EXAMINATION OF SOCIAL

MEDIA IN NCAA DII

INSTITUTIONS

JJ Truman

Outline

Review of Literature

Methodology

Results and Discussion

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?

Methodology

• Instrument

• Sample

• Procedures

• Analysis

• Limitations

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

Analysis

• Descriptive statistics were used to analyze the data

• The survey garnered 82 responses

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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