COLLEGE OF AGRICULTURAL AND LIFE SCIENCES Rachel Morgan

February 16, 2016

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TABLE OF CONTENTS

EXECUTIVE SUMMARY 3

STRATEGIES 3

SOCIAL MEDIA AUDIT 4

WEBSITE ASSESMENT 5

AUDIENCE ASSESMENT 6

SOCIAL MEDIA OBJECTIVE 7-8

ONLINE PERSONA AND VOICE 9

STRATEGIES AND TOOLS 10

TIMING AND KEY DATES 11

SOCIAL MEDIA ROLES AND RESPONSIBILITY 11

SOCIAL MEDIA POLICY 12

CRITICAL RESPONSE PLAN 13-14

MEASURMENT AND REPORTING 15

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EXECUTIVE SUMMARYThe College of Agricultural and Life Sciences social media goals for 2016 are increasing out follower base, increase engagement with our online community and gain access to new and potential students through social media outlets.

Our primary focus throughout this process will be to engage with potential students and drive them to our Transfer Guide, so they can understand the requirements for admittance to the College.

STRATEGIES TO EXECUTE OBJECTIVES• A plan to drive users to our social media outlets and increase following• Encourage existing students to reach out to potential students

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SOCIAL MEDIA AUDIT

Platform URL Followers Average Weekly Posts

Twitter https://twitter.com/UFCALS 2,437 30

Facebook https://www.facebook.com/UFCALS 5,373 13

Instagram https://www.instagram.com/ufcals/ 907 2

LinkedIn https://www.linkedin.com/groups/3822502 290 0

Snapchat ufcals 105 1

Although the College has the most followers on Facebook, most of their user engagement comes from Twitter, where there is a more steady line of communication. There have only been 3 post to LinkedIn this year, and Snapchat could

be better utilized.

Below is a social media audit for the College of Agricultural and Life Sciences at the University of Florida. This information was collected February 14, 2016.

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WEBSITE TRAFFIC ASSESMENT

Source Volume Engagement

Twitter 5,000 visits 50%

Facebook 7,000 visits 45%

Instagram 450 visits 5%

LinkedIn 1 visit 0%

Sanpchat 0 visits 0%

Traffic Summary: At this time, most clicks and website traffic are coming from Twitter users, because this is the platform where the most engagement with users takes place.

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AUDIENCE ASSESMENT

Age Gender Favorite Social Media Platform

15-20 - 45% 65% Female, 35% Male Instagram

21-25 – 23% 63% Female/ 37% Male Twitter

26-30 – 15% 70% Female/30% Male Facebook

30-45 – 14% 75% Female/25% Male Facebook

46-60 – 2% 75% Female/25% Male Facebook

60+ - 1% 75% Female/25% Male Facebook

The majority of users are between the ages of 15-25, which is the perfect target audience for the College. More Instagram content should be generated with hopes of reaching that age group.

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SOCIAL MEDIA OBJECTIVES

Competitor Name Most Popular Social Media Platform

Strengths Weaknesses

University of Georgia Facebook High engagement and website traffic

Few followers and not much original content

Clemson University Facebook Original content Low engagement and followers

Purdue University Facebook Tons of people talking about them

NO Facebook Present

From what we have seen through our competitors, the College of Agricultural and Life Sciences has a much higher and engaged social media presence than those listed above.

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OBJECTIVESvIncrease unique visits to website by 15% in 2 monthsvIncrease and connect the use of the 2 hashtags #itsgreatuf and #ufcals

vIncrease Twitter followers by 420 in 3 monthsvIncrease the amount of photo/video content published on Twitter

In 2016, our main goal is to drive potential students to our website via social media platforms, as well as use social media to spark an interest and increase desire for

students to attend our College.

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ONLINE BRAND PERSONA AND VOICEENCOURAGING FRIENDLY DIVERSE

WE AS A COLLEGE HOPE TO BE LIVELY, FRIENDLY, APPROACHABLE AND DIVERSE. 9

STRATEGIES AND TOOLS

CONNECT

ENGAGERETAIN

We want to make an original connection, engage with our users and retain them, then continue this process.

CONTEST

EARNED MEDIA

PAID MEDIA

We hope to do this through various contest, earned media (through our communications team) and paid sponsored social media messages.

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TIMING AND KEY DATES

HOLIDAYS• New Year’s Eve• New Year’s Day• Valentines Day• St. Patrick’s Day

• Easter• 4Th of July • Thanksgiving • Christmas

INTERNAL EVENTS• CALS Career Expo • Ambassador Events • CALS Kickoff • TailGATOR

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SOCIAL MEDIA ROLES AND RESPONSIBILITIES

All social media roles and responsibilities will be carried out by Cathy Carr, the Director of Alumni and Career Services, with the exception of Snapchat. Snapchat will be handled by various ambassadors of the college, who will feature their day on Snapchat to showcase what they do.

SOCIAL MEDIA POLICYNot only is social media a part of our daily lives, but it is how we communicate with our students, fans and constituents. We share our ideas, thoughts, advice and materials via various platforms and our goal is to always keep users informed and happy with us.

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CRITICAL RESPONSE PLAN

Scenario 1: Unhappy User

Often times, people will look to social media to express their concerns or dislikes. In the event of a disgruntled follower, we will take the following steps.

1. Identify the remark (tweet, Facebook post, photo)

2. Notify Cathy Carr, social media specialist.

3. Notify marketing director.

4. Make contact with the person, making sure to be understanding of their needs.

5. Try to resolve the problem, or refer them to someone who may be able to help.

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Scenario 2: Spammed Account

CRITICAL RESPONSE PLAN

1. Identify the remark (tweet, Facebook post, photo)

2. Notify Cathy Carr, social media specialist.

3. Notify IT director

4. Delete the post, making sure not to click on it.

5. Write a post that informs users you were spammed.

6. Change all passwords in order to avoid having this happen again.

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MEASUREMENT AND REPORTING RESULTS

We will be using Hootsuite to post content and view statistics on all of our social media sites. This will give us the opportunity to have exact numbers on website clicks and engagement.

Each month, this information will be reported to our Dean in order to ensure the success of our goals and objectives.

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