Social Media Strategy for Westside College Ministry, part of Westside Baptist Church in Gainesville, Florida.

1. W E S T S I D E C O L L E G E
M I N I S T R Y
SOCIAL MEDIA
STRATEGY
June 6, 2018
Georgeanne Paris

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona 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
a. Social Media Assessment
b. Traffic Sources Assessment
c. Audience Demographics
d. Competitor Assessment

3. FOR THE SCHOOL YEAR 2018-19 WESTSIDE COLLEGE
MINISTRY WILL FOCUS ON GROWING OUR AUDIENCE,
TO GROW OUR COMMUNITY.
WE WILL CREATE CONTENT THAT HIGHLIGHTS
PEOPLE AND THEIR STORIES.
WE WILL MAKE OUR WEBSITE OUR HUB OF
INFORMATION, AND DRIVE TRAFFIC THERE.
1 . E X E C U T I O N S U M M A R Y

4. 2 . S O C I A L M E D I A A U D I T
342 5.5%
2 posts
per week
Folllowers Average Activity Engagement Rate
283
Avg engagement: 31
likes, clicks,
comments
2 posts
per week
56
Average 1%
Engagement per
month
2 tweets per
month
10
Average
views
95
1 post per
month
Avg Reach: 200 views

5. 2 A . S O C I A L M E D I A A S S E S S M E N T
Facebook is Westside College's most engaging
platform. It should be noted that posts within
events were very successful this year and are not
included in the data given.
Interactive features in Instagram "Stories" have
been very successful. Overall, Westside College
should focus on the content of this social media.
This social media account is rarely used. Westside
College should evaluate its effectiveness and
consider removing it.
What content is availible on YouTube has a good
response. Westside College should use this social
media as an untapped opportunity.

6. 2 B . W E B S I T E T R A F F I C S O U R C E S A S S E S S M E N T
30 46.5%
Volume
Percentage of
Overall Traffic
Bounce Rate
30 32.26%5%
0 00
0 00
5%

7. 2 B . W E B S I T E T R A F F I C S O U R C E S A S S E S S M E N T
Facebook and Instagram are tied when it comes to how users
access Westside College's website. Other social media networks
rendered no link clicks.
After assessing the bounce rate for these sources of website
referrals, Westside College should take steps to make the website
more sticky, to encourage conversions. Goals for conversions
should be more time on the site, and signing up for Life Groups.

8. 2 C . A U D I E N C E D E M O G R A P H I C S
39% of
audience 18-24
Biggest Age Group Gender Distribution
49% of
audience 18 - 24
36% M
64% W
32% of
audience 18-24
45% M
55% W
no data no data
39% M
61% W

9. 2 C . A U D I E N C E D E M O G R A P H I C S
Every social network used by Westside College is prodominately
female. Facebook and Instagram lead the way in the our target
audience of 18-24-year-olds.
We should determine if this data is true for reality in terms of Life
Group and event attendence demographics. Westside College
should encourage everyone to connect on social media. With more
followers comes more reliable data.

10. 2 D . C O M P E T I T O R A S S E S S M E N T
Social Media
Followers
Strengths Weaknesses
No social media
specific to
college
students
Highly
professional
church-wide
social media
Facebook
Live
Lots of
comments
Baptist
Collegiate
Ministries
CRU at UF
Greenhouse
Church
Facebook: 1,001
Instagram: 301
Twitter: 304
Facebook: 6,649
Instagram: 1,067
Twitter: 1,361
Greenhouse Church has no
college Ministry, but
"half of [the]
congregation [is] made up
of college students"
-greenhousechurch.org/mi
nistries/college/
Too much of
the same
content
Little brand
identity
Infrequent
posts
Little brand
identity
Detailed
photo
albums on
facebook
lots of
engagement

11. 2 D . C O M P E T I T O R A S S E S S M E N T
Baptist
Collegiate
Ministries
CRU at UF
Greenhouse
Church
The BCM's social media is fun and frequent. They
have lots of content with nice photos. This
organization typically uses the same type of post
creating a monotonous tone.
This church's professional social media gives an
inviting impression. Their lack of college ministry
does not stop students from attending. Westside
College should use their photos as a benchmark.
CRU at UF does not post very frequently, but they
have a large following and lots of engagement.
Their infrequent posts seem event focused. They
have strong Facebook albums, with lots of tagging
and engagement.

12. 3 . S O C I A L M E D I A O B J E C T I V E S
For the coming school year,
Westside College Ministry
will focus on
growing our audience to
grow community.

