The University of Florida social media strategy document outlines objectives to increase engagement on social media platforms and drive more traffic to their website. Key strategies include monitoring comments to better respond to followers, creating more interactive content to engage followers, and starting more social media conversations. The document defines social media roles and provides guidelines for content, critical incident response, and metrics for evaluating performance.

1. UNIVERSITY OF FLORIDA
S O C I A L M E D I A S T R AT E G Y

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Audit Continued
4. Social Media Objectives
5. Demographics
6. Online Brand Persona and Voice
7. Screenshots of brand persona examples
8. Strategies and Tools
9. Timing and Key Dates
10. Social Media Roles and Responsibilities
11. Social Media Policy
12. Critical Response Plan
13. Measurement and Reporting Results
14. Measurement and Reporting Results Continued

3. EXECUTIVE SUMMARY
The University of Florida has a great social media presence, and does
a good job of posting a variety of content. Since they are already
doing well in these areas, the focus for this year will be to engage
more followers in conversations, and to drive more traffic to the
University of Florida website.
Our primary focus will be to have better responses to comments on
our social media posts, and to make the content we post more
interactive in order to drive traffic.
Three major strategies that will support this objective:
1. Monitor comments for opportunities to address followers.
2. Revamp the content in a way that will make followers interact and
learn more.
3. Start and engage in more conversations.

4. SOCIAL MEDIA AUDIT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/uf 112,700 20 posts per week
+ 10% increase
10%
Facebook Facebook.com/uf 631,474 10 posts per week
+ 5% increase
5%
Instagram Instagram.com/uf 80,900 4 posts per week
+ 2% increase
1%
Social Media Assessment: At this present time, the
most interaction is coming from Twitter. Instagram
could be very much improved.

5. SOCIAL MEDIA AUDIT
• Website Traffic Sources:
Source Volume Percentage
of Overall
Traffic
Conversion
Rate
Twitter 900 unique visits
+ 5% growth
40% 3%
Facebook 1,500 unique
visits + 10%
growth
20% 1.5%
Instagram 500 unique visits
+ 2% growth
40% 1%
Traffic Summary: At this present time, Twitter and
Instagram are tied for driving the most traffic to our
website.

6. SOCIAL OBJECTIVES
• The primary focus for the University of Florida’s social media
strategy for 2016 will be to have better responses and feedback on
social media posts, and to drive more traffic to the website by
creating content that is more interactive.
• Specific Objectives Include:
A. Increase traffic to the UF website by 10% in 2 months by using
more relevant hashtags, and increasing content that links back to
the website.
B. Engage more followers by monitoring comments on our social
media posts, and providing comments and feedback.
1. Increase mentions and use of hashtags on Twitter.
2. Increase comments, likes, and shares on Facebook and Instagram
C. Increase our following on Facebook by 15% in 2 months.

7. Age Distribution Gender
Distribution
Primary Social
Network
Primary Need Secondary Need
70%-18-24 55%- Female 60%- Facebook Finding information
about UF because
they are or wish to
be affiliated with
the organization.
Finding information
about events they
wish to attend at
UF.
20%-25-40 45%- Male 30%- Twitter
10%-40-55 10%-Instagram

8. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our brand:
1. Diverse
2. Ambitious
3. Dedicated
4. Limitless
5. Innovative
• When interacting with students, alumni, and other
affiliates we are:
1. Encouraging
2. Helpful
3. Task-Oriented
4. Friendly

10. STRATEGIES AND TOOLS
• Paid: Every Saturday, boost most popular organic posts on Facebook for
the week. Post must have a minimum organic reach of 2,000, minimum of
900 likes and 20 comments.
• Owned: Introduce #GatorFridays on Twitter and have followers share
something Gator-related with this hashtag. Choose a few pieces of this
user-generated content to retweet each week.
• Earned: Monitor Twitter for keywords: college, gators, university, graduation,
graduate. Create a recruiting campaign on social media, and put out
information about the University of Florida.
Approved Tools Rejected Tools Existing
Subscriptions/Licenses
Hootsuite N/A InDesign
Buffer Photoshop
RebelMouse Vimeo

11. TIMING AND KEY DATES
• Holiday Dates:
1. St. Patrick’s Day
2. Good Friday
3. Easter
4. Mother’s Day
5. Memorial Day
6. Father’s Day
7. Independence Day
8. Labor Day
• Internal Events:
1. Baseball season kickoff: February 19
2. Celebration of Innovation: March 8
3. Graduation- April
• Reporting Events:
Reporting will occur one a quarter February,
May, August and November. Precise dates TBA.

12. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Director of Social Media: Todd Sanders
• Social Media Specialist: Ryan Morejon
• Web: Al Kirby
• Interim Assistant Vice President, Marketing: Nicole Yucht
• Photographer: Hannah Pietrick

13. SOCIAL MEDIA POLICY
• Posts and other content specifically added by administrators of the University of Florida
social media account are official University of Florida content. Opinions expressed by
other users do not necessarily reflect the opinion of the University of Florida. User
provided content is not screened or evaluated during the submission process. All
content is bound by the UF Acceptable Use Policy. Further, users are expected to abide
by applicable laws, regulations, rules and policies including the University Student Code
of Conduct, the University’s Sexual Harassment Policy, and other regulations and
policies concerning public communications. We reserve the right to remove content.
We encourage users to report content that violates the platform’s Code of Conduct by
using their official reporting procedure. Here are some guidelines:
• Get Approval, Be Official
• Make a Plan
• Be Respectful
• Be Transparent
• Listen
• Be Active
• Engage

14. CRITICAL RESPONSE PLAN
• Scenario: Offensive Tweet from UF account @UF.
1. Screenshot the tweet.
2. Delete the tweet.
3. Alert Todd Sanders, Director of Social Media, if Todd is
unavailable, alert Ryan Morejon, Social Media Specialist.
4. Notify other key publics.
5. Todd and Ryan discuss severity and impact of the tweet.
6. Todd and Ryan send out a follow-up tweet.
7. Determine disciplinary action for who is responsible for the
offensive tweet.

15. MEASUREMENT AND REPORTING
• Quantitative KPIs
1. Reporting Period: 1 month
2. Data as of February 17, 2016
Source Volume Percentage
of Overall
Traffic
Conversion
Rate
Twitter 900 unique
visits + 5%
growth
40% 3%
Facebook 1,500 unique
visits + 10%
growth
20% 1.5%
Instagram 500 unique
visits + 2%
growth
40% 1%

16. MEASUREMENT AND REPORTING
CONT.
• Social Network Data:
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Twitter Twitter.com/
uf
112,700 20 posts per
week + 10%
increase
10%
Facebook Facebook.co
m/uf
631,474 10 posts per
week + 5%
increase
5%
Instagram Instagram.co
m/uf
80,900 4 posts per
week + 2%
increase
1%