Tag Archives: twitter

GroupMe: the new secret weapon for our social media team

One of the great things about having students on your social media team is that they bring you new ideas and platforms — some of which even work behind the scenes. GroupMe — which our students suggested — has been a noteworthy new tool that has improved our efforts this semester.

GroupMe is a private messaging service that allows you to share text, photos and video — and to help organize what you do.

This semester, we have our largest social media student team ever — seven students. How do we keep activities organized, especially spontaneously? GroupMe.

With that larger group, most of the students are specializing on one particular channel. But when they get that great content, how do they share it with the rest of us for the other channels? GroupMe.

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img_1493The perfect example of how we use it came this weekend, with a special and decidedly visual event — our first-ever Teddy Bear Toss to benefit local kids. In a nutshell, attendees to the Saturday night men’s hockey game were asked to bring teddy bears (or they could buy them in the arena from the local Girl Scouts) and throw them on the ice after the first Laker goal. A wonderful way to make spirits bright for a number of children this holiday season.

But it’s also clearly great content. Saturday afternoon, I sent a group message asking who was available to get video and/or photos at the game. Two students, Ilyssa and Erika, replied they would be there and they determined Ilyssa (whose main channel is Twitter) would get photos and Erika (whose main channel is Instagram) would get video.

img_1492The Lakers scored an early goal, teddy bears rained down and both teams helped collect them. Great visuals, indeed. Ilyssa’s photos and Erika’s video were posted and shared to appear across Twitter, Instagram, YouTube and Snapchat, all doing very well at showing this event that supported a worthy cause and underscoring we are a caring community.

A lot of people focus on the dazzle and the sizzle of social media, but you can’t do a good job without the structure and the steak. Whether its something as simple as Yousef, our intern who specializes in athletics, telling me he’s taking care of promoting today’s action, or as complex as coordinating a big social media moment on the fly, GroupMe has really been a fabulous addition to our social media game.

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#heweb16 shows it’s a caring community

Not only is HighEdWeb (#heweb16) probably the greatest conference for higher ed web professionals in the world but we were reminded yet again today that it’s a very caring community.

As Kimberly Bryant, the founder of Black Girls Code — which provides computer science and technological learning opportunities to girls of color ages 7 to 17 — gave a moving keynote on the importance of supporting technological opportunities to all, Chris D’Orso of Stony Brook cared enough to go to the Black Girls Code website and make a donation of $16 (in honor of #heweb16) to support the cause.

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And that in itself is lovely, but what happened next showed how truly beautiful the people at #heweb16 are.

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And it continued …

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(I also gave the $16, but was only one of many.)

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Until the giving spirit was everywhere in the room:

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I lost track of how many people donated, and I’m not sure how much total money we raised, but I’m completely sure of this: #heweb16 is an awesome community and I am so blessed to be a part of it.

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#whyichoseoswego: a quick and lovely user-generated success story

If you have any contact whatsoever with a college admissions office, you know that May 1 is Kind of a Big Deal. It’s the deadline for students to make deposits, heralded as #CollegeSigningDay or #DecisionDay or other hashtags. But what, we pondered as The Day approached, could we do to stand out — to show students why Oswego can be an awesome choice without resorting to tired platitudes.

At our student social media team meeting four days before #CollegeDecisionSigningDay, I wondered out loud and the answer that tumbled out was a #whyichoseoswego tag. Ask current students, alumni, faculty, staff, anybody really to tweet what made them choose our college. (I weighed #whyichoseoz but wanted to get “oswego” in there to be extra-clear to anybody who saw it.) The interns didn’t think it was an awful idea, so I emailed our partners in admissions and they liked it.

> Strategy: Cultivate and share reasons students decided to attend Oswego via the #whyichoseoswego tag

> Execution: Request participation via Twitter (and Facebook to a lesser degree) and via micronetworks and share to encourage more participation

> Goal: Positively influence students who are still deciding that Oswego can be the right fit for them

So we started simply: I asked our interns to post at some point Monday afternoon and for the admissions interns/tour guides/etc. to do the same. Admissions intern Bridget Jackson took it one step further by contacting everybody in the organizations she’s in to pitch in. I figured, eh, we’ll get a few, maybe I’ll be pleasantly surprised, but with something this quick, who knows …

Result: Wow.

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Topsy found 518 tweets, and note that prominent alum/ESPN anchor Steve Levy is toward the top. We didn’t even solicit him; he just saw a post that resonated with him and shared. That’s not “going viral” but it is impressive given the bootstrap effort.

The @sunyoswego account retweeted many of them, although I chose to space them out 10 to 15 minutes to not overwhelm the tweet stream and after a firehose of awesome tweets on Monday afternoon it took me until nearly noon on Tuesday to catch up. I also put together a Storify with a large number of the posts:

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The 700+ views are pretty impressive, and reflect the social media theory that people like to observe more than participate. I did a bit.ly on the link and found about 90 percent of the visits via social share came from Facebook, where posting it also brought a lot of great comments from alumni and parents of current students.

Note that this promotion lived almost entirely in social — Twitter mainly with one post on the college’s Facebook page plus sharing into our closed incoming student group — and via word of mouth starting with a very small group. This was no massive campaign, we didn’t do a major reach out to alumni ambassadors (next year, with more time, I would include that component) and it really sprung up as a quick, grassroots, bootstrap effort of organic support.

What about admissions results, you may ask? The director of admissions reported a large late surge of deposits and that our incoming enrollment is up around 100 freshman over last year. Admissions also reported a really “positive buzz” that, while not the only factor that may influence any individual student, cultivates an atmosphere that supports choosing Oswego. And admissions definitely thinks it’s worth collaborating on to make a bigger deal in the future.

Add in the show of pride and positive feelings from current students, alumni and even some faculty and staff members, and we definitely feel good about choosing to launch this modest campaign.

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Social scrapbook: Learning from a year of Friday #oswegrams

Sunrise over West Campus. This is how it began.

Sunrise over West Campus. This is how it began.

It started on a lark, a trick of the light, a serene sunrise scene. A year ago this month, driving in to start the day, I saw the rising sun illuminating the residence halls on what we call West Campus and instead of just drinking in the sight, I pulled out my iPhone. Seemed nice enough to post on the Facebook wall and the response was phenomenal. It became the most popular single piece of content that month and drew requests from far-flung alumni that we post more photos of fall foliage or campus scenes.

And thus the now-weekly Friday #oswegram social feature began.

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Lake Ontario in November. Contrary to rumor, it doesn’t freeze up until later in winter and polar bears don’t take to the beach.

If you’re a fan of the SUNY Oswego Facebook page or follow our social media in general, you’ve seen our Friday #oswegrams. While I did not make them a photo album, if you skimmed them you would see the seasons change — scenic images, especially of the lake, are very popular — as well as snapshots of the campus cycle. Students moving in, preparing for Commencement and many mileposts along the way mark our Friday #oswegrams, which as a totality represent a kind of slideshow encapsulating bits and pieces of the Oswego experience.

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It’s nice when a simple photo like this can cultivate fans congratulating their kids and build anticipation for Commencement.

But it’s not just about posting pretty pictures. Strategy does play a role. One of the biggest assets of campus — something many students say helps them choose Oswego — is its natural beauty and Lake Ontario. Humanity may have advanced in many ways, but the draw of a beautiful photo of leaves changing or a big blue lake remain coded in our DNA. The #oswegrams also let us highlight unique aspects and interesting activities of our campus, while promoting a connection with the Oswego family — past, present and future.

At the time our #oswegrams began, our Facebook page was becoming stagnant and needed a boost. We’d heard suggestions for more photos, but of what? The evolution of the Friday #oswegram has shown us what images and scenes resonate with our various social channels, whether from simple likes, friendly shares or comments about what they miss about campus.

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Few mileposts generate more memories than content addressing moving onto campus.

I try to have an idea of what to shoot any given Friday, based on either particular events, the general time of season or what’s worked in the past. The original plan doesn’t always pan out or sometimes something even better comes along. With very few exceptions (usually logistics, such as my availability), I want to take them on Friday morning to make them immediate and fresh and relatable. I enjoy the opportunity to write small, poetic snippets — “The ivy adorning Hewitt Union provides a seasonal litmus test: Autumn has arrived,” for example.

The #oswegrams do best on our Facebook and Instagram accounts because those are most visually driven, but the best ones also generate activity on Twitter. Last week, I even tried Tumblr. We shall see.

