There is a lot you can do with social media but unfortunately what you can do can be limited by NCAA rules etc.
When a college team has a facebook page you have to make sure you don't respond to recruits, so you can not ever respond to a post.
Teams have to be careful not to give out prizes to top posters, or on give-a-ways because family members of student athletes and recruits can't get any prizes because that is a violation.
Teams can only link to pages that their athletic website puts up. You can't post links from news agencies that primarily report on your team.
You have to coordinate posts on facebook and twitter with posts and press releases from your communications and P.R. department.
There are so many rules and intricacies to running social media.
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