The document outlines the University of Florida's social media strategy. It includes objectives to increase followers across platforms like Twitter, Instagram, and Facebook by posting more engaging content that attracts prospective students. It defines roles and responsibilities for social media team members and provides guidelines for brand voice and appropriate social media use. Metrics for measuring success include growth in followers and interactions over time.

1. THE UNIVERSITY OF FLORIDA
SOCIAL MEDIA STRATEGY
T A B L E O F C O N T E N T S :
1 . E X E C U T I V E S U M M A R Y
2 . S O C I A L M E D I A A U D I T
3 . S O C I A L M E D I A O B J E C T I V E S
4 . O N L I N E B R A N D P E R S O N A A N D V O I C E
5 . S T R A T E G I E S A N D T O O L S
6 . T I M I N G A N D K E Y D A T E S
7 . S O C I A L M E D I A R O L E S A N D
R E S P O N S I B I L I T I E S
8 . S O C I A L M E D I A P O L I C Y
9 . C R I T I C A L R E S P O N S E P L A N
1 0 . M E A S U R E M E N T A N D R E P O R T I N G R E S U L T S

2. EXECUTIVE SUMMARY
In the year of 2016 we will be moving towards growing our online audience
with more followers, likes, re-posts, re-tweets, shares, and favorites.
The primary focus is to keep current students updated on information as
well as prospective students engaged in the university.
How will we support this objective?
- Publish more content.
- Keep all social media accounts updated.
- Interact with followers and answer questions.
- Make content appealing to the eye.
- Make content informative for students and prospective students.

3. SOCIAL MEDIA AUDIT
Social
network
URL Follower
count
Average
weekly
activity
Average
engagement
rate
Twitter Twitter.com/U
niversityofFlo
rida
15,000 21 posts per
week
45%
Facebook Facebook.co
m/TheUniver
sity ofFlorida
11,000 7 posts per
week
28%
Instagram Instagram.co
m/UofFlorida
10,300 4 posts per
week
37%
LinkedIn LinkedIn.com
/Universityoffl
orida
650 4 posts per
month
16%
The highest number of interactions per post occurs on Twitter. The lowest
number of interactions per post occurs on LinkedIn.

4. SOCIAL MEDIA OBJECTIVES
The objectives in 2016 for The University of Florida’s social media will be to
draw in more students. By engaging more with followers and sharing
the exciting events that occur throughout the year on campus we will be
able to draw in new students and grow as a even more recognized
university throughout the United States.
Specific objectives:
1. Increase audience and awareness through mentions on Twitter as well
as re-tweets.
2. Increase instagram followers by 4,000 in 5 months by choosing to post
pictures that are more appealing to the eye and audiences.
3. Increase Facebook audience by posting videos of students
involvement, Greek life opportunities, athlete interviews, and
performances in the school of the arts.

5. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
- Educational
- Professional
- Personal
- Entertaining
When interacting with audience we are:
- Helpful
- Excited
- Supportive

6. STRATEGIES AND TOOLS
Strategy: Learn what our audience enjoys engaging in and use that as a
tool to improve what content we share in each site.
Tools
Approved tools:
- Hootsuite
Rejected:
- N/A

7. TIMING KEY AND DATES
Holiday Dates:
- Christmas Day
- Labor Day
- Easter Weekend
- Valentine’s Day
Internal events:
- August 22nd, classes begin
- December 7th, winter break begins

8. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Marketing Director – Jazmin Abuaf
Social Media Manager – Jazmin Abuaf
Social Media Coordinator – Julia Belviso
Supporting social media team members:
Erika Esnard
Andrea Gorjon

9. SOCIAL MEDIA POLICY
Social media has become a tremendous part of everyone's lives. In order to
stay in touch with the ones we love we resort to social media. We share
pictures, opinions, news, and much more through these sites. In order
to allow The University of Florida to grow online we must make sure our
employees present the correct interaction. In order to do that
employees must follow these guidelines:
- Be a helping hand when needed.
- Always consider other peoples feelings.
- Confirm that content that is posted is not insulting to anyone.
- Do not ignore positive interactions with audience.
- Do not slander other schools.
- Keep a positive environment online and offline.

10. CRITICAL RESPONSE PLAN
Scenario 1 – Inappropriate/slander tweet sent to The University of Florida
twitter account.
1. Detect tweet and evaluate it.
2. Decide if tweet is worth answering to in order to keep a clean image for
our university.
3. Either ignore or answer to tweet.
4. Decide if our original tweet provoked that negative reaction.
5. If not, block the account in order to avoid future negative tweets.

11. MEASUREMENT AND REPORTING RESULTS
- Our Twitter has increased in 2,000 followers within 2 months. Daily
interactions with our audience has increased as well by 40%.
- Our Instagram has increased in followers by 200 in 2 months. Daily
interactions with our audience has increased as well by 33%
- We will continue to grow as a team and look for ways to improve the
size of our audience, create more engaging pictures, and share videos
that cause interaction.