University of Florida Athletic Association Social Media Strategy

1. UAA Social Media Strategy
Taylor Boatright • Sept. 2016

2. Table of Contents
3: Executive Summary
4 - 7: Social Media Audit
8 - 9: Social Media Objectives
10: Online Brand Persona & Voice
11-12: Strategies & Tools
13: Timing & Key Dates
14: Social Media Roles & Responsibilities
15: Social Media Policy
16 - 17: Critical Response Plan
18 - 21: Measurement & Reporting

3. Executive
Summary Our goal is to focus on using our social media accounts to
garner more fan interaction and help them to have a great
experience. The information we send out should follow the
Athletic Association’s mission statement and guidelines. By
doing so, it will help create a good experience for all
involved.
Social strategies to achieve this goal:
● Encourage more two-way interaction on social media
accounts.
● Create social media plans to achieve above goals after
an evaluation period.

4. Social Media Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Twitter https://twitter.com/
FloridaGators
229,000 35 posts per week 1.5%
Facebook https://www.facebo
ok.com/FloridaGato
rs/?fref=ts
1,626,497 16 posts per week
3%
Instagram https://www.instagr
am.com/floridagator
s/?hl=en
151,000 4 posts per week
Average interactions
per post = 5,500
Vine https://vine.co/u/96
8947960438456320 17,900 1-2 posts per week
Average interactions
per post = 30
Summary: Currently, the highest amount of interactions comes from Facebook. After taking a further
look at the Vine account, it receives the least amount of likes, but videos are viewed on more frequent
loops.
Data as of June, 2016

5. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 10,000 unique visits 30% 1.5%
Facebook 80,000 unique visits 25% 2.8%
Instagram No Data No Data No Data
Vine No Data No Data No Data
Summary: Currently, Twitter has shown to be the best social media account to bring traffic to the
website.
Monthly average: July 2016- September 2016

6. Audience Demographics Summary
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
55% 18-30 60% Female 45% Facebook 50% Twitter Experience a
football game of
their favorite
team
Spending time
with family and
friends
30% 31-40 45% Male 30% Twitter 30% Facebook
10% 41-55 25% Instagram 20% Instagram
5% 56-80 5% Vine
Summary: A majority of the audience are between the ages of 18-30. However, there is a good
amount of people between the ages of 31-40 who participate in the response to posts on both
Facebook and Twitter regularly.

7. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Florida State
University Athletic
Association
Twitter:
@UGAAthletics
Profile has engaging
visuals in posts. The
visuals are
representative of
brand.
They are not very
interactive with
followers, and their
posts have low
interactions.
University of
Georgia Athletic
Association
Facebook:
@FSUSeminoles
They post
frequently with
good interactions
on each post.
Visuals could be
more engaging, and
it could have better
two way
communication.
Summary: The two competitors are the surrounding schools in which Florida competes with
regularly. Both have very strong social media presences with great brand identity. Both could be
improved by having more engagements on posts, higher interactions and better two-way
communication.

8. Social Media Objectives
Goals
-For the upcoming year, our social media strategy will be to grow our social media profiles and bring
traffic to our website. To achieve this goal, we will need to focus on driving more followers to our social
media accounts. In order to do so, we will need to create more engaging content to grab attentions.
Specific Objectives
1. Increase traffic from social media accounts to website by 20% by October 2016.
2. Increase followers on Twitter by 2,000 by October 2016.
3. Increase amount of posts on Instagram by 10%.

9. KPIs
Key Messages
● Find creative solutions and
embrace change.
● We work together to create a
successful experience for
student-athletes, employees,
and fans.
1. Number of engagements on
Twitter, Facebook and
Instagram.
2. Number of unique visitors on the
website.
3. Number of Twitter followers.

10. Online Brand Persona and Voice
Adjectives to describe brand:
● Action-Driven
● Innovative
● Enjoyable
● Passionate
● Respectable
● Honorable
● Entertaining

11. Strategies
Paid:
● Every week choose two Tweets that
garnered the most engagement to
promote.
● Sponsor ads on Facebook.
Owned:
● During the season, use hashtags for the
biggest games, #UFvsVANDY for example,
and encourage fans to post on social
media using it.
● Participate in ‘national days’ to reach
followers with interactive posts.
Earned:
● Garner and maintain good relationships
with journalists who attend and write
about Florida athletics.
● Create interesting content, maybe behind
the scenes athletics, to be posted by fans,
media.

