The social media strategy for Gainesville's premier improv and sketch comedy group.

1. THEATRE STRIKE FORCE
SOCIAL MEDIA STRATEGY
SARAH KATZ, OCTOBER 2 2016

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

3. EXECUTIVE SUMMARY
Our main social media goals for the 2016-2017 school year will be to establish an online brand
presence and promote our club as a whole. Our main purpose is to promote the club’s shows
and events in an effort to create a more widespread audience and to gain members. Our major
strategies will be:
1. Promote and document our performances/events as thoroughly as possible
2. Interact with our following and create an engaging relationship with online followers

4. SOCIAL MEDIA AUDIT: Social Media Assessment
Social Network URL/username Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook Facebook.om/Thea
treStrikeForce
1,987 5-7 posts per week 16%
Twitter Twitter.com/tsf_uf 435 5-10 tweets per
week
8.9%
Instagram Instagram.com/tsf_
uf
137 2 posts per week Average
interactions per
post: 35
Snapchat @tsf_uf 83 Updates to “My
Story” posted 3
times a week
60-70 views per
update
Data as of September 2016

5. SOCIAL MEDIA AUDIT: Website Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 228 unique visits 18% 3%
Twitter 961 unique visits 4% 0.5%
Instagram NO DATA NO DATA NO DATA
Snapchat NO DATA NO DATA NO DATA

6. SOCIAL MEDIA AUDIT: Audience Demographics Assessment
Age Distribution Gender Distribution Most Used Social
Networks
Primary Motivations
13-17 0.1% 56% Female 45% Facebook To track updates on the
club’s shows, events,
and performers.
18-24 29.5% 44% Male 40% Twitter
25-34 14.5% 25% Instagram
35-44 2.5% 15% Snapchat
45-54 1.5%
55-64 0.93%
65+ 0.33%

7. SOCIAL MEDIA AUDIT: Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
The Really Independent
Florida Crocodile
Facebook.com/ufcrocodi
le
High engagement rates,
shareable content that
generates more follower
interaction
Niche posts that target
only a very specific
audience, low brand
promotion
RUB Entertainment Facebook.com/rubentert
ainment
Large promotion of
events, high reach,
recognizable brand
Low engagement rates,
low frequency of posts
Gator Nights Facebook.com/gatornigh
ts
Large promotion of
brand and events, cross-
platform promotion,
high reach
Low engagement rates,
less posts with visuals

8. SOCIAL MEDIA OBJECTIVES
Our primary goal for the 2016-2017 school year is to establish an online presence and solidify
what our brand means. While doing so, we hope to gain new members to the club and promote
our events to a larger audience. Specifically our goals are:
1. Increase Twitter followers to 500 via branded hashtags and weekly interactive posts to
engage audience participation by the end of the first semester
2. Increase visual content on Facebook by 50% by the end of the first semester
3. Post weekly videos to Instagram to generate engagement
4. Regularly update “My Story” on Snapchat to create a more personal perspective on the
brand

9. SOCIAL MEDIA OBJECTIVES: KPIs
1. Engagement rates on Facebook and Twitter
2. Number of followers on Facebook, Twitter, and Instagram
3. Amount of views on Snapchat
4. Sentiment Analysis

10. SOCIAL MEDIA OBJECTIVES: Key Messages
• Gainesville’s premier sketch and improv comedy group
•#TSFMedleyMonday

11. SOCIAL MEDIA OBJECTIVES: Demographics
Our target audience is mainly UF students, but we will also reach anyone in the Gainesville
community.

12. ONLINE BRAND PERSONA AND VOICE
Our brand is:
• Conversational
•Relatable
•Personable
•Fun
•Quirky
•Casual
•Engaging

13. STRATEGIES AND TOOLS
Paid: We will boost Facebook posts promoting our biggest shows.
Owned: On Mondays, we will use the hashtag #TSFMedleyMonday on Twitter to generate
follower interaction and engagement. We will encourage members and performers to share and
use pictures taken at shows.
Earned: During live meetings and events, we will promote our social media platforms and shout
out new follows, encouraging new members to check out our pages.
Tools: Photoshop/Canva/other photo editing software, Adobe Premiere, Buffer

14. TIMING AND KEY DATES
Dates of Shows: August 22, August 26, September 9, September 23 and so on. Promotion will
occur the week of the show.
Dates of Other Events: August 29 – First Academy, September 8 – First Jam
Internal Events: September 16 - Lip Sync Battle philanthropy event, October 3 – First General
Body Meeting

15. SOCIAL MEDIA ROLES
•Social Media Chairs: Sarah Katz and Aimee Sinclair
• Post on all social media platforms, track analytics for each platform, engage with followers and answer
messages the club receives
•Public Relations Chairs: Mark Burns and Rebecca Wedow
• Create event pages for all shows and other events, create digital flyers to post on social media
platforms, encourage other club members to share posts/event pages
•Historian: Ashley Arlow
• Post photos and videos taken at shows and other events to our Facebook page

16. SOCIAL MEDIA POLICY
Our social media platforms should act as a representation of the club itself; therefore all posting
and communicating with followers via social media should be done in a professional, positive
manner. Maintaining a good reputation online does not mean we should lose our brand identity.
We are a comedy club at heart, so a casual approach is encouraged. Some guidelines to follow:
•Keep it conversational, but also professional
•Be respectful
•Use proper grammar and language
•Don’t force humor
•Represent the club in the best light

17. CRITICAL RESPONSE PLAN: Scenario 1
Accidental/Inappropriate posting to our Snapchat’s “My Story”
1. Save post and delete off of “My Story.”
2. Alert one/both social media chair(s).
3. Assess how many views the post received and determine if a follow up post is necessary.
4. Sign out of tsf_uf on Snapchat.

18. CRITICAL RESPONSE PLAN: Scenario 2
Show Cancellation
1. Post in Facebook event page for the show that it has been cancelled.
2. Wait 24 hours (if possible) after posting about cancellation to delete Facebook event page to
ensure all followers were notified.
3. Remove posts promoting the show, including any digital flyers posted.
4. Post on our main page an apology for the cancellation. Include reasoning if necessary and
postponement if available.

19. MEASUREMENT AND REPORTING RESULTS
Website Traffic Sources Assessment:
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 228 unique visits
Down 19%
18% 3%
Twitter 961 unique visits
Up 38.3%
4% 0.5%

20. MEASUREMENT AND REPORTING RESULTS
Social Network Data:
Social Network URL Follower Count Average Weekly
Activity
Engagement Rates
Facebook Facebook.com/the
atrestrikeforce
1,987
Up by 9
10 posts per week
50% increase
18%
Twitter Twitter.com/tsf_uf 435
Up by 12
10 tweets per
week
5% percent
increase
9.2%

21. MEASUREMENT AND REPORTING RESULTS
Sentiment Analysis:
•An analysis of the sentiments of our Facebook, Twitter, and Instagram posts revealed there be
largely positive sentiment amongst our following. This includes shares, likes, comments,
retweets, and mentions. There were some neutral sentiments, such as general questions and
inquiries about the club. Overall, there was very few, if any, negative sentiments.

22. MEASUREMENT AND REPORTING RESULTS
Future Actions:
•Continue the hashtag #TSFMedleyMonday on Twitter to have continuing audience engagement
•Continue livetweeting/live Snapchat updates during shows and other events
•Consider Facebook Live as an option along with livetweeting and Snapchat posting during the
bigger shows.
•Livestream events like 12 Hours of Improv to boost awareness of the philanthropy aspect of our
club
•Create more frequent content to post to Instagram