We all talk about the idea of using fan-generated content to help tell our story, but what about using student-athlete generated content to help tell the story of teams, athletic departments, etc.? I think it has leverage. Here’s why:
1. Humanizes
If anyone can capture the personality of the teams, it’s student-athletes themselves.
With the rise of social media, there is a greater demand for content beyond the stats, wins and losses. Social media isn’t about spitting off stats or the next game time; it’s about giving fans an inside look into the athletic department, the teams and what it’s like to be a student-athlete. Social media is about the people; it’s about humanizing your brand.
Student-athletes can tell an athletic department story better than anyone else. It’s time to empower them to share a story idea, give them an outlet to blog or allow them to submit photos from practice, on the road, etc. to be shared on social platforms.
2. Saves Times
It’s impossible to be everywhere at once. No one can cover every practice, every game, every meet, every team outing, every community service project etc. If student-athletes are educated about the type of content athletic departments are looking for, and there’s a system in place for them to submit content, then athletic departments can cover a lot of ground.
3. Gives Content from a Different View
Photos from student-athletes will have a more personal, unique point of view than photos of on the field action. Photographs of long bus rides, teammate traditions, team outings, etc. will help capture the personalities on the roster (thus, helping to humanize the brand).
4. Serve as a Resource / Platform
We’ve all seen it in the recent Harlem Shake videos: Vulgar moves, questionable outfits and student-athletes dancing around in their underwear (and no, I don’t mean a sports bra)… all in videos labeled [blank team] does the Harlem Shake.
I’m going to make an assumption: Student-athletes aren’t thinking about their image, ramifications and perception when they make these videos. More than likely, student-athletes are plugging their school / team name for visibility in hopes that their video will go viral. They get caught up in the moment and simply want their five minutes of YouTube fame.
Student-athletes need to understand that creating videos under their team name is not only a reflection of themselves, but also their entire team, athletic department and even university. It’s not okay to create these videos without permission or approval.
Instead of saying “no” to student-athlete videos though, it’s time for communication staff members to establish themselves as a platform and resource for student-athletes who have “the next great video idea” (I’m sure many are already doing this). By serving as a resource, staff can help shape the content being produced, give student-athletes a platform and receive great, funny content. A win-win, right?
Note: I understand time isn’t always on your side, so, so if opening the floodgate to every video idea makes your head hurt, then check out Stanford’s 19 Hours model (a series done by Stanford Athletics where each team gets 19 hours to make short film).
Conclusion
I think with the right system in place- and the right vision- student-athlete generated photos, blog posts, quotes, videos, etc. can really elevate athletic department content. In the future we’ll explore specific student-athlete generated content examples and ideas.
Until then, let me know… do you see value in student-athlete generated content? If so, why?
