The University of Florida social media strategy aims to increase engagement, improve content for all ages, and grow their following. Their goals are to post more photos and videos, tailor content for different demographics, and increase Instagram followers. Key dates include reporting progress quarterly and posting around holidays. Roles include the Director of Digital Communications managing platforms and a Social Media Specialist approving posts. Response plans address hacked accounts and inappropriate content.

1. THE UNIVERSITY OF FLORIDA
S O C I A L M E D I A S T R AT E G Y
By: Ellie Boline
10/2/16

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
 Social Media Assessment
 Traffic Assessment
 Demographic Breakdown
 Competitor Assessment
3. Social Media Objectives
4. Online Brand Personal and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
• Our major social media goals are to:
1. Increase our engagement.
2. Improve content for all age groups.
3. Grow our following.
 Two Major Strategies:
1. A plan to increase the amount of followers.
2. Creating different and engaging posts for all ages of followers.

4. SOCIAL MEDIA AUDIT
Social
Media
Site:
URL: Number of
Followers:
Average
Weekly
Activity
:
Average
Engagemen
t Rate:
Facebook https://www.facebook.com/ufl
orida/?fref=ts
654, 459+ 8 posts
per
week
3% (based
on shares,
comments,
and likes)
Twitter https://twitter.com/uf 132, 000+ 65 posts
per
week
1.5% (based
on likes and
retweets)
Instagram https://www.instagram.com/uf
lorida/
98,900+ 5 posts
per
week
2% (based
on likes and
comments)
LinkedIn http://www.linkedin.com/edu/s
chool?id=18120
261, 996+ 1 post
per
week
1% (based
on shares)
YouTube https://www.youtube.com/ufl 5, 211 1 post
per
1% (based
on views)

5. SOCIAL MEDIA AUDIT- TRAFFIC
Social Media
Site
# of Unique
Visits (on
average)
% of Overall
Traffic
Conversion
Rate
Facebook 60,000+ 14% 4%
Twitter 16,000+ 17% 6%
Instagram 11,00+ 6% 3%
LinkedIn 20,000+ 15% 10%
YouTube 3,000+ 4% 5%

6. DEMOGRAPHIC BREAKDOWN
Age Gender Primary
Social
Network
Secondary
Social
Network
Primary
Social
Network
Purpose
• 18-25:
50%
• 26-40:
20%
• 41-65:
20%
• 66+: 10%
• Female:
65%
• Male:
35%
• Instagram
• Facebook
• Facebook
• Facebook
• Facebook
• Instagram
• Twitter
• Twitter
To stay
connected,
whether to
daily
campus life
or to alumni
news and
events

7. COMPETITOR ASSESSMENT
University: Social Media
Profile:
Strength: Weakness:
Florida State
University
Facebook Posts are
spread out with
varying types of
content
Only seems to
engage current
students and
parents, rather
than including
alumni
University of
Central Florida
Facebook Creative posts
and engages
back to
audience
through
comments
Less followers

8. SOCIAL MEDIA OBJECTIVES
Our social media objective is to increase our engagement, improve content for various
age groups, and grow our following as the brand of the Gator Nation.
• Specific Goals:
- Include more photo and video content, because people like to view not read.
- Show different types of posts for different age groups (throwback photos, old records of
sports teams, etc.)
- Increase instagram follows by 3,000 over the next 3 months by cross-promoting social
media networks
 KPIs:
1. Increased engagement on video/photo shares
2. Increased likes/shares from older demographic of followers
3. Consistently monitor instagram outreach
 Key Supporting Messages:
1. #GoGators
2. #FollowFlorida
3. #InstaGators
4. #ItsGreatUF

9. ONLINE BRAND PERSONA AND VOICE
• Always spirited, positive and uplifting
• Appeal to all age groups
• For students: involvement, campus happenings, inspiring
• For alumni: events to attend, important headlines of UF News
• For parents: safety, informative
• Keep the conversation going with creative hashtags
• Interactions and comments back must be: engaging, welcoming

10. STRATEGIES AND TOOLS
• Paid: use facebook ads to increase views on page; promote posts on
Instagram to fill in student;
• Free: use platforms to cross promote each other; share links to tweets
& instagram posts on Facebook
• Owned: use creative hashtags to keep audience involved
• Earned: allow exclusive content from the President, behind the scenes
of athletics, allow Facebook Live access to speakers from famous
alumni
• Tools:
• Facebook
• Instagram
• Twitter
• Hootsuite
• YouTube

11. TIMING AND KEY DATES
• Reporting Dates: check quarterly on progress and engagement on all
networks. Specific dates TBA.
• Holidays to post about: New Year, Valentines, St. Patrick’s Day, April
Fools, Halloween, Thanksgiving, Christmas, etc.
• Key UF Holidays: Graduation, Freshman Application Deadline,
Freshman acceptance, Preview, Gators Day
• Internal Dates: football games, speakers, Gator Growl, etc.
• Other: Participate in things like #NationalCoffeeDay or
#InternationalFriendshipMonth to stay connected to the world around
them

12. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Todd Sanders
• Director of Digital Communications and Social Media for UF
• Responsibilities include managing and directing all UF social media posts and campaigns
• Ryan Morejan
• Social Media Specialist
• Responsible for approving of and facilitating all UF social media posts and campaigns
• Jane Adams
• Vice President of University Relations
• Responsible for creating UF social media team, overseeing all social media platforms and
managing all university relationships
• Nicole Yucht
• Assistant VP of UF Communications for University Relations
• Responsible for directing and managing team and overseeing marketing strategy and plan

13. SOCIAL MEDIA POLICY
University of Florida Social Media Page Policy:
• “Posts and other content specifically added by administrators of the
University of Florida social media account are official University of
Florida content.”
• Opinions expressed by any other users do not necessarily reflect the
opinion of the University of Florida. User provided content is not
screened or evaluated during the submissions.
• All content is bound by the UF Acceptable Use policy. Further, users
are expected to abide by applicable laws, regulations, rules, and
policies, including the University Student Code of Conduct, the
University’s Sexual Harassment Policy, and other regulations and
policies concerning public communications.
• We reserve the right to remove content.
• We encourage users to report content that violates the platform’s Code
of Conduct by using their other reporting procedure.

14. CRITICAL RESPONSE PLAN
• Scenario 1: UF twitter gets hacked
• Step 1: Immediately notify Todd, Ryan, or another director.
• Step 2: immediately have Ryan create a post on Facebook/Instagram with the university’s PR
team notifying and explaining the incident, advising users to change their account password,
and deleting any DM messages.
• Step 3: Change account passwords
• Messages for scenario: “We sincerely apologize. The official University of Florida page was
hacked but is now secure. We are working on increased security measures to ensure this will
not happen again. We advise all of our followers to change their passwords, and again, we
apologize for this inconvenience.”
Scenario 2: Inappropriate photo posted on Instagram
• Step 1: Immediately notify Todd, Ryan, or another director and take post down.
• Step 2: Post an apologetic photo and caption stating an apology and ensuring it will not
happen again.

15. MEASUREMENT AND REPORTING RESULTS
Website Traffic Sources Assessment
Social Network # of unique
views
% of overall
traffic
Conversion Rate
Facebook 65,000+ 15% 6%
Twitter 20,000+ 17% 8%
Instagram 15,000+ 9% 5%
LinkedIn 25,000+ 16% 11%
YouTube 5,000+ 13% 5%

16. SOURCES
DISCLAIMER: These numbers are not all accurate and some are taken as
generalized guesses. They come from interpreting each social media
account and do not reflect research from UF.
Source: http://www.urel.ufl.edu/social-media/