The document outlines the University of Florida's social media strategy and objectives for 2016. The primary goals are to optimize content for faculty and students and support the university. Key tactics include growing social media platforms, engaging followers with relevant content, and monitoring for shared content. The roles and responsibilities, policies, and response plan provide guidelines for social media team members. Progress will be measured through analytics reporting every two months.

1. University of Florida
Garth Carey Jr.

2. Table of Contents
1. Executive Summary, February 2016
2. Social Media Audit
a. Social Media Assessment, February 2016
b. Traffic Sources Assessment
c. Customer Demographics 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, January 2016 - February 2016

3. Executive Summary
Our major social media priorities for 2016 will be to optimize and
maximize school related content to faculty and students.
The primary focus will be to support and send relevant information in a
timely manner regarding the University of Florida.
Two major social strategies will support these objects:
1. Add more faculty and students to the social media platforms.
2. Allow the content to be narrowed down to the follower.

4. Social Media Audit
The following is an audit of the University of Florida’s social media presence to date. It includes an
assessment of all social media platforms, faculty, students, and relevant content.
Social Media
Platforms
URL Follower Count Average Weekly Activity
Twitter https://twitter.com/UF 113K 5 posts per week
Instagram https://www.instagram
.com/uflorida
81.2K 5 posts per week
Facebook https://www.facebook.
com/uflorida
631,982 Likes 8 posts per week

5. Social Media Objectives
In 2016 the primary focus of the University of Florida’s Social media strategy will be to optimize and maximize school
related content to faculty and students.

6. Online Brand Persona and Voice
Adjectives that describe our brand:
• Athletic
• Prideful
• Adventurous
• Limitless
When interacting with customers we are:
• Reassuring
• Sociable
• Attentive
• Goal Oriented

7. Strategies and Tools
Paid: Every Wednesday a social media post will be made that will have to reach at least
25% of students and faculty, with a minimum of 7 likes a 1 comment.
Owned: Introduce the use of #Content4Gators to the social media platforms. This will
encourage the content to spread widely through the campus.
Earned: Monitor Twitter, Instagram, and Facebook for keywords and terms of content that
can be reposted and shared.
Tools
Approved Tools: Hootsuite, RebelMouse
Rejected Tools: N/A
Existing Subscription/Licenses: Hootsuite

8. Timing and Key Dates
Holiday Dates
Valentine’s Day
Labor Day
Christmas Day
New Years Day
Internal Events
Fourth of July long week
Memorial Day
Reporting Dates
Reporting will occur once
every two months.

9. Social Media Roles and Responsibilities
Marketing Director – Garth Carey Jr
Social Media Manager – Kaylia Tucker
Social Media Coordinator – Malcolm Bemba-Kaye
Supporting Social Media Team Members Keenen Harvey (social ads support)
Deidra Meirhead (customer support - social media)

10. Social Media Policy
Social Media is a very popular platform that can be used amongst college campuses around the
nation. We use it to post relevant content to keep students and faculty engaged with events
going on around the campus. As an employee of the University of Florida social media team you
must follow he following guidelines.
• Be respectful
• Use Common Sense
• Be nice to strangers
• Great Customer Service
• Be ethical
• Be understanding
• Use your resources

11. Critical Response Plan
Scenario 1- Inappropriate tweet Sent from @A1UFHater
Action Plan
1. When tweet is detected:
1. Take a Screenshot
2. Delete Tweet
3. Alert Social Media Manager: All Social Media Employees
4. Garth (Marketing Director) sync with Kaylia (Social Media Manager) on discussing the
impact of the tweet.
5. Garth to develop a follow up two that would need to be approved by Deidra (Customer
Support Team Member)

12. Measurement and Reporting results
Quantitative KPIs
Reporting Period: 2 months
Data as of February 21, 2016
Website Traffic Sources Assessment
Timeframe Monthly average, January 2016 to February 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 2000 unique visits +
20% growth
25% 1.5%
Facebook 3000 unique visits +
10% growth
35% 2.2%
Instagram 200 unique visits +
5% growth
4% .1%