This is a social media strategy for the University of Florida. All values and numbers were generated by me, and are not the official results.

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
• Social Media Assessment
• Website
• Audience
• Other Competitors
7. Social Media Objectives
• Demographics
8. Online Brand Persona & Voice
9. Strategies & Tools
10. Timing & Key Dates
11. Social Media Roles & Responsibilities
12. Social Media Policy
13. Critical Response Plan
14. Measurement & Reporting Results

3. EXECUTIVE SUMMARY
The role of the University of Florida social media platforms such as
Facebook, Instagram, Twitter, Snapchat, etc. is to engage and connect
current students, alumni of the university, faculty and staff and Gator fans.
Tools & Tactics:
-Increase interactions and engagements on Instagram, Twitter & Facebook
-Improve average activity on LinkedIn and Youtube

4. SOCIAL MEDIA AUDIT | SOCIAL MEDIA ASSESSMENT
Platform URL Follower Amount Avg. Weekly Posts
Facebook https://www.facebook
.com/uflorida/
654,464 9 posts/week
Instagram https://www.instagra
m.com/uflorida/
99K 5 posts/week
Twitter https://twitter.com/UF 132K 50 posts/week
LinkedIn https://www.linkedin.com/c
ompany/university-of-
florida?trk=top_nav_home
N/A N/A
Youtube https://www.youtube.com
/user/UniversityofFlorida
5,212 >1

5. SOCIAL MEDIA AUDIT | WEBSITE ASSESSMENT
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 50,000 unique
visits
10% 5%
Twitter 15,000 unique
visits
5% 3%

6. SOCIAL MEDIA AUDIT | AUDIENCE
Age Gender Primary
Social
Network
Secondar
y Social
Network
Primary
Need
Secondar
y Need
60% 17-25
25% 26-45
10% 46-60
5% 61+
55
Female/45
Male
Twitter
Facebook
Facebook
Facebook
Facebook
Twitter
n/a
n/a
Learning
more
informatio
n about
the
university,
seeking
out
specific
informatio
n
Randomly
following
up on
articles
published,
sports
news, etc.

7. SOCIAL MEDIA AUDIT | COMPETITORS
Competitor SM Profile Strengths Weaknesses
University of
Alabama
Facebook Posts often, at
least 2x daily
Lower follower
count
Florida State
University
Twitter Pinned valuable
and enticing
tweet,
incorporates
relevant memes,
gifs, etc.
So many tweets,
RTs, etc.,
important
content might get
lost in the noise.
Update pinned
tweet.

8. SOCIAL MEDIA OBJECTIVES
Goal:
Increase interactions and engagements on Instagram, Twitter & Facebook
Objectives:
Provide more opportunities for users and visitors to engage with the page: retweets,
hashtags, photo contests, polls/surveys, repost app, etc. Track the results to see what works and what does
not in
6 months.
Goal:
Improve average activity on LinkedIn and Youtube.
Objectives:
For LinkedIn, generate more content to increase reach and visibility by sharing articles, university news, etc.
For
Youtube, create more videos for major events. Post content to outlets and track results in 6 months.
KPIs:
-followers
-likes, retweets, comments
-followers
-general awareness of University
Key Supporting Messages:
-#GoGators
-What makes a Gator?
-#GatorNation
#GatorGood

9. ONLINE BRAND PERSONA & VOICE
Adjectives that Describe the University of Florida Brand:
• Forward-thinking
• Proud
• Informative
The University of Florida’s Brand Voice:
• Available
• Knowledgeable
• Welcoming

10. STRATEGIES & TOOLS
PAID: TOOLS:
1.) Buy Facebook boosts to gain reach Facebook
2. ) Aim advertisements
to students, alum and fans. Twitter
OWNED:
1.) Link all platforms together to publish Instagram
the same content, as well as individual &
unique content. Snapchat
2.) Create brand-wide hashtag for certain
events. Hootsuite
EARNED:
1.) Release content in a variety of ways: LinkedIn
through videos, photos, countdowns, etc.
2.) Incorporate different organizations and individuals
to help promote content.

11. TIMING & KEY DATES
Holiday Dates:
Halloween (Oct. 31), Thanksgiving (Nov. 24), Christmas (Dec. 25), New Years (Jan 1.),
Jewish Holidays (Oct. 8, 12, etc.) due to the large Jewish population.
Internal Events:
Gator football games (Fall 2016), other sporting events (year-round), Homecoming
Week (Oct. 10 – 15), UF Family Weekend (Oct. 1-2), Finals Week, Graduation
Ceremonies.
Lead Times:
For any campaign or strategy, it should be developed at the beginning of each semester to
ensure
good planning, good quality and good advertisement.

12. SOCIAL MEDIA ROLES & RESPONSIBILITIES
Director of Digital Communications & Social Media:
Todd Sanders, UF Media Relations
Social Media Specialist:
Ryan Morejon, UF Media Relations
Office of Crisis Communications:
(352)-846-3903
Office of UF Communications:
(352)-846-3903

13. SOCIAL MEDIA POLICY

14. CRITICAL RESPONSE PLAN
Scenario One:
Offensive or inappropriate content published on a University of Florida account.
Action Steps:
-Gather evidence, take a screenshot
-Remove content
-Notify UF Media Relations
-Release a preapproved email to students, alumni, those on listserv, regarding the
Content, apologizing and reaffirming what UF stands for.
Ex. “To whom it may concern, in regards to the content posted on the University of
Florida’s ______ account on (this date). The content posted was not in compliance
with the University of Florida’s Social Media Policy. On behalf of the University of
Florida, we apologize for any harm that was done. If you would like more
information, please do not hesitate to contact the University Relations Department
at ___________.”

15. MEASUREMENT & REPORTING RESULTS
Reporting Period: 6 months Date: December 31, 2016
(assuming this plan began July 1, 2016)
Platform URL Follower Amount Avg. Weekly Posts
Facebook https://www.facebook
.com/uflorida/
675,000 12 posts/week
Instagram https://www.instagra
m.com/uflorida/
100K 9 posts/week
Twitter https://twitter.com/UF 135K 50 posts/week
LinkedIn https://www.linkedin.com/c
ompany/university-of-
florida?trk=top_nav_home
N/A 2 posts/week
Youtube https://www.youtube.com
/user/UniversityofFlorida
5,500 2 posts/month