In November 2011 through January 2012, CoSIDA member Clay Stoldt, Chair of the Wichita State University Department of Sport Management and a presenter at numerous CoSIDA Conventions, sent out a survey to CoSIDA members asking about the use of social media in college athletic communications. The study's purpose was to learn how these technologies are being used and how they are impacting the profession. The survey results were shared at the 2012 CoSIDA Convention in St. Louis.
See survey results and analysis in a PDF HERE
Data for the study was gathered via an online survey conducted in partnership with CoSIDA with the survey conducted over a six-week period (November 2011 and ending in January 2012). Eight appeals for survey participation were sent to all CoSIDA members between Nov. 29, 2011 and Jan. 12, 2012. Of the 2,862 CoSIDA members, 529 (19%) participated in the survey.
According to Stoldt, this project had four goals. A summary follows each of the outlined goals:
1. Determine how college athletics communicators perceived the impact of social media on their organizations.
Summary: A high level of agreement existed that social media have significantly impacted how athletics programs communicate, particularly with external publics. The picture was less clear in regard to internal publics, although the potential for such communication with internal publics seems high. Strong agreement also existed that social media have enhanced the practice of public relations, but blogs less so. Conversely, the immediacy and reach of social media are forcing organizations to respond more quickly as public relations issues emerge. Clearly, social media are presenting college athletics communicators with both opportunities and challenges.
2. Ascertain how college athletics communicators perceived the characteristics of social media.
Summary: In general, they believed social media to be less accurate, credible and trusted than traditional mainstream media outlets. They were uncertain regarding the degree to which social media tell the truth, although the question was admittedly broad and did not ask respondents about different social media sources (e.g., mainstream media outlet, fan blog). Respondents indicated that social media provide important tools for developing relationships with key publics and are impacting organizational transparency. Social media may also provide platforms to respond to the traditional mainstream media when organizations deem responses necessary.
3. Determine how college athletics communicators perceived the relationship between social media and traditional mainstream media.
Summary: These response patterns were quite interesting. On the one hand, general agreement existed that social media and traditional media compliment one another; on the other, there was no consensus regarding whether the two were also in conflict with another. Strong agreement was expressed about social media impacting traditional media, but the level of agreement was more tepid in regard to whether traditional media affected social media. Respondents did indicate, however, that the general public has higher expectations of the traditional mainstream media than social media in regard to honesty, truthfulness and transparency.
4. Learn what college athletics communicators indicated their organizations were doing to assess the impact of social media.
Summary: Relatively few reported that their organizations were conducting research to determine what members of key publics were communicating about their organizations via social media. However, strong agreement existed that organizations should be assessing everything from the volume and content of social media communications to its impact on key individuals and publics. This represents an area in which considerable disparity exists between current practice and best practice.
According to Stoldt, this study addressed just a handful of the issues associated with social media in college athletics. The results did, however, bring to light a number of the key dynamics currently in play and provide a baseline for future evaluations of the usage and impact of social media in the athletic communications field.
If you have further questions or want to contact Stoldt, he can be reached here:
G. Clayton (Clay) Stoldt, Ed.D.
Chair / Professor
Dept. of Sport Management
Wichita State University
Heskett Center 109
1845 Fairmount Ave.
Wichita, KS 67260-0127
clay.stoldt@wichita.edu
Phone (316) 978-5441