This document outlines a social media strategy for the Pi Beta Phi sorority chapter at the University of Florida. It includes an audit of current social media performance on platforms like Instagram, Twitter, and Facebook. Objectives are to increase engagement and followers. Strategies proposed include using management tools, encouraging sharing, and consistent posting around key dates. Roles and responsibilities are defined, along with policies, critical response plans, and methods for measuring results over time.

1. PI BETA PHI @ THE
UNIVERSITY OF FLORIDA
ALEX REFFIE
JANUARY 16, 2017

2. TABLE OF CONTENTS/ SOCIAL MEDIA
STRATEGY FOR UF PI PHI
1. EXECUTIVE SUMMARY
2. SOCIAL MEDIA AUDIT
 SOCIAL MEDIA ASSESSMENT
 TRAFFIC SOURCES ASSSESMENT
 CUSTOMER DEMOGRAPHICS
 COMPETITOR ASSESMENT
3. SOCIAL MEDIA OBJECTIVES
4. ONLINE BRAND PERSONA & VOICE
5. STRATEGIES & TOOLS
6. TIMING & KEY DATES
7. SOCIAL MEDIA ROLES & RESPONSIBILITIES
8. SOCIAL MEDIA POLICY
9. CRITICAL RESPONSE PLAN
10. MEASUREMENT & REPORTING RULES

3. EXECUTIVE SUMMARY
-For Pi Beta Phi, my goals when taking on the position as Vice
President of Communications for the chapter was to bring a more
holistic sense of self to our social media content, to post more
frequently, and to increase our follower engagement.
 Two social media strategies that I want to put in place are:
 The utilization of social media management tools to make sure our feed is active and
consistent each week on all platforms.
 To encourage sisters to share our content with our friends, families, and their own followers
so we can build an online presence outside our own members. This will also increase our
follower engagement.

4. SOCIAL MEDIA AUDIT
The following is an audit of Florida Delta Pi Beta Phi’s social media
presence to date. This includes an assessment of all of our current
social media accounts such as web traffic, audience demographics,
and a competitor analysis, or in this case other UF Greek chapters.
Network URL Follower
Count
Average
Weekly Activity
Average
Interaction
Rate
Instagram 1,982 2 posts per
week
^10 %
Twitter 1,073 5 posts per
week
^ 75%
Facebook 1,591 4 post per
week
^100%
compared to
previous 7

5. WEBSITE TRAFFIC SOURCES
ASSESMENT
Source Volume % of Overall Traffic Conversion Rate
Twitter 300 visits 10% 2%
Facebook 1500 visits 40% 10%
Instagram 2000 visits 70% 7%

6. AUDIENCE DEMOGRAPHIC
ASSESSMENT
Age Gender Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
18-27 Female Instagram Facebook Want to stay
updated
with Pi Phi.
Want to
connect Pi
Phi with
their
follwers.

7. COMPETITOR ASSESSMENT
Chapter Profile Strengths Weaknesses
Tri Delta Facebook/Website
http://www.uftridel
ta.com/
Huge following,
beautiful photos,
extremely bright
aesthetic.
Very basic. Same
girls in photos, not
diverse.
Delta Gamma Facebook/Website
http://www.deltaga
mmauf.com/
Cohesive flow,
unique and
creative.
Only shows the
superficial side of
sorority life and not
the hard working
professional side of
their sisters.

8. SOCIAL MEDIA OBJECTIVES
For 2017, the main goals for Pi Phi in terms of social media was to
focus on bringing light to how amazingly unique and driven our
chapter women are. We also wanted to remain consistent with our
posts across all social media platforms.
 Specific Goals:
 Increase user traffic
 Increase user engagement
 Heighten sisters awareness of the power they have to share our media
 Add more Facebook content
 Be more active on Twitter
 Revamp and refresh our image

9. KPIS & KEY MESSAGES
KPIs
-Substantial amount of
likes on photos
-Retweets on Twitter
-Comments/User
engagement on all posts
-Number of shares
KEY MESSAGES
- Uniquely Pi Phi
- “Whatsoever Things
Are Lovely”

10. ONLINE BRAND PERSONA & VOICE
Who are we & how we want our followers
to see us!
Bold
Brave
Driven
Adventurous
Genuine
Professional

11. STRATEGIES & TOOLS
Paid:
I personally pay to boost all of our posts on Facebook for at least one week
after time of publishing.
Owned:
Using hashtags like #pibetaphriday , #PPL&AMonday, #sisterhoodsunday,
and #angelsabroad to gain more traction on social media.
Tools:
Buffer for managing accounts, Canva for creating graphics, and Boomerrang
for capturing unique visuals for all our platforms.

12. TIMING & KEY DATES
Important Dates:
 Founder’s Day
 Bid Day
 Game Days
 Initiation
 National Philanthropy
Event
 Holidays
 Start of School & End of
School
Timing:
It is important for us to post
regularly each week and to
post our sisters being
involved with or participating
in varying events! This helps
promote that we are a
diverse, hard working group
of young women who care
about networking outside
our own Greek Council.

13. ROLES & RESPONSIBILITIES
Alex Reffie- Vice President of Communications oversees all marketing
and public relations efforts on behalf of the chapter. She
communicates with our National Headquarters in St. Louis Missouri to
ensure she is up to date on all social media policy that Pi Phi must
adhere to and maintains upkeep with trends on all social media
platforms that FL Delta Pi Beta Phi utilizes.
This is
me!! 

14. SOCIAL MEDIA POLICY
1. Be respectful when posting.
2. Use common sense when posting, especially pictures, onto an
account that represents over 250 women.
3. Create a holistic sense of sisterhood and friendship on our feed.
Do not continually post the same photogenic girl.
4. NO red solo cups in pictures or anything that alludes to partying,
being reckless, or not upholding Pi Phi core values.
5. Do not post impulsively, post with intention.

15. CRITICAL RESPONSE PLAN
When an inappropriate photo is posted by one of our
sisters onto their own account, which is associated with Pi
Beta Phi:
 Screenshot the post.
 The post is taken down/reported immediately.
 An executive member is alerted and relays information to the rest of
the board.
 The individual who posted the photo is alerted and made aware that
there will be repercussions to her posting. (i.e. social probation,
standards call, etc.)
 A pre- approved message involves the Executive Board contacting
the individual who posted with a warning via direct messenger. It
may be something along the lines of “Hey! Your recent post does not
uphold Pi Phi core values. Please take it down.”

16. CRITICAL RESPONSE PLAN
When an inappropriate accusation is made against Pi
Beta Phi in media by an out of house source:
 The accusation is screenshotted.
 The President of the chapter is notified.
 The post is reported.
 The President calls our National Headquarters, conveys what
has happened, and they advise our chapter what to put out in
terms of a statement to our followers on social media.
 The accuser is then contacted.
 A pre-approved message does not exist as the responses from
Headquarters come from a situational premise.

17. MEASURING & REPORTING
Instagram: Our Instagram following has increased by 300 followers since
November of 2016 and our engagement on photos has gone up significantly
through comments and likes.
Twitter: Since taking over as VPC, I have increased our Twitter presence and
by doing so have also raised our daily tweets and follower reactions to our
posts. We get more retweets, likes, and favorites than ever before as of
February 2017.
Facebook: Since November 2016, I have personally increased our
engagement and reach on Facebook through boosted posts, engagements
with followers, such as commenting back, liking followers comments, and
inviting those who share our content to like our page. I have also maintained
a consistent interval of posting so our feed is fresh and up to date. We have
gone up about 250 likes since I took over in late November.