Athletic Administrators Sound Off on Twitter

After taking a college football season sabbatical from the blog, I set off last week to write a follow up piece on how twitter is being used in college athletics. It had been six months since I wrote about athletic directors and twitter and I had observed first hand how the usage of twitter had evolved, increased and improved in college athletics. I reached out to some of the athletic directors, conference staffers and athletic administrators who I enjoy following on twitter and asked them a few questions about their experience. Not surprisingly, I found their insights extremely thoughtful and valuable. It became clear that instead of sharing my views on the topic, the best thing to do was to allow others in college athletics to read what their peers had to say. Hopefully you enjoy their insights and then take the time to post your thoughts about why you use twitter, what has surprised you the most and what advice you would give to others in the industry about twitter.

Without further ado, here’s what they had to say:

Why did you choose to use twitter?

Ross Bjork (@Rossbjorkad) Athletic Director- Western Kentucky University
I discovered how useful twitter was in aggregating news stories in summer of 2009 and found it very effective in keeping up with the latest news around the world of sports. Once I became an AD it was my philosophy to be as accessible as possible to our fans and community and I thought Twitter was the perfect way to share messages and comments about our athletic program in a real time and immediate format.

Jim Fiore (@JDFiore) Athletic Director- Stony Brook University
Over the past several years we have been in the process of revamping Stony Brook’s image through a multitude of marketing strategies, including the increasingly popular social networking media tools, Facebook and Twitter. The Internet has proven to be one of the most effective ways to reach a wide audience, ranging from students and alumni to friends of the University, and other key supporters. Sites such as Twitter allows us to reach out to massive amounts of students, free of charge, to alert them about not just sporting events, but even deadlines and press releases. Therefore, it was only natural to utilize this extremely powerful marketing and promotional tool. Its a great way for me as an AD to info share and give insights on a number of levels. Personally, I chose Twitter on a recommendation from a friend. For me its my initial source of information and news. Especially regarding my interests, hobbies and profession. I love it.

Jamie Zaninovich (@WCC_Commish) Commissioner West Coast Conference
While I was admittedly skeptical of a medium whose focus is "what's happening?" in 140 characters or less, I soon enough recognized that twitter is an important emerging technology. The fact that it allows any user to tell his/her story and/or relay important information in a very immediate, concise, and directed manner makes it very powerful.

Craig Pintens (@lsupintens) Assistant Athletic Director Marketing- LSU
I started our twitter account at Marquette and when I came to LSU started managing some of our accounts. I realized I was relying on twitter for breaking news and wanted to sign up for my own account. When I made the decision to start tweeting I wanted to provide insight into LSU Athletics and have it as an extension of our customer service.

Bill McGillis (@USFInsiderBillM) Executive Associate AD University of South Florida
Wanted to experiment with emerging technology and trend to determine if useful in communicating with our constituents at USF

Chuck Dunlap (@SEC_Chuck) Assistant Commissioner- SEC
Necessity really. I was admittedly late to the Twitter party, but it has become a source of instant information and news, and in our world, you are a step behind to ourselves and those we serve if our friends and family who use Twitter get news and information before we do. So it’s a must for any of us in this day and age, at least to follow people, even if you don’t send information. With that said, one of many negatives about Twitter is often some of that “breaking news” can be completely inaccurate without any repercussions. I’ve heard Twitter referred to as a necessary evil in 2010 – I would tend to sometimes agree with that.

Dan Butterly (@DanButterly) Associate Commissioner- MWC
I chose Twitter initially due to some friendly pressure from my friends at SportzFan radio in Melbourne Australia. (http://sportzfanradio.com/). I am on the show every two weeks giving a report on U.S. sports and discussing the latest in the Mountain West Conference. Mark Seymour and the guys in studio kept asking me when I was going to get on Twitter and finally did about 18 months ago. I just unlocked my “following” feature and am starting to get some people following my account.

