University of Florida Heavener Leadership Challenge 2018 Social Media Strategy

1. HEAVENER
LEADERSHIP
CHALLENGE
2 0 1 8 S O C I A L M E D I A S T R A T E G Y
B Y J A N S T R U S I N S K I

2. TABLE OF
CONTENTS
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Audience 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 Responsibility
8. Social Media Policy
9.Critical Response Plan
10. Measurement and Reporting Results
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3. EXECUTIVE SUMMARY
Our major social media priorities for the 2018-2019 academic
year will be growing our online following and community.
We will focus exclusively on increasing the reach of our posts,
and increasing audience interaction.
To do so we will be focusing on:
a. Producing more compelling and engaging content
b. having more participant and alumni generated content
showcased on our social media
SOCIAL MEDIA AUDIT
The following is an audit of the Heavener Leadership
Challenge's social media presence to date. it includes an
assessment of all social networks, web traffic, audience
demographics, and a competitor analysis.
SOCIAL MEDIA ASSESMENT
Social Media Assesment:
Most of our interactions come from Instagram. It is where most of our followers
interact with our content, with an average 62 interactions per post. Facebook,
on the other hand, is where our reach is the largest. Both social networks should
continue to be used in the future.
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4. WEBSITE TRAFFIC SOURCES ASSESSMENT
Website Traffic Sources Assessment:
The main driver to our website is Instagram. This is because our
recruitment application is a google form found on our website.
Applicants are most likely to be on their phone when they
access the application and Instagram allows links in the bio
which is easier to find than Facebook's.
AUDIENCE DEMOGRAPHICS ASSESSMENT
Audience Demographics Assessment Summary:
All of our participants are in the 18-22 age group. Facebook
and Instagram are their main social networks. Our energy is
being put in the right places.
COMPETITOR ASSESSMENT
Competitor Assessment Summary:
Our major competitors are really only competitive on Facebook. The
three major competitors were included in this analysis. It was
determined that they produce fairly high-quality visuals and generate
good audience interaction. One area they could improve is with
making the post more engaging not solely informational.
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5. SOCIAL MEDIA OBJECTIVES
In the 2018-2019 academic year, our goal will be to increase
the reach of our posts as well as audience interactions across
all of our social networks. In order to do so, we will focus on
producing more compelling and engaging content.
SOME SPECIFIC BUSINESS OBJECTIVES INCLUDE:
Increase traffic to our Facebook by 30% within the next
academic semester
Increase Instagram and Facebook followers by 100 as of
academic year-end
Increase the amount of visual content we produce by at
least 20% by end of the academic year
KPIs KEY MESSAGES
Page Likes/ Follows
Instagram Followers
Post Engagement
Survey of Sentiments at
Semester End
Making Leadership
Everyones Business
ONLINE PERSONA AND VOICE
ADJECTIVES THAT DESCRIBE OUR BRAND:
WHEN INTERACTING WITH CUSTOMERS WE ARE:
Fun
Friendly
Communal
Helpful
Amiable
Kind
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6. STRATEGIES AND TOOLS
PAID:
No room in the budget at the moment, consider talking to
Graduate Assistant (GA) about utilizing in the future.
OWNED:
Encourage Participants to take photos at social events or
meetings and tag #HLCstrong
Spotlight accolades that participants and alumni have
received
Earned:
Partner with other Business School organizations to share and
repost each other's content to further our respective reach
with like-minded students.
TOOLS
Approved Tools Rejected Tools Existing Subscriptions/Licences:
Hootsuite
Canva
N/A Wix.com (website)
Adobe Premier (personal)
Photoshop (personal)
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7. TIMING AND KEY DATES
KEY DATES
New Class Welcome
Showcase
Applications
Info Session
Countdown Apps Live
Apps Due
Capstone
29-Aug
26-Sep
30-Sep
12-Nov
28-Nov
1-Oct
21-Oct
28-Oct
INTERNAL EVENTS REPORTING DATES
Social 1 12-Sept
Social 2 18-Oct
Reporting will occur on a
semiannual basis. Once at the end
of each semester.
LEAD TIMES
Plan each post at least a
week in advance. If issues
arise there is ample time
to adjust.
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
SOCIAL MEDIA DIRECTOR
SOCIAL MEDIA MANAGER
SOCIAL MEDIA COORDINATOR
- Jan Strusinski
- Jan Strusinski & Katelynn Bean
- Jan Strusinski & Katelynn Bean
Responsibilities: Support social media team members, keep team accountable
for deadlines, if team responsibilities not met then the burden falls on director
Responsibilities: Ensure that content and posts are correct and error free
Responsibilities: Execute social media posts and ensure they are posted in accordance to the
schedule
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8. SOCIAL MEDIA POLICY
Social media is a key aspect of how successful our
organization is and how engaged out participants and alumni
are. We use it to spread organizational messages, interact with
our participants and alumni, and to share our activities
thoughts and plans. As a member and representative of the
HLC Leadership Team you are expected to demonstrate best
practices and a sense of etiquette in your use of social by
following the below guidelines:
Be respectful to all
Be polite, don’t be rude or insensitive
Be a solution, not a problem
Be helpful when needed
Speak highly of other organizations, we are a community
Spread organizational events across your networks
Not sure if you should/ can say something? Ask before you hit
send
The Heavener Leadership Challenge is serious about the
appropriate use of social media by our members. Violation of
The Heavener Leadership Challenge social policy may result in
corrective action, up to, and including, the revocation of social
media rights.
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9. CRITICAL RESPONSE PLAN
SCENARIO 1: INNAPROPRIATE MESSAGE
SENT FROM HLC SOCIAL MEDIA ACCOUNT
ACTION PLAN
1. When message detected
a. Take a screenshot to document event
b. Delete message
c. Alert social media manager and marketing director
Pre-approved Messaging:
No pre-approved message in this scenario.
Messaging will be dependent on the circumstance- to be
developed by the social media manager and director of
marketing
SCENARIO 2: INNAPROPRIATE COMMENTS/
HARASSMENT OCCURING ON OUR SM
PLATFORMS
ACTION PLAN
1. When inappropriate comment/ harassment detected
a. Take a screenshot to document event
b. Delete comment
c. Remove commenter from the social media page
and block them
d. Notify social media manager and marketing director
Pre-approved Messaging:
"Due to a recent incident, we would like to remind our
community that inappropriate comments/ harassment are
unacceptable and will result in removal from the page."
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10. MEASUREMENT AND
REPORTING RESULTS
QUANTITATIVE KPIs
Reporting period: 1 month
Data as of 06/04/18
SOCIAL NETWORK DATA
WEBSITE TRAFFIC DATA
RESULTS ASSESSMENT
Over the past month, our average engagement on Facebook has increased by 37.25%,
while our average engagement on Instagram has fallen by 22.58%. It is important to
recognize that over the summer we are not as active as we usually are throughout the
academic year. As we begin to ramp up our summer marketing towards the end of July, it
will be interesting to see how these numbers change. However, it is interesting to note that
our Facebook engagement increased while out Instagram engagement decreased. This
could mean that our posts are not visually appealing and do not attract as much attention
on Instagram. In addition, we also saw a decrease in the overall traffic to our website from
our social media networks. This is mainly because applications are closed and our website
mainly serves as a resource for potential applicants to learn more.
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11. QUALITATATIVE KPIs
SENTIMENT ANALYSIS:
After analyzing our posts since the start of the new year, a
few things were discovered:
a. All of the comments on our posts are positive in nature
b. Questions directed to our inboxes are addressed timely,
and those inquiring are very grateful that we helped answer
their questions
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