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The numbers don’t lie. Many months our #oswegrams are atop and/or all over my social media reports tracking our most popular content. Additionally, the current formula for what Facebook deigns show its users factors in whether they have liked specific types of content from particular providers. If we’re serving up #oswegrams they like from our Facebook page, that means our other content is more likely to show up in their streams as well. Say what you will about Facebook’s formula — and there’s much one could say — it rewards good content and raises a ready challenge to generate good content.

And even when someday Facebook no longer sits atop of the social media chain, the Friday #oswegram is not about feeding one particular channel. It’s about finding content that resonates with all of our audiences … wherever they may be in terms of channel or geography. With any luck, it even gives members of our larger family a reason to look forward to their Friday #oswegram from Oswego.

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In social media, 1 big picnic in 1 park beats 100 scattered picnics

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When our new students are all on campus at the end of August, we throw them one big picnic under one big tent on the college quad. And it’s glorious (even if we’ve had a couple monsoons, students always had fun). Watching the #hewebmi conference tweet stream led me to this analogy: On social media, one big picnic in one park is better than 100 small ones in other parks.

Screen shot 2014-05-22 at 11.58.05 AMBlame Brian David Proffer of Marygrove College for triggering it with this tweet (RTed to my attention by the fabulous Alaina Weins of UM-Flint): “Points of wisdom: One site, one Facebook page, one Twitter feed, etc.” In short, make sure your community has one central place it can go to consume the best content your college has available.

But so many folks on so many campuses confuse and confound this notion. So many departments, offices and programs want their own Twitter feeds or Facebook pages with their own brand and logo and messages … and many efforts are abandoned after a few days or tweets that go nowhere because there’s nothing engaging happening and/or the student hired to run it graduates. And while some have valid reasons for that channel, many charge in with no content strategy — “let’s make a Facebook!” “let’s do a Twitter!” — or plan for providing and sustaining content, let alone how to respond to people who have questions. (Many accounts also feed updates into something that pushes them into Facebook and spits out cutoff sentences with Facebook links into Twitter, which essentially says they have no real interest in Twitter as anything but a place to blast messages … which isn’t the purpose of social media.)

To use a Memorial Day weekend (or, previously, Victoria Day in Canada) analogy: Wouldn’t you rather have all your friends get together at one picnic or barbecue, instead of having to drive all over the place to different gatherings? Of course. Similarly, your students probably want to have one main source of information they can trust and rely upon for constant updates — or, to continue the analogy, for the informative sustenance they need and want.

On college campuses, a staggering amount of time and effort is wasted by individual entities creating, promoting, haphazardly updating and often abandoning social media efforts. It’s like making a huge pot of macaroni salad for a picnic you want to control, even if it means nobody gets to eat it. But as a central social media communicator, I feel a need to do a better job of inviting and making everybody welcome at one big amazing picnic where everybody brings their own tasty dish to help nourish our campus community.

Screen shot 2014-05-22 at 12.12.53 PMBut how do we get there or, as my friend Deborah Edwards-Onoro sagely asks, “how to manage various stakeholders who want to ensure their voice is heard?” Not easy, but maybe it’s an opportunity for communication and collaboration.

Here’s my first take: I want to start building an outreach and process with our stakeholders. Basically along the lines of: “We want to share your awesome events and stories via social media. Here’s how you can submit them and here’s what we’re looking for.” As noted before, I love retweeting students who post great photos, student orgs who tweet details about upcoming events, anybody who has a link to a good story about one of our students/faculty or staff members/alumni. My guidepost is simple: Amplify the awesome that is part of our college family.

I’m not saying others shouldn’t have active accounts that serve their audiences, but that we should all work together to provide one conduit that improves everybody’s experience. After all, if @sunyoswego retweets a student club, we’re basically saying, “hey, here’s great content from this account you may consider following.” When various entities work together under one event hashtag (like our #ozwhiteout weekend) instead of everyone making their own hashtags, you see how efforts can dovetail to make a greater whole. In the college’s day-to-day picture, everybody’s content builds something bigger and more cohesive that paints the panorama of our institution beyond one snapshot or glimpse.

It sounds ambitious, and it is, but nothing good comes without effort. And if it sparks more conversations and collaborations and communications in the process, working together for a huge picnic in one park — or social media account — could feed and sustain well beyond one meal.

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The king of social media content on campus? It’s not us.

