Web for Mass Communication- English-Final Project
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Transcript of Web for Mass Communication- English-Final Project
NCAA Men’s College Basketball Teams And Players SHOULD Use
Social MediaCaroline Long
What will be discussed today:Reasons why NCAA men’s college
basketball teams should use social media
Positives from using social media
Positives with NCAA men’s college basketball players using social media
By adhering to team social media policies
Negatives with NCAA men’s college basketball players using social media
Why should NCAA men’s basketball teams use Social Media?1. To have a strong media
presence2. To recruit3. To build their social media fan
base to further engagement with their fans
4. To go visual
1.To have a strong media presenceTop 10 NCAA men’s basketball
teams
Active on several social platforms
Targeting young consumers, alumni and basketball fans
Social presences are focused more on consumer-oriented networks: Facebook, Instagram, YouTube and Twitter
We see this same trend with business-to-consumer organizations
Need to be active to reach their audience
Villanova, after a week, had 285 aggregate social posts across six networks
217 tweets, 32 Facebook posts, 4 YouTube posts, and 32 Instagram posts
Number one in this category
Villanova has appeared in the NCAA Tournament 35 times, the 8th highest total in NCAA history (ESPN)
Kansas has the most followers across the top 6 social networks
638,000 combined followers. Duke and Kentucky also lead
These three teams have been performance leaders on the court for decades
Dawson, 2015
Visuals of the top 10 NCAA men’s basketball team social media presence
Dawson, 2015
2. To recruitCoaches are using social media to check on
possible recruits
Most kids in high school are active on social media and it is a perfect place for coaches to check their activity
Social media and NCAA recruiting go hand-in-hand
Mike Elder, Avon football coach said, “What you put out there is your brand and how you want to be perceived. Recruiters want to see what kind of person you are because they’re making a major investment in you. If you’re putting the wrong things out there, I can promise you, that recruiting will end.”
Social media shows a lot about an individual's character, that is why potential schools keep up with their recruits on social media sites
Patsko, 2015
Example of a coach using Twitter to recruitAthlete, Justice Alexander, has Tweeted more than 1,100 times in just a year's time
He told the public “College coaches were the main reason I got on Twitter. They would say, ‘Follow me on Twitter.’ I said, ‘I don’t have Twitter.’ They’d say, ‘Get on there so you can DM me questions.’”
He used Twitter to post a picture of himself with Michigan State football recruits standing with coach Mark Dantonio
Social media has been used by recruits to
Promote highlight videos to
Contact coaches
Announce verbal commitments
The NCAA limits phone calls and text messages between coaches and players
Coaches get unlimited social media contact with potential recruits beginning after Sept. 1 of the recruit’s junior year.
Patsko, 2015
Example of recruit making a mistakeNew Hampshire HS Basketball Player of the Year Loses
Award After Obscene TweetThis player was getting recruited by top
notch schools and he lost this award and recruitment from schools
“Pembroke Academy (Pembroke, N.H.) Pat Welch was named the Division II Player of the Year earlier this month, but he was recently stripped of the title after his team won the NHIAA Division II boys' basketball state title because of an obscene tweet (Newport).”
The tweet, which contained profanity, was directed at the team he had just defeated
Newport, 2014
3. To build their social media fanbaseFirst, teams need to have one main
name and logo for all their social networks
Easier for users to find
Need to use the same description and bio language
Use consistent hashtagsExample:
Duke men’s basketball team uses three different profile names and descriptions
1. Duke MBB2. Duke Basketball3. Duke Blue Planet
○ This makes it harder for users to find one credible source
Keep it simple
Building a relationship with your fanbase is very important
“Relationship marketing is a way to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met (Watkins, 2014).”
On the subject of using social media, Indiana athletic department’s social media coordinator, Shana Daniels, said one of the main reasons for the use is to build a relationship with the fans (Talty, 2011)
More than 800 million people are on Facebook and 300 million on Twitter.
Athletic departments need to make sense of these social networks
Watkins, 2014; Dawson, 2015; Talty, 2011
“The Five Best College Basketball Teams Utilizing Twitter “The most successful universities are leading the way in social media
They are “models” for other teams to look up to in order to gain more fans, recruits and attention
Their use has changed normal fans into DIEHARD fansHere are the 5 NCAA men’s basketball teams who are successful on social media
networks:
The Five Best College Basketball Teams Utilizing Twitter - SportTechie, 2014
The 5 Most Successful NCAA Men’s Basketball Teams On Social Media1. North Carolina Tar Heels - In 2014, they had the number one Twitter
account in the NCAA with over 140,000 followers. Today, they have over 260,000 followers on Twitter.
2. Akron Zips- Wanted to replace player’s last names on their jerseys with individual Twitter handles in an attempt to expand their fan base. Failed but gained more fans.
3. Duke Blue Devils- Second largest Twitter following. Used Google+ to video chat with fans and answer their questions. In 2013, Duke players teamed up with players on the 2010 National Championship Team to create the DBP Hangout (#DBPHangout). The Hangout was streamed live on Duke’s YouTube page, which expanded their fan base.
