The social media plan outlines objectives to increase fan engagement and grow the Jaguars' young and female fan base. Key tactics include keeping fans informed through game updates and visual content on Facebook, Twitter, Instagram and LinkedIn. An editorial calendar schedules posts around events in October, and roles define responsibilities for social media management. Metrics and a critical response plan are also addressed.

1. Kianna Brown
October 2, 2016

2.  Executive Summary: 3
 Social Media Audit: 4-6
 Social Media Objectives: 7
 Online Brand Persona & Voice: 8
 Strategies & Tools: 9
 Timing & Key Dates: 10
 Social Media Roles & Responsibilities: 11
 Social Media Policy: 12
 Critical Response Plan: 13
 Measurement & Reporting Results: 14

3. The social media plan for the Jacksonville
Jaguars seeks to exploit the strengths of
the team, on and off the team. With our
slogan being “Stand United”, we want to
grow fan satisfactory and convert viewers
into fans by increasing our young and
female fan base, emphasize the team’s
potential to win, and build off of team
news.

4. Facebook
 URL:
https://www.facebook.com/jacksonvillejaguars/?fref=ts
 Follower count: 589,105
 Average Weekly Activity: 23
 Average Engagement Rate: 468.7
Twitter
 URL: https://twitter.com/Jaguars
 Follower count: 373,000
 Average Weekly Activity: 10
 Average Engagement Rate: 167.9

5. Instagram
 URL: https://www.instagram.com/jaguars/
 Follower count: 259,000
 Average Weekly Activity: 34
 Average Engagement Rate: 6,148
LinkedIn
 URL: https://www.linkedin.com/company/jacksonville-
juguars
 Follower count: 7,890
 Average Weekly Activity: 1
 Average Engagement Rate: 47.6

6. Houston Texans
https://www.facebook.com/Housto
nTexans/?fref=ts
Pros: Post frequently, very
visual
Cons: Need more fan
interaction
Tennessee Titans
https://www.facebook.com/ti
tans/?fref=ts
Pros: FB events with games
Cons: graphics are not great
Indianapolis Colts
https://www.facebook.com/colts/
Pros: Promotions, game
updates through media
Cons: big fan base but little
interaction

7. Overall Business Goals:
 The Jacksonville Jaguars are
building a winning franchise,
on and off the field
Social Media Objectives
to Support Business Goals:
 Increase fan interaction
 Reach young (18-35) and female
fan base
 Increase ticket sales
http://www.socialstrategy1.com/wp-content/uploads/2013/03/jags_info_web_final.jpg

8. The Jacksonville Jaguars knows its
audience and is personable among its
fans. On social media, we strike a very fun
and informational tone.

9. Keep in contact with customers (customer
service with messaging, collect & share
fan photos, etc.)
Draw attention with Social Media ads
Catch the audience’s eyes with visuals
(especially play videos to increase
conversation)
Provide attention grabbing content (short &
simple posts, game updates, etc.)

10. October-Breast Cancer Awareness Month
 10/4-Live postgame coach & player press conference
 10/7-Practice & Injury Update for bi-week
 10/7-Fan Friday (fan pictures)
 10/9-AFC South playing summary
 10/11-Spotlight: Cheerleaders visit Cancer center
 10/12-Promote upcoming away game tailgate & watch
party
 10/14-Game strategy for Chicago Bears (blog)
 10/16-Game day graphic (morning)
 10/16-Live pregame workout at Bears stadium
 10/16-Full game & halftime score updates

11.  Social Media Director-developing & overseeing
execution of social media
 Social Media Manager-responsible for planning,
design, & execution of social media strategy
(day-to-day execution)
 Social Media Planner-responsible for developing
strategic proposals for digital advertisers,
coordinating with the media team, and allocating
to client objectives

12.  Content relating to sensitive company information should
not be shared to the outside community
 Disgraceful content, such as racial, ethnic, sexual,
religious, and physical disability slurs are not tolerated on
company or personal sites
 Company reserves the right to edit or delete any
misleading or inaccurate content on any sites
 Doctrines of professionalism, reliability, and neutrally
should be observed by anyone posting online

13. Define the problem
Accept responsibility of your actions
Take time to create good responses
Find the solution for your followers or
consumers
Problem concerning employee? Determine
correct way to handle the employee

14. 68.3% capacity
Average ticket price: $45
Jacksonville population 1.3 million
54% millennial followers on Twitter