Reputation Ink VP of Public Relations - and noted college sports business analyst - Kristi Dosh takes a look at who's in charge when it comes to college athletic departments. Is it the communications office? Marketing? Who should it be? (This presentation was originally given at CoSIDA's 2015 convention to the Division I membership)

1. Social Media:
Who’s in Charge?
June 15, 2015

2. Most Popular Social Media Channels
for College Athletic Departments
Source: 2014 CoSIDA Social Media Survey

3. Who is ultimately in charge of
social media?
» Director of Communications (73%)
» Director of Social Media (11%)
» Director of Marketing (8%)
» Athletic Director (8%)
Source: 2014 CoSIDA Social Media Survey

4. Which office primarily manages
social media?
CoSIDA Social Media
Survey
» Communications (76%)
» Marketing (4%)
» Shared partnership
with collaboration(15%)
» Shared but no
collaboration (5%)
NACMA Social Media Survey
(informal)
» Communications (52%)
» Marketing (18%)
» Social Media Director
(2%)
» Other (29%)

5. Who else has accounts associated
with the athletic department?
» Coaches (72%)
» Athletic Director (34%)
» Marketing/promotions (27%)
» Student Athlete Advisory Council (26%)
» Mascot (24%)
» Compliance (21%)
» Student Athletes (18%)
» Development (13%)
» Trainers (13%)
» Ticketing (10%)

6. Who is accessing accounts?
» Interns
» Student Athletes
» Multiple administrators

7. The issues
» Are goals defined? Measured?
» Consistency
» Voice
» News
» Following department policy

9. Social Media Management
44%
56%
Do you have an internal social media management
policy?
Yes
No
Source: 2014 CoSIDA Social Media Survey

10. Minimizing Risk
» Registration

11. Minimizing Risk
» Training
» Passwords
23%
77%
Do you require social media training for
all users?
Yes
No
Source: 2014 CoSIDA Social Media Survey

12. Negative Comments

13. Crisis Communication
» Frequency and intensity of conversations
» Sentiment or tone of posts and patterns
» Key fans or critics, and frequency of their posts, and
what their key message is
» Incorrect information, misquotations, and slander
» A pattern of comments that uncovers an organizational
blind spot or a “ball that has been dropped”
» Legitimate requests for information in a crisis
» Negative incidents that could bubble up into a crisis
» Breaking news concerning the brand, especially from
influential non-mainstream media
Look for signs, warnings and patterns that may
include one or more of the following:

15. Kristi A. Dosh
@SportsBizMiss
Kristi@rep-ink.com