Yassir Kilani
Professor Harmon
Technology & Social Media
Introduction to Client
Keiser University’s Sports department remains an integral part of the institution’s brand, appeal, and culture. It represents a host of dedicated, talented, and committed individuals, for instance, the Keiser Sea Hawks boast of 16 national championships and 51 regular season championships. The department is committed to maximizing the potential that social media has to grow the institution’s brand while creating awareness. Social media allows the department to share its success with the world positively engaging various stakeholders including potential sponsors and students.
Below is an example of a Facebook post illustrating the department’s social media use.
(“Keiser University Athletics – Official Athletics Website”, 2022)
The image illustrates a Facebook post updating the institution’s followers on Facebook of the Keiser Seahawk’s volleyball performance. The post is clear and concise and incorporates the use of a photograph.
Goal Statement
The goal of the following initiative is to increase awareness about Keiser University’s sports program. The initiative will increase awareness through the intricate utilization of the various social media platforms, specifically Facebook, Instagram, and Twitter, in their varied forms and functions to increase engagement with the department and the individuals it represents. The initiative will optimize its social media presence with the use of engaging and relatable content.
Objective Statements
Objective #1
S – To increase the department’s overall ranking in relevant search engines.
M – The ranking can be increased by improving the number of likes on Instagram, the number of reposts on Twitter, and shares on Facebook.
A – An increased rank to appear on the first page of each search engine first page whenever a university’s sports department or university-affiliated volleyball team is searched.
R – The ranking would increase the department’s awareness, growing its online presence.
T – The increase in ranking should be attained within a period of three months.
Objective #2
S – To increase the popularity of #KUSEAHAWKS which would in turn facilitate increased awareness of the program online.
M – The hashtag’s popularity can be attained by increasing the frequency of appropriate posts on all three social media sites.
A – An increase in the frequency of posts would encourage retweets on Twitter likes on Instagram and shares on Facebook that would in turn contribute to the popularity of the hashtag and the program it represents.
R – Increasing the hashtag’s popularity directly translates to a growing awareness of the program.
T – A month of constant and frequent posts should have a noticeable impact on the program’s popularity.
Objective #3
S – To improve the influence and following that the sports department has online by increasing its organic following.
M – Conducting strategic campaigns designed to captivate and initiate a conversation on the program’s initiatives and associative achievements.
A – The campaigns can be organized in conjunction with each sports event to maximize the social media presence and draw attention to each of the volleyball tournaments.
R – Increasing the department’s online following translates to its influence which in turn contributes to the sports department’s ability to utilize social media to its advantage.
T – The campaign drives can be conducted continuously in intervals of three months, targeting a consistent increase of at least 2% each time.
Audience Analysis
The social media initiative’s target audience is both male and female individuals currently living in the United States aged between 16 and 24 years. They are interested fans and followers of sports such as volleyball, having played, playing, or at the very least have a proficient understanding of the sport. They are open to new experiences and welcome the opportunity to engage with their peers online over appropriate sports-related repartee.
Platform: Twitter
Twitter #1: Insert image
Keiser Athletics is proud to be part of the NAIA scholarship program. The NAIA’s contribution to collegiate athletics is inspiring. #KUSEHAWKS #NAIA #KeiserU #Keiseruniversity
Rationale & Strategy:
The above post will allow the department to engage with NAIA supporters and followers, potentially gaining them as the program’s followers.
How Measured:
A number of retweets and likes on the post.
Twitter #2: Insert image
Remember this game? The Seahawks continue to make us proud. ICYMI: Keiser Opens Conference Play with a Dominant Victory over Florida Memorial, 3-0 #KUSEHAWKS #NAIA #KeiserU #Keiseruniversity
Rationale & Strategy:
The tweet highlights the achievements of the Seahawks’ volleyball team at the tournament. It informs and creates conversation on the program’s success.
How Measured:
The number of comments and retweets on the post.
Twitter #3: Insert image
Meet one of the Seahawks’ stars from the volleyball team, Brooklynn Slater. Talent and hard work at their best. #KUSEHAWKS #NAIA #KeiserU #Keiseruniversity
Image obtained from (“Keiser University Athletics – Official Athletics Website”, 2022).
Rationale & Strategy:
The tweet engages with the audience by personifying the program through its team members. It shows the program’s success and its role in nurturing the athletes.
How Measured:
Several likes on the post.
Platform: Facebook
Facebook #1: Insert image
Keiser University and the Seahawks are proud to work with the @NAIA as it continues to cater to the needs of many college athletes.
Rationale & Strategy:
The post identifies the partnership between the program and the NAIA as well as its impact on collegiate athletes that are the program’s primary target.
How Measured:
Number of likes and comments
Facebook #2: Insert image
Please follow the link for more information on how to be part of the journey with us. (Relevant link)
Rationale & Strategy:
The post allows individuals to be part of the program’s process. It is engaging and captivating.
How Measured:
Several comments and likes.
Facebook #3: Insert image
Just a quick reminder of the incredible performance of our volleyball team. Comment and like to show support
Rationale & Strategy:
The post is relevant to the program’s objectives, it informs the audience of its achievements while allowing them to participate in ‘supporting’ the volleyball team.
How Measured:
The number of likes and comments
Platform: Instagram
Instagram #1: Insert image
Image obtained from (“Keiser University Athletics – Official Athletics Website”, 2022).
A new record in our department. It has been quite the journey and milestones such as these are the perfect example of what we work for and toward. We are proud of each one of the athletes for the exceptional performance, character, and hard work that they showcase each day. #NAIA #KUAthletics #Keiser University Athletics
Rationale & Strategy:
The post recognizes the record and utilizes it to initiate a conversation on the program’s relevance.
How Measured:
Number of likes
Instagram #2: Insert image
Image obtained from (“Keiser University Athletics – Official Athletics Website”, 2022).
Appreciation post. These two have played a major role in the volleyball team’s performance and progression. It is only prudent that we appreciate their contribution to an integral part of our vast sports program. They represent a wide range of individuals committed to the success of Keiser University’s athletes. #NAIA #KUAthletics #Keiser University Athletics #College Athletes
Rationale & Strategy:
The poet personifies the program by attaching a name and face to it, allowing individuals to associate the program with qualified individuals.
How Measured:
Several likes.
Instagram #3: Insert image
Did we mention that you can catch our next game right from the comfort of your screen? Just follow the following link (appropriate link) and it will direct you to the correct site that is powered by our proud partner. We can assure you each game is fascinating to watch. #NAIA #KUAthletics #Keiser University Athletics
Rationale & Strategy:
The post draws the audience to a location allowing them to view the program’s matches live, giving the department a chance to showcase its ability.
How Measured:
The range of comments and the number of likes.
Respectfully,
Yassir kilani
Reference
Keiser University Athletics – Official Athletics Website. Keiser University Athletics. (2022). Retrieved from https://kuseahawks.com/.