This is the Jaguars social media strategy report.

1. Jacksonville Jaguars
Social Media Strategy
Mary Brooke Stubbs
2-21-16

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website
c. Audience
d. Competitors
3. Social Media Objectives
4.Online Brand and Persona 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. Executive Summary
Date: February 21, 2016
 Major social media priorities for 2016 will be to continue
to interact with our fans to grow our brand
internationally. As well as publish more multimedia
content.
 Tools and Tactics to reach our goals
 We will conduct research by using online polls to find out
which content on social networks our fans like the most
and which content they dislike the most.
 We will schedule a certain amount of pictures, videos,
gifs, memes and sounds bites to be published on our
social networks per week.
 And continue to engage with fans on social networks.

4. Social Media Audit
Social Media Assessment
Date: February 21, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter twitter.com/jagua
rs
294,000 50 posts a
week
5%
Facebook Facebook.com/ja
cksonvillejaguars
561,475 20 posts a
week
5%
Instagram Instagram.com/ja
guars
211,000 20 posts a
week
5%
Snapchat @jaguars NO DATA 5 stories a
week
1%
Google+ Plus.google.com/
+jaguars
485,696 10 post per
week
1%

5. Social Media Audit
Website Traffic
Date: February 21, 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 3,000 unique
visits
5% 2.5%
Facebook 2,500 unique
visits
3% 1.4%
Instagram 2,000 unique
visits
4% 2%
Snapchat 1,000 unique
visits
NO DATA NO DATA
Google+ 1,000 unique
visits
1.5% .5%

6. Social Media Audit
Audience, Date: February 21, 2016
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondar
y
Social
Network
Primar
y
Need
Secondary
Need
40% 18-30 40% Female 45%
Female
Facebook
40%
Update
s
Multi
Media
30% 31-40 60% Male 55% Male Twitter
20%
For
upcomi
ng
Content
And
Behind
20% 41-50 Facebook
35%
Instagram
30%
Games
and
Scene
content
10% 51- 85 Twitter
40%
Snapchat
5%
update
s
Instagram
15%
Google+
5%
For
current
Snapchat
5%
Google+
5%
Games
Post
Game

7. Social Media Audit
Competitor Assessment, Date: February 21, 2016
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Houston Texans Twitter.com/houst
ontexans
Several articles
linked to its
website about
upcoming events
and features
Not too much
interaction with
the fans
Tennessee Titans Twitter.com/titans Several articles
linked to its
websites and
highlights players
doing positive
stuff for their
community.
Not too much
interaction with
the fans
Indianapolis
Colts
Twitter.com/colts A lot of
multimedia and
visual content
Again not too
much interaction
with the fans

8. Social Media Objectives
Date: February 21, 2016
 In 2016, our social media
objectives will be to gain more
followers, retweets, likes and
exposure through interactive
and relevant content on social
media sites
 KPIs
 Number of Twitter, Facebook
and Instagram followers
 Number of weekly
photos/videos posted on
Twitter, Facebook and
Instagram
 Number of stories per week on
SnapChat
 The amount of content on
Google+ per week
 Key messages
 A NFL franchise team that is
up to date on social media.
 Innovative social media
approach
 Fun and entertaining tweets
along with relevant and insider
information
 Engages with fans everyday
on all social media platforms.

9. Online Brand Persona and
Voice
Date: February 21, 2016
 Adjectives that describe our
brand:
 Innovative
 Engaging
 Creative
 Fun
 Good sense of humor
 Reliable
 Transparent
 When interacting with
customers we are:
 Helpful
 Friendly
 Inviting

10. Strategies
Date: February 21, 2016
 Paid
 Every Friday repost the most popular tweet of the week and boost
the most popular Facebook status of the week. The posts must
reach more followers this time.
 Owned
 Use hashtag #jagsincommunity on Twitter when jag players are
out interacting in the community. Promote #Jagsselfie on
Instagram and reposts one with the most likes at the end of the
week.
 Promote a hashtag a week
 Earned
 Monitor for the promoted hashtag of the week and whoever gets
the most likes or retweets will get a discount on Jags gear
 Attend a jaguar fan event and they will be entered in a raffle for a
signed players’ jersey.

11. Tools
Date: February 21, 2016
 Approved
 Buffer
 Hootsuite
 Rejected
 N/A
 Existing Subscriptions/Tools
 Vimeo
 Photoshop

12. Timing and Key Dates
Date: February 21, 2016
 Holidays
 Labor Day
 Veterans Day
 Breast Cancer Awareness
Month
 Thanksgiving
 Christmas
 New Years Day
 Memorial Day
 Fourth of July
 Internal Events
 Breast Cancer Awareness
Month – October
 Veterans Month – November
Reporting Dates
 August, December, February,
March, May, July

13. Social Media Roles and
Responsibilities
 Social Media Coordinator – Brandon Naidus

14. Social Media Policy
 We have worked with certain third-party social media providers to offer you their social
networking services through our Services. For example, you can use third-party social
networking services, including but not limited to Facebook, Google+, and others to share
information about your experience on our Services with your friends and followers on
those social networking services. These social networking services may be able to
collect information about you, including your activity on our Services. These third-party
social networking services also may notify your friends, both on our Services and on the
social networking services themselves, that you are a user of our Services or about your
use of our Services, in accordance with applicable law and their own privacy policies. If
you choose to access or make use of third-party social networking services, we may
receive information about you that you have made available to those social networking
services, including information about your contacts on those social networking services.
 You also may be able to link an account from a social networking service (e.g.,
Facebook, Google+, Yahoo!) to an account through our Services. This may allow you to
use your credentials from the other site or service to sign in to certain features on our
Services. If you link your account from a third-party site or service, we may collect
information from those third-party accounts, and any information that we collect will be
governed by this Privacy Policy.