Social Media Effects on Collegiate Athletics

From the earliest stages of college recruiting, social media is already playing a role. Nowadays, huge efforts are being distributed throughout marketing campaigns for collegiate social media sports accounts in order to attract the best of the best to come join their team- social media making up one of the largest percents of those efforts.

While coaches and marketing specialists are busy working to recruit for upcoming seasons, athletic departments are using the same accounts in order to connect to fans and keep up with growing competition.

In years past, it might have taken dozens of phone calls and in-person meetings in order to promote a new deal or to get fans to attend a game as a promotional outreach, but with the ever-changing world of technology, all of that is a thing of the past. One simple post to a set of hundreds of thousands of fans can be seen not only organically, but also with the help of promotional tools that boost posts and much more in order to be seen more frequently and more often in general to a school’s social media followers.

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[Photo from the the University of Texas football (@texasfootball) account.]

It has been estimated that there are approximately 800 million Facebook and 300 million Twitter users, the majority of which are millennials. This explains the need for collegiate social media accounts to join such platforms in order to most effectively reach their targeted audience.

A very important part of this social engagement revolves around the content itself. Unlike traditional media channels, social platforms provide the opportunity for a more unique, inside look at players, coaches, and the behind the scenes action that goes on throughout games, practices, and more. When content like this is posted, it has been seen to generate more fan engagement.

Overall, social media in recent years has helped not only the recruiting process, but fan engagement as well. It is now an essential part of every major team’s platform in regards to marketing and offers a unique perspective on sports in themselves.




Author: sportswille

Reformed ad agency guy. Sac Kings, PGA Tour, Pebble Beach, Aspen yielded fascination with sports business. Now teach at my alma mater, University of Texas Austin: Integrated Marketing, Social Media, Business and Law and Sports Audiences. 40 year streak of single digit handicap under severe pressure.

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