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The importance of guidelines and boundaries for coaches’ use of social media

This is an excerpt from NIAAA's Guide to Interscholastic Athletic Administration-2nd Edition by NIAAA,Michael Blackburn,Eric Forsyth & Scott J. Smith.

By Jