Chabad of UF is a synagogue and student center in Gainesville. They run religious and social events. They are staffed by a handful of professionals and have many student volunteers. Chabad UF hopes to use its social media platforms to increase attendance of Jewish UF students to its events in the coming year.

1. Chabad UF
Maia Groman 10/8/17
All photos used are in the public domain

2. Table of Contents
• Executive Summary pg.3
• Social Media Audit pg.4
• Social Media Objectives pg.8
• Online Brand Persona and Voice pg.10
• Strategies and Tools pg.12
• Timing and Key Dates pg. 15
• Social Media Roles and Responsibilities pg. 17
• Social Media Policy pg.18
• Critical Response Plan pg.19
• Measurement and Reporting Results pg.22

3. Executive Summary
• Chabad of UF is a synagogue and student center in Gainesville. They run religious
and social events. They are staffed by a handful of professionals and have many
student volunteers. Chabad UF hopes to use its social media platforms to increase
attendance of Jewish UF students to its events in the coming year.
• Our primary goal is to increase current social media engagement and additional
brand awareness.
• We hope to do this in two ways:
• Increasing followers of our main Instagram and Facebook pages.
• Increasing audience engagement with the brand, hashtags, and check-ins.

4. Social Audit: Social Media Assessment
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook Facebook.com/chabaduf 1,797 10 posts a week 5%
Instagram Instagram.com/chabaduf 1,054 3 posts per week Average interaction
per post=257
As of October 1, 2017
Currently Facebook is the primary platform of engagement. It is important to increase the currently low
engagement rate in the future.

5. Social Audit: Website Traffic Sources
Assessment
Source Volume % Overall Traffic Conversion Rule
Facebook 18 3% 2%
Instagram NO DATA NO DATA NO DATA
The goal of the Chabad UF Facebook page is not to encourage click-through to the website.
The website is currently only used for donations. This is why overall website traffic and the
conversion rate are so low. In the future it would be beneficial to also post events on the Chabad
UF website and encourage more website traffic.
Monthly average since January 2017

6. Social Audit: Audience Demographic
Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary
Need
18-24 27%
25-34 16%
35-44 4%
45-54 7%
55-64 3%
65+ 2%
Men 41%
Women 58%
Facebook 35%
Instagram 55%
Snapchat 10%
Facebook 67%
Instagram 29%
Snapchat 4%
Being successful
in college in
order to ensure a
strong career
path
Enjoying a
robust social
life
As of October 1, 2017
The Chabad UF audience is comprised of college students and alumni. They primarily use
Instagram and Facebook, therefore more content should be posted on Instagram. It is important
to post things that relate to the millennial aged audience.

7. Social Audit: Competitor Assessment
Competition Name Social Media Profile Strengths Weakness
UF Hillel FB: @UFHillel Page has lots of follower
and high engagement.
Page posts multiple times a
day and does not promote
events.
UF JSU FB:
@UFJewishStudentUnion
Uses lots of visuals. Page posts infrequently and
has very little engagement.
Cover photo is very outdated.
Chabad UF hosts more events and has higher attendee than these two competitors. However
Chabad UF’s social pages have less followers than that of UF Hillel. Like UF Hillel, Chabad UF
should post fun content, not just related to their events, in order to increase engagement. Chabad
UF should continue to post at its current frequency and should invite followers of these two pages
to follow Chabad UF.

8. Social Media Objectives
• Overall Chabad of UF, wants to increase the number of page likes and
followers and increase the hashtag usage and check-ins by the end of the year.
• Chabad of UF hopes to specifically:
• Have 2,500 Facebook likes by January 1, 2018.
• Have 2,000 Instagram followers by January 1, 2018.
• Increase the use of #chabaduf by 30% by January 1, 2018.
• Increase the social media check-ins at Chabad UF by 40% by January 1, 2018.

9. Social Media Objectives
• Qualitative
• Overall improvement in brand awareness and audience understanding of upcoming events among Jewish UF
students.
• Quantitative KPI’s
• Number of Instagram ands Facebook followers
• Use of #ChabadUF
• Frequency of Check-ins at Chabad UF on social platform
• Key supporting messages
• There are many events happening at #ChabadUF
• Chabad UF is your Home Away From Home

10. Online Brand Persona and Voice
• Adjectives that describe our brand
• Jewish
• Free
• Delicious
• Homey
• Relatable
• Family
• Example of brand voice in social media
interactions
• Emphasize free events
• Use millennial lingo
• Include images of meals
• Respond to comments on personal level through
social platforms

11. Online Brand Persona and Voice Photo
Examples

12. Strategies
• Paid
• Boost major holiday and social events with a targeted audience.
• Earned
• Encourage students to post pictures at events with #chabaduf.
• Offer discounts and giveaways for students who check-in at Chabad UF on social media.
• Owned
• Invite followers of similar pages to like and follow Chabad UF.
• Post more frequently highlighting free events and utilizing millennial lingo and hashtags.

13. Tools
• Tools
• Approved Tools
• Buffer
• Facebook Ads manager
• Canva
• Rejected Tools
• N/A
• Existing subscriptions/ Licenses
• Hootsuite

14. Examples of Tools and Strategies

15. Key Dates and Timing
• Key Dates
• Rosh Hashanah September 20-22
• Yom Kippur September 29-30
• Sukkot October 4-13
• Hanukah December 13-20
• Purim March 1
• Passover April 1-7

16. Key Dates and Timing
• Internal Events
• Midnight Falafel October 18
• Welcome Back BBQ January 12
• Speed Dating Event March 24
• Lead Times
• Begin developing content a month in advance of event date. All content should be finalized two-weeks
prior to event date so that there is enough time for the public to gain awareness of events.
• Reporting Dates
• Quarterly. Precise Dates to be determined

17. Social Media Roles and Responsibilities
• Social Media Director: Chanie Goldman
• Approve all spending and overall campaign goals and themes.
• Assist with responding to comments and messages.
• Social Media Manager: Maia Groban
• Manages all social accounts, develops strategies, graphics, and posting schedules.
• Responds to comments and messages.

18. Social Media Policy
• There are very few employees at Chabad UF, but its is important that the employees and
volunteers maintain professional social media pages.
• Employees and volunteers are heavily encouraged to engage with the brand, use #chabaduf
in their posts, and check-in at Chabad UF on social platforms.
• Employees and volunteers are heavily discouraged from engaging with content posted by
competitors.
• Employees and volunteers are not allowed to post any anti-Semitic content.
• Contact with customers and students should be limited and approved by Social Media
Manager.
• Corrective measures will be taken if inappropriate social behavior occurs.

19. Critical Response Plan
• In the event of a cancelled event:
• Action Plan
• Confirm Cancellation with Chanie
• Maia should post in event page about cancellation and cancel the Facebook event
• Maia should post in volunteer group and on Chabad UF Page that event was cancelled and
apologies for changes
• Chanie should work to reschedule event ASAP
• Pre approved message
• “Unfortunately we had to cancel __event name___. We hope to reschedule it soon. So sorry for
the inconvenience”

20. Critical Response Plan
• In the event of Anti-Semitic events in Gainesville
• Action Plan
• Become aware of facts of the situation. Do not base action on rumors or speculation.
• Evaluate the amount of media coverage, severity of incident, and direct impact on students.
• Post message condemning incident and offering support to students affected.
• Monitor situation and publish press release if necessary
• Pre approved message
• Messages to be developed by Chanie and Maia depending on the severity of the event

21. Critical Response Plan
• Contact Info
• Social Media Director: Chanie Goldman
• 123-456-7890
• chanieg@chabaduf.com
• Social Media Managet: Maia Broban
• 098-765-4321
• maiab@chabaduf.com

22. Measurement and Reporting Results: Social
Media Assessment
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook Facebook.com/chabaduf 3,000 10 posts a week 30%
Instagram Instagram.com/chabaduf 2,500 7 posts per week Average interaction
per post=500
As of December 31, 2017

23. Measurement and Reporting Results: Website
Traffic Sources Assessment
Source Volume % Overall Traffic Conversion Rule
Facebook 100 15% 7%
Instagram 50 5% 2%
Monthly average since October 2017
As of December 31,2017

24. Measurement and Reporting Results: Results
Assessment
• We have surpassed our follower goal on Facebook and Instagram. Audience engagement has increased
greatly, but we have not yet met our engagement goal. We hope engagement increases as we publish more
events and engaging content.
• An increase in content posted on Instagram has increased engagement with Instagram audience.
• We have posted more content on the website and encouraged social media users to also visit the website.
This has led to higher volume, overall traffic, and conversion rate of website traffic on Facebook and
Instagram. We hope to increase these numbers more in coming quarter.
• Hashtag usage and check-ins have exceed our goals.
• #ChabadUF was used 530 times since October
• 478 people checked-in to Chabad UF on Instagram and Facebook since October
• We plan to continue to post engaging content focusing less on events and more on relatable articles and
content. We plan to introduce #HomeAwayFromHome and offer promotions and giveaways for students
who use the hashtag.

25. Measurement and Reporting Results:
Qualitative KPI’s
• Sentiment Analysis
• Analysis of 50 Instagram posts, 50 Facebook posts, 50 #ChabadUF tags, and 50
Chabad UF Check-ins showed the following:
• Overall brand sentiment has been positive. Many students have used #ChabadUF on
Instagram photos of food they got for free at Chabad UF. Students have used positive
emoji's and words when they checked-in to many Chabad UF events.
• Negative reactions where caused by slow responses to questions sent as private messages or
left as comments.