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Social media platforms may be new, but the strategic implementation of successful communications is not.
Fall is in the air, and with it comes the nation’s annual rite of pageantry and mayhem known as the college football season, which kicks off this Saturday and is sure to be a spectacle across multiple media – including digital and social. With this in mind, major collegiate organizations have been learning how channel these dedicated, vocal and emotional fans on social media and leveraging the passion they share on Twitter, Facebook, Instagram and other social networks.
It’s no longer enough to simply push promotions out to social media and passively read what fans are saying. It’s hard to imagine that just a few short years ago (in 2009), the SEC actually considered banning social media at sporting events, before adopting a much more realistic and beneficial not-for-profit social media policy – allowing fans to post updates and pictures, as long as they made no money doing so. However, in addition to social networks being a major source of news and information for fans, teams can also harness the medium as a marketing channel. There have been a few teams who using creative marketing strategies on social, have leveraged the interest in their team to yield impressive results and ROI. For example, social media engagement can often result in capturing unique email address entries, which can then be fed into a lead-nurturing program through a multichannel marketing system to drive sales. Last season, Michigan leveraged a unique promotion to reward fans while achieving the 1-million-fan milestone for their football page. At the conclusion of the campaign, Michigan had gained 17,914 new fans, including 9,512 unique email entries during the course of the promotion, and gained more than 4,600 new subscribers who chose to opt-in to receive their Michigan Insider email.
The University of Florida has been utilizing social media to help draw in top recruits to the Gator football team. According to a recent ESPN article, coach high school coach Bobby Raulerson has said that the social media tactics employed by UF are certainly working.
The University of Oregon Ducks made waves last season when they unveiled their social media command center, which they dubbed the “Quack Cave.” Known for innovation across all aspects of its brand, it was no surprise that UofO became the first athletics program in the NCAA to create a dedicated social media command center.

The command center was built to monitor all the social media buzz associated with the Ducks, including content generated by their coaches, players, teams and fans to further amplify the social energy surrounding Oregon Athletics.
After seeing the success of the University of Oregon’s Quack Cave, the University of Virginia will be unveiling their own social media command center in time for this fall’s football season.
Dubbed Wahoo Central, the command center will aggregate, share, and push social media content from multiple platforms to its fans. This entry was posted in Social Media Marketing, User-Generated Content and tagged sports and social media by Julie Blakley.Julie Blakley was the Digital Marketing Manager for Postano, where she was in charge of managing everything from content creation to social media to SEO. It has been 16 years since the University of Michigan won a national championship in college football, but they are the kings when it comes to social media.
In fact, only six college sports programs have more than 65,000 Twitter followers and two are from the University of Michigan.
A month after its first social media director abruptly resigned due to an inaccurate resume, the University of Michigan is looking to fill the position again. The Ann Arbor school posted an opening for a social media director on its job postings website Wednesday. Former U-M social media director Jordan Miller resigned in December after it was revealed that she did not graduate from Columbia College or obtain a four-year degree as she had stated on her job application and resume. Duties, according to the posting, include developing a social media strategy, making "U-M a notable personality that's follow-worthy and likable," constructing "a listening framework," and monitoring and commenting "on trends in social media," among other tasks. The director, described in the posting as the "university's primary social media advocate," will supervise a social media specialist and interns.
Ensure you are properly seizing the available opportunity to elevate the perception of our programs, and success of the University as a whole. Turning that loyalty into ticket, memorabilia and other sales makes it essential for sports organizations to not only be present on social, but also to use fan-generated content to further these goals.

In fact, social networks have become the go-to resource for many fans seeking fan photos, news, information and behind-the-scenes peeks for their favorite teams. Used effectively, social media can increase fan bases, sell merchandise and tickets, solicit interest in the school and, in some cases, even procure ESPN game day coverage. Combined correspondence from both social media and email marketing drives significant ticket sales for the football powerhouse.
The University will also be sourcing fan-generated content and posting fan tweets on the stadium’s jumbotron during the game.
A University of Oregon Journalism graduate, Julie found herself working in the world of digital marketing and media after college and hasn't looked back since. He or she will be charged with drafting a social media brand style guide, according to the posting. Like major consumer brands, many sports organizations have already tapped into the power of social media in order to increase fan loyalty and deliver a significant return on investment. The University of Illinois is encouraging fans to Tweet or Instagram photos of themselves tailgating, cheering at the game or watching at home in their Illini gear using the hashtag #Illini.
Five years later, she's applied her innate curiosity (and inner geek) that led her into journalism to the world of tech, web writing, social media and marketing businesses online. Selected photos will be retweeted and shared by the official Fighting Illini social media accounts.

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