THE FLORIDA GATORS

February 15, 2016 By: Olivia S. Cole

Table of Contents■ Executive Summary■ Social Media Audit ■ Social Media Objectives ■ Online Brand Persona and Voice ■ Strategies and Tools ■ Timing and Key Dates ■ Social Media Roles and Responsibilities ■ Social Media Policy■ Critical Response Plan ■ Measurement and Reporting Results

Executive Summary■ Our major social media priority of 2016 will be to get stats,

stories, scores and all other relevant information about the Florida Gators out to the fans in a more efficient way.

■ The major focus will be to promote each sport at the University of Florida so that they will reach a national audience. This will happen by using different social media sites and marketing tools to reach the fans in a fast efficient way.

Social Media Audit ■ The following is a social media audit of the Florida Gators social media

presence. This audit includes all social networks, audience demographics, and competitor analysis.

■ Inserted below is a table of the Florida Gators social media presence on the 3 major social media networks that the Gators use as of February 15th, 2016

Social Network

Handle Number of Followers

Twitter @FloridaGators

196,000 Followers

Instagram @floridagators 129,000 Followers

Facebook Florida Gators 1,629,054 Likes

Social Media Audit (cont.)■Social Media Assessment: ■ The information in the previous slide of the Florida Gators

social media accounts was collected on February 15, 2016■ Most of the people that follow the Florida Gators social

media accounts are fans of the Gators and are following to be kept up to date on what is going on with all of the different sports teams that the Gators have

Competitor Assessment■ The table below is for the social media accounts of the following

schools Georgia Bulldogs, Florida State and Ole Miss and the accounts strengths and weaknesses

Team Name Social Media Profile

Handle Strengths Weaknesses

Ole Miss Rebels Facebook Ole Miss Athletics

One of the many strengths of this is the fact that they share pictures and post pictures from all different athletic events that are happening

One of the weaknesses is that they seem to not post so much original content. Like the just rely on the content of other accounts

Georgia Bulldogs Instagram @ugaathletics I like how on the Instagram account there is a mix between photos and videos

One of the weaknesses of the account is that they share other peoples videos and pictures

Florida State Twitter @Seminoles_com

Lots of exciting and original content

Although we hate the school, I did not seem to find any weaknesses

Competitor Assessment Summary■ The table in the previous slide analyzes the social media

accounts of the following school; University of Georgia, University of Mississippi, and Florida State University

■ All of the schools did a good job of promoting themselves within each social media account

■ Compared to the accounts of the Florida Gators none of the social media sites of these schools even came close to comparing to the Gators accounts

Social Media Objectives■ In 2016, the main objective of the Florida Gators Social media brand is to

market the Gators to the fans and to give them an idea of what is going on with all of Florida Gators athletics.

■ The main area that there was growth during 2015 was on Twitter and Instagram, most if not all fans who get their scores and updates digitally get them from one of those two sites if not both

■Some Specific Objectives Include:– Increase overall social media coverage of all of the Florida Gators teams– Increase followers by at least 500 on all accounts in the first 1-2 months

of 2016– Increase content for sports that are not covered as much as the more

major sports ■ Lacrosse, Tennis (Men's and Women's), and Gold (Men's and

Women's)

Online Brand Persona and VoiceAdjectives that

describe our Brand■ Bold ■ Fun■ Resourceful

When Interacting With Fans

■ Friendly■ Helpful■ Encouraging

Critical Response Plan: Inappropriate Post By Student Athlete

■When The Post Is Detected– Take a screenshot of post and send to the athlete know that you

are aware of what he or she has posted – Tell them to delete the post and that they will face consequences

for their actions, which could potentially have a major effect on them and the school

– If it is necessary make he or she reply for the comments that were made on social media