4. Kentucky Wildcats- Most historic and successful basketball programs in the country. Their coach has over 1.25 million followers. They first launched hype videos on Instagram to further excite their fans.
5. Michigan Wolverines- Has one of the largest Twitter accounts in college basketball. They connect with fans directly more than other teams. The Five Best College Basketball Teams Utilizing Twitter -
SportTechie, 2014
Visual On Facebook Fan Pages By States
Yancey
Facebook created a map split up county by county, which showed the users’ likes on team’s Facebook fan pages.
4. To go visualTeams need to use captivating
pictures, images and videos to engage with their audience
With the use of visuals, teams will benefit the ease of engagement and instantaneous connection between fans and their favorite teams
Can lead fans to build a greater loyalty to a certain team
Social media is no longer just a place to connect with friends and family
Place for doing business
Sport organizations should integrate into it
Hipke and Hachtmann, 2014; Thompson et al., 2014
A website is no longer enough
Need to meet people where they are now
That is visual
Continue...The Carolina Tar Heels used
a snip of this video and put it on their Instagram page
Made fans who did not make it to the event feel included
Let fans get to know the team a little better
Showed UNC cares about their fans by sharing that moment with them
Youtube
Positives with NCAA men’s college basketball players using social media1. To have a POSITIVE
IMPACT on society2. To receive POSITIVE
ATTENTION
1.To have a POSITIVE impact on societyFirst, many colleges now have social media policies put in place for
their athletes to adhere to and they strictly follow them
Most of these policies restrict what student-athletes can say online
First Amendment rights
At public universities the policies could be infringing on students' rights
Not legally able to restrict speech, online or otherwise
Private universities are not bound by the First Amendment protections
These universities are not saying , “Don't have Twitter. Don't have Facebook. Don't do Instagram."
They just warn their athletes to “Be responsible”
Elliot, 2014
Example of social media policyUGA men’s basketball social networking
policy:
Facebook and similar sites: post nothing that would offend your family, team, or coach, make private;
Anything you write can and will be quoted
Twitter is only allowed with a signed agreement with Coach Fox and can be disallowed at any time
Link to a digital copy of this policy:https://www.documentcloud.org/documents/
1087509-uga-teams.html#document/p2/a150061
University of Georgia team policies
Team policies during March MadnessMichigan State University, coached by Tom Izzo, and the University of Kentucky, coached
by Jon Calipari, have been dominating forces in men’s college basketball for years
Izzo bans his players from posting to their social media accounts during the season, which includes March Madness
Calipari, though, embraces social media as “A way to give fans a behind-the-scenes look at college basketball life”
Small businesses face this choice when determining their policies about employee social media use
Eric Vidal, director of product marketing, said, "There's no right or wrong answer for how present a business or team should be on social media. Rather, it's about finding a happy medium that works for your company and its goals, something both of these teams have done.”
Fallon, 2014
Team policies during March Madness Continue… Vidal shared 3 lessons teams can take away based on his observations of
NCAA social media strategies:
Establish guidelines. Take the time to put guidelines in place about what is acceptable to post and what's not.
Be conversational and authentic. March Madness is full of emotion, and players and coaches aren't afraid to show this passion, either on the court or off it, via their social media accounts. This aspect of the game helps connect the players to their fans.
Educate your team about your messaging strategies. In basketball, if the whole team isn't on board with a play, it's not going to work. Need everyone on board.
Here is the link to check out his advice to business’:http://www.businessnewsdaily.com/6167-march-madness-social-
media-lessons.html Fallon, 2014
Continue… to have a POSITIVE impact on societyBuilds Relationships
Must be high levels of social media involvement for relationship building to be effective
Twitter's two-way dialogic capabilities on the internet and its open-nature on the site allows Twitter to be effective for building relationships
The structural features of social media allow for such interactions to take place in an online environment
Personal Branding
The athlete chooses how they want to be represented
Send the right message out to the public
Positive informationThere are many examples of what
not to do, but there are positive examples of how athletes can use social media
Watkins, 2014; Gaoi, 2013
Example: POSITIVE impact on society Boston College basketball team signs
9-year-old cancer patient
Boston College men’s basketball team tweeted out to their followers that they signed a new member to their team
9-year-old Quinn Amsler, diagnosed with sarcoma was undergoing physical therapy and chemotherapy
Quinn is an official member of the Boston College men’s basketball team
○ Able to spend the season with players and coaches
Positive example on how the team and its members used social media in a positive way
Boston College, 2015
2. To receive POSITIVE ATTENTIONThe media usually focuses on athlete’s
negative uses on social media, but those negative uses can also be used for positive uses to gain attention
Social media has changed the traditional way athletes interact
They can respond to tweets and comments
Their fans feel closer to them
Social Media can help athletes meet needs such as:
Entertainment
Information gathering
Duke fans showing some love to Jahlil Okafor who actively used and uses social media to interact with fans.
