This social media audit and strategy document for the Miami Dolphins outlines their current social media presence and objectives. The key goals are to grow fan engagement across platforms and increase ticket sales. A social listening plan and increased visual content are proposed to achieve these goals. Metrics like website traffic sources and demographics are analyzed. Competitors' strengths and weaknesses are considered. The document also defines roles, policies, and a response plan to measure and improve performance over the next reporting periods.

1. Miami DolphinsKamela Kettles
October 2, 2016

2. Table of Contents
Slide 3- Executive Summary
Social Media Audit
Slide 4- Social Media Assessment
Slide 5- Traffic Sources Assessment
Slide 6- Customer Demographics Assessment
Slide 7- Competitor Assessment
Slide 8- Social Media Objectives
Slide 9- Online Brand Persona
Slide 10- Strategies and Tools
Slide 11- Timing and Key Dates
Slide 12- Social Media Roles and Responsibilities
Slide 13- Social Media Policy
Slide 14, 15 - Critical Response Plan
Slide 16,17, 18 - Measurement and Reporting Results

3. Executive Summary
Our primary social media priorities for 2016 will be to grow our fan following on
all platforms.
The primary focus will be to increase ticket sales and revenue goal by bringing
more traffic to our website and sharing more meaningful content with our fans to
build a better quality relationship
Two major social strategies will support this objective:
1. A plan on Sprout Social to respond and interact with fan posts and mentions
2. Increase the use of visuals within our content to attract a loyal fan base

4. Social Media Audit
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/MiamiDo
lphins
666,000 83 posts per week 1.5%
Facebook https://www.facebook.com/
MiamiDolphins/?fref=ts
2,174,736 60 posts per week 3.5%
Instagram https://www.instagram.com/
miamidolphins/
605,000 48 posts per week 3%
Periscope https://www.periscope.tv/Mi
amiDolphins/1YpKkeZWOZo
Jj
321,745 14 posts per week 5%
A. Social Media Assessment
Date as of September 1, 2016

5. Social Media Audit
B. Website Traffic Sources (Monthly)
Timeframe: Monthly Average from May 2016 to September 2016
Source Volume Percentage
of Overall
Traffic
Conversion Rate
Twitter 200000 unique visits 8% 1.2%
Facebook 400000 unique visits 30% 2.1%
Instagram No Data No Data No Data
Periscope 50000 unique visits 5% .03%

6. Social Media Audit
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary
Need
20% 18-30
30% 31-40
35% 41-55
15% 56-80
39% Female
61% Male
39% Female
61% Male
53% Facebook
30% Twitter
10% Instagram
40% Instagram
35% Facebook
15% Twitter
Updates on Football
games, statistics, and
scores
Entertainment
through
players’ lives.
C. Customer Demographic Assessment
Survey distributed via email upon ticket sale in August

7. Social Media Audit
Competitor Social Media Profile Strengths Weaknesses
Atlanta Falcons FB: Atlanta Falcons Consistent brand posting. Lost of
fan engagement and interaction.
Equal amount of video, articles
and photo posts.
Not very informative about
upcoming game day times.
Jacksonville Jaguars Instagram: Jaguars Large fan following and
interaction. #MOREJAX is used in
many posts
More player based then fan
based. All posts seem to be the
same. Not a lot of videos
Tampa Bay Buccaneers Twitter: TBBuccaneers Use of visual content is strong.
#SiegeTheDay message is a
strong contest among fans to
win free tickets each game.
Not a lot of fan likes, comments,
or retweets.
D. Competitor Assessment

8. Social Media Objectives
Key Messages
o #FinsUp
o #DolphinsDaily
o A day to remember with family and friends in
Sun Life Stadium
KPI’s
1. The number of unique visitors from
Facebook, Twitter and Instagram.
2. Number of weekly video posts to
Facebook and Instagram
3. Sentiment Analysis
Percentage
Female Male
0%
20%
40%
percentage
Age Demographic
18-30 31-40
41-55 56 and up

9. Online Brand Persona and Voice
Adjectives:
 Spirited
 Team Orientated
 Fun
 Competitive
 Energetic
 Loyal
When interacting with Fans:
 Informing
 Friendly
 Helpful

10. Strategies and Tools
Paid
Every Sunday boost the most popular Facebook post for the weekend. The post must have a minimum
reach of 3000 and 900 like and 50 comments.
Owned
Introduce the use of #FinsUpForFans to company Instagram posts. Encourage adoption by fans and
source a minimum of 1 post per week to regram/shout out. Promote hashtag across all social and
printed media.
When fans receive tickets have the hashtag printed on it. Also, have the message on the digital screen
in the stadium encouraging them to post a picture during the game using the hashtag.
Earned
Monitor Twitter for keywords: football, touchdown, Fins, dolphins, Miami, interception. Extend a signed
jersey to 50 leads/prospects over the course of the entire football season.
Tools:
Rejected
N/A
Existing Subscription
Vimeo
Adobe Creative Cloud
Approved
Sprout Social
Hootsuite
Niche

