The Examination of Social Media in NCAA Division II Institutions
Transcript of The Examination of Social Media in NCAA Division II Institutions
Review of Literature
• Define Social Media
• Businesses’ Use of Social Media
• Social Media as an Integrated Marketing Communications
tool
• Measurement of social media
• Higher Education’s use of social media
• Social Media as a branding tool in collegiate athletics
• Conclusion
• Research Questions
Social Media Defined
• “Encompassing a wide range of online, word-of-mouth
forums including blogs, company sponsored discussion
boards and chat rooms, consumer-to-consumer e-mail,
consumer product or service ratings websites and forums,
Internet discussion boards and forums, moblogs (sites
containing digital audio, images, movies, or photographs),
and social networking websites” (Mangold & Faulds,
2009)
3 Major Types of Social Media
• Social Networking sites-
• Social Bookmarking Sites-
• Social Video Sharing sites-
Business Use of Social Media is on the
Rise• Hiring social media professionals
• In April of 2011 Kronos, Phillips, Pitney Bowes, Princeton
Review, TD-Ameritrade, WM were all seeking social
media managers (Montavlo, 2010).
Business Use of Social Media as an
Integrated Marketing Communications
Tool (IMC)
“IMC is the concept and process of strategically managing
audience-focused, channel-centered, and result-driven
brand communication programs over time” (Klitachko,
2010)
IMC Activities Using Social Media
• Product promotion
• Communicating with consumers- Listen, Create a
strategic plan, Send and receive messages
• Branding
Measurement of Social Media Activities by
Businesses • Traditional measurement tools fall short
• Often times social media measurement metrics are
created
Social Media Regulation
• Organization regulating employee use
• NFL and Chad Ochocinco
• Tweets are prohibited 90 minutes before kickoff
• Ochocinco Tweeted within that window
• The NFL fined Ochocinco $25,000
Using Social Media to Recruit Employees
• Matt Alder of MetaShift
“Linkedin is a living database that allows recruiters
to connect with the top talent…companies that do not
employ these strategies are at a real disadvantage”
(Stevens, 2011, p. 10).
Higher Education’s use of Social Media
• Social media is used by 100% of four year colleges and
universities (Barnes & Lescault, 2010).
Higher Education using Social Media as a
Branding Tool
• UC Berkley and UC Irvine
• Created a Facebook campaign for current students
• Maryland’s Fear the Turtle Campaign
• Used YouTube to distribute videos
Using Social Media to Recruit Potential
Students • Institutions are using social media to spearhead recruiting
efforts
Social Media as a Learning Tool
• 80% of college professors are using social media in the
classroom (Joly, 2010)
• May be a response to a demand for college graduates to
have social media skills upon graduation (Montavlo, 2010)
Social Media and Collegiate Athletic
Departments • Social media is being used in a variety of ways by college
athletic departments (Miller, 2012).
• Cooper’s (2010) research is the major work on social
media
• NCAA recommends using social media
• Factors that influence use are: goals, perspective, budget,
and division affiliation (Burden & Li, 2003).
Using Social Media to Communicate with
Fans and consumers • Use as an IMC Tool
- University of Washington used a social media campaign to increase
ticket sales.
• Effectiveness
Measurement of Social Media
• Traditional marketing metrics such as ROI can not be
used. (Kryder, 2011).
• Metrics are created in order to better explain the
effectiveness of social media.
Overview
• Social media use is vast
• Social Media has the ability to play multiple roles
• Social media is being used as a marketing tool but cannot
be measured with traditional marketing metrics.
Research Questions
• RQ1-What social media is being used by NCAA Division II
athletic departments?
• RQ2- How do NCAA Division II athletic departments use
social media?
• RQ3- How do NCAA Division II athletic departments
perceive social media as a marketing tool?
Instrument
• Adapted from Grainger’s (2010) work titled “Social Media
and the Fortune 500”
• Each section coincides with a research question and has
different types of questions
• Section 2- “sometimes” “always” “never”
• Section 3- 7 point Likert scale
• 3 experts from the field were given the instrument and
provided feedback
Sample
• 302 NCAA Division II institutions were contacted
• Athletic Director and Sports Information Director received
the instrument
• Schools were located through NCAA.org, and email
addresses were obtained through the athletic department
websites.
