1. EXAMINATION OF SOCIAL
MEDIA IN NCAA DII
INSTITUTIONS
JJ Truman

2. Outline
Review of Literature
Methodology
Results and Discussion

3. 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

4. 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)

5. 3 Major Types of Social Media
• Social Networking sites-
• Social Bookmarking Sites-
• Social Video Sharing sites-

6. 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).

7. 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)

8. IMC Activities Using Social Media
• Product promotion
• Communicating with consumers- Listen, Create a
strategic plan, Send and receive messages
• Branding

9. Measurement of Social Media Activities by
Businesses
• Traditional measurement tools fall short
• Often times social media measurement metrics are
created

10. 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

11. 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).

12. Higher Education’s use of Social Media
• Social media is used by 100% of four year colleges and
universities (Barnes & Lescault, 2010).

13. 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

14. Using Social Media to Recruit Potential
Students
• Institutions are using social media to spearhead recruiting
efforts

15. 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)

16. 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).

17. 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

18. 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.

19. 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.

20. 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?

21. Methodology
• Instrument
• Sample
• Procedures
• Analysis
• Limitations

22. 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

23. 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.

24. Procedures
• Qualtrics was used to distribute instrument
• Data was collected March 12, 2012 to April 8, 2012

25. Analysis
• Descriptive statistics were used to analyze the data
• The survey garnered 82 responses

26. Limitations
• Low response rate
• Potential for one institution to be represented twice in the
sample.

27. Results and Discussion
• RQ1- What social media are NCAA Division II athletic
departments using?
100%
93%
79%

28. 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%

29. 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.

30. 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%

31. 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

32. Question Strongly Some Disagree Neither Agree Some Strongly
Disagree What Agree / What Agree
Disagree Disagree 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
efforts
1% 1% 0% 8% 35% 31% 21%

33. Questions Strongly Some Disagree Neither Agree Some Strongly
Disagree What Disagree What Agree
Disagree Agree 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%

34. Question Strongly Some Disagree Neither Agree Some Strongly
Disagree What Agree What Agree
Disagree Disagree 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%

35. 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

36. 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.

37. 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?

38. 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?

39. 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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