Eric Nichols (@ericnichols) Director of Marketing University of South Carolina
Primarily to learn the medium. There was also a bit of communicating transparency to Gamecock fans with some self-branding sprinkled on top.

Mike Richey (@mikericheymsu) Associate Athletic Director- Mississippi St University
I started using it to follow others and slowly started sending out my own tweets. I had a hard time believing anyone cared about what I had to say. I was a late adopter but when I started sending out tweets and started picking up followers I started tweeting more frequently. Not long after the Gator Bowl invitation, Scott Stricklin was getting a lot of tweets asking for game and ticket info and he sent out something saying "for Gator Bowl ticket information, follow Mike Richey". I rest of the day my email blew up as I picked up new followers. It was incredible seeing them pop in. Really showed me the true definition of "viral".

Mary Pink- (@maryzpink) Associate Athletic Director- Iowa St University
I started using Twitter because I wanted to learn more about it so we could use it for our department’s social media efforts. I had heard that many people found it to be a useful way to get information each day in a short, concise manner.

Brian Bowsher (@brianbowsher) Director of Marketing & Sales- Marquette University
We started our @muathletics Twitter account in February 2009, shortly after listening to a webinar presented by Kathleen Hessert. I was not too familiar with Twitter at the time, but it seemed like a worthwhile tool to communicate with fans and share content from our official website. We started slowly, posting about once a day, and our involvement has steadily grown over time.

Matt Beckman (@matthewbeckman) Director of Marketing- Gonzaga University
Twitter allows us to engage fans in a different and more personal medium than our website. We are able to send quick messages (most have links) to promote, reward, or pass along inside information for the fans. Twitter also allows for messages to be passed to others giving us “free advertising” in a way that we normally would not reach specific individuals.

Caleb Whitted (@cwhitted58) Varsity Club Assistant- Ball State University
I choose to start using Twitter because I had heard through a number of people that it was a great tool to share and receive information. I also thought that I could use the medium as a networking tool to meet other athletic administrators around the country. One of my best friends works in music public relations and he has really helped me to navigate the twitter medium. We both share best practices with each other to improve our content on twitter.

What do you like about twitter and what has surprised you the most?

Scott Stricklin- (@stricklinMSU) Athletic Director Mississippi St University
I've found Twitter to be a useful tool to powerfully communicate in real-time. And although I know it reaches a (growing) audience, I'm always surprised by the immediacy of the reaction I receive to things that are tweeted.

Chuck Dunlap (@SEC_Chuck)
Having a direct avenue to communicate with fans is a big plus, but can also be a negative given the passion fans can have for their teams. Being able to use Twitter to help push your message is a positive, as is fans being able to see and hear a hint of the personal side of the individuals who make up their favorite university, conference office, etc.. I think you will also see administrators use Twitter more and more to “fight back” to what they view as inaccurate information that may appear in published media reports, as well as push their message to their fans, opine about issues they are facing, etc.. My biggest surprise is how dangerous Twitter can be given how the media is able to use it for quotes, something many student-athletes around the country have learned the hard way this fall. The biggest thing that stands out to me on Twitter from my world is it has given many media members who have in the past not being able to publicly voice their opinions on matters (i.e. reporter or beat writer) the ability to give their opinions on any issue (something historically reserved for columnists) using Twitter that don’t appear in their actual articles. That and 3500 people in 9 months decided to follow my feed, which was another huge surprise.

Bill McGillis (@USFInsiderBillM)
1) Instant communication tool; 2) ability to reach hard-core fan in direct way; chance to engage constituents in fairly personal way; 3) Opportunity to share USF story; 4) Opportunity to share and enhance USF brand nationally; 5) fantastic source of industry news and idea generation; 6) professional relationships. Surprises: 1) "Junk" followers/spammers; 2) ease and simplicity of becoming comfortable with it

Jamie Zaninovich (@WCC_Commish)
What I like about twitter is its emergence as the modern day "wire service." By "following" those entities and/or individuals that are most relevant to my specific interests, I can stay current with information that I value most. This is not an easy thing to do in today's modern world where we are all bombarded with information due to the proliferation of information technology. I have been most surprised by the pace of growth of Twitter in the last 12-18 months. Its relevance has grown exponentially over this time period to the point where it now has become, in many instances, the medium of choice for significant announcements/breaking news.

Mary Pink- (@maryzpink)
I love being able to keep on top of stories as they develop. At first, I didn’t like that you could only use 140 characters but now I like the way that you can deliver a message in a concise way and get your point across quickly. I have learned a lot from reading articles that have been shared through Twitter that I otherwise wouldn’t have read. Twitter has also helped me forge new connections with people that I didn’t know in the business or in other areas.
It has surprised me how people can become the voice of a brand or situation through Twitter. Now, anyone can break a story or add to the story-Twitter has provided a voice for many others. As an example, Gene Smith was able to use his twitter feed to refute the story that Coach Tressel was leaving Ohio State. So, people really do listen to what you tweet and it can provide another great avenue for keeping your fans informed and customer service.


Craig Pintens (@lsupintens)
I feel like I have a better pulse of what is going on in the industry and with other schools. If there is breaking news, it happens on twitter, which has made me well-informed. The most surprising thing is how based on how and what people tweet you are able to get a small glimpse into their personality.

Ross Bjork (@rossbjorkad)
The part of twitter I like most is the instant release of information to a mass group of people. Surprises include how fast people respond to your tweets and what you say is taken very literally, so you can’t use too much humor or it could come back and bite you. I have also been surprised (and pleased) with how many of our student-athletes use twitter and follow my comments. When I say something about a Volleyball match, our kids love the support and know that you care.

Dan Butterly (@DanButterly)
I had some concerns related to privacy, but as I learned to use the system and realized what it is, I became a little more trusting of the opportunities it can offer. I was amazed at how much news and reporting you can get through Twitter versus full-time news and sports sites, as well as how much information you can get in 140 characters.

Jim Fiore (@JDFiore)
There are a number of reasons that make Twitter such a great marketing platform for relaying information. Not only is Twitter convenient, but often Twitter allows us to break news before anyone else. It helps us keep news fresh and exciting and can also create a sense of suspense when preparing for a special announcement or press release. We need people to know that once they’ve reached Long Island, they’ve reached Seawolves country. We can relay this information to all of Long Island through athletics and most importantly through the power of social media tools such as twitter. The most evident example was this past March 2010 when our Stony Brook men's basketball team earned its first-ever postseason appearance with a berth into the NIT. Even more incredible was the fact that our Seawolves were charged with hosting Big Ten member and top-seed Illinois in the first round. With only three days to sell out our arena, we took to Twitter to help advertise ticket sales for the game which resulted in a packed-out Stony Brook Arena and record 4,423 fans in attendance ---all without spending any money on print, radio, or television advertisements. What has surprised me the most is the huge reach and ease by which information is shared. The Twitter platform is perfect for a profession that has 18-22 year olds as its main constituents.

Eric Nichols (@EricNichols)
I have found I get 90% of my news from my twitter feeds. I like that I get bits of news as opposed to lengthy in-depth stories. My surprise would be my addiction probably.

Mike Richey (@mikericheymsu)
I like it just because of the speed of sharing information. I have been very surprised at the number of people who will initiate communication through direct messages rather than calling or emailing. Its impersonal but convenient.

Chris Syme (@cksyme) New Media/Communications/Marketing
I like the information curation function of Twitter the best--great source of information if you follow people who are mining info. Good way to get new info. Also, I like it for in-game but hasn't been as popular as Live Chat. What has surprised me the most is that more people aren't using it.

Brian Bowsher (@brianbowsher)
What I like best about Twitter is that it gives our department a channel to deliver extraordinary customer service to our fans. Twitter makes two-way conversation very easy, and our presence on the site gives fans the ability to interact with our department in a style that was not previously possible- tweeting with @muathletics makes fans feel personally connected with us on a 1-to-1 level. What has surprised me is just how actively our relatively small fanbase uses the platform and how online-savvy our fans are—the #mubb hashtag and/or Marquette is consistently the top trend in the city of Milwaukee on game days.

