Description

Historically, traditional media has been a middle man between sports teams and the public for communicating schedules, statistics, stories, and events. Today, social media provide an opportunity for a more direct communication process between team and fans. This study discussed the evolution of sports communication over historical eras while focusing on the direct communication between team and public in today's world of social media. This case focused on the University of San Diego Athletic Department's social media strategy in order to understand how their social media are developed and used. It compared their practices to other universities, such as those in the West Coast and Big Ten Athletic Conferences. Personal interviews were conducted with the director and assistant of the USD Athletic Department of Communication to gather as much insight as possible from the hands of the social media writers. The officials identified four main audiences they focus on: recruits, parents and family, donors, and media. They measure success primarily through likes, comments, and reposts. A challenge the university faces is being a small private university. However, successful athletic teams provide an opportunity for the school to be recognized on much larger stages which allow for social media to enhance both the experience and fan engagement. Future work should expand to the broader West Coast Conference, other major NCAA conferences, or professional league sports to analyze how to effectively connect with audiences through social media and what this means from a marketing perspective.

COinS
 

Social Media as a Key Player in Collegiate Sport Communication

Historically, traditional media has been a middle man between sports teams and the public for communicating schedules, statistics, stories, and events. Today, social media provide an opportunity for a more direct communication process between team and fans. This study discussed the evolution of sports communication over historical eras while focusing on the direct communication between team and public in today's world of social media. This case focused on the University of San Diego Athletic Department's social media strategy in order to understand how their social media are developed and used. It compared their practices to other universities, such as those in the West Coast and Big Ten Athletic Conferences. Personal interviews were conducted with the director and assistant of the USD Athletic Department of Communication to gather as much insight as possible from the hands of the social media writers. The officials identified four main audiences they focus on: recruits, parents and family, donors, and media. They measure success primarily through likes, comments, and reposts. A challenge the university faces is being a small private university. However, successful athletic teams provide an opportunity for the school to be recognized on much larger stages which allow for social media to enhance both the experience and fan engagement. Future work should expand to the broader West Coast Conference, other major NCAA conferences, or professional league sports to analyze how to effectively connect with audiences through social media and what this means from a marketing perspective.

 

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