Yuan and Shuhua, 2015
Continue… To receive POSITIVE ATTENTION Sports fans said they use social media
not only for fandom and to find information, they use it for direct communication with the players and teams
Sometimes this communication is negative from fans and the athletes have to be disciplined
Can’t act in the moment and reply in a rude manner because that will hurt their reputation
Even though these are NBA players in this video, these type of tweets come in by the thousands to college players, especially if they lost a game
Excuse some of the language, but when players receive harsh tweets like these and they reply in a positive manner, they gain a lot of respect
Yuan and Shuhua, 2015
The importance of social media for athletesCCR CEO Shane Howard talks about the importance of social media
for athletes
Youtube
Continue… To receive POSITIVE ATTENTION Some universities policies have
rules that do not allow their athletes to Tweet until a certain period time
Could be after the season is over
Could be after a game
Not all schools have the same rules
The Carolina Tar Heels use their social media before or after games
The point guard, Marcus Paige, uses his tweets to thank, interact with fans and communicate with his team
Receives positive attention from these tweets
Stanley, 2014
There are negatives to NCAA men’s college basketball players using social media
1.Social media can damage the athlete’s reputation and sometimes get them in trouble with the school or a higher authority
2.An athlete’s mistake on social media can give their university a bad name in the public's eyes
1. Social media can damage an athlete’s reputation
Kansas State dismissed more than one basketball player for causing stir on twitter. Malek Harris and Marcus Foster were two of those players. Kansas State said they have very high standards for their players and if they do not live up to those expectations they will be dismissed. After this news, some others began to transfer
The only player left from the freshman class was Wesley Iwundu, and he caused a stir on Twitter as well by saying:
“Yea it's over ... I'm gone”
That tweet was deleted later in the morning and he stayed around
Although Harris got kicked off the team, he was still able to use Twitter to thank his fans
Corbitt, 2015
Players kicked off their teams for tweetsRedshirt freshman, DJ Gardner, tweeted
his displeasure about Mississippi State basketball bureaucracy then he was kicked off the team
One tweet led to the fall of his basketball career at the university
Thomas de Thaey's played basketball for NC State and he was not happy with his playing time so he went on a Twitter rampage about his coach and was kicked off
2. Social media can damage a university's reputation When these players mess up,
it makes their school look bad as well
Their actions on social media reflect directly on the school
Their actions on social media also reflect not only on themselves, but their whole team and coaching staff
HAVE to be careful what they post
Former Kentucky men’s basketball player sends risky tweet
Former Wildcat sends out a tweet once he is in the NBA that made the University of Kentucky look bad
People can make assumptions that Kentucky players get special treatment
His tweet could have gotten himself in trouble and the university
This tweet was seen by thousands of people
Athlete’s need to be careful what they tweet to the public
Sarkisova and Parham, 2013
Works CitedBoston College basketball team signs 9-year-old cancer patient. (2015, October 10). Kirotv
Corbitt, K. (2015, April 17). K-State basketball's Malek Harris dismissed; Wesley Iwundu causes
stir on Twitter.
Dawson, M. (2015, March 23). 6 social media lessons from NCAA basketball's top teams.
Elliot, D. (2014, March 27). College basketball social media policy: Just one girlfriend, "not two or three"
Fallon, N. (2014, April 1). Tweeting to Win: 3 March Madness Social Media Lessons.
Gaoi, M. (2013, October). Blog: 9 Social Media Dos and Don'ts for Student-Athletes - Athletic Business.
Works CitedHipke, M., & Hachtmann, F. (2014). Game Changer: A Case Study of Social-Media Strategy in Big Ten
Athletic Departments. International Journal Of Sport Communication.
Newport, K. (2014, March 28). HS Player Loses Award After Tweet.
Patsko, S. (2015, February 3). How social media behavior of high school athletes can negatively impact
NCAA recruiting.
Patsko, S. (2015, February 2). How social media, NCAA recruiting go hand-in-hand, from first contact
through National Signing Day 2015
Sarkisova, G., & Parham, J. (2013, March 19). 15 College Athletes Who Got in Trouble Using Twitter -
Thomas de Thaey.
Works Cited Stanley, Clayton V., (2014) Fans use of Twitter in College Athletics. Sport Management Undergraduate.
Paper 12.
Talty, J. (2011, December 15). How Social Media Affects College Athletics.
The Five Best College Basketball Teams Utilizing Twitter - SportTechie. (2014, January 22).
Thompson, A., Martin, A. J., Gee, S., & Eagleman, A. N. (2014). Examining the Development of a Social
Media Strategy for a National Sport Organisation. Journal Of Applied Sport Management
University of Georgia team policies. (n.d.).
Works Cited Watkins, B. (2014, January). Building Brand Relationships Online And Offline: A Comparison Of Social
Media And Marketplace Characteristics. American Academy of Advertising. Conference. Proceedings
(Online) (p. 71). American Academy of Advertising.
Yancey, B. (n.d.). How the NCAA Tournament creates March Madness on social media.
Yuan, W., & Shuhua, Z. (2015). How Do Sports Organizations Use Social Media to Build Relationships? A
Content Analysis of NBA Clubs' Twitter Use. International Journal Of Sport Communication, 8(2), 133-148.