Those of us who work in social media and web communication professionally like to think we know all the answers about creating content that works. And then somebody comes along and makes us look like pikers. Such was the case of Charles Trippy of We the Kings, who played at SUNY Oswego on Saturday night. In addition to playing a good set, all he did was create the most popular piece of content ever to come from our campus … by far.

Not only was it a great plug (even if it did contain the word “badass”) but it told an interesting story:

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As backstory, Charles’ father, better known as Chaz Trippy, played percussion in the Gregg Allman Band. So he posted: “This is the badass venue we are playing at (SUNY Oswego) my dad played here too in the ’80s!” It’s a big compliment to our Campus Center arena and a great historical note (the Gregg Allman Band did play at SUNY Oswego, albeit likely in the less impressive Laker Hall, in 1982).

If you’re squinting at the number of likes, do not adjust your set, it does indeed say more than 31,000 people liked it on Instagram (now nearly 32,000). If one of our posts gets 100+ likes, I consider that impressive. I don’t see us dethroning this feat worthy of a king.

The post also appeared on Twitter, where the figures also rang up high: 96 retweets and 504 favorites (updated: 98 and 523).

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We can learn lessons from this, of course. In terms of social media success, yes it helps that Trippy is a good-looking guy who plays in a popular band. But he wouldn’t have 404,316 Instagram followers and 464,000+ Twitter followers if he didn’t create interesting content. His use of media crosses over into YouTube with his popular Web series Internet Killed Television, which basically chronicles Trippy’s life on the road and at home, sometimes with appearances from his parents. And his Charles Trippy Family x Core channel, where the episodes air, has 1,469,912 followers.

Trippy did indeed document his time at SUNY Oswego with a video blog episode, featuring several students and calling the whole experience “pretty awesome.” He enjoyed playing on the same bill as two bands that inspired him growing up, Motion City Soundtrack and Say Anything. Calling the experience “a dream come true,” he offers advice: “Never let anyone ever tell you that your dreams are stupid.” As of Monday morning, or in about its first 24 hours, his video featuring our campus had some 264,000 plays … and climbing.

Plenty of bands are more famous and sell more records, but Charles is certainly a king of content. A lesson learned in retrospect is how anybody involved with the show, including us so-called professionals, could have better engaged him sooner on social media and tried to leverage his huge following to promote the concert. Advice going forward for people promoting shows at any campus, concert hall or cafe: See who’s coming to perform and try to connect with them in advance and in a meaningful way.

Sure, I don’t expect to create a piece of content with better reception that what Charles Trippy got, but he put a lot of Oswego love and interesting stories all over social media. I’ll take that royal treatment any time!

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Smartphones/Twitter in the classroom, an update

Before this semester, I blogged about changing the syllabus of our “Media Copywriting” course (BRC328) to not only discard the old “put your smartphones away in class” trope but to even encourage and embrace the use of technology — specifically Twitter — during class time.

I was pleasantly surprised with how many readers asked for updates, and I’d say: So far, so good. Perhaps better, especially when it has curried creativity.

First I used Twitter for instant feedback, asking the class to give their quick review as I showed things like the classic Charmin campaign referenced in the name of our textbook, Luke Sullivan’s “Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads.” I always ask for feedback using the #brc328 class hashtag.

Screen Shot 2014-02-24 at 9.22.05 PMSince advertising is about the instantaneous, in-the-moment reaction to content — humans generally think about ads in the moment, not in long-tail analytical ways, I found this very interesting. And found it funny how many times students words like “creepy,” “awkward” and “uncomfortable” to describe old Mr. Whipple spots.

But this week, we had in-class creativity exercises, with Twitter the expressive medium. I asked them to read a story — for example, on The Acting Company appearing on campus this week to stage “Hamlet” and the Tom Stoppard play it inspired, “Rosencrantz and Guildenstern Are Dead.” Some of the responses were bardic nuggets in themselves:
Screen Shot 2014-02-24 at 8.52.34 PMA Shakespeare reference is a plus. Or a good pop culture analogy …

Screen Shot 2014-02-24 at 8.52.54 PMBut this may be my favorite …

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It definitely encourages further use of Twitter during class. It succeeds in breaking up lecture time and finds new ways to include students in both the conversation and creative process. Stay tuned!

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What the decline of Facebook (or not) does (or doesn’t) mean to your brand.

Screen shot 2014-01-23 at 8.44.28 AM“Facebook is dead!”

