college athletics social media: who's in charge?
TRANSCRIPT
Social Media: Who’s in Charge?
June 15, 2015
Most Popular Social Media Channels for College Athletic Departments
Source: 2014 CoSIDA Social Media Survey
Who is ultimately in charge of social media?
» Director of Communications (73%)
» Director of Social Media (11%)
» Director of Marketing (8%)
» Athletic Director (8%)
Source: 2014 CoSIDA Social Media Survey
Which office primarily manages social media?
CoSIDA Social Media Survey
» Communications (76%)
» Marketing (4%)
» Shared partnership with collaboration(15%)
» Shared but no collaboration (5%)
NACMA Social Media Survey (informal)
» Communications (52%)
» Marketing (18%)
» Social Media Director (2%)
» Other (29%)
Who else has accounts associated with the athletic department? » Coaches (72%)
» Athletic Director (34%)
» Marketing/promotions (27%)
» Student Athlete Advisory Council (26%)
» Mascot (24%)
» Compliance (21%)
» Student Athletes (18%)
» Development (13%)
» Trainers (13%)
» Ticketing (10%)
Who is accessing accounts?
» Interns
» Student Athletes
» Multiple administrators
The issues
» Are goals defined? Measured?
» Consistency
» Voice
» News
» Following department policy
Social Media Management
44%
56%
Do you have an internal social media management policy?
Yes
No
Source: 2014 CoSIDA Social Media Survey
Minimizing Risk
» Training
» Passwords
23%
77%
Do you require social media training for all users?
Yes
No
Source: 2014 CoSIDA Social Media Survey
Negative Comments
Crisis Communication
» Frequency and intensity of conversations
» Sentiment or tone of posts and patterns
» Key fans or critics, and frequency of their posts, and what their key message is
» Incorrect information, misquotations, and slander
» A pattern of comments that uncovers an organizational blind spot or a “ball that has been dropped”
» Legitimate requests for information in a crisis
» Negative incidents that could bubble up into a crisis
» Breaking news concerning the brand, especially from influential non-mainstream media
Look for signs, warnings and patterns that may include one or more of the following:
