I did an analysis of the UF Women's Student Association social media presence for my social media management class.

1. Shelby Dougherty
October 7, 2017
SOCIAL MEDIA STRATEGY

2. Table of Contents
1. Social Media Presence
2. Social Media Overview
3. Audience Engagement Breakdown
4. Audience Demographics
5. Website Traffic
6 -7. Competitor Analysis
8. SWOT Analysis
9. Social Media Objectives
10. Online Brand Persona and Voice
11. Tools
12 – 13. Highest Performing Posts
14 – 16. Social Media Strategy
17. Timing and Key Dates
18. Social Media Roles and
Responsibilities
19. Social Media Policy
20. Key Messages
21 - 22. Critical Response Plan
23 - 24. Sentiment Analysis
25. Measurement and Reporting
Results

3. Executive Summary
■ The UF Women's Student Association will continue to grow our presence on Twitter
and Instagram, but will focus primarily on Facebook which is where we have
earned the largest following and the most interactions. This semester, we aim to...
– Expand our following on Facebook
– Increase engagement rates on promotional posts
– Increase traffic driven to website
■ Target Demographic: 18 – 24, female, University of Florida student
■ We will implement these major strategies to meet our goals:
– Include URLs, handles, and #UFWSA on all marketing materials.
– Encourage members to interact with and share social media posts.
– Shift from solely promotional posts to creating content that is helpful,
relevant, and visually appealing to our target demographic.

4. Fall 2017 Social Media Presence
@UF_WSA
Followers: 179
@UFWSA
Followers: 1.9K
@UF_WSA
Followers: 295

5. Fall 2017 Social Media Overview
Social
Network
URL Follower
Count
Account Activity Engagement
Rate
Facebook facebook.com/ufwsa 1,959 5 posts / week 0.25
Instagram Instagram.com/ufwsa 179 6 posts / month 0.80
Twitter twitter.com/UF_WSA 292 2 posts / month 0.20

6. Audience Engagement Breakdown
■ Facebook
September: 3,863 (interactions) / 15,157 (total reach) = 0.25 engagement rate
■ Instagram
September: 144 (interactions) / 179 (total reach) = 0.80 engagement rate
■ Twitter
September: 220 (interactions) / 1,100 (impressions) = 0.2 engagement rate

7. Audience Demographics
■ Target Demographic: 18 – 24, female, Gainesville resident
Age Distribution Gender
Distribution
Geographical Region Primary Social
Network
Primary Need Secondary Need
61% 18 – 24
22% 25 – 34
2% 35 - 44
89% Female
9% Male
46% Gainesville
10% From Other
Cities in Florida
3.5% New York
Facebook To find ways to
get involved at
the University of
Florida.
To connect with
peers over
feminist issues.

8. Website Traffic
■ 15 people driven to website from Facebook page in September 2017
■ 0 website clicks from Twitter in September.2017
■ Link not listed in the bio, therefore no traffic is being driven from Instagram
■ Issues to Address
– The website link on both the Facebook and Twitter accounts link to the old
WSA site. There’s an updated WSA website at a new URL address that
needs to be added to the bios on each social media channel.
– The old website can be found here: http://ufwsa.weebly.com/
– The correct WSA website can be found at: http://ufwsa1.wixsite.com/ufwsa

9. Competitors
■ Pride Student Union at the University of Florida
■ Strengths: Consistent Facebook activity, majority of posts contain visuals
■ Weaknesses: Inactive on Instagram and Twitter, low engagement on Facebook posts
Social Network URL Follower Count Account Activity
Facebook facebook.com/ufpsu 1.6K 5 posts / week
Instagram instagram.com/ufpsu/ 454 Inactive
Last post April 2016
Twitter twitter.com/uf_psu 263 Inactive
Last post Jan 2017

10. Competitors
■ Hispanic Student Association at the University of Florida
■ Strengths: Use of pinned posts, sharing events every day to get awareness,
repeating posts multiple times per day, live videos at events, consistent voice
■ Weaknesses: Inactive on Instagram, low engagement on Twitter
Social Network URL Follower Count Account Activity
Facebook facebook.com/HSAatUF 3.3K 5 posts / day
Instagram Instagram.com/hsa.uf 550 Inactive
(Last post: June 2017)
Twitter twitter.com/UF_HSA 614 4 posts / day

11. SWOT Analysis
Strengths
- Reaching target demographic of females age
18 – 24
- Use of Hootsuite to efficiently schedule
posts
- Majority of posts are visual
Weaknesses
- Slacking on Twitter
- Our focus is primarily on promotional content
rather than content that’s useful or helpful
for our target audience
- Our website hasn’t been updated for the
2017-2018 school year
Opportunities
- Hispanic Student Association’s Facebook
page shows that repeating posts every day
increases reach and engagement
- Followers respond very well to feminist
articles
- Invite members to write blog posts for our
website
Threats
- Hispanic Student Association hosts more
events and has a higher following on all
accounts

12. Social Media Objectives
■ Increase Facebook engagement rate to 0.35 by January 2018.
■ Increase Facebook followers to 2,050.
■ Increase the percentage of followers living in Gainesville to at least 50%
by January 2018.
■ Maintain 100% response rate to messages on Facebook.
■ Increase website traffic to an average of 30 visitors per month by
January 2018.
■ Increase Twitter followers to 320 by December 2017.

13. Online Brand Persona and Voice
■ The UF Women’s Student Association wants followers to understand they
are supported on this campus. Our social media accounts are managed
by students and we are transparent about that. We aim to keep our social
media presence friendly and approachable so students feel as though
they can reach out to us at any time.
■ Adjectives that describe our brand:
– Friendly, Approachable, Feminine, Supportive, Empowering
■ Persona:
– College Student, Female, Feminist

14. Online Brand Persona and Voice

15. Tools
■ Scheduling Content
– Hootsuite
– Google Drive
■ Photo Editing and Graphics
– Canva
– Pixlr
■ Measurement
– Facebook Insights
– Twitter Analytics
– Hootsuite Analytics

16. Highest Performing Posts Fall 2017
Top Mention on Twitter
Earned 104 engagements
Top Tweet
Earned 237 impressions

17. Highest Performing Posts Fall 2017
Top Facebook Post
Date: September 21, 2017
Time: 11:57 AM
Type: Link
Reach: 8,348
Reactions, Comments, Shares: 747
Post clicks: 1,124

18. Social Media Strategy:
What can we do immediately?
■ Update the WSA website and add the link to all profiles.
■ Create a visual element for every post using Canva or Pixlr.
■ Ask all executive, leadership, and general body members to follow us on
social media if they have not done so already.
■ Follow #UF and other University of Florida related hashtags and interact
more with college students and organizations on Twitter.

19. Social Media Strategy:
What can we implement by November?
■ Take pictures and videos at meetings and events to share on social
media.
■ Encourage all executive and general body members to like and share
posts to increase reach.
■ Use Google Drive to collaborate on content calendars before upcoming
events to create a schedule for each social channel.
■ Use Hootsuite to efficiently schedule posts throughout the week.

20. Social Media Strategy:
What can we implement in the next 3 months?
■ Include link to Facebook on all marketing materials produced.
■ Create an incentive for students to follow our social media when tabling for
events.
– Example: If they follow us on Facebook, they receive a free WSA
sticker or button.
■ Create a blog on the WSA website to drive traffic.
– Ask members to write 250 – 500 word blog posts that could be posted
twice a month.
– Share blog posts on Facebook and Twitter to increase website traffic.
– Write blog posts that pertain to college students, like “What to Wear to
an Interview” or “Here’s What I Learned from Attending (Insert WSA
Event)”

21. Timing and Key Dates
■ Timing
– Facebook posts perform best at: 9 AM, 11 AM, and 2 PM
– General Body Meeting event pages to be shared with members 1 week
prior to event
– Post GBM reminder on Tuesday, and share event page again on
Wednesday afternoon
■ Key Dates Coming Up
– General Body Meeting held every other Wednesday at 6:30 PM
– Healthy Relationship Fair 10/13
– Halloween 10/31
– Speak Easy Performance 11/15

22. Social Media Roles and Responsibilities
■ Marketing Director: Stephanie Barahona
■ Assistant Marketing Director: Shelby Dougherty
■ Facebook Page Administrators:
– Rebecca Kravitz (President)
– Cassie Bell (Vice President)
– Michelle Ospina (Treasurer)
– Zulie Mederos (Programming Director)

23. Social Media Policy
The Women’s Student Association presence on social media adheres to
the following guidelines:
■ Be respectful.
■ Be transparent.
■ Respond promptly to messages and negative comments.
■ Be supportive of other student organizations and leaders on campus.
■ Promote equality and empowerment.
■ Avoid posting rude, insensitive, or negative material.
■ Always ask general body members for permission before posting or
tagging images of them.

24. Key Messages
The UF Women’s Student Association aims to…
■ Share messages that promote equality and empowerment of women.
■ Raise awareness about Women’s Student Associations events and
meetings.
■ Create a welcoming online environment where female undergraduate
students can connect with each other.

25. Critical Response Plan
■ Scenario 1 – Inappropriate Post or Comment Posted on WSA Social Media
■ Action Plan
– If the post is obscene or indecent, remove it from the site.
– When possible, respond publicly to the comment with an apology or
explanation.
– Follow up the response with a direct message.
– Example response: “We’re sorry to hear that happened. We’ve DM’d
you to address this issue.”
– If the person continues to post inappropriate comments, block them or
remove them from the page.

26. Critical Response Plan
■ Scenario 2 – Insensitive or Inappropriate Post Made by WSA
■ Action Plan:
– Screenshot the post and notify Rebecca Kravitz (President)
– Remove post.
– Work with Rebecca to create a follow up post. Post should be
transparent about what happened and what WSA is doing to fix
the situation.
– Respond to concerned messages and comments ASAP

27. Sentiment Analysis
0 20 40 60 80 100 120 140 160
Mentions
Shares
Positive
Negative
September 2017 Sentiment Analysis (Facebook, Twitter, & Instagram)

28. Sentiment Analysis
■ Positive Mentions:

29. Measurement and Reporting Results
■ Sources of Website Traffic
– 100% Facebook
– 0% Twitter
– 0% Instagram
■ Sentiment Analysis
– Overwhelmingly positive posts. No public complaints about the
Women’s Student Association.
■ KPIs:
– Increased likes, comments, and shares on posts
– Increased engagement on Facebook Events
– Traffic driven to website