13. 3 . S O C I A L M E D I A O B J E C T I V E S
Specific Objectives:
1. Content will be people focused to grow
engagement and followers on Facebook and
Instagram.
Establish 15% engagement rate by September 2018
. . . via increasing publishing frequency
Add 150 new followers by November 2018
. . . via contests requiring hashtag use and mentions in comments
2. Drive traffic to website from Facebook and
Instagram.
Attribute 45% of all web traffic from social media
. . . via following potential users based on hashtag use (Ex: #UF22)
. . . via moving majority of information (times and dates) to website

14. 3 . S O C I A L M E D I A O B J E C T I V E S
Key Performance Indicators:
1. Engagement rate
2. Number of followers
3. Number of posts per week
4. Traffic data from Google Analytics
5. Number of users gained from followed them

15. 3 . S O C I A L M E D I A O B J E C T I V E S
Key Messages:
We are...
People making community
Christ lead disciplers

16. ADJECTIVES DESCRIBING
OUR BRAND:
INVITING
INTENTIONAL
ENTHUSIASTIC
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
WHEN INTERACTING WITH
STUDENTS WE ARE:
WELCOMING
UPBEAT
PLAYFUL
Have this
attitude!

17. PAID:
Westside College currently has no budget
for any paid media. We should consider
promoting key events, but not regular
content.
5 . S T R A T E G I E S A N D T O O L S
OWNED:
Create content featuring current students
who attend Westside, Life Group leaders,
and staff. This will support the idea that
people create community.
EARNED:
Westside will follow related hashtags on
Instagram and Twitter, to connect with
users.

18. TOOLS:
Hootsuite
Google Analytics
Canva
5 . S T R A T E G I E S A N D T O O L S

19. 6 . T I M I N G A N D K E Y D A T E S
Holidays:
Thanksgiving Break
Christmas Break
Valentine's Day (Service Project)
Spring Break
Good Friday/Easter
Progressive Dinner
Gator Day
Missions Week
Westside Youth D-Now
College Student Leadership Retreat
Spring Mission Trip
Major Events:

20. 6 . T I M I N G A N D K E Y D A T E S
Key Dates:
Checking on data from Google
Analytics, Facebook Insights,
Instagram Analytics, and
Twitter Analytics will occur
every other week minimum.
A full report comparing months
will happen at the end of each
month to assess progress
towards goals.

21. 7 . S O C I A L M E D I A R O L E S A N D P O L I C Y
Social Media Team
Director/Manager/Coordinator
Georgeanne Paris
Westside College Staff Member
Summer Henderson
Photo & Video
Jeremy Large
Jonathan Simons

22. 7 . S O C I A L M E D I A R O L E S A N D P O L I C Y
POLICY:
Persons with access to Westside College social
media accounts should:
be engaging
respond to engagement with a positive attidue
not make fun of people without their permission
not like posts with inappropriate content
Content and graphics may be distributed to the
College Student Leadership team. They should not:
change the nature of/wording/color scheme of
any content

23. 8 . C R I T I C A L R E S P O N S E P L A N
SCENARIO 1:
A student is upset about something said in a
sermon and writes an accusatory post publicly
PLAN
Screenshot the post! (on Mac press: Command+Shift+3)
Send to Zach Allen, College Pastor
Also send to Jeremy Large, Associate College Pastor
Alert Georgeanne Paris or Summer Henderson
APPROVED RESPONSE
We are so sorry you feel this way. Let us get you in
contact with a Pastor to talk through this issue. Grace
and Peace, WBC Media Team

24. 8 . C R I T I C A L R E S P O N S E P L A N
SCENARIO 2:
A member of the College Student Leadership team
posts a photo of themselves with friends who are
drinking underage.
PLAN
Screenshot the post! (on Mac press: Command+Shift+3)
Send to Zach Allen, College Pastor or Jeremy Large,
Associate College Pastor
Send this student a DM asking them to contact WCM staff.
APPROVED MESSAGE
Hi ____, I noticed your post insinuates under age drinking.
Please let us know if you need anything this evening.
Zach/Jeremy will be contacting you to discuss your post and
make sure you're okay. -(Your name here)

25. 8 . C R I T I C A L R E S P O N S E P L A N
Crisis Tips:
Prepare for the worst, hope for the best
Respond without assumption
Respond with grace
Offer any assistance possible
Contact Information:
Zach Allen, (352) 283-5316
Jeremy Large, (863) 634-0795
Summer Henderson, (863) 832-1313
Georgeanne Paris, (352) 283-5540
Westside Church Office, (352) 333-7700

26. 9 . M E A S U R I N G A N D R E P O R T I N G R E S U L T S
PREDICTING FALL 2018:
Twitter
• Increase engagement 20% with polls
• Increase web traffic from 0% to 5%
Facebook
• Increase web traffic from 5% to 45%
• Increase average posts per week to 5
• Add 150 followers
Instagram
• Increase engagement from 31 to 70
• Add 150 followers
• Increase web traffic from 0% to 45%

27. 9 . M E A S U R I N G A N D R E P O R T I N G R E S U L T S
PREDICTING FALL 2018:
PEOPLE CREATE COMMUNITY
Will see an increase in earned media as
students share their community (area of
service, Life Group)
People will respond positively to our
owned content with comments and shares.
Life Groups will grow as people are more
familiar to each other from social media

28. 9 . M E A S U R I N G A N D R E P O R T I N G R E S U L T S
PREDICTING FALL 2018:
FUTURE ACTIONS
• Invest in paid media
• Expand media team
• Plan a blog if website bounce rate is 50%
or less in January 2019