2018 Social Media Strategy for the Alachua County Humane Society. This sample strategy was completed as a project for PUR3622, the University of Florida's social media management course.

1. October 8, 2017
Jacob Hehn

2. Table of Contents
1. Executive Summary, October 2017
2. Social Media Audit
a. Social Media Assessment, October 2017
b. Traffic Sources Assessment, April to September 2017
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and 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, October – December 2017

3. Executive Summary
Our social media priorities for 2018 will be to grow our social media audience beyond
Facebook and to cultivate a more engaged following across all our social networks.
In order to achieve our revenue goals, we will drive more traffic to our website by sharing
content that is more interesting and valuable to our audience and by increasing the volume
of Instagram content.
Two major strategies will support this objective:
1. A plan to post daily on Instagram
2. Increase customer engagement with us and with each other by publishing with the intent
of encouraging comments

4. Social Media Audit

5. Social Media Assessment
Social
Network URL
Follower
Count
Average
Weekly Activity
Average
Engagement
Rate
Facebook
https://www.facebo
ok.com/alachuahu
mane.org/ 13,541 7 posts 2.5%
Instagram
https://www.instagr
am.com/alachuahu
mane/ 1551 3-4 posts 12.5%
Twitter
https://twitter.com/
alachuahumane?la
ng=en 237
No posts since
June 0.5%
LinkedIn
https://www.linkedi
n.com/company/15
977740/ 17 None 0%
Data as of October 6, 2017

6. Key Takeaways from SM Assessment
 Highest engagement rate by far on Instagram
 Less engaged audience on Facebook in spite of higher posting volume
 Little to no engagement on Twitter and LinkedIn
 Shuttering of those two networks should be considered as a result

7. Website Traffic Sources Assessment
Source Volume
% of Overall
Traffic Conversion Rate
Facebook
1000 unique
visits 40% 5.5%
Instagram
250 unique
visits 10% 5.9%
Twitter
10 unique
visits 0.5% 0.25%
Timeframe: Monthly average, April 2017 to September 2017
At present time, Facebook is the primary driver of traffic to our website, although the conversion rate (conversion goal =
click to view at least one of the pets listed as up for adoption) lags behind that of Instagram.

8. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need Secondary Need
18-29: 29% Male: 42% 55% Facebook 45% Instagram Companionship
Feel like they're
making an impact
30-49: 14% Female: 58% 30% Instagram 30% Facebook
50-64 7% 10% Snapchat 15% Pinterest
65-79: 23% 5% Twitter 5% Twitter
80+: 27%
Survey distributed in July/August via email and upon visits to the shelter. Total responses: 1000
Half of our respondents are aged 65 or higher, and a significant proportion are in the 18-29 age group. Facebook
and Instagram are their preferred social networks, so our focus should be on producing more Instagram content
and growing engagement on that channel. The main motivators for adopting are companionship and the feeling of
making an impact by giving an animal a home.

9. Competitor Assessment
Competitor Name
Social Media
Profile Strengths Weaknesses
Gainesville Pet
Rescue Facebook
High engagement for visual
posts, encourage users to tag
friends who are looking to adopt
Answer only about half
of customer questions
Southern Tier
Animal Rescue, Inc. Facebook
Many interactions with
customers
Low engagement, a
couple posts have typos
Competitor Assessment Summary:
The above analysis focused on two major competitors who only have a presence on Facebook. Quality visual
content drives most of their engagement, however, both organizations can do a better job of encouraging
customer engagement, either with the company or with other customers.

10. Social Media Objectives
In 2017, the main focus of our strategy will be to increase our adoption rate by increasing
traffic to our website from our social channels. To achieve this, our social media priorities for
2018 will be to increase brand awareness by growing our social media audience beyond
Facebook and cultivating a more engaged following across all our social networks.
Specific objectives include:
 Increase Instagram followers by 1500 in 6 months
 Share user-generated content on Facebook and Instagram to encourage customers to post
using our branded hashtag #achs
 Increase volume of video content by 30% in 6 months by posting videos to Instagram and
hosting regular Facebook Live sessions

11. KPIs
 Number of unique visitors from Facebook and Instagram
 Number of Instagram followers
 Engagement rate on Facebook and Instagram
 Sentiment analysis

12. Online Brand Persona and Voice
Adjectives that describe our brand:
 Optimistic
 Nurturing
 Spontaneous
 Committed
When interacting with customers we are:
 Sympathetic
 Caring
 Encouraging

13. Strategies
Paid:
 Every Friday boost the week’s most popular organic Facebook post for the weekend
 Boost Facebook events for Woofstock and Pet Photo Shoot
Owned:
 Hold a Facebook Live session at least three times per week to increase customer
recognition of animals and volunteers
Earned:
 Allow a local animal-loving Instagram influencer to keep a stray for a week (we provide
food) and post daily about the experience (at the end (s)hecan choose to keep or return the
animal)

14. Tools
Approved
 Hootsuite
 Latergram
Rejected
 N/A
Existing
 Photoshop

15. Timing and Key Dates
Holidays
 Valentine’s Day
 Thanksgiving
 Christmas
 National Dog Day
Internal Events
 Woofstock (October 13)
Reporting Dates
 Once a quarter in March, June, September, and December. Specific dates TBA.

