This document discusses social media in the context of collegiate athletics and provides recommendations for a social media plan. It explains how different social media platforms can be used to engage fans of a university's athletic programs. It recommends that universities get executive support, understand applicable rules and regulations, maximize staff resources, monitor their brand and messaging, and pay attention to customer feedback on social media. Following these recommendations can help universities effectively utilize social media to promote their athletic programs.

1. Social Media in the
Business of
Collegiate Athletics
COMMUNICATIONS PLAN
by Nicholas Chartain
Communication in Organizations
COMM4011/6011:

2. SOCIAL MEDIA EXPLAINED IN THE CONTEXT OF TIGER ATHLETICSC
Facebook I like University of Memphis Tiger Athletics.
Twitter Go Lady Tigers! Beat UAB #MemphisVolleyball #C*USA
Foursquare Checked in at FedExForum for the basketball game vs. Tulane.
Instagram Here’s a picture of a wicked dunk against East Carolina.
Youtube Here’s a video of the interception against USM.
LinkedIn
I was a starting lineman for 3 seasons (2008-10). My strength is wildcat offensive
strategy.
Pinterest Here’s a list of the all time greatest athletes from U of Memphis.
Google+
I’m a proud Memphis Tiger (c/o 2000), Former starting point guard, and I am a
current booster.
Blog My personal thoughts on U of M’s football performance this season.
*Based on the Three Ships Media & Doug Ray’s Social Media Explained through Donuts
http://www.threeshipsmedia.com/social-media-and-donuts/

3. Recommendations for a
social media plan
• Get the executives on board and
leading the charge.
• Know the rules and regulations of
social media usage.
• Maximize human capital &
workflow management.
• Monitor your message & Control
your brand.
• Pay attention to your customers.

4. GET THE EXECUTIVES ON BOARD
In a top-down organizational structure, gain the support
of the high-ranking executives with the development of a
social media strategy (Brito 2011). Social media works
better when organizations are comfortable surrendering
formal control and dispersing the responsibility of social
networking throughout the organization and its
stakeholders (Metzgar & Maruggi 2009).

5. KNOW THE RULES & REGS OF SOCIAL MEDIA USAGE
Certain industries have oversight agencies that regulate
the way that they can interact, for example with college
athletics, the NCAA sets the standards and provides
governance for any electronic interactions by college
athletics departments. It is important that when
developing a social media strategy, the organizations
follows all the rules and standards of industry.

6. MAXIMIZE HUMAN CAPITAL & WORKFLOW MANAGEMENT
In a top-down organizational structure, gain the support
of the high-ranking executives with the development of a
social media strategy (Brito 2011). Social media works
better when organizations are comfortable surrendering
formal control and dispersing the responsibility of social
networking throughout the organization and its
stakeholders (Metzgar & Maruggi 2009).

7. MONITOR YOUR MESSAGE & CONTROL YOUR BRAND
A primary rule in public relations and corporate
communications is stay ahead of the story. However,
social media makes it increasingly more difficult to do
so; as many different people can put any information out
about the organization. Therefore, an organization must
ensure that the messages it distributes are extremely
directed to their goals and branding.

8. PAY ATTENTION TO YOUR CUSTOMERS
The success of social media is due in part to its
accessibility and interactivity; especially as it has mowed
down many of the barriers that have held marginalized
populations (i.e. minorities, lower socioeconomic status,
etc.) silent in the past. Additionally, taking into account
feedback from stakeholders outside the organization
builds trust and mutual loyalty. Paying attention to
complaints and addressing them promptly can be as
effective in customer retentions as a customer having a
positive experience outright.

9. Conclusion
The growing accessibility and availability of social media will continue to
affect the outcome of any business, professional, or social endeavors.
Social media outlets coupled with the fingertip technology of smart
phones, iPads, tablets, netbooks, and other mobile devices have created an
opportunity for business expansion and can be molded into a great asset
with proper application.