This is a Social Media Strategy for the University of Florida as part of an assignment for one of my classes.

1. University of Florida
Social Media Strategy
Nathan Shoultz
02/21/2016

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
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

3. EXECUTIVE SUMMARY
Our social media strategy for the year 2016 will be centered on taking
advantage of social media at the maximum level possible.
We will accomplish this by driving more traffic to our social media sites, and
posting relevant content meant to raise interest in our brand.
The whole of our social media content will reach 3 standards:
1. Quantity
2. Quality
3. Likelihood of being shared

4. Social Media Audit
The following is an audit of the University of Florida’s social media presence to date. It
includes an assessment of twitter and facebook, web traffic, audience
demographics, and a competitor analysis.
Social Media Assessment
Data as of September 1, 2015
Social Media Assessment:
At present time, the highest number of interactions per post occurs on Facebook.
Both social media outlets seem to be operating at an acceptable level for the time
being.
Social Network URL Follower Count
Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/UF 100,000 5 posts 0.10%
Facebook
https://www.facebook.co
m/uflorida/?fref=ts 600,000 7 posts 0.07%

5. Website Traffic Sources Assessment
Timeframe: Monthly average, April 2015 to September 2015
Source Volume % of Overall Traffic Conversion Rate
Twitter 1000 unique visits 2% 1%
Facebook 5000 unique visits 10% 5%
Traffic Summary:
Currently, Facebook is the biggest driver of traffic to our website. The conversion
rate leads Twitter at 5% and 1% respectively.

6. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network Primary Need
Secondary
Need
18-24 60% 48% female 70% Facebook 70% Twitter
Student
enrollments and
class interaction
Athletic
program
information
inquiry
24-30 20% 52% male 30% Twitter 30% Facebook
30-50 20%
Audience Demographics Summary:
An overwhelming majority of survey respondents are in the 18 - 24 age group.
Facebook is the core social network. Student activity seems to be the primary
driver of traffic on our site.

7. Competitor Assessment
Competitor Assessment Summary:
The above analysis focused on two major competitors with a moderate social
presence on Facebook and Twitter, respectively. Visual content combined with
relevant discussion helps to drive audience engagement and satisfaction.
Competition can be improved, however, by expanding the audience with more
followers.
Competitor Name Social Media Profile Strengths Weaknesses
Florida State
University
FB: Florida State
University
Regular posts with a
lot of audience
interaction and
colorful displays
Number of followers
is small making it
more difficult to reach
desired audience
University of Georgia TW: UGA They post a lot of
relevant content that
drives audience
interaction
Once again a small
number of followers
makes it difficult for
posts to reach their
full potential

8. In 2016, our social media strategy will be focused on the accumulation of followers, and the
development of engaging content relevant to our viewers needs.
Some specific objectives include:
1. Generate more relevant content that viewers will find engaging and interesting
2. Improve the overall quality of content by incorporate more images and videos into
posts
3. Increase number of followers by utilizing available avenues of advertisement.
To the right is an example of what might
be considered interesting video content
SOCIAL MEDIA OBJECTIVES

9. KPIs
1. Number of unique visitors from
facebook
2. Number of followers on
facebook
3. Number of image and video
posts on facebook and twitter
To the right is a graphic
representation of UF’s facebook
reach
Key Messages
• Student activity seems to be the
primary driver of traffic on our
site
• The athletic program is also a
major cause of our website traffic

10. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Educational
• Exciting #Gators
• Charismatic
When interacting with customers
we are:
• Enthusiastic
• Helpful
• Viewer focused

11. STRATEGIES AND TOOLS
Paid:
Every Tuesday and Friday boost the most popular posts for the week. The posts must have a
minimum organic reach of 5000 as well as at least 200 likes and 20 comments
Owned:
Accompany all Facebook and Twitter posts with #GatorNation. Also encourage all visitors to
our site and campus to use the hashtag when participating in any UF related discussion.
Earned:
Extend letters of acceptance to any potential university athletes in hopes of gaining their
commitment to our institution. Also seek the endorsement of past Gator athletes to help gain
the attention of prospecting students.
Tools
Approved tools
• Hootsuite
• Buffer
Rejected
N/A
Existing
Subscriptions/Licenses
• Facebook
• Twitter

12. TIMING AND KEY DATES
Holiday Dates
• Veteran’s day
• Independence day
• MLK Jr. day
• Thanksgiving
• Christmas
Internal Events
• August-November – Football
season
• February 29-March 4 – Spring
break
Reporting Dates
• Reporting will occur at the end of
every semester in May, June,
August and December. Exact
dates TBA.

13. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Assistant Vice President UF Communications - Nicole Yucht

14. SOCIAL MEDIA POLICY
The following was pulled from the University of Florida official website
The mission of the Office of University Relations is to inform, connect,
advocate and promote. We advance and protect the image and reputation
of the University of Florida and communicate to audiences throughout
Florida, the nation and the world. We link the university to government,
community and business leaders, alumni, students, faculty, higher
education colleagues and The Gator Nation.
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.

15. CRITICAL RESPONSE PLAN
Scenario 1 - Inappropriate Tweet Sent by Disgruntled Student
Action Plan
1. When Tweet is detected
a. Delete tweet if possible
b. Message author of tweet and request to delete tweet if needed
c. Alert management of inappropriate tweet
2. Apologetic tweet to be sent out to all viewers in order to disassociate UF
from inappropriate behavior
3. Management to decide if disciplinary action is necessary against guilty
student
Pre-approved messaging:
We apologize for the actions of (blank) student and would like to make it clear
that UF does not approve of the opinions or actions of said student.

16. MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting period: 6 months
Data as of February 21, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, September 2015 to February 2016
Source Volume
% of Overall
Traffic Conversion Rate
Twitter 1500 unique visits 2.5% 2%
Facebook 7000 unique visits 15% 8%

17. Social Network Data
Timeframe: as of February 21, 2016
Social Network URL Follower Count
Average Weekly
Activity
Average
Engagement Rate
Twitter
https://twitter.com
/UF
113,000
+13% growth
6 posts
+20% Increase 0.50%
Facebook
https://www.faceb
ook.com/uflorida/?
fref=ts
631,000
+5% growth
8 posts
+14% Increase 0.25%
• Facebook and Twitter have grown exceptionally over the last term. The number
of followers, amount of activity, and engagement rate for both platforms have
improved.
• The #GatorNation performed well with over 50000 mentions on Facebook and
Twitter combined
• The development team has also done an excellent job of creating more
interesting content as demonstrated by our improved engagement rates.

18. Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts and 100 Tweets
revealed the following:
• An overwhelming number of support from Gator students, alumni and
fans. As well as respect from members of the academic community.
• There was some negative feedback from students upset with current
tuition pricess, however, these groups stand in a vast minority.
Proposed Action Items
• Attempt to reason with the unsatisfied minority
• Continue with the #GatorNation campaign
• Continue with the proud tradition of the University of Florida