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Gaining S-T-E-A-M: A General Athletic Department Social Media Strategy, Brendan O'Hallarn, Craig A. Morehead, Shana L. Pribesh

Educational Foundations & Leadership Faculty Publications

In the 10 years since the invention of Facebook, social media sites have become an indispensable part of the marketing and communications strategy employed by a broad spectrum of organizations, including university athletic departments. While social media is almost universally used, a review of academic literature suggests the study of deployment of social media resources, and analysis of their effectiveness, is still very much in preliminary stages. Professional literature on social media use is out in front of peer-reviewed research. Therefore, we use Funk’s framework for social media practices as a point of departure, offering a social media strategy specifically …