Mock social media plan to draw more followers to social profiles and encourage participation in campus activities

1. Social Media Plan
Sussette Rodriguez

2. Table of Contents
Executive Summary
Social Media Audit - include
as much information as
possible - SM assessment
(required), Website,
Audience and Competitors
(required)
Social Media Objectives
Online Brand Persona and
Voice
Strategies and Tools
Timing and Key Dates
Social Media Roles and
Responsibilities
Social Media Policy
Critical Response Plan
Measurement and
Reporting Results

3. The primary focus will be to increase awareness of
campus activities by driving more traffic to our website
by sharing more engaging, relevant content and
connect with students, faculty, and staff.
Two major social strategies will support this objective:
1. Engage in a multi-way conversation and increase
discoverability of content.
2. A plan to increase the amount of content the University
of Florida publishes to our different profiles.
Executive Summary

4. Social Media Strategy
Engage participation in campus events and drive
people to social profiles.
Instagram
Twitter
Facebook

5. Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitter.com
/UF 112.9 K 55 posts per week 2%
Facebook
https://www.faceb
ook.com/uflorida/
?fref=ts 631.8 K 11 posts per week 2%
Instagram @uf 81.1 K 5 posts per week 5%
Linkedin
https://www.linke
din.com/edu/scho
ol?id=18120&trk=
vsrp_universities
_hero_photo&trkI
nfo=VSRPsearch
Id%3A32405521
71456009230627
%2CVSRPtargetI
d%3A18120%2C
VSRPcmpt%3Ah
ero 251.9K 0 Posts 0%
Social Media Assessment
Currently, the highest number of interactions per post occurs on twitter (engagement
rate cannot be calculated at present time.) Little to no interactions occur on LinkedIn
and the closing of that channel should be considered moving forward.

6. Website Traffic Sources
Assessment
Source Volume
% of Overall
Traffic
Conversion Rate
Twitter
3000 unique
visits 7% 3%
Facebook
5000 unique
visits 30% 2%
Instagram No Data No Data No Data
Linkedin
300 unique
visits 0.70% 0.50%
At present time, Facebook is the biggest driver of traffic to our website.
The conversion rate (conversion goal = ticket purchase) lags slightly
behind Twitter at 3% and 2% respectively. Although no direct traffic data
is available

7. Competitor Assessment:
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Florida State
University
FB: Florida
State
University
Lots of visuals
regarding school
information
campus
activities
Not many
followers on
different social
mediums
University of
Cental
Florida
IN:UCF
Knights
Plenty of photos
lots of content
Lack of variety
University of
Miami
TW: UM
Daily posts gets
enagement and
retweets
Doesn't interact
with as many
students
The analysis, above, focused on three major competitors with a social presence on
Facebook, Instagram and Twitter, respectively. The use of high quality visuals is the
key driver of engagement with their audiences. The competitors also use of a
distinctive brand hashtag that creates many brand mentions on Twitter. The
competition should focus on improving their two-way communication and listening to

8. Overall Business Goals
Increase new visitors from social properties to website by
40% in 6 months via:
Increased brand awareness through increased mentions on
Twitter
Increased use of UF hashtags across all social platforms
Increase Instagram followers by 5000 in 6 months.
Increase the amount of visual content (videos and photos)
published on Facebook and Instagram channels by 40%
in 6 months.

9. Social Media Objectives
Number of visitors on
Facebook, Twitter and LinkedIn
Number of Instagram followers
Number of weekly visual (photo
and video) posts to Facebook
and Instagram
Emotion overview
KPIs

10. Key Supporting Messages:
Informative and educational activities around campus.
Fun events encourages campus engagement.

11. Adjectives That Describe Our
Brand
Educational
Informative
Interactive
Engaging
Fun
Examples of Brand Voice in Social Media
Interactions
Inform
Honest
Entertain

13. Strategies to Will Support
Our Social Media Objectives
Paid:
1. Facebok Ads
2. Promotion Events
Owned:
1. Campus activities
2. Orientation
Earned:
1. Facebook page
2. Instagram
Tools Approved
1. Hootsuite
Rejected
1. Linkedin
Existing
1. Facebook

14. Key Dates
First Day of School
Football Games
Sporting Events
Internal Events
Gator Nights (every Friday night)
Student Orientation (Summer 2016)
Lead Times
First month: Develop SMS and key messages
Second Month: optimize posts on social profiles
Third - Sixth Month: incorporate ongoing event to maximize followers
Reporting Dates Reporting will occur once a quarter in February, May,
August and November. Precise dates TBA.

