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Kianna Brown
October 2, 2016
Executive Summary: 3
Social Media Audit: 4-6
Social Media Objectives: 7
Online Brand Persona & Voice: 8
Strategies & Tools: 9
Timing & Key Dates: 10
Social Media Roles & Responsibilities: 11
Social Media Policy: 12
Critical Response Plan: 13
Measurement & Reporting Results: 14
The social media plan for the Jacksonville
Jaguars seeks to exploit the strengths of
the team, on and off the team. With our
slogan being “Stand United”, we want to
grow fan satisfactory and convert viewers
into fans by increasing our young and
female fan base, emphasize the team’s
potential to win, and build off of team
news.
URL:
https://www.facebook.com/jacksonvillejaguars/?fref=ts
Follower count: 589,105
Average Weekly Activity: 23
Average Engagement Rate: 468.7
URL: https://twitter.com/Jaguars
Follower count: 373,000
Average Weekly Activity: 10
Average Engagement Rate: 167.9
URL: https://www.instagram.com/jaguars/
Follower count: 259,000
Average Weekly Activity: 34
Average Engagement Rate: 6,148
URL: https://www.linkedin.com/company/jacksonville-
juguars
Follower count: 7,890
Average Weekly Activity: 1
Average Engagement Rate: 47.6
Houston Texans
https://www.facebook.com/HoustonTexans/?fref=ts
Pros: Post frequently, very visual
Cons: Need more fan interaction
Tennessee Titans
https://www.facebook.com/titans/?fref=ts
Pros: FB events with games
Cons: graphics are not great
Indianapolis Colts
https://www.facebook.com/colts/
Pros: Promotions, game updates through media
Cons: big fan base but little interaction
Overall Business Goals: The Jacksonville Jaguars are building a winning franchise, on and off the field
Social Media Objectives to Support Business Goals: Increase fan interaction Reach young (18-35) and female fan base Increase ticket sales http://www.socialstrategy1.com/wp-content/uploads/2013/03/jags_info_web_final.jpg
The Jacksonville Jaguars knows its
audience and is personable among its
fans. On social media, we strike a very
fun and informational tone.
Keep in contact with customers
(customer service with messaging,
collect & share fan photos, etc.)
Draw attention with Social Media ads
Catch the audience’s eyes with visuals
(especially play videos to increase
conversation)
Provide attention grabbing content (short
& simple posts, game updates, etc.)
October-Breast Cancer Awareness Month 10/4-Live postgame coach & player press conference 10/7-Practice & Injury Update for bi-week 10/7-Fan Friday (fan pictures) 10/9-AFC South playing summary 10/11-Spotlight: Cheerleaders visit Cancer center 10/12-Promote upcoming away game tailgate & watch
party 10/14-Game strategy for Chicago Bears (blog) 10/16-Game day graphic (morning) 10/16-Live pregame workout at Bears stadium 10/16-Full game & halftime score updates
Social Media Director-developing & overseeing execution of social media
Social Media Manager-responsible for planning, design, & execution of social media strategy (day-to-day execution)
Social Media Planner-responsible for developing strategic proposals for digital advertisers, coordinating with the media team, and allocating to client objectives
Content relating to sensitive company information
should not be shared to the outside community
Disgraceful content, such as racial, ethnic, sexual,
religious, and physical disability slurs are not tolerated
on company or personal sites
Company reserves the right to edit or delete any
misleading or inaccurate content on any sites
Doctrines of professionalism, reliability, and neutrally
should be observed by anyone posting online
Define the problem
Accept responsibility of your actions
Take time to create good responses
Find the solution for your followers or
consumers
Problem concerning employee?
Determine correct way to handle the
employee
68.3% capacity
Average ticket price: $45
Jacksonville population 1.3 million
54% millennial followers on Twitter