16. Social Media Roles and Responsibilities
Marketing Director: Katrina McAfee
Social Media Manager: Kayla Gil
Supporting Social Media Team Members:
 Sara Hofmann: Social ads support
 Ralph Duvers: Customer support – social media
 Lauren Davis: Social Media Intern

17. Social Media Policy
Social media is an integral component to our success. As an employee and representative of
the Alachua County Humane Society, you are expected to demonstrate best practices at all
times by following some simple guidelines:
 Never insult the competition
 Don’t post anything illegal or sensitive information
 Be positive when interacting with customers
 Be nice and respectful to strangers
 Feel free to broadcast your excitement for company events
 Feel free to ask anyone on the Social team for approval if you have concerns about a post
(When in doubt, ask before you send it out!)

18. Violations of Social Media Policy
The Alachua County Humane Society is serious about appropriate use of social media
by our employees. Violation of our social media policy may be met with corrective
action, up to and including termination. You may also be subject to legal action,
including but not limited to prosecution, depending on the violation. If you have any
questions or concerns feel free to speak to your Manager or anyone on the HR or
Social teams.

19. Critical Response Plan
Scenario 1: Inappropriate post published on ACHS Instagram account
Action Plan:
1. When post is detected, take screenshot, delete post, and alert Kayla Gil (or Katrina McAfee if Kayla is
unavailable)
2. Kayla and Katrina will discuss reach and impact and evaluate response options
3. Kayla will develop follow-up post if necessary, Katrina will approve
4. If media is aware of the inappropriate post, Katrina will contact them directly. If Katrina is unavailable
to do so, Chris (owner) will manage media contact
5. Kayla and Katrina will meet with the responsible employee to determine what, if any, disciplinary
action is required
Pre-Approved Messaging
None required, messaging depends on the nature of the post and will be determined by Kayla and
Katrina

20. Critical Response Plan
Scenario 2: Shelter animal injures a visitor, minor injuries
Action Plan:
1. Employee that witnessed the incident to alert Chris, Chris to alert Katrina
2. Chris, Katrina, and Kayla will collectively evaluate social media mentions of the situation
3. If the media is aware of the incident, Katrina will handle all direct contact. If Katrina is unavailable, Chris will manage all direct
contact.
4. Kayla will push messaging on the social channel where the news broke first and monitor the spread on other channels and
push messaging there if necessary
5. Chris and Katrina will evaluate the need to draft a longer statement
6. Chris, Katrina, and Kayla will continue monitoring the situation and bring in Sara, Ralph, and Lauren if necessary
Pre-approved messaging
Facebook: “Earlier today, one of our visitors disregarded an employee’s instructions for interacting with a new arrival and was
subsequently bitten by the dog. Fortunately, the visitor only required a few stitches. It’s important to always follow the
recommendations of our employees when interacting with our residents.”
Instagram: “Cujo’s been placed in timeout after biting one of our
visitors who ignored the warnings of one of our employees.
Thankfully, the visitor only required a few stitches. Please, always
listen to the instructions of our employees; it’s our goal to prevent
negative interactions between residents and visitors!”

21. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 3 months
Data as of January 1, 2018
Website Traffic Sources Assessment
Timeframe: Monthly Average, October 2017 to December 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook
1300 unique visits
+30% growth 52% 3.0%
Instagram
500 unique visits
+100% growth 20% 3.5%
Twitter
15 unique visits
+50% growth 0.6% 0.50%

22. Measurement and Reporting Results
Social Network Data
Timeframe: As of January 1, 2015
 Our Instagram following has increased by almost 1000 in 3 months, putting us well on target to achieve our goal of 1500
new followers in 6 months.
 We have met our visual content goals by posting daily on Instagram, sharing user-generated content weekly, and
hosting Facebook Live sessions every other day. Our visual content has been met with increased engagement,
particularly our Facebook Live videos of puppies and kittens playing, which have averaged over 3000 peak concurrent
viewers and 1200 likes, comments, or shares for an engagement rate of 40%.
We elected to close down our LinkedIn due to poor engagement and our tendency to hire locally
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
https://www.face
book.com/alachu
ahumane.org/
15,000
+11% growth 10 posts
3.25%
+30% growth
Instagram
https://www.insta
gram.com/alachu
ahumane/
2500
+48% growth 7 posts
15%
+20% growth
Twitter
https://twitter.co
m/alachuahuman
e?lang=en
250
+5% growth 1 post 0.5%

23. Measurement and Reporting Results
Qualitative KPI
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts and 100 Instagram posts revealed the following:
 an abundance of positive sentiment following recent adoptions, and an abundance of positive
sentiment in response to user-generated content and live video
 most negative sentiment was related to the amount of paperwork required to adopt a pet and wait
times for spay/neuter procedures
Proposed Action Items
 Continue featuring UGC once a week, and increase Facebook Live sessions to once per day