You’ve seen that headline, or a similar one, by now, yes? About how young people are abandoning Facebook in droves, how it’s jumped the shark, how it’s bound for MySpaceCity.

Don’t believe the hype. In the blogosphere, Facebook has been killed off more times than Kenny from “South Park,” left for dead more times than Rasputin, been presumed vanquished more times than Doctor Who.

Q. Is Facebook losing primacy among young people?

A. Maybe. While the plural of anecdote is not data, I see indications many teens may be using Facebook as a network but not their main network any more. We opened our (closed) Accepted Students: Facebook Class of 2018 group about a week ago and nearly 300 accepted students already are making connections and some even said this interaction makes them choose Oswego (not bad for a dead network, eh?). Yet some say they’re not on Facebook much but encourage others to follow them on Twitter and Instagram to get to know them better.

Facebook. The Gateway to Twitter and Instagram. Not exactly Zuck’s next marketing phrase.

In any event, a Pew Research study released last year (albeit from 2012 research) found 94% of teens with a Facebook profile with 81% using it most often of any social network. Even with a 10% or 20% erosion, that’s still pretty strong market penetration.

Q. Is Facebook making it harder on marketers not willing or able to spend money?

A. Signs point to yes. Facebook hinted at this a while but now basically says advertising is an increasingly better way to gain reach than organic (i.e. normal) posts. This doesn’t mean your page is now worthless, just that it faces a stiffer test at getting attention if you can’t spend on advertising. And since Facebook has an annual subscription fee of $0, maybe you get what you pay for. It’s a shame that organizations like the Oswego County SPCA with few resources that are trying to place rescued animals with new homes, get donations to help feed its many sheltered cuties and spread the word about missing pets will find this harder to do, but maybe Facebook will change its mind again at some point.

Q. So, this is all means Facebook could be on decline, right?

A. Perhaps, but what does that mean? Nobody knows, really. As my friend and colleague Gary Ritzenthaler has pointed out, even if half of Facebook users suddenly up and left, it would likely remain the biggest and most influential social networking site. Facebook’s factbook lists 1.2 billion users, so if it declines to, say, 1 billion, does that make it a dead and useless network? Of course not.

Of course it’s sexy to say that Facebook is dead or employ other linkbait headline techniques, quoting such reliable sources as “our office intern,” “some kid we cornered on the street” or “our poolboy’s younger brother,” but those of us who work with students all the time know they still consider Facebook part of their lives. Let me repeat from earlier: Facebook may not be the be-all, end-all social network for teens any more, but chances are it’s still something they use. And if you’re trying to reach (or also reach) adults, the latest Pew Research points to 71% of those 18 and over still using it, 63% daily.

So if you run a Facebook page, what does this mean? It means … well, keep creating awesome content and providing the best customer service you can. If you have an important message and an advertising budget, consider this option … or not. In the greater social media picture, it reinforces that you shouldn’t (and never should have in the first place) put all your eggs in Facebook’s basket. Since Twitter and Instagram can be very powerful channels if done right, if you haven’t looked into them or other potential avenues, you should consider doing so.

But then you should always be testing and analyzing what’s working and not working in your communication, so chances are you already know how well Facebook works for you better than all the doomsaying bloggers in the world.

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Don’t hate the player (Richard Sherman), hate the game.

Malcolm Smith.

That’s the name of the Seahawks linebacker who hustled downfield to make a heads-up interception that will send Seattle to its second Super Bowl™ ever. You won’t remember his name, because he didn’t do what Richard Sherman did.

Sherman, as most of the world knows by now, is the All-Pro cornerback who made an amazing mid-air adjustment to tip the ball to Smith. Then adjusted a lot of attitudes just after the game when Erin Andrews asked him a question and he went off with the kind of trash talk he brings every minute of every game. Just as much of the Twitterverse had hit “send” on a congratulatory tweet to the Seahawks, Sherman suddenly changed the conversation.

My Twitter feed was divided between immediate haters of Sherman and those who found his candor “refreshing” and about what you’d expect right after a ferocious game between two teams that hate each other.

The most naive reaction came from professional communicators who suggested somebody should get Sherman to media relations training. Sherman has a communication degree from Stanford. He knows what he’s doing. He knows this is how he gets famous. And if you knew Richard Sherman — and almost nobody does — you wouldn’t have been very surprised.