Procedures
• Qualtrics was used to distribute instrument
• Data was collected March 12, 2012 to April 8, 2012
Limitations
• Low response rate
• Potential for one institution to be represented twice in the
sample.
Results and Discussion
• RQ1- What social media are NCAA Division II athletic
departments using?
100%
93%
79%
SOCIAL MEDIA USE BY NCAA DIVISION II ATHLETIC
DEPARTMENTS
Social Media Number of Users Number of Non Users Percent
Facebook 82 0 100%
Twitter 77 5 93%
YouTube 65 17 79%
Google+ 7 75 8%
Linkedin 4 78 5%
MySpace 3 79 3%
Linkedin 2 80 2%
RQ2- How do NCAA Division II athletic
departments use social media? • 84% are “always” using social media to communicate
with students
• 74% are “always” using social media to direct people to
the athletic department website.
RQ 2 Continued
Table 2
How are NCAA Division II athletic departments using social media?
Use Sometimes Always Never
Communicate with Current Students 14% 84% 1%
Direct to Athletic Dept. Website 25% 74% 0%
Increase WOM 39% 69% 0%
Recruit Students 62% 14% 24%
Communicate with Media 59% 24% 16%
Promote Games, Contests or Events 38% 20% 41%
Communicate with Others Inside Your Institution 54% 25% 20%
Interact with Fans/Community 31% 67% 3%
Communicate With Alumni 55% 39% 7%
RQ3- How do NCAA Division II athletic
departments perceive social media as a
marketing tool
• 54% “Strongly Agree” and 30% “Agree” that social media
is an important marketing tool
• 34% “Somewhat Agree” and 45% “Strongly Agree” that
social media is an effective way to reach consumers
• 63% “Agree” and 23% “Strongly Agree” that social media
are growing in significance as a marketing tool in their
athletic department
Question Strongly
Disagree
Some
What
Disagree
Disagree Neither
Agree /
Disagree
Agree Some
What
Agree
Strongly
Agree
Important
marketing
tool 2% 0% 0% 1% 11% 30% 54%
Effective
ways to
interact
with
Consumer
2% 0% 0% 2% 15% 34% 45%
Reach new
consumers
0% 1% 0% 2% 23% 35% 38%
Central to
marketing
efforts1% 1% 0% 8% 35% 31% 21%
Questions Strongly
Disagree
Some
What
Disagree
Disagree Neither
Disagree
Agree
Agree Some
What
Agree
Strongly
Agree
Peripheral
To
marketing
Efforts 5% 12% 5% 5% 22% 40% 7%
Skeptical of
S.M.
16% 45% 21% 9% 5% 1% 0%
S.M.
Growing in
Significance
0% 0% 0% 1% 15% 63% 20%
S.M. Over
Hyped
As
marketing
Tools 19% 36% 17% 16% 6% 2% 0%
Question Strongly
Disagree
Some
What
Disagree
Disagree Neither
Agree
Disagree
Agree Some
What
Agree
Strongly
Agree
Considering
New ways
to
implement
S.M. As a
marketing
tool
0% 0% 1% 2% 22% 47% 19%
S.M are
always
considered
when
designing a
Marketing
plan 0% 1% 8% 18% 22% 40% 8%
Discussion
• Facebook, Twitter, and Youtube are the most used social
media.
• The primary functions of social media are:
• to communicate with students
• drive people to the athletic department website
• increase Word of Mouth Marketing
Social Media as a Marketing Tool?
• Social media is perceived as an effective marketing tool.
• It will play many roles as it uses continue to evolve.
Future Exploration
• Why is social media the chosen medium to communicate
with current students?
• What influences NCAA Division II athletic departments to
use social media as a marketing tool?
More Exploration?
• How do NCAA Division II athletic departments measure
the effectiveness of social media ventures?
• What social media do NCAA Division II athletic
departments perceive as effective?
Recap
• Facebook, Twitter, and Youtube are vastly used.
• Social media is used to:
• communicate with current students
• drive people to the athletic department website
• increase WOM
• Social media is perceived as and effective marketing tool.
• Future exploration is necessary
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