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Training Coaches to Use Social Media in a Positive
Manner Dr. Blair Browning Baylor University
GamePlan
Social Media Intro
Social Media and Sport
Social Media as a Personal Branding Tool
Boundaries
Conclusion
Social Media 101
Social Media 101
Social Media 101
“The average high school kid today has the same level of anxiety as the average psychiatric patient in the early 1950’s.”
–Dr. Robert Leahy, Psychology Today
Social Media Intro
Social Media Intro
What is social media?
Peer-to-Peer applications that are characterized by:
User-Generated Content
Collaboration
Community
Information-Sharing
Social Media Intro
Social media has turned every individual into a mass communicator – which is a very powerful thing
Social media is like a 24-hour press conference…it also enables everyone to be a photo/video journalist
Social Media enables individuals to build a personal brand and promote themselves and program
Social Media as a Personal Branding Tool
Social media can be used to promote your program
Share the positive things happening your program
Encourage others to support your team/program
Great way to connect with external audiences
Social Media as a Personal Branding Tool
Great way to connect with external audiences
Social Media as a Personal Branding Tool
Social Media Tools to Promote Your Program:
Facebook – highest number of users, platform where most parents and coaches are
Twitter – where people go for quick information in real-time. Using hashtags (#SicEm) can be great way to connect people
Instagram – Visual platform that is very popular, great for images/short videos
Social Media as a Personal Branding Tool
Tips for Promotion:
What makes your program distinct?
What makes it stand out?
What are the values of your program?
- character example
The answers to these questions represent content that you can share.
Social Media as a Personal Branding Tool
Social Media to Promote Yourself
Share your expertise and knowledge
Connect with relevant stories going on in sport
Motivational
Promote camps/clinics
140 Character Resume
Social Media as a Personal Branding Tool
Build Relationships
Social Media can be used to grow professional networks
Connect and follow others in your sport and in sport industry
Social Media as a Personal Branding Tool
Social Media Tools to Promote Yourself:
Twitter – Platform used by many sport industry professionals, easy way to connect
Following “key” people
Initiating Interaction (e.g., “@xxxx really enjoyed your article on high school basketball)
Responding to those who initiate interaction with you
Social Media as a Personal Branding Tool
Social Media Tools to Promote Yourself:
LinkedIn – most popular social media platform for business networking. Blogging feature is a great way to share expertise
Facebook – can be used to lesser extent to connect with people that you know personally
Facebook allows you to create events that can be easily promoted and can track to see who attended
Social Media as a Personal Branding Tool
Information Dissemination
Social Media is efficient way to disseminate information to audiences
Great way to communicate information to players parents and others (e.g., change in practice times, game delays).
How they Work Together
Twitter:
The “Hub” points people where they need to go
Linking to content on other platforms and outside content (e.g., news stories)
Connection to larger audiences – inviting
Using hashtags to promote games and other events
How they Work Together
Facebook:
Great place for visuals/videos that highlight program/culture
Invite people to share experiences and thoughts
Creating and tracking events
How they Work Together
Instagram:
Visually showcasing what your program has to offer/what makes it distinct
Use hashtags to encourage people to share
How they Work Together
LinkedIn:
Connect with people in sport industry as well as in local and area regions
Share expertise and knowledge through blogging feature
Endorse others for their skill sets and they will reciprocate
Boundaries
Social Media is a valuable tool for coaches with many benefits
However there are risks, particularly for high school coaches who are dealing with minors
Boundaries
Negative Feedback
Using social media opens up opportunities for criticism
While some critique can be positive, coaches should avoid getting into arguments on social media
“Keyboard courage” is evident when athletics are involved
DO NOT escalate situations
Handle through face-to-face interaction
Boundaries/Thoughts from Coaches
“I’m a social media basher. I hate it…Telling a kid not to read it, is telling a kid not to breathe.” – Tom Izzo, Michigan State
“I think what’s added to it now is the constant accessibility … fans can get to the players in more ways than just showing up to the game.” – Chris Collins, Northwestern
Boundaries/Thoughts from Coaches
“If you can’t trust your players on Twitter…you probably can’t trust them on 3rd down”
– Chip Kelly, Head Coach Philadelphia Eagles
Boundaries
Communication with Student-Athletes
Social Media is very efficient way to disseminate group information
However, coaches should be very careful with private communication with student-athletes (including text message)
Would LOVE to skip the obvious perils, but the quantity of stories shows that would be naïve
Boundaries
Boundaries
Recommendations
Coaches should not engage in private communication with any student-athlete on any social media platform including text message
Coaches should never send/request pictures from student-athletes on any social media platform including text message
A policy (in conjunction with school) about social media for coaching staff may be warranted
Conclusion
Social media can be a great tool to promote your program and yourself – use it positively to build and develop relationships
Try and stay mindful of technological developments. Teens are going to be early adopters.
Keep appropriate boundaries with student-athlete interaction and communication on social media.
Conclusion
Social Media is very powerful, but has to be used with caution
Take pride in who/what you represent.
As a representative of your school, people will judge the school by your social media content
You can’t lead others if you can’t lead yourself!!
Conclusion
“The question isn’t whether we DO social media, the question is how WELL we do it.”
–Erik Qualman
