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It’s an Issue of Trust

Perhaps you’ve seen the news peppered with stories about university athletic departments all geared up to monitor their student-athletes’ social media accounts. With several universities receiving media attention and NCAA infractions, it’s no wonder athletic departments are “scrambling” for solutions.

Without a proper education, there is no doubt that student-athletes are going to commit social faux pas online. Even coaches and athletic department staff have committed noticeable errors. However, the message that you send the moment you set up a monitoring system is, “We don’t trust you.”  Your message to your players becomes,  “We have the greatest faith in you on the field, but the moment you’re out of our sight, we don’t trust your actions or your judgement. We don’t trust that you know how to communicate or what to say. We don’t believe in you.”

Educating your players, on the court and in the office, prepares them to be successful communicators and builds trust between an organization and its team members.  When you (re)educate your team – and I mean every staff member, coach and player – about your brand identity, the brand message and provide social media guidelines (methods for successful communication), you empower your people to serve as brand ambassadors. Enabling them with a better understanding of the various communication tools develops personal pride and a willingness to better serve your organization. Directors and Head Coaches serve as positive, capable examples and can better relate with staff and players about the events happening in the social stratosphere. A thorough education and open discussion can serve as a spring board for ideas which may be generated from the most unexpected sources.

Some universities have chosen to provide some level of social media education, but yet continue to employ monitoring services, “just in case.”  That only sends mixed signals to the players,  “We want you to learn how to use these tools and we want to help you improve your communication skills. But…we still don’t trust that you’ll be successful and remain worried you’ll say or do something stupid.” How else are these young adults to interpret this? How are they (and you) to learn from their mistakes?

ASU’s Michael Crow said at the NCAA Convention in January that the student-athlete experience is, in a sense, a leadership academy. In addition to creating opportunities for their players to become the best athletes they can be, the ASU athletic department staff and coaches offer “life coaching” to motivate their young men and women athletes to consider what they want their life to mean, what life goals they want to achieve and what they want to contribute to the world.

In a CBS video of several coaches weighing in on social media, it was Jim Christian at Texas Christian University who said, “As opposed to just restricting them, you know, sometimes they have to make bad decisions in order to learn. And I think that’s what college is all about.” And UNLV Basketball Head Coach, Dave Rice chimed in with, “I really believe in the importance of empowering student-athletes, making it a part of the education process and really using social media in a positive way.”

Universities, which are at their core, educational institutions, are far better off preparing their athletes for success versus assuming their failures and continually operating in crisis management mode.  Educating your athletes about reputation management, personal branding and all the nifty details of social media, challenges them with responsibility and professionalism and a chance to rise to the occasion.  At the end of the day, that IS what college is all about and a sure method for creating an environment of trust and empowerment while paving a path for tomorrow’s leaders.

Through Beaming Bohemian’s branding and social media education, including the development of social media guidelines, you can change your tune and deliver the message of trust to your student-athletes. Investing in this education is a uniquely positive approach which delivers the message, “We believe that you are amazing individuals who have a unique ability to inspire others through your leadership. We believe you are just as talented off the field as you are on the court. As a student-athlete, you have a more visible platform for story telling and brand development. We trust that you respect yourself, your teammates, your coaches, fellow students and members of the community. We believe in you and we are excited for you to share your story with the world.”

Media Sources

Maryland Bill Addresses College Athletes’ Social Media Privacy via The New York Times

Supreme Court to schools: Take care with First Amendment via LA Times

Athletic departments get free rein with social media via Minnesota Daily

UNC, NCAA Address Monitoring Athletes On Social Media via WFMY News (CBS)

Schools scramble to monitor athletes’ social-media activities after NCAA ruling via philly.com

NCAA: No plans to police Twitter via Missoulian

Tags: beaming bohemian, branding, change, education, motivation, personal branding, reputation management, social media, social media monitoring, Sports, student-athletes, university athletics