The document provides a social media plan for the University of Florida. It includes an audit of current social media performance and objectives to increase followers and engagement. Strategies outlined are increasing valuable content and paid/owned posts. Key dates and roles/responsibilities are defined. Metrics include growth targets for followers and engagement rates across major networks.

1. The University of Florida
Brianna Hayes
2/19/2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website 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 Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
Our major social media priorities for the rest of the year concern growing our base, increasing our
engagement and improving content value.
The priority focus will be deepen our engagement with our followers who are including, but not
limited to, students, staff and alumni.
Two major social strategies to support this:
1. A plan to increase the number of followers
2. A plan to increase our engagement with our followers

4. Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/UF 113k 40 posts/week 3%
Facebook facebook.
com/uflorida/?
fref=ts
631k 25 posts/week 1.8%
Instagram instagram.
com/uflorida
81k 5 posts/week 1.3%
Social Media Assessment
Summary: UF is most active on Twitter with this highest engagement rate as well. Facebook is
moderate and Instagram has the lowest activity and engagement.
Date as of Feb. 19, 2016
Social Media Audit

5. Source Volume % of Overall Traffic Conversion Rate
Twitter 100k unique
visits
20% 3%
Facebook 500k unique
visits
30% 2.5%
Instagram 70k unique
visits
10% 1.8%
Website Traffic Sources Assessment
Summary: At the present time, Facebook is the biggest driver of traffic to our website. Many
social interactions still occur on Twitter and Instagram.
Timeframe: monthly average

6. Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary
Need
65% 13-30 50% Female 50% Female 40% Instagram See updates
occurring at their
university or alma
mater.
Find out how
to donate or
help school.
18% 31-40 50% Male 50% Male 20% Facebook
10% 41-50 45% Twitter, 25%
Facebook
20% Twitter
7% 51-80 25% Instagram
Audience Demographics Assessment
Summary: An overwhelming majority of the audience are between the ages of 13-30, and that is
because these are the ages of students. The older audiences are likely alumni. Motivators for visiting
include seeing updates and learning how to help.
Survey distributed in June. Total response: 50k

7. Competitor Name Social Media Profile Strengths Weaknesses
Florida State
University
Twitter:
@floridastate
Make good use of
photos, interact well with
followers, showcase their
pride.
Overuse of hashtags and color.
University of
Central Florida
Twitter: @UCF Posts are sweet and
simple, good at engaging
with students.
Too much text, lacking
valuable content.
Competitor Assessment
Summary: The above focuses on UF’s two major competitors who match up about equal. They are also
good with engaging students but could use more valuable content.

8. Social Media Objectives
The University of Florida’s primary social media focus is on developing and strengthening relationships with
students and alumni. In order to do so, our social media priorities will be on creating valuable content and
engaging our publics.
Some specific objectives include:
1. In the next 6 months increase the value of our content for our publics by 10%.
2. Increase our Instagram followers by 10k in the next month.
a. Link social media accounts better
3. Increase engagement with our students and alumni by 20% over the next 3 months.
KPI’s:
1. Number of Instagram followers
2. Sentiment analysis of interactions with publics
3. Number of FB likes and Twitter mentions
Key Messages:
1. The Gator Nation is everywhere
2. Every Gator counts

9. Online Brand Persona and Voice
Adjectives that describe UF:
Welcoming. Fun. Influential. Inspiring. Familiar. Proud.

10. Strategies and Tools
Paid:
Every Monday morning boost Facebook post relevant for the week.
Owned:
Increase the use of #itsgreatUF and #gatorgood. Encourage alumni to post photos of where they are now.
Retweet photos of students doing the gator chomp across the world. When new students arrive for Preview
encourage the use of hashtags to document the experience.
Earned:
Monitor keywords on Twitter, Facebook and Instagram. Promote articles about UF, faculty, alumni and
students.
Tools:
Approved: Rejected: Existing Subscriptions/Licenses:
Hootsuite N/A Vimeo
Buffer Adobe Creative Cloud

11. Timing and Key Dates
Holiday Dates: Reporting Dates:
Christmas Reporting will occur once a quarter in February,
Valentine’s Day May, August and November. Precise date TBA.
Halloween
Thanksgiving
Internal Events:
Gator Day
Finals
Graduation
Summer Session
Preview
Release of acceptance letters

12. Social Media Roles and
Responsibilities
Marketing Director: Nicole Yucht
Responsibilities: Managing team. Developing marketing strategy and plan. Approving images. Instilling
a marketing-led ethos.
Social Media Manager: Brianna Hayes
Responsibilities: Content strategy. Developing brand awareness. Community participation.
Social Media Coordinator: Lily Everdeen
Responsibilities: Collaborates with manager and director to ensure a cohesive social media identity.

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.

14. Critical Response Plan
Scenario 1: Inappropriate Tweet Sent from @UF
Step 1. Delete tweet and notify marketing director and following managers.
Step 2. Discuss the impact and reach of the tweet.
Step 3. If media has picked up tweet, manage all direct contacts.
Step 4. Apology tweet if offensive.
No pre-approved messaging for this scenario.
Scenario 2: Structure collapse on campus
Step 1. Site crew to alert marketing director and following managers.
Step 2. Evaluate the number of social media mentions.
Step 3. Push messages to social media channel where news first broke out.
Step 4. Evaluate need to write a longer statement.
Pre-approved Messaging:
Twitter: “Collapse in Murphree dorm today at noon. No danger or injuries at the moment, stay clear of
area.”
Facebook: “An incident occurred today around noon involving the structure in the Murphree dorm. There
were no students or faculty in the area and there are no injuries. Area is closed until further notice.”

15. Measurement and Reporting
Quantitative KPIs
Reporting period: 3 months
Data as of February 21, 2016
Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter twitter.com/UF 113k + 10%
growth
40 posts/week no
change
4%
Facebook facebook.
com/uflorida/?
fref=ts
631k + 15%
growth
25 posts/week +
5% increase
2.1%
Instagram instagram.
com/uflorida
81k + 20% growth 5 posts/week +
30% increase
2.5%

16. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 100k unique visits + 7%
growth
20% 3.1%
Facebook 500k unique visits + 6%
growth
30% 2.6%
Instagram 70k unique visits + 6%
growth
5% 2%

17. Qualitative KPIs:
Sentiment Analysis
An analysis of our social media posts revealed
-an abundance of positive sentiment from alumni, students and staff regarding the Gator Nation.
-the biggest trigger of negative feelings is correlated with underappreciation.
Proposed Action Items
-continue using content with value in all social media channels.
-increase the demonstration of our appreciation for our followers.
-prepare a mission statement for LinkedIn.