Caleb Whitted (@cwhitted58)
What I like best about Twitter is the speed with which communication can take place. Instead of waiting for the newspaper to come to my doorstep I can now check my Twitter account and be up to date on what is happening in the world of athletics long before the newspapers have had the opportunity to print the information on paper. What has surprised me the most about Twitter is the ability to connect with people from around the country and the sports industry. I have had the opportunity to interact with a number of athletic administrators that I would not have been able to interact with without this medium. Another surprising aspect of twitter for me was the ability to interact with donors and fans of the institution. For example, I may see where someone has posted a great pic of the football team. I am then able to retweet that picture and create a meaningful dialogue with that person.

Matt Beckman (@matthewbeckman)
I like the fact that we can update items quickly, engage fans, etc.Twitter allows for promotion, increased customer service, and twitter’s growth and adaption experienced a large jump in 2010. I believe facebook will still have more interactivity but twitter will remain a nice outlet to get short messages links out especially in the mobile realm where smartphone usage continues to grow.

What advice would you give other athletic administrators about using twitter and other social media platforms?

Craig Pintens (@lsupintens)
The best thing you can do is give a little personality. It isn't all Joe Friday with Just the Facts Ma'am. It needs to be an interaction with your fans and colleagues. If it isn't this, you are missing the boat. Also, if you are going to do it, treat social media like a press conference. If you wouldn't say it in a press conference or media interview than you probably should keep it to yourself. I am going to sound like a grumpy old man (I am getting older), but some of the younger people in our profession don't grasp this at all. Once you are in the public eye, and I would argue anyone in athletic administration is no matter what the level, you have to be careful of what you send out. What might be an innocent joke among friends could become a huge issue if picked up by a fan or media outlet.

Chuck Dunlap (@SEC_Chuck)
I think as long as you know that anything you write can and will be attributed as a direct quote as though you were talking to a media member, then that would be top advice I would give. Which can be difficult at times. Twitter makes it tempting to be more personal and open than you sometimes should be. I’ve been guilty of not following this as well at times! Twitter can be a very valuable resource, but as I stated already, can be dangerous as well. There’s not much of a filter on Twitter/social media. Education about the dangers of and do’s and don’ts of social media a university sets for it’s student athletes and staff would be advised (or coming up with a policy if don’t have one). Many of the SEC AD’s use Twitter actively, many of which can be very open, honest and humorous in their posts, as well as very informative. Many in our league use Twitter to break news, which they follow with stories on their website, blogs, etc.

Dan Butterly (@DanButterly)
As noted previously, it is a tremendous resource to get news and reports on the latest in your organization. I would encourage any athletic administrator to sign-up and test the service if they feel a little uncomfortable with the technology. See what others are doing in the industry and then start to Tweet on the latest in what is going on with your area of responsibility. It is a great marketing and PR medium.

Scott Stricklin (@StricklinMSU)
An AD's twitter feed is only as good as the audience that feed has gathered. The more relevant people view the information, the larger the list of followers becomes and the more effective twitter becomes. I try not to waste my followers' time. I think twice before I tweet out something of a personal or humorous nature to make sure it's appropriate and interesting.

Bill McGillis (@USFInsiderBillM)
1)be patient while getting a feel for technology and opportunities that twitter presents; 2) be consistent in communication; respond to as many as possible, if not all, direct messages and mentions as quickly as possible; 3) recognize that Twitter can be one more tool in the tool box when trying to reach and grow your fan base.

Jim Fiore (@JDFiore)
If your not on it....get on it....if you are on it...utilize it and promote it. BUT be careful and be smart because once you hit send what you wrote is public forever. It is essential that today’s college athletic programs utilize all available social media opportunities as a part of their marketing plans if they hope to attract a large, enthusiastic fan base. Twitter and other social media platforms have become an integral part of our marketing efforts, and there is no question that they are a powerful force when it comes to marketing Stony Brook Athletics and our University.

