If you attend one of the schools or know DIII men’s hockey, you know that Oswego vs. Plattsburgh is a college sports rivalry of legendary proportions. The two teams always vie for the SUNYAC title, an NCAA bid (often both get in) and bragging rights. When it comes to school spirit, social media is an amazing outlet. But if you’re a social media manager, how do you harness that enthusiasm?
You plan, you prepare, you tap talented students and you all manage the plan early and often.
We started using #ozwhiteout as the official tag a couple years ago but were more aggressive with it this year. I’m happy we didn’t pare it down to #whiteout because Arizona used that tag this weekend for a big basketball game and our tweets would have been lost in the flood of a huge Division I program. An unofficial (funny but somewhat offensive) #puckflattsburgh tag stays around every year, and #whiteoutweekend was a player.
While we didn’t have broad promotional support this season (goal for next year: get hashtag on the official T-shirt) I worked with our sports information director, Mike Bielak, to solidify early, and he made the above scoreboard graphic (also shared on social media) promoting the tag, which announcers read during games. White the Whiteout term originally just applied to the hockey matchup, the athletic department has broadened it to Whiteout Weekend, which featured eight home games total — two each for men’s and women’s hockey plus men’s and women’s basketball — even though the Oswego-Plattsburgh ice showdown is unquestionably the main event. We promoted the tag and the weekend fairly heavily on Facebook and Twitter the week leading in, with much of the Twitter promotion coming via retweets of other fans using the official tag.
The #ozwhiteout figure was by far the biggest tag use I’ve ever seen for one of our campus events (maybe twice the previous record). In addition, 84 photos posted to Instagram sported the #ozwhiteout tag. I just imagine the figures if we could get everyone on one tag and not watering down the figures, but social media is a democratic, not top-down, communication device, so you just do your best and ultimately appreciate anybody who is (positively) active around your events.
Our social media team — interns Kristen Burke, Alyssa Levenberg and Lavon Shim-Johnson plus video grad assistant Phillip Moore — deserve a lot of credit. Kristen and Alyssa alternated running our Twitter account (one would do game tracking, the other crowd/superfan shots) and Instagram for hockey-related activities. Lavon took care of basketball, which had its own exciting weekend. Phil filmed and posted a video showing the line of students camped out in the Campus Center waiting for Oswego-Plattsburgh doors to open, which we used as a post-event thank you to our students for their dedication … and can use to promote future #ozwhiteout games and student life in general.
On the ice and the hardwood, our teams went 5-2-1 for #ozwhiteout weekend. In the marquee game, our young Laker men’s team held Plattsburgh (ranked #1 in the nation) to a 3-3 tie, a huge growing and learning opportunity for our freshmen-laden squad. But overall when so many of our fans are active, proud, positive, enthusiastic and connected via social media, it’s a win for school spirit.