PI BETA PHI @ THE UNIVERSITY OF

FLORIDAALEX REFFIEJANUARY 16, 2017

TABLE OF CONTENTS/ SOCIAL MEDIA STRATEGY FOR UF PI PHI 1. EXECUTIVE SUMMARY

2. SOCIAL MEDIA AUDIT SOCIAL MEDIA ASSESSMENT TRAFFIC SOURCES ASSSESMENT CUSTOMER DEMOGRAPHICS COMPETITOR ASSESMENT3. SOCIAL MEDIA OBJECTIVES 4. ONLINE BRAND PERSONA & VOICE5. STRATEGIES & TOOLS 6. TIMING & KEY DATES7. SOCIAL MEDIA ROLES & RESPONSIBILITIES 8. SOCIAL MEDIA POLICY 9. CRITICAL RESPONSE PLAN 10. MEASUREMENT & REPORTING RULES

EXECUTIVE SUMMARY -For Pi Beta Phi, my goals when taking on the position as Vice President of Communications for the chapter was to bring a more holistic sense of self to our social media content, to post more frequently, and to increase our follower engagement. Two social media strategies that I want to put in place are:

The utilization of social media management tools to make sure our feed is active and consistent each week on all platforms.

To encourage sisters to share our content with our friends, families, and their own followers so we can build an online presence outside our own members. This will also increase our follower engagement.

SOCIAL MEDIA AUDIT The following is an audit of Florida Delta Pi Beta Phi’s social media presence to date. This includes an assessment of all of our current social media accounts such as web traffic, audience demographics, and a competitor analysis, or in this case other UF Greek chapters.Network URL Follower

CountAverage Weekly Activity

Average Interaction Rate

Instagram 1,982 2 posts per week

^10 %

Twitter 1,073 5 posts per week

^ 75%

Facebook 1,591 4 post per week

^100% compared to previous 7 days. 3,817.

WEBSITE TRAFFIC SOURCES ASSESMENT Source Volume % of Overall

Traffic Conversion Rate

Twitter 300 visits 10% 2%Facebook 1500 visits 40% 10%Instagram 2000 visits 70% 7%

AUDIENCE DEMOGRAPHIC ASSESSMENT Age Gender Primary

Social Network

Secondary Social Network

Primary Need

Secondary Need

18-27 Female Instagram Facebook Want to stay updated with Pi Phi.

Want to connect Pi Phi with their follwers.

COMPETITOR ASSESSMENT Chapter Profile Strengths Weaknesses

Tri Delta Facebook/Websitehttp://www.uftridelta.com/

Huge following, beautiful photos, extremely bright aesthetic.

Very basic. Same girls in photos, not diverse.

Delta Gamma Facebook/Website http://www.deltagammauf.com/

Cohesive flow, unique and creative.

Only shows the superficial side of sorority life and not the hard working professional side of their sisters.

SOCIAL MEDIA OBJECTIVES For 2017, the main goals for Pi Phi in terms of social media was to focus on bringing light to how amazingly unique and driven our chapter women are. We also wanted to remain consistent with our posts across all social media platforms. Specific Goals: Increase user traffic Increase user engagement Heighten sisters awareness of the power they have to share our media Add more Facebook content Be more active on Twitter Revamp and refresh our image

KPIS & KEY MESSAGES KPIs -Substantial amount of likes on photos -Retweets on Twitter -Comments/User engagement on all posts -Number of shares

KEY MESSAGES- Uniquely Pi Phi- “Whatsoever

Things Are Lovely”

ONLINE BRAND PERSONA & VOICE Who are we & how we want our followers to see us! BoldBraveDrivenAdventurous GenuineProfessional

STRATEGIES & TOOLS Paid: I personally pay to boost all of our posts on Facebook for at least one week after time of publishing.

Owned: Using hashtags like #pibetaphriday , #PPL&AMonday, #sisterhoodsunday, and #angelsabroad to gain more traction on social media.

Tools: Buffer for managing accounts, Canva for creating graphics, and Boomerrang for capturing unique visuals for all our platforms.

TIMING & KEY DATES Important Dates: Founder’s DayBid Day Game Days InitiationNational Philanthropy Event

Holidays Start of School & End of School

Timing:It is important for us to post regularly each week and to post our sisters being involved with or participating in varying events! This helps promote that we are a diverse, hard working group of young women who care about networking outside our own Greek Council.

ROLES & RESPONSIBILITIES Alex Reffie- Vice President of Communications oversees all marketing and public relations efforts on behalf of the chapter. She communicates with our National Headquarters in St. Louis Missouri to ensure she is up to date on all social media policy that Pi Phi must adhere to and maintains upkeep with trends on all social media platforms that FL Delta Pi Beta Phi utilizes.

This is me!!

SOCIAL MEDIA POLICY 1. Be respectful when posting. 2. Use common sense when posting, especially pictures, onto an account that represents over 250 women.

3. Create a holistic sense of sisterhood and friendship on our feed. Do not continually post the same photogenic girl.

4. NO red solo cups in pictures or anything that alludes to partying, being reckless, or not upholding Pi Phi core values.

5. Do not post impulsively, post with intention.

CRITICAL RESPONSE PLAN When an inappropriate photo is posted by one of our sisters onto their own account, which is associated with Pi Beta Phi: Screenshot the post. The post is taken down/reported immediately. An executive member is alerted and relays information to the rest of the board.

The individual who posted the photo is alerted and made aware that there will be repercussions to her posting. (i.e. social probation, standards call, etc.)

A pre- approved message involves the Executive Board contacting the individual who posted with a warning via direct messenger. It may be something along the lines of “Hey! Your recent post does not uphold Pi Phi core values. Please take it down.”

CRITICAL RESPONSE PLAN When an inappropriate accusation is made against Pi Beta Phi in media by an out of house source: The accusation is screenshotted.The President of the chapter is notified. The post is reported. The President calls our National Headquarters, conveys what has happened, and they advise our chapter what to put out in terms of a statement to our followers on social media.

The accuser is then contacted. A pre-approved message does not exist as the responses from Headquarters come from a situational premise.

MEASURING & REPORTING Instagram: Our Instagram following has increased by 300 followers since November of 2016 and our engagement on photos has gone up significantly through comments and likes.

Twitter: Since taking over as VPC, I have increased our Twitter presence and by doing so have also raised our daily tweets and follower reactions to our posts. We get more retweets, likes, and favorites than ever before as of February 2017.

Facebook: Since November 2016, I have personally increased our engagement and reach on Facebook through boosted posts, engagements with followers, such as commenting back, liking followers comments, and inviting those who share our content to like our page. I have also maintained a consistent interval of posting so our feed is fresh and up to date. We have gone up about 250 likes since I took over in late November.