*****

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Courtesy of Richard Sherman Twitpic

I’ve been a Seahawks fan longer than probably the majority of my Facebook friends have been alive. I’ve seen ups and downs with this franchise — more downs than ups, many years in the NFL desert — so this win was beyond exciting. I was disappointed in Sherman’s behavior because it taints the moment of victory and turned many fans (with a shallow understanding of the team and the game) against them for the Super Bowl™.

Richard Sherman is the best cornerback in the game. He led the league in interceptions, which is all the more amazing because quarterbacks so rarely throw his way. Sherman (correctly) noted that on the final play, the 49ers gambled by going at the Seahawks’ best defender. He has bravado, but he can back it up.

If you follow the Seahawks or are a hardcore football fan, you know this. If he played in New York, you’d know it. If he played among the East Coast media that sets our sporting agenda, you’d know it. But he plays up in the northwest corner of the country, where you have to do bold things to get attention.

He first gained notice when, after the rising Seahawks earned a surprising upset win over the Patriots last season, he tweeted a photo of himself and New England quarterback/media darling Tom Brady with a caption “U mad bro?” The sports establishment that reveres Brady was aghast some upstart would do such a thing, people with actual senses of humor found it funny, and soon enough the sports world returned to ignoring Seattle and its mouthy cornerback.

The Seahawks and the 49ers hate each other with a passion. The Seattle secondary and San Francisco receivers trash talk and taunt more than most, so it’s not surprising that Sherman and Michael Crabtree, the receiver he tipped the ball away from and ripped in his postgame interview, despise each other. The NFL likely will fine Sherman for his comments (probably less than the $50,000 they docked teammate Marshawn Lynch for not talking to the media) while realizing the swagger he brings and the rivalry between the two young teams will bring the league riches beyond belief.

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Russell Wilson is the kind of player coaches and PR staff dream about. In just his second year in the NFL, the humble Seahawk most believed too small to play his position in the league is now a franchise quarterback for a Super Bowl™-bound team. He says everything you’d want in his interviews about hard work and teammates and respect for opponents. He makes plays with his head, his legs and his arm. Wilson is known as the first player to show up for practice and the last to leave. Wilson’s face lights up when he tells heartwarming tales of visits to children’s hospitals, and how much he admires the brave young people he meets.

Russell Wilson is everything we say we want in our heroes.

So he’ll never be as famous as Richard Sherman.

*****

Fortune favors the brave. That line has been written many times about the Seahawks (mainly in Seattle, of course, because outside media barely paid attention to them until recently). Coach Pete Carroll and GM John Schneider built the Seahawks from also-rans to Super Bowl™ contenders in a few short years by taking lots of risks and creating a competitive atmosphere. They took risks on quarterbacks deemed too short, cornerbacks deemed too big, defensive lineman considered too small, and found a way to win. Mel Kiper and the shellacked-hair draft analysts who make a living pricing young players as if they are sides of beef, routinely give the Seahawks low grades in their drafts … but Wilson (third round), Sherman (fifth round) and others Kiper and others derided are among the best at their position, and undrafted free agent Doug Baldwin made a number of game-changing plays on Saturday.

Deciding to go for it on fourth down — where Wilson rifled a pass to another undrafted free agent receiver, Jermaine Kearse, for the go-ahead score — is the kind of thing most observers applaud … when it works. On the field, Sherman deflecting the pass to Smith to seal the Seahawks win and trip to the big game is something fans cheer.

But when the athletes we venerate for on-field bravado do something other than act as corporate spokespeople, the world acts with disgust. Fans tweet their dissatisfaction, not realizing they are merely making the target of their anger more famous and more ripe for several endorsement deals.

Richard Sherman knows this. Football is not the only game he plays better than almost anybody else. Russell Wilson can still become famous, and deserves to. Malcolm Smith can still become a prized football player. But only Richard Sherman has become the most talked-about athlete on the planet.

UPDATE: Sherman explains himself and his comments in a Monday Morning Quarterback column for Sports Illustrated. If you’re interested in knowing how he really is, it’s well worth a read.

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Social media and college sports rivalries: Managing #OzWhiteout Weekend

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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.

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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.

Using topsy.com, I looked at the three main related hashtags, as of Monday morning:
– 643 mentions for #ozwhiteout
– 220 for #whiteoutweekend
– 97 for #puckflattsburgh

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.

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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.

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