University of South Florida Social Media Strategy Worksheet
Developed by University Communications and Marketing
The Office of University Communications and Marketing created the following worksheet for employees who
manage an official social media presence for their university unit. After receiving authorization from your
department to use social media for university business, print this worksheet or click within the document to
type your answers. For more information, contact UCM: [email protected]
College/Division/Department:
New Social Networking Site:
Name of Approving Manager/Dean/Director:
Date Site Approved:
Date UCM Notified:
Answer the following questions thoroughly before creating your social networking account.
Who are you trying to reach? (Check all that apply)
Current students
Alumni
Faculty
Donors
Staff
USF fans
Prospective students
Community members
Prospective employees
Other:
Is your audience already using this social networking site?
Yes
No (if selected, reconsider using this site to reach your audience)
What are your goals in using this site? (Check all that apply)
Raise awareness of department
Recruit new employees
Build connections with audience
Promote event/ program/ service
Drive traffic to website
Identify/ address issues
Recruit new students
Other:
What metrics will you use to measure your success? (Check all that apply)
Fans/ followers/ subscribers
Submissions
Likes/ favorites
Website traffic
Comments/ replies
Click-through rate
Shares/ reblogs/ retweets
Keyword/ hashtag use in conversations
Direct messages/ mentions
Other:
How does this social media site support the mission of your department?
University of South Florida Social Media Strategy Worksheet
Developed by University Communications and Marketing
What is your social media budget? What will you spend this on (i.e. ads, prizes, staff)?
Who will manage your social media account? New hire or current employee?
Who much time will be spent on this site each week? (Think updates, design, monitoring, etc.)
What will you name your social media page? (Always put USF or University of South Florida first.)
What type of content will you share?
Where will you get your content?
How often will you post new content?
Can users submit/post content to your social media page? If so, what is the criteria?
What type of content is inappropriate for users to post on your social media page?
University of South Florida Social Media Strategy Worksheet
Developed by University Communications and Marketing
How often will you review and respond to user comments?
How will you address inappropriate comments?
How will you address suggestions or ideas?
How will you review and respond to direct messages or mentions?
How will you promote your social media site?
How will you integrate social media in your overall communications strategy?