social media and college athletes

Social media andcollege Athletics

Cliff LampeProfessor at UMSchool of InformationPreviously MSU College ofCommunication Arts andSciencesResearches Social Media usesand outcomes

DefiningSocial Media

Common characteristicsUser generated contentDirect user-to-user interactionBundles of applications

Trends in SNS use

Findings in socialmedia use and effects

Social Media increasesSocial CapitalIncreased access todiverse viewpointsAble to mobilize favorsAble to get access tonew informationBUT: need to engage

Social mediareduces cost of“masspersonal”Allows people tomaintain large networksPlaces messages in acommon streamServices connect to eachother

Social MediaUse is growing in alldemographicsMotivations to usestrongly affect behaviorand effectsLiteracy matters stronglyNorms are shiftingrapidlyDominant communicationplatforms for youth

Young People Students Student AthletesEveryone

MSU Athletics and Social Media

2009 MSU Student Athlete study

Key findings• Student athletes were strongly normative by team• Captains and seniors played a strong socialization role• Student athletes were collaborating in the off-season• Male and female athletes had different concerns

Complex goalsStudent Fans Mass MediaAthlete PotentialCoaches NCAA Athletes Future AthleticBoosters Employers Department

Current tensions in Social media and college athletics

Social Media haschanged the game (Obviously)

Students, staff, boosters, or coaches may saysomething eitherembarrassing or actionable

Student athletesget benefits from social media

Maintaining Ties

Branding themselves

Mentoring and leadership

Take-AwaysLiteracy helps, but weneed to think about whatwe say and who says it.Need to recognize thebenefits to studentathletes.Account for multiplemotivations andinteractions - socialmedia affords manytypes of interactions.

Thanks!lampecli@msu.eduTwitter: @clifflampeSlideshare: clifflampehttp://clifflampe.org

social media and college athletes

by Cliff Lampe on Jul 06, 2012

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