Social Media Strategy for the non profit organization University of Florida Harn Museum of Art

1. Harn Museum of Art
Social Media Strategy
By Damian Fuentes

2. Table of Contents
• Executive Summary
• Social media Audit
• Social media Objectives
• Online Brand Persona Voice
• Strategies/Tools
• Timing/Key dates
• Social media Roles and Responsabilities
• Social media policy
• Critical responsa plan
• Measurment/KPI

3. Executive Summary
• The Harn Museum of Art offers many professional opportunities for students to advance their professional
careers. Our target audience is University of Florida students that could benefit from an internship or
volunteer opportunity at the Harn.
• The Harn faces several specific issues when striving to get students to utilize the museum professionally.
Our research shows that the Harn lacks audience outreach; the social media platforms of facebook, twitter
and instagram are followed by few university students and are not posted on consistently. University
administrators, professors and staff are also mostly unaware of the opportunities at the Harn museum and
thus do not direct students to them. Students have reported that the Harn appears boring or unattractive
making the attraction of interns difficult. There also exists a clear lack of awareness among students that
the Harn even offers internships. One of the largest threats faced by the Harn is students are not choosing
to do their internships and volunteer programs with the Harn, but instead, choosing to do it with other UF
programs or outside programs. Students that are not familiar with all the offerings of Harn internships will
look past it and apply to different organizations. The Harn also does not offer paid internships so if a
student can find an internship that gives them credit, experience and pay he or she will most likely choose
that alternative.
• In order to address these issues, we will focus on the internship opportunities already offered by the Harn
and develop additional opportunities. We will conduct a survey among targeted students to determine
awareness levels of Harn internships, how many students have considered applying for an internship or
have already applied in order to better elevate Harn awareness among students. We will conduct surveys
among students who currently intern at the Harn and ask what they enjoy and do not enjoy about the
programs. We will run a focus group to determine what students look for in a Harn internship program in
order to prepare a plan for the Harn to cater to these desires. Using a social media campaign, we will
increase internship opportunity awareness among university students by 5 percent over the next year and
then follow up with a survey to measure outreach success.

4. Social Media Audit
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Fcaebook https://www.facebook.com/HarnMuseumofArt 6493 7 post per week 4%
Twitter https://twitter.com/HarnMuseumofArt 2829 6-7 tweets per week 5%
Instegram https://www.instagram.com/harnmuseumofart 1039 4 post per week
interactions per post
34
Youtube
https://www.youtube.com/user/HarnMuseumo
fArt 62 4 videos per year 38 views per video last year

5. Website traffic
Source Volume % of Overall Traffic Conversion Rate
Facebook 7,754 visits 34.30% 31%
Twitter 25 visits 3.80% 2.70%
Instegram No Data No data no data
youtube 304 total video views no data no data

6. Audit demographic
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need
70% 55-75 Women 52% Facebook Isntegram Checking upcoming events
20% 31- 54 Men 48% Instegram Facebook
10% 14-30 Twitter Twitter

7. Social Media Objectives
• Using a social media campaign, we will increase internship opportunity
awareness among university students by 5 percent over the next year
and then follow up with a survey to measure outreach success.
Increase Facebook followers in Facebook and Twitter by 25% in 4 months
Increase the number of post in Instagram by 2 post per day, since is the
network with more interactions
Upload at least 1 video a month with a specific subject of the month and
share it in Facebook content.
We need more social media presence and interaction with the followers
in order to change the image of the museum to make it more atractive
and fun for students

8. Online Brand Persona and Voice
• Adjectives that describe our brand:
Cultural
Historical
Boring
No fun
• When interacting with costumers
Friendly
Informative
Encouraging

9. Strategies and Tools
• Owned: Every event that the museum hosts, we are gonna make
sure that staff members upload at least one image using
#UFHarnexperience to share interns experience working at Harn museum
and images to attract future people in upcoming events
• When members and students arrive for registration mention the hashtag
and encourage them to use it when taking photos of their visit
• Earned: Monitor Twitter for keywords and terms: museum, art,
internship, UF internships, UF. Conduct a giveaway free meal for a
student and a friend at the Camelia Court Center café on Instegram that
requieres the student to follow and like a picture at Harn.
• Tools
• Hootsuit
• Buffer

10. Timing and Key Dates
• Holiday dates
Spring break (one week break)
St. Patrick´s day
Easter day
Mother´s day
Independece day
• Internal dates
 February 18th- Gallery
Talk: Tourist´s view of
“Meant to be Shared”
 February 24th – members
party

11. Reporting dates
• Reporting will oncur every half of the month from February
through May.
• 4 months of increase awarness among college student in social
media before june when many applications deadlines are due

12. Social Media Roles and Responsibilities
• Marketing Director – Rebekha Dain
• Social Media Manager – Damian Fuentes
• Social Media Coordinator – Aubrey Hoffman
• Supporting Social Media Team Members
• - Richard Ochkrad (social media support)
• -Jenna Gray (customer support)

13. Social Media Policy
• Social media is an important tool for the museum to recruit new talent and
share experiences of the daily life in the museum. With more engagement with
students and the community in social media, we can achieve an increase of
involvement with the museum. Reach to different communities and students
nearby the area of Gainesville, and make the museum attractive to volunteer
and to visit. As an employee and representative of Harn Museum I´m expected
to demonstrate best practices and a sense of formality in the use of social
media by following some simple guidelines:
• Be clear and concise
• No discriminate
• Upload relevant information to increase engagement
• Solve customer problems or doubts
• Offer best customer service through messages
• Be authentic
• Be polite
• Be original

14. Critical Response Plan
• Scenario 1: Inappropriate comment on Facebook from a visitor
• A. When comment is detected
Inform to social media manager responsible
Delete comment
If the comment comes from a member, contact the director of
marketing to take further action
If not, social media manager and coordinatordiscuss the impact
and evaluate for further action

15. • Critical response 2: Visitor complain
• A. Social media manager analyze the comment with customer
support and provide the best response to complaint
Response immediatley the comment on either of the 4 social
media networks in order to provide the best service
Contact the museum to evaluate the complaint and take further
action
If a member staff is involve, sync with employee responsible for
the complaint to see if disciplinary action is required.

16. Measurement and Reporting Result
• Quantitative Kpi´s
• Reporting period 4 months
• Data of February 17th, 2017
•
Social Network URL Follower Count Average Weekly Activity
Facebook https://www.facebook.com/HarnMuseumofArt 6,495- 3% 35%
Instegram https://www.instagram.com/harnmuseumofart 1,040- 1% 16%
Twitter https://twitter.com/HarnMuseumofArt 2,829-0% 12%
Youtube https://www.youtube.com/user/HarnMuseumofArt 62- 0% 0.02%

17. Web traffic data
Source Volume % of Overall Traffic Conversion Rate
Facebook 124 visits - 4% Growth 35% 8%
Instegram NO DATA 244 likes pictures No data
twitter 16 visits . 10% growth 4 retweets 12 likes 4%
Youtube 2 views- 0% no data

18. • Our Facebook followers has grown by 21 likes in 2 weeks, on track to hit
the target of new 200 likes and follows in a 4 month timeframe. It’s
important to note that the average interactions per post have increased
by 50% from 16 to 32 . ‹The social content team has done a remarkable
job of posting new upcoming events and pictures of the art. We have far
surpassed our goal of increasing visual content by 30% in 4 months on
Facebook and Instagram and achieved a 300% increase on both channels.
A key tactic to this growth has been our ability to track user generated
content with the #UFHarnexperience hashtag and share it on our
networks. This content is received very well within our community and
we want to increase awareness in the UF community in order to attract
future interns