15. Social Media Director: Todd
Sanders
Responsibilities: Manage team
and overlook posts to insure use of
visuals and develop brand
awareness.
Social Media Manager: Ryan
Morejon
Responsibilities: Set clear
objectives for the campaign,
develop campaign posts and
monitor analytics
Social Media Coordinator:
Sussette Rodriguez
Responsibilities: Organize and
implement media blasts.

16. Social Media Policy
At the University of Flordia, we often utilize social media in our daily activities.
This social media policy is used to spread messages, engage
alumni/partners/students/parents/staff, share daily activities (both personal and
professional), plans, etc.
Do not use profanity
Use common sense
Don’t post content that reflects poorly on the institution
Be polite and respectable, not rude or insensitive
Be the solution, not the problem.
As an employee and representative of the University of Florida you are
expected to demonstrate best practices and a sense of etiquette in your use of
social by following some guidelines: The University of Florida is serious about
the appropriate use of social media by our employees.
Violation of the University of Florida social policy may result in immediate
action, which can lead to termination. You may also be subject to legal action,
including criminal prosecution. The company also reserves the right to take any
further action it believes is appropriate. Should you have any questions or
concerns please speak to your Manager or anyone on the HR team.

17. Critical Response Plan
Scenario One Inappropriate: Tweet Sent from @uflorida
Action Steps
Document when Tweet is detected:
Take screenshot (on Mac press: Command+Shift+ 4)
Delete Tweet Notify Ryan Morejon (Social Media
Manager) immediately.
If Ryan is not available, alert Todd Sanders (Marketing
Director.)
NO PRE-APPROVED MESSAGING IN THIS SCENARIO

18. Scenario Two Event Disaster, no injuries
e.g. Fire/ Equipment Failure
Action Plan
1. Event crew is to notify Jane Adams (Vice President of Communications). Jane is to alert Todd
Sanders (Marketing Director.)
2. Todd to sync with Ryan and Sussette (Social Media Manager) and assess the number of posts
regarding the occurrence.
3. If media has picked up the incident, Todd to manage all direct contact. If Todd is unavailable, Jane
will manage all contact.
4. Sussette to push messaging to social channel where the news broke first. Continue to monitor the
spread of the news to other social channels and push messaging there as necessary.
5. Todd and Jane to evaluate the need for a longer statement and write one, if necessary. 6. Ryan,
Todd and Sussette are to continue observing the situation and Supporting Social Media Team
Members will assess as needed.
Pre-approved Messaging Twitter: “We’re happy to report no injuries occurred in today’s incident. Repairs
will soon be underway.” Facebook: “An incident occurred today at our event. We’re happy to say no one
was injured. In order protect the safety of all our attendees; we have ended the event early.

19. Social Network Data
Social
Network
URL
Follower
Count
Average
Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/UF 140.5 K
60 posts per
week 8%
Facebook
https://www.facebook.com/
uflorida/?fref=ts 710.8 K
25 posts per
week 4%
Instagram @uf 95.1 K
10 posts per
week 7%
Linkedin
https://www.linkedin.com/ed
u/school?id=18120&trk=vsr
p_universities_hero_photo
&trkInfo=VSRPsearchId%3
A324055217145600923062
7%2CVSRPtargetId%3A18
120%2CVSRPcmpt%3Aher
o 251.9K 0 Posts 0%

20. Website Traffic Data
Source Volume
% of Overall
Traffic
Conversion Rate
Twitter
4000
Unique
visits 9% 7%
Linkedin
6000
Unique
visits 41% 4%
Facebook
600 unique
visits 1% 2%

21. Sentiment Analysis:
After an analysis of the interactions on 100 Facebook
posts, 100 Instagram posts and 100 Tweets revealed the
following: a positive reaction from follower base after
interacting with social profiles. This includes utilizing
hashtags, sharing (retweeting/reposting) photos and
stories of events they have attended and information
they’ve received.