PUR3622/RTV4930 Project 1

1. University of Florida
SOCIAL MEDIA STRATEGY
By: Madison Hallman

2. Table of Contents
u 1. Executive Summary
u 2. Social Media Audit
u 3. Social Media Audit (pt. 2)
u 4. Social Media Objectives
u 5. Social Media Objectives (pt. 2)
u 6. Demographics
u 7. Competitor Assessment
u 8. Online Brand Persona and Voice
u 9. Strategies and Tools
u 10. Timing and Key Dates
u 11. Social Media Roles and Responsibilities
u 12. Social Media Policy
u 13. Critical Response Plan
u 14. Critical Response Plan (pt. 2)
u 15. Measurement and Reporting Results
u 16. Measurement and Reporting Results (pt. 2)
u 17. Overall Results and Qualitative KPIs

3. Executive Summary
u The University of Florida has a strong social media relationship with its
students. Snapchat, Twitter and Facebook are just some of the ways UF
interacts with its students. The social media managers of each of these
outlets do a great job posting every day and urging students to get involved
and share their ideas.
u Although many students are aware of UF’s social media presence, they don’t
use it to their advantage. The goal and focus for 2016 is to target a wider,
more diverse audience of students. By doing this, students of all ages will feel
comfortable and want to engage in conversation via social media platforms. It
is important that all students are acknowledged and have their voices heard.
The University of Florida hopes to increase its following and drive more traffic
to the University of Florida’s twitter page, @UF and its home website. Twitter
is a platform where students can see immediate updates and have the
opportunity to ask questions and generate conversation. UF hopes to become
more connected with its students and make the content as interactive as
possible. They will have more interactive opportunities to reply to student
questions. Revamping the content to make it fresh and inviting will increase
its following and attract students to engage in conversation about various
topics.

4. Social Media Audit
ASSESSMENT: At the current time, Instagram has the strongest social media
interaction. In regards to Facebook, not all of the posts receive the same
attention. Only a number of posts have a large amount of interactions. This is a
small percent in comparison to the amount of followers UF has on Facebook.
Twitter posts the most often, however, there isn’t too much interaction between
its followers.
Social
Media
Platform
URL Followers Average
Weekly
Activity
Engagement
Rate
Instagram Instagram.com
/uflorida
80,900 2 posts per
week
1,500- 2000
Twitter Twitter.com/uf 112,700 12 posts
per week
3%
Facebook Facebook.com
/uflorida
631,474 3 posts per
week
4%

5. Social Media Audit (pt. 2)
- Mentioned in “5 Universities
Winning At Instagram”
- UF is No. 8 on Facebook and No. 2
on Twitter for strong social media
presence, according to Engagement
Labs
- #CongratsGrads is one of UF’s most
prominent hashtags
- UF is ranked No. 14 on the USA Top
100 Social Media Colleges
Titles
Source Volume % of Overall
Traffic
Instagram N/A N/A but
assumed to be
high due to
young
demographics
Twitter 20,000 10%
Facebook 300,000 30%
Website Traffic Assessment
SUMMARY: This information was taken on a monthly
basis from November 2015 to December 2015. This
chart highlights the fact that Facebook has the largest
amount of web traffic. This is what most people would
assume because Facebook is the most popular and most
used social media site. Instagram also has traffic
because young people use that app the most.

6. Social Media Objectives
u Unlike 2015, 2016’s primary focus will be on increasing brand awareness,
attracting online student interaction, and having better feedback on all of UF’s
social media platforms.
u Specific Objectives:
u Increase traffic to the UF website. It must be updated daily. Facebook and Twitter posts
will add a link to their posts so that the viewer can go to the official UF website to learn
more information about that certain topic.
u Increase responses to questions on Twitter by 15% in 3 months. This will be done by
having 20 more social media managers monitor Twitter and answer student questions
directly and in a timely fashion. The increase use of hashtags and mentions on Twitter
will increase UF’s likeability among students.
u Increase Twitter followers by 200 per month.
u Increase to 20 tweets per week
u Increase following by 20% in 3 months on both Facebook and Instagram. This can be done
by posting more short videos and photos that people will share. Visual posts receive
more shares and likes.
u Post 5 visual posts on Facebook and Instagram per week to show that UF wants to engage with its
students and create a media relationship.

7. Social Media Objectives (pt. 2)
u KPIs:
u Number of Followers on Facebook, Twitter and Instagram
u Number of unique visitors to the UF Facebook page
u Number of visual media posts on Facebook and Twitter
u Number of retweets and shares on Twitter and Facebook
KEY MESSAGE: The University of Florida aims to engage its diverse community of
driven students and allow them to have their voices heard via all social media
platforms. We strive to make UF a place where all students feel comfortable and
have the opportunity to voice their opinions and concerns. Our driven and friendly
social media staff will address any questions students may have and answer them
to the best of their abilities.

8. Demographics
AUDIENCE DEMOGRAPHICS SUMMARY: From the demographic analytics, it
is clear how prominent Facebook is in the college community. You can
infer that Instagram is most popular in age groups 18-24. Student
involvement is the main attraction to the UF website and UF’s Twitter.

9. Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
University of Central
Florida (UCF)
Twitter: @UCF It has an appealing
cover photo and overall
theme. The Twitter
account posts hourly
and uses many visuals
and hashtags to attract
students to read the
posts. The posts are
concise and get to the
point quickly
There aren’t many
retweets or replies to
the posts.
Florida State University
(FSU)
Facebook: Florida State
University
Posts daily with and
incorporates eye-
catching visuals. It has a
lot of color on the page
and has many likes and
comments on the posts.
FSU has a strong social
media interaction on
Facebook.
There aren’t very many
followers compared to
the amount of students
that attend FSU.
Captions also should be
more creative and
concise.
SUMMARY:
The assessment analyzes two
of the most popular
universities in Florida. These
colleges are UF’s direct
competitors. UCF has its
strong social media presence
on Twitter, while FSU utilizes
Facebook more. Both use
visual content to engage
student interaction. However,
each of these schools need a
stronger social media
following. Each of these
schools’social media
following is a fraction of their
student populations.

10. Online Brand Persona and Voice
u Adjectives that describe the University of Florida’s brand
u Student-oriented, engaging, proud, cooperative, team-oriented, philanthropic, educational,
fun, passionate, intelligent, diverse, loyal, inventive, driven
u UF is a schools that uses these principles to create strong relationships among its students and its
alum.
u The students that attend UF are bonded by their passion and drive to succeed in the world.
u When interacting with alumnae and students interesting in attending UF, we are inviting, engaging,
helpful and hardworking.
u It is extremely important to us that we uphold our reputation and answer any questions any
people may have regarding the University of Florida.

11. Strategies and Tools
u PAID: Boost most popular posts of the week every Sunday to remind students why they love being a
“Gator.” Paid-ads on Instagram and Twitter during football season to show “Gator Pride,” and during
the months of August to November: when high school seniors are filling out their college applications.
u EARNED: Monitor Twitter and Instagram for hashtags and other key words relating to UF, such as
#GatorNation, #collegefootball, #UFgrad and #PrezFuchs. Promote the official UF website on the
posts.
u OWNED: Use the same profile photo on all of the social media pages so that visitors don’t get
confused. Use a common hashtags with all posts, such as #GatorPride. When people are interested in
learning about UF they could search the hashtag and go to the UF page. Encourage others to follow
this trend as well. Promote shares, likes and retweets.
u TOOLS:
u Approved
u 1. Hootsuite
u 2. Buffer
u 3. RebelMouse
u Rejected
u 1. N/A
u 2. N/A
u 3. N/A
u Existing Subscriptions
u Photoshop

12. Timing and Key Dates
Holiday
u Valentine’s Day
u Saint Patrick’s Day
u Independence Day
u Mother’s/Father’s Day
u Thanksgiving
u Christmas
u Hanukkah
Internal Events
u Graduation
u Admissions Day
u First Day of Class (each semester)
u Sporting Events (football,
basketball, etc.)
Reporting Events
Reporting will take
place after each
semester. More
information TBA toward
the end of the current
semester.

13. Social Media Roles and Responsibilities
u Nicole Yucht- Assistant Vice President of UF Communications (newest member of
University Relations team and is the director of marketing)
u Her job is to develop a strong marketing strategy that will strengthen UF’s brand.
u Ryan Morejon- Social Media Specialist
u His job is to use social media to promote UF’s initiatives and campaigns by highlighting student
involvement
u Todd Sanders- Director of Social Media
u Kay Howell- Web Content Coordinator
u Donna Winchester- Strategic Communications Director
u Her job is to track UF concerns. She works with the media relations team to address those
issues.

14. UF Social Media Platform
u GENERAL SOCIAL MEDIA POLICY STATEMENT:
u “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 other users do not necessarily reflect the
opinion of the University of Florida. User provided content is not screened or
evaluated during the submission process.”
u “All content is bound by the UF Acceptable User 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.”
u “We reserve the right to remove content.”
u “We encourage users to report content that violates the platform’s Code of
Conduct by using their official reporting procedure.”

15. Critical Response Plan
u Scenario 1: UF Instagram is hacked and a inappropriate photo is posted, such
as a nude picture. (It’s happened before)
u If a student sees the inappropriate image, he/she should alert Todd Sanders and
Ryan Morejon.
u Sanders or Morjon will immediately remove the photo that was posted.
u They will post a follow-up non-offensive, appropriate image and write an apology
in the caption.
u They will contact Nicole Yucht on how to best address this issue from a marketing
standpoint.
u Yucht and Winchester will address concerns by working with the media relations
team to find the hacker.
u An investigation will take place.
u The UF media relations team will post a formal apology on all social media
platforms and explain how serious of an offensive this was.
u They will update security and privacy features on the Instagram account.

16. Critical Response Plan (pt. 2)
u Scenario 2: An inadvertent, insensitive tweet is posted on UF’s official Twitter.
(about a political, controversial issue)
u If a student is offended by the tweet posted, he/she should contact Donna
Winchester.
u The tweet will be immediately deleted
u Donna Winchester will work with the media relations team to go about how to solve
the problem.
u The media relations team will post a follow-up tweet apologizing for offending
students. They will post a second tweet explaining how UF is a diverse community
and that we are all united as Gators.
u The Twitter team will double-check and even triple-check tweets before posting in
order to avoid offending other students.

17. Measurement and Reporting Results
u Quantitative KPIs:
u Reporting Period- 3 months
u Date: Feb. 21, 2016
Social Network Data
Date: Feb. 21, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Instagram Instagram.com/
uflorida
80,900+
5%
6 posts
per week
5000
Twitter Twitter.com/uf 112,700 +
(200 per
week)
20 posts
per week
50%
Facebook Facebook.com/
uflorida
631,474+
5%
7 posts
per week
25%
Facebook and Twitter have grown
the most. Twitter has become
more popular due to the amount
of activity. The use of hashtags
and large amount of responses to
students has resulted in a larger
following.

18. Measurement and Reporting Results (pt. 2)
u Quantitative KPIs:
u Reporting Period- 3 months
u Date: Feb. 21, 2016
Web Traffic Source Assessment
Date: Feb. 21, 2016
Source Volume % of
Overall
Traffic
Conversion
Rate
Instagram 25,000 12% 4,000 likes
Twitter 70,000 48% 10%
Facebook 350,000 40% 5%
Twitter has utilized the most
successful social media
strategies. The traffic on all
three platforms has
increased, however, Twitter’s
success is obvious. There is
still improvements that need
to be done for Facebook and
Instagram.

19. Overall Results and Qualitative KPIs
u We have increased the usage of visual and interactive content on all three
platforms. We mainly focused on Twitter due to its immediacy. Twitter was
proven to be our greatest success. Twitter followers have increased by 200
per week: our goal. Instagram following has increased by 5%, however, there
is much traffic, which shows how much potential Instagram has. We plan to
focus next on improving Instagram’s following. We used Facebook as a way to
promote school activities and urge people to go to UF’s official website. This
was proven to be extremely successful. Alumnae and student response has
been positive and people have seen a real difference.