This document outlines the University of Florida's social media strategy and plan. It includes objectives to increase exposure, traffic, and engagement. It discusses the university's online brand persona and presence across key social media accounts. Strategies and tools are proposed, such as boosting popular posts and encouraging the use of hashtags. A critical response plan is in place to address potential negative tweets or issues that go viral. Metrics like hashtag performance are measured to assess results and inform future actions.

1. UNIVERSITY OF
FLORIDA
Kendall Kroger
02/15/16

2. TABLE OF CONTENTS
Executive Summary
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 Results

3. EXECUTIVE SUMMARY
Social Media has created an unprecedented level of transparency
between the University of Florida and its constituents. Universities are
constantly seeking ways to improve their course offerings and
identifying key inspirational points for their constituents. Similarly,
constituents are constantly providing valuable opinions and seeking
the best education. As a result, it has become common for
universities to consider social media a method of reaching their
target demographics.

4. SOCIAL MEDIA OBJECTIVES
1.Increase Exposure
2.Increase Traffic
3.Increase Engagement

5. ONLINE BRAND PERSONA
These are the main accounts the University of Florida
posts to everyday.

6. STRATEGIES AND TOOLS
Paid: Every Friday boost most popular organic Twitter posts
for the weekend. The post must have a minimum organic
reach of 50, as well as a minimum of 8likes or 6 comments.
Owned: Introduce the use of #UF20 to the university
Facebook posts. Encourage adoption by departments and
source a minimum of 1 piece of user-generated content per
week to shout out. Promote hashtag across all social
properties, email newsletters as well as printed promotional
material.
When students check their admission status mention the
hashtag and encourage them to use it if they plan on making
posts on social media.
Earned: Monitor Twitter for keywords and terms: UF,
GatorNation, GatorGood, GoGators, Gators.
Tools
Approved Tools
Hootsuite
Existing Subscriptions/Licenses

7. TIMING AND KEY DATES
Holidays:
Spring Break- February 27 - March
5
Key Academic Dates:
Drop or Withdrawal Deadline-
April 8
Course Evaluation System Opens-
April 9
Drop or Add a Course after Deadline-April
20
Classes End-April 20
Honors Theses due-April 20
Reading Days-April 21-22

8. SOCIAL MEDIA ROLES
Vice President for University Relations
Social Media Manager
Intern

9. SOCIAL MEDIA POLICY
University 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 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.

10. CRITICAL RESPONSE PLAN
Scenario 1: If a tweet published from the UF
account that is negative
• Alert the VP of University Relations
• Have the permission to delete the tweet
• Have the IT department track down the
computer the tweet was sent from
• Discuss with the person who sent the tweet
the ramifications of their actions
Scenario 2: If a negative tweet about UF goes viral
• Contact the person who posted the tweet
• ask them what their exact issue is
• research issue with the correct department
• try to offer a solution that works for UF and
the person

11. MEASUREMENT AND
REPORTING RESULTS
#UF20 Hashtag Performance
‹‹Between February 12, 2015 and today the hashtag was mentioned 350 times
on Twitter and 150 times on Instagram.
‹‹30 Instagram posts published with the hashtag yielded higher than average
numbers of comment interactions
Proposed Action Items
‹‹Continue #UF20 Campaign
‹‹Consider #gatorday as another way to increase mentions from the new class
of 2020
Prepare a mission statement and content strategy for Instagram for the
upcoming recruiting season.