We all know that it’s getting harder to be seen on Facebook with every passing day. Last week, Facebook even conceded that engagement numbers are lower than expected in the news feed, and is encouraging brands to buy ads and promoted posts for increased exposure. I guess we knew this day would come. But Facebook has a little-used feature that might help university brand pages get more traction—the Facebook Reviews Feature. The downside is that the feature has some functions that may hurt as much as they help.
Many student-athletes are graduating mid-year in the next couple weeks. No doubt, some are staying in school, but many of you are moving on and are ready for that first job. As you are polishing your resumés and portfolios, are you looking at your social media?
Today’s guest post is from David Petroff, Director of Athletic Communications at Edgewood College in Madison, Wisconsin, and blogger at Small School Social. This piece first appeared on David’s blog and I asked him if I could post it here because his message needs to be heard over and over again–social media responsible use education needs to begin in the middle and high schools. Not just learning how to use social media, and certainly not teaching with it in the classroom without teaching kids how to use it responsibly. I thank David for letting me use his piece here.
I’ve been conducting social media education with our student-athletes at Edgewood College for the last three seasons. I have a presentation for them during our NCAA compliance meetings (which they LOVE!) and I continue through the year with some basic monitoring, a few friendly reminders and even some sit down meetings with student-athletes to discuss how we can be more effective (or less of a problem).
College sports fans are an invested bunch. And when it comes to following their team, nothing is more important to fans than real-time, up-to-date information about game day. And Eastern Washington University in the Big Sky Conference does it very well.
When Drexel University wrestler Dave Pearce was behind in his match and time was running out, he turned his fortunes around by pinning his opponent with a move called “the flying squirrel.” The flashy move was caught on video, and head coach Matt Azevedo saw the opportunity to get his program some national attention. The YouTube video currently has about 50,000 views and Coach Azevedo’s team is the impetus of a push to get the video on ESPN’s Top Ten segment. For Azevedo and his team, social media success is one of the keys to promoting their wrestling program at Drexel.
Social media countdowns to sport seasons are all the rage in college athletics this year. The University of Vermont women’s basketball Twitter feed took a page from the Wayback Machine to do their variation on a theme.
When Kickstarter appeared on the scene in 2009, it introduced an accessible way for people to join others and focus their giving on a particular project or cause. The concept of crowdfunding has since broadened to include a wide spectrum of opportunities. Enter Cornell University’s USEED—an online portal where people can contribute to a variety of university-backed projects.
While social media managers are busy busting their brains trying to figure out the latest, greatest content strategy, Lee Oden of TopRank reminds us that it’s not about the moment, it’s about the bigger picture story. One look at the the University of California at Santa Barbara’s athletics website and you know they get it.
Social media’s biggest perk is its ability to create loyalty (or advocacy) like no other marketing channel besides old-fashioned word of mouth. Social media is Word of Mouth 2.0. When you are train student-athletes, employees, or interns to use social media responsibly, the benefits to the brand’s reputation are enormous. To get the maximum bang for your buck, make sure your responsible use training includes tips on how to engage fans through social media loyalty strategies.
Danielle Mayeaux is the Director of Ticketing and Sales at McNeese State University Athletics. She is also a former student-athlete. When she inherited the job as advisor of the department’s Student-Athlete Advisory Committee (SAAC), she wanted to do something different. University SACC groups are composed of representatives from each team and provide a link from the student-athletes to the department.