11. Timing and Key Dates
Key Dates
o Thanksgiving
o Super bowl
o NFL Scouting Combine
o NFL Draft
Internal Events
• Fin’s Weekend May 19-21
• Dolphin’s Cancer Challenge
February 9-14
• AARP Foundation
September 9-10
Reporting
• Reporting will occur once
a quarter in February,
May, August and
November. Precise dates
TBA

12. Social Media Roles and Responsibilities
 Senior Director- Scott Stone
 Social Media Manager- Vince Pannozzo
 Multimedia Host- John Congemi
 Marketing Director- Patrick Arthur
 Marketing Manager- Brittany Reid

13. Social Media Policy
Social media The social media platforms are a place for fans to be updated on all
things Miami Dolphins. The platforms serve as a way for fans to discuss and interact
with the brand. As an employee of Miami Dolphins you are expected to demonstrate
best practices using social by following these guidelines:
o Be Respectful
o Be helpful
o When in doubt, ask
o Be the solution, not the problem
o Answer questions in a nice encouraging way
o When responding to negative posts, two heads are better than one
Violation of the Miami Dolphins social policy may result in corrective action or legal
action. Should you have any questions or concerns please speak to your Manager.

14. Critical Response Plan 1
Inappropriate tweet from @Miami Dolphins Twitter Account
Action Plan
1. When Tweet is detected
o Take a screenshot
o Delete the tweet
o Alert Vince Pannozzo (Social Media Manager). If Vince is unavailable, alert
Patrick Arthur ( Marketing Director)
2. Vince to contact Patrick to determine reach
3. Vince to develop follow up post. Patrick will approve.
4. . If media has picked up the post, Patrick to manage all direct contact. If
Patrick is unavailable, Scott (Senior Director) will manage all contact.
5. Patrick and Vince meet to determine if disciplinary action is required for
employee.

15. Critical Response Plan 2
Miami Dolphins player arrested
Action Plan
1. Alert Scott Stone (Senior Director). Scott to alert Patrick (Marketing Director).
2. Patrick is to meet with Scott and Vince (Social Media Manager) to determine the amount of
mentions about the arrest.
3. If media contact, Patrick is to handle. If unavailable, Scott will handle.
4. Vince to create posts in which channel broke the news. Continue to monitor the reach.
5. Determine if a press release is necessary. If so, the document will be posted on Facebook
and a link to the document on Miami Dolphins website will be posted on Twitter.
Pre-approved messaging:
Twitter: “As soon as we find out more information, you will be notified via a Tweet with a link
to be updated.”
Facebook: “An incident with one of our players has occurred today. We do not have further
details of the arrest, but when they get released we will notify all fans immediately.”

16. Measurement and Reporting Results
Source Volume Percentage Overall
Traffic
Conversion Rate
Facebook 426,667 unique visits
+15% growth
35% 1.2%
Periscope 55000 unique visits
+10% growth
8% 2.1%
Twitter 202000 unique visits
+10% growth
12% .03%
Website Traffic Source Assessment
Timeframe: monthly average September 2016 to December 2016
Quantitative KPIs
Reporting period 4 months
Date as of January 2017

17. Measurement and Reporting Results
Social Network Data
Timeframe: as of January 1 2017
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/MiamiDolphi
ns
732,600
+10 % growth
83 posts per week
No change
2%
Facebook https://www.facebook.com/Mia
miDolphins/?fref=ts
2,609,683
+20% growth
78 posts per week
+18% increase
4%
Instagram https://www.instagram.com/mia
midolphins/
695,750
+15% growth
52 posts per week
+10% increase
3.2%
Periscope https://www.periscope.tv/Miami
Dolphins/1YpKkeZWOZoJj
353,919
+10% growth
17 posts per week
+ 25% increase
5.2%

18. Measurement and Reporting
#FinsUpForFans Performance
o Between September 1 2016 and December 31, 2016 the hashtag was mentioned 50,000
times on Twitter and 75,000 times on Instagram
o 40 Twitter posts with the hashtag produced a higher average number of fans commenting
and retweeting.
Sentiment Analysis
An analysis of the interactions on 10000 Facebook posts, 10000 Instagram posts and 10000 Tweets
revealed the following:
o an abundance of positive sentiment from customers after attending a game. This includes shout outs,
sharing photos and stories of their experience.
o The largest reason for negative sentiment was losing games. Customers expressed frustration for
paying for a game that was lost.
Proposed Action Items
o Continue use of #FinsUpForFans until the season is over
o Prepare videos of players practicing from their perspective
o Use #DolphinsCancerChallenge campaign to giveaway 500 free tickets
to the 2017-2018 football season