of digital and social media initiatives. He’s
worked in higher ed since 2002 in various roles discovering new ways to make old things sound
interesting to young people.”
Jane Adams - Vice President
“Jane Adams is Vice President of University Relations for the University of Florida, where she is responsible
for government relations, public relations, marketing and external relations at the national, state and
local levels.”
Margo Winick - Director of UF Communications
“Margot oversees integrated communications and national media outreach to support the university’s
institutional priorities and reputation.”
13. UF’s Social Media 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 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 reserve the right to remove content.
We encourage users to report content that violates the platform’s Code of Conduct by using their official
reporting procedure.”
http://www.urel.ufl.edu/social-media/general-social-media-policy-statement/
14. Critical Response Plan
Scenario 1: Fire in an on campus dorm
1. Warn students to stay away from the area
2. Give live updates of the situation including injuries
3. Stress that a longer press release will be written
4. Answer commenters responses promptly and assure them that the situation is under control
Scenario 2: Inappropriate Tweet sent out
1. Delete the tweet and notify the Vice President and the Directors
2. If the tweet receives a lot of attention release a statement apologizing
3. Apology tweet for the offensive content
Pre-appoved messaging
15. Measurement and Reporting
Results
The #UFgrad hashtag is used most frequently during the week of graduation, it
was used 20 times alone on August 7th, the most recent graduation date
The #itsgreattobeafloridagator hashtag was used hundreds of times for the
most recent football game
Proposed Action Items:
Encourage users to use these hashtags throughout the year and not just
during these peak times with Facebook and Twitter shoutouts.
