The College of Agricultural and Life Sciences aims to enhance its social media presence in 2016 by increasing followers, boosting engagement, and attracting new students. Key strategies include leveraging existing platforms like Twitter and Facebook, generating more Instagram content to target younger audiences, and utilizing contests and sponsored posts for engagement. The plan emphasizes effective community interaction, a friendly online persona, and a structured response strategy for addressing negative feedback.

1. COLLEGE OF AGRICULTURAL AND
LIFE SCIENCES Rachel Morgan
February 16, 2016
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2. TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
STRATEGIES 3
SOCIAL MEDIA AUDIT 4
WEBSITE ASSESMENT 5
AUDIENCE ASSESMENT 6
SOCIAL MEDIA OBJECTIVE 7-8
ONLINE PERSONA AND VOICE 9
STRATEGIES AND TOOLS 10
TIMING AND KEY DATES 11
SOCIAL MEDIA ROLES AND RESPONSIBILITY 11
SOCIAL MEDIA POLICY 12
CRITICAL RESPONSE PLAN 13-14
MEASURMENT AND REPORTING 15
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3. EXECUTIVE SUMMARY
The College of Agricultural and Life Sciences social media goals for 2016 are increasing out follower base, increase
engagement with our online community and gain access to new and potential students through social media outlets.
Our primary focus throughout this process will be to engage with potential students and drive them to our Transfer
Guide, so they can understand the requirements for admittance to the College.
STRATEGIES TO EXECUTE OBJECTIVES
• A plan to drive users to our social media outlets and increase following
• Encourage existing students to reach out to potential students
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4. SOCIAL MEDIA AUDIT
Platform URL Followers Average Weekly Posts
Twitter https://twitter.com/UFCALS 2,437 30
Facebook https://www.facebook.com/UFCALS 5,373 13
Instagram https://www.instagram.com/ufcals/ 907 2
LinkedIn https://www.linkedin.com/groups/3822502 290 0
Snapchat ufcals 105 1
Although the College has the most followers on Facebook, most of their user engagement comes from Twitter, where
there is a more steady line of communication. There have only been 3 post to LinkedIn this year, and Snapchat could
be better utilized.
Below is a social media audit for the College of Agricultural and Life Sciences at the University of Florida. This
information was collected February 14, 2016.
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5. WEBSITE TRAFFIC ASSESMENT
Source Volume Engagement
Twitter 5,000 visits 50%
Facebook 7,000 visits 45%
Instagram 450 visits 5%
LinkedIn 1 visit 0%
Sanpchat 0 visits 0%
Traffic Summary: At this time, most clicks and website traffic are coming from Twitter users,
because this is the platform where the most engagement with users takes place.
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6. AUDIENCE ASSESMENT
Age Gender FavoriteSocial Media Platform
15-20 - 45% 65% Female, 35% Male Instagram
21-25 – 23% 63% Female/ 37% Male Twitter
26-30 – 15% 70% Female/30% Male Facebook
30-45 – 14% 75% Female/25% Male Facebook
46-60 – 2% 75% Female/25% Male Facebook
60+ - 1% 75% Female/25% Male Facebook
The majority of users are between the ages of 15-25, which is the perfect target audience for the
College. More Instagram content should be generated with hopes of reaching that age group.
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7. SOCIAL MEDIA OBJECTIVES
Competitor Name Most PopularSocial
Media Platform
Strengths Weaknesses
University of Georgia Facebook High engagement and
website traffic
Few followers and not
much original content
Clemson University Facebook Original content Low engagement and
followers
Purdue University Facebook Tons of people talking
about them
NO Facebook Present
From what we have seen through our competitors, the College of Agricultural and Life Sciences has a much higher
and engaged social media presence than those listed above.
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8. OBJECTIVES
vIncrease unique visits to website by 15% in 2 months
vIncrease and connect the use of the 2 hashtags #itsgreatuf and #ufcals
vIncrease Twitter followers by 420 in 3 months
vIncrease the amount of photo/video content published on Twitter
In 2016, our main goal is to drive potential students to our website via social media
platforms, as well as use social media to spark an interest and increase desire for
students to attend our College.
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9. ONLINE BRAND PERSONA AND VOICE
ENCOURAGING FRIENDLY DIVERSE
WE AS A COLLEGE HOPE TO BE LIVELY, FRIENDLY, APPROACHABLE AND DIVERSE.
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10. STRATEGIES AND TOOLS
CONNECT
ENGAGERETAIN
We want to make an original connection, engage with our users
and retain them, then continue this process.
CONTEST
EARNED MEDIA
PAID MEDIA
We hope to do this through various
contest, earned media (through our
communications team) and paid
sponsored social media messages.
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11. TIMING AND KEY DATES
HOLIDAYS
• New Year’s Eve
• New Year’s Day
• Valentines Day
• St. Patrick’s Day
• Easter
• 4Th of July
• Thanksgiving
• Christmas
INTERNAL EVENTS
• CALS Career Expo
• Ambassador Events
• CALS Kickoff
• TailGATOR
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12. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
All social media roles and responsibilities will be carried out by Cathy Carr, the
Director of Alumni and Career Services, with the exception of Snapchat. Snapchat
will be handled by various ambassadors of the college, who will feature their day on
Snapchat to showcase what they do.
SOCIAL MEDIA POLICY
Not only is social media a part of our daily lives, but it is how we communicate with our students, fans
and constituents. We share our ideas, thoughts, advice and materials via various platforms and our
goal is to always keep users informed and happy with us.
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13. CRITICAL RESPONSE PLAN
Scenario 1: Unhappy User
Often times, people will look to social media to express their concerns or dislikes. In
the event of a disgruntled follower, we will take the following steps.
1. Identify the remark (tweet, Facebook post, photo)
2. Notify Cathy Carr, social media specialist.
3. Notify marketing director.
4. Make contact with the person, making sure to be understanding of their needs.
5. Try to resolve the problem, or refer them to someone who may be able to help.
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14. Scenario 2: Spammed Account
CRITICAL RESPONSE PLAN
1. Identify the remark (tweet, Facebook post, photo)
2. Notify Cathy Carr, social media specialist.
3. Notify IT director
4. Delete the post, making sure not to click on it.
5. Write a post that informs users you were spammed.
6. Change all passwords in order to avoid having this happen again.
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15. MEASUREMENT AND REPORTING RESULTS
We will be using Hootsuite to post content and view statistics on all of our social
media sites. This will give us the opportunity to have exact numbers on website clicks
and engagement.
Each month, this information will be reported to our Dean in order to ensure the
success of our goals and objectives.
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