The document outlines the University of Florida's social media strategy and objectives for 2016. The main goals are to increase online following, presence, and popularity by posting engaging content. Key tactics include increasing posts across networks, using more photos and videos, and defining the UF brand persona. Metrics such as follower counts and engagement rates will be used to measure performance against objectives like a 15% following increase. Response plans and team roles are also established.

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Objectives
3. Online Brand Persona and Voice
4. Timing and Key Dates
5. Social Media Roles and Responsibilities
6. Critical Response Plan
7. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our main goals for social media in 2016 will be to increase our online
following and
overall presence online.
We will increase our popularity and status as a major public university by
posting and
sharing content that our current, past, and prospective students can utilize
and relate
to.
Social strategies that will support this objective:
1. Increase the amount of posts on all social networks and personalize
posts depending on which network they are on
2. Utilize more photo and video posts featuring alumni, students, athletes,
etc.

4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average
Weekly Activity
Average
Engagement
Rate
Twitter Twitter.com/UF 112,700 15 posts a week 3.3%
Facebook Facebook.com/
UniversityofFlori
da
631,498 8 posts a week 2.6%
Instagram Instagram.com/
UFlorida
81,200 6 posts a week 3.8%
Social Media Assessment: Currently, the highest number of interactions per post
occurs on Instagram. Significantly less fewer interactions occur on Twitter and
Facebook.

5. SOCIAL MEDIA AUDIT
Audience Demographics Assessment
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60% 18-25
30% 25-45
10% - 45-
75
59% female
41 % male
50%
Instagram
30%
Facebook
15% Twitter
40%
Facebook
20%
Instagram
20% Twitter
Staying
connected
with the
school
Interacting
with
classmates,
older and
younger
students
Audience Demographics Summary: As UF is a college campus, most of the
audience is between ages 18-25. Instagram and Facebook are the most popular
social networks. Keeping up to date with school news is the primary reason for
following the accounts.

6. SOCIAL MEDIA AUDIT
Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
Florida State
University
Instagram:
FloridastateUnivers
ity
Post eye catching
pictures with a lot
of Seminole pride
Not a lot of
featured students
and student
engagement
University of
Central Florida
FB: University of
Central Florida
Frequently post
information
regarding updates
about the school so
followers can stay
informed
There is little
interaction of
facebook and posts
are not the most
visually pleasing or
eye-catching
University of South
Florida
Twitter:
UsouthFlorida
USF Twitter has a
fun, school spirited
vibe in all their
tweets
They do not use
images in a lot of
posts, and could
better interact with
students on twitter
Competitor Assessment Summary: The above analysis highlights three other major
universities in Florida who have a strong social media presence. Overall, they post
solid visual and textual content but could improve on interacting on their accounts.

7. SOCIAL MEDIA OBJECTIVES
Our primary focus for social media in 2016 is to reach out to a wider
demographic and increase the publicity and amount of applications to
the school. To achieve this, we will share more engaging content
including pictures and videos so we do not appear just as a school, but
rather a community.
Specific Objectives:
1. Increase social media followers on all accounts by 15%
2. Increase amount of interactive and visual content posted on all social
media accounts
3. Increase awareness and prevalence of the “UF Brand”

8. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Diverse
• Prestigious
• Influential
• Caring
• Spirited
When Interacting with others on Social Media we are:
• Helpful
• Humorous
• Concerned
• Welcoming

9. STRATEGIES AND TOOLS
Paid: Create sponsored posts on Twitter, Facebook and Instagram for people who
have been searching for colleges, sports, gators, etc. Boost any popular posts
at the end of the week. These posts must have a minimum of 500 likes and 30
comments.
Owned: Feature a #GatorOfTheWeek each Monday. Encourage students to send
in a picture, what makes them unique and why they love the University of
Florida. It will encourage students to actively become involved in our social
accounts.
Earned: Give out free football tickets and UF memorabilia to students and alumni
who show the most pride or actively engage on our social media accounts.
Chose one person each semester from the #GatorOfTheWeek hashtag to win
a UF prize.
Tools: Hootsuite, Buffer, Photoshop

10. TIMING AND KEY DATES
Events
• Gator Day
• UF Acceptance Day
• All sporting events/big school functions
• Homecoming
• Start/end of semesters (summer A, summer B, fall, spring)
• Orange and Blue Debut
• Guest speakers/important visitors

11. SOCIAL MEDIA ROLES AND RESPONSIBILITES
Vice President- Jane Adams
Assistant Vice President- Susan Crowley
Director of Social Media- Todd Sanders
Social Media Specialist- Ryan Morejon
Promotional Copywriter- Paul Bernard
Senior Writer- Alison Clark
Art Director- Elecia Crumpton
Strategic Communications Director- Donna Winchester

12. SOCIAL MEDIA POLICY
The University of Florida uses social media as a source of interaction
between current, past and prospective students, and to encourage
school spirit and publicize our accomplishments and ideas. As a
member and representative of the UF community you are expected to
follow these guidelines:
• Show enthusiasm and spirit in every interaction
• Be polite, respectful and patient
• Only post content that matches our high standards
• Offer help and solutions in any way that you can
• Show everyone on social media how great it is to be a gator

13. CRITICAL RESPONSE PLAN
Scenario 1- Offensive or inappropriate tweet, Instagram picture, or
Facebook post
Action Plan
1. After tweet is seen
- Take screenshot and delete immediately
- Alert Todd Sanders (Director of social media) and Donna
Winchester (Strategic Communications Director)
2. Discuss plan of action and damage control
3. Todd and Donna develop a apology tweet, locate responsible
employee and take necessary action
4. After the commotion has died down, continue posting normal,
appropriate, and professional tweets
*No pre-approved messages for this scenario.

14. CRITICAL RESPONSE PLAN
Scenario 2 – Disaster event at University
Action Plan
1. Confirm reports are accurate and disaster event is occurring on or
around campus
2. Alert Todd Sanders and Donna Winchester
3. Send out clear, concise, informational tweets to alert and inform the
public of what is going on
- Ensure the public that safety precautions are being taken
4. Work with law enforcement to ensure that all details being reported
via social media accounts are accurate and true
5. Be respectful
*No pre-approved messages for this scenario.

15. MEASUREMENT AND REPORTING
Source Volume Percentage of
Overall Traffic
Conversion Rate
Instagram 7,000 unique visits
+10% growth
30% 6.0%
Facebook 4,000 unique visits +
10% growth
22% 3.5%
Twitter 6,000 unique visits
+10% growth
17% 4.5%
Website Traffic Sources Assessment- Monthly average December 2015-Feb 201

16. MEASUREMENT AND REPORTING
Social Network Data
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagemen
t Rate
Instagram Instagram.co
m/UFlorida
81,900
+10%
growth
8 posts per
week
Average
interactions
per
post=5,0000
Facebook Facebook.co
m/University
ofFlorida
631,600+10
% growth
15 posts per
week
12%
Twitter Twitter.com/
UFlorida
112,990+10
% growth
25 posts per
week
9%
- Our Instagram followers have grown by 800 in the last few months. Our social media team
has done a great job at reaching out to new potential followers and creating eye-catching
images and posts that often make trending pages on both Instagram and Twitter. We will
continue the #GatorOfTheWeek Campaign and continue to sponsor posts in order to reach
out to more students, potential students, and alumni.