Mary Pink (@maryzpink)
Get on social media! I have told administrators in athletics that if you want to be an AD, twitter and facebook are important for building your brand. I really like how AD’s have used Twitter to inform fans about their program and achievements but they also need to have a personal touch and give out new insights (what are their goals for the department, what is their philosophy, what is their decision making on an issue or what books do you recommend reading or advice you have received). Make a conscious effort to follow the people who follow you in the business (you can make some great connections and learn new ideas), thank people for following you and retweet things that you like that are worth reading.

Jamie Zaninovich (@WCC_Commish)
My only advice would be that you don't have to totally understand it or even have a clear sense of where it is going to start using it. The past decade has proven to us that different technologies are worth "early adoption" as many of them will evolve into essential components of our industry (e.g. Online secondary ticketing, google search, etc.).

Mike Richey (@mikericheymsu)
My advice for other administrators, especially young ones, is to minimize personal information shared via Twitter. I feel like when things get too personal, people tend to tune you out. I try to keep all tweets related to MSU Athletics (except the occasional birthday wishes) and keep personal information restricted to Facebook.

Thorr Bjorn (@thorrbjorn) Athletic Director- University of Rhode Island
If you are going to use any sort of social media/social networking then you need to USE it. Just like any website, if your information is not updated or fresh, people will stop coming back.

Ross Bjork (@Rossbjorkad)
Be real about your messages and keep things consistent as much as possible. Our jobs as AD’s are to be positive voices for our athletic programs so I don’t tweet about negative stories or situations. That’s not to be disingenuous about reality but our student-athletes need to know that we are 100% behind them at all times since so many use twitter. I would say that you need to stay up to speed on current issues and news so your messages don’t become stale or boring.

Eric Nichols (@EricNichols)
Take the humble hat off for a little while and view yourself as an educator/mentor for those “beneath” you in the business. I am not great at that just yet, but that is what I am working on. The reason I am working on that is because I want that from ADs, While it is nice to know a little about the day to day stuff, I am also interested in the decision making processes, etc. Most AD accounts are very boring after a while, but some are really good.
Bill McGillis (Assoc AD at USF) is good, Mark Hollis at Mich State is good.

Chris Syme (@cksyme)
Have a strategy first. Don't do anything that is purposeless. Always ask "why are we doing this? What value does it add to our fans/department/student-athletes/dept. mission? Know the tool box--Twitter is a good broadcaster, Facebook is not. After strategy, get a policy in place that includes personal branding for coaches. Get outside help in doing the first two steps and then be sure you have the time, people and resources to implement your plan before diving in. Know what you're doing. Some school Facebook pages I've looked at are awful and embarrassing. Don't do it because "everyone else is". If you do it, make it strategic and do it well. Have metrics in place to see if it is accomplishing what you set out to do. In short, know what the heck you're doing. If you don't, hire somebody to get you trained (and this isn't your 14-year-old nephew). Invest

Brian Bowsher (@brianbowsher)
My best advice to other administrators is to have a mindset that social media is an opportunity to have a two-way conversation with your fans. Too often I see brands using Twitter to simply push out content. Tweets and facebook posts, etc, should instead be conversation starters. The rub, of course, is that the people managing these sites must then be willing to participate in the conversations that arise and quickly respond to any questions.

Matt Beckman (@matthewbeckman)
If you are new to social media, create an account and start by just following others. Get a feel for what social media is all about. Start to post, re-tweet, comment, etc. Social media is only going to grow and adaption is key, even on a low level.

Caleb Whitted (@cwhitted68)
The best piece of advice that I think I would give someone new to social media is to be yourself when using Twitter. While I wouldn't recommend tweeting about your escapades at the local tavern I think it is very important for your own personality to shine through your tweets. Twitter, especially is a communication medium that allows for you to show the world what interests, motivates, and intrigues you.