The intensity of March Madness stretches far beyond the players, coaches, and athletic administration. In recent years, a new group that has emerged under the tournament’s bright lights: digital and social media departments of tournament teams are now performing on the big stage.
In an industry where innovation takes days, not years, these digital media teams are counted on to provide their audiences with the best possible content at the most opportune time. What started as text-only play-by-play has evolved into a visually engaging maze of custom images, video, GIFs, and impactful reactions. The best social media teams must be both expertly prepared and able to react on the fly. The beauty of this exploding industry is that there is no black and white; no right or wrong. The teams that win, however, do tend to share a few common characteristics: they provide unmatched access, grasp emotion, and embrace interaction between the program and its fan base.SOCIAL MEDIA MADNESS
We set out to find the tournament teams that stood out on social media. We looked at activity on Twitter, Instagram, and Facebook, from conference tournaments through Selection Sunday, to select the eight teams that best fit the following criteria:
Great Content Should:
– Include high-quality media
– Provide unmatched access into the team or program
– Capture big moments
– Share and evoke emotion
Additional Considerations:
– Are current or former athletes participating or showcased in the content?
– Is the content unique or unexpected?
– Does the content actively engage with the team’s fans?
Kansas
Twitter | 150K Followers
Instagram | 38.6K Followers
Facebook | 362.6K Fans
Squad is ready #SelectionSunday pic.twitter.com/bO1HNPuXQd
— Kansas Basketball (@KUHoops) March 13, 2016
Xavier
Twitter | 13.1K
Instagram | 7K
Tonight it continues for X. #BigEastTournament#Team94#GameDayGuide pic.twitter.com/MwtqM2N1GE
— Chris Mack (@CoachChrisMack) March 11, 2016
North Carolina
Twitter | 296K Followers
Instagram | 120K Followers
Facebook | 1.13M Fans
Brice Johnson’s jersey will join teammate Marcus Paige’s in the rafters after being named 1st-Team A-A by @USBWA. pic.twitter.com/3LGWsqzZ0m
— Carolina Basketball (@UNC_Basketball) March 14, 2016
Indiana
Twitter | 104K Followers
Instagram | 46.5K Followers
Facebook | 293K Fans
#LetsDance pic.twitter.com/f9Hi5qHCMh
— Indiana Basketball (@IndianaMBB) March 14, 2016
Kentucky
Twitter | 273K Followers
Instagram | 136K Followers
Facebook | 480K Fans
Championship moments. ???? pic.twitter.com/ISz9XZTzk5
— Kentucky Basketball (@KentuckyMBB) March 14, 2016
Notre Dame
Twitter | 120K Followers
Instagram | 20.2K Followers
Facebook | 21.1K Fans
Through…
the wins.
the losses
the laughs.
the tears.This TEAM is FAMILY.#NotDoneYet pic.twitter.com/NTpp0HCczU
— Notre Dame MBB (@NDmbb) March 15, 2016
Duke
Twitter | 188K Followers
Instagram | 67.5K Followers
Facebook | 426K Fans
.@reinhardte5 pic.twitter.com/mRrhJAEyG5
— Duke Basketball (@dukeblueplanet) March 13, 2016
Maryland
Twitter | 48K Followers
Instagram | 36.3K Followers
Facebook | 51.8K Fans
I think we’ve seen this matchup before… #WeWill #FearTheTurtle pic.twitter.com/8FPicFRHoZ
— Maryland Basketball (@TerrapinHoops) March 13, 2016