12. Tools
Existing
Subscriptions:
● Vimeo
● Photoshop
● InDesign
Approved Tools:
● Hootsuite
Rejected Tools:
● N/A

13. Timing & Key Dates
Key Dates:
● Important industry events:
○ All athletic games/meets.
August-May is the busy season.
Internal Events:
● When there is a coaching or
administration change.
○ Must be covered by social media accounts.
Lead Times:
● For time-sensitive strategies usually have
information about 10 days out.
Reporting dates:
● After games, releases are to be published
within 24 hours or as soon as possible of
the end of game/meet.

14. Social Media Roles & Responsibilities
Social Media Manager: Bruce Floyd
Responsibilities:
● Runs & maintains @FloridaGators on all social media platforms
● Creates social media accounts for SIDs and their sports

15. Social Media Policy
● Social media accounts must be uniformed in usernames
and icons that are used.
● Post up-to-date information on all games/meets.
● Be respectful to opposing team accounts.
● Be helpful when possible.
● Find creative ways to communicate with fans through
social media.
● Use common sense when posting on social media.

16. Critical Response Plan
Action Plan
1. When tweet is brought to the attention of the spokesperson they will
a. Review the tweet and its nature
b. Determine if a response is necessary
c. If media has picked up on the tweet, decide how to respond.
i. Press release, statements from coaches/player, publish information on social media
accounts.
Pre-approved Messaging
● N/A
● Messages posted on accounts will be determined when the situation occurs to best represent the
situation.
Scenario 1 - Athlete uses personal account to send out inappropriate tweet.

17. Critical Response Plan
Action Plan
1. Spokespersons will meet to discuss:
a. The situation/problem/crisis/development/viewpoint.
b. Background regarding the matter.
c. Legal, family, privacy matters.
2. Following the initial meeting, spokespersons put together a rough draft of statement official
position, viewpoint for discussion and eventual release.
3. Spokespersons prepare final statement, along with Questions & Answers page, which will help
with dealing with media, while keeping the entire athletic department on the same page.
Pre-Approved Messages
● N/A
● Messages posted on accounts will be determined when the situation occurs to best represent the
situation.
Scenario 2 - Member of coaching staff arrested.

18. Measurement & Reporting
Quantitative KPIs:
● Reporting period: 3 months
● Data as of October 1, 2016
Social Network URL Follower Count Average Weekly
Activity
Average Weekly
Engagement
Twitter https://twitter.com/
FloridaGators
231,500 40 posts per week 1.5%
Facebook https://www.facebo
ok.com/FloridaGato
rs/?fref=ts
1,627,497 17 posts per week
3%
Instagram https://www.instagr
am.com/floridagato
rs/?hl=en
151,700 6 posts per week
Average
interactions per
post = 6,000
Vine https://vine.co/u/96
8947960438456320 17,900 1-2 posts per week
Average
interactions per
post = 35
Social Network Data
Timeframe: June 2016- Oct. 2016

19. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 15,000 unique visits
5% growth
32% 1.5%
Facebook 90,000 unique visits
10% growth
28% 2.8%
Instagram No Data No Data No Data
Vine No Data No Data No Data

20. Measurement & Reporting
● Overall the strategies that were set in place have been reached. An increase
in Instagram posts was achieved, as was the follower count on all accounts.
● The hashtags used for games/meets also proved to be a success. It got
followers involved in the games/meets and allowed for good and increased
interactions between @FloridaGators and the followers.
● Although Vine is the lowest performing social media account, it has good
response when being posted on Twitter. It is a quick and easy way to add the
video aspect to keep followers entertained and engaged.

21. Qualitative KPIs
● The most negative feedback has
been from the #UFvsTENN
football game when Florida lost.
Feedback on coaching and
athletes is abundant after a loss.
● Feedback is often the most
positive right before a game
when we release the game-hype
posts.
● Continue on with hashtags for
games/meets.
● Keep promoting tweets and
sponsoring Facebook ads.
● Create more polls on Twitter for
people to get involved in and
create more two-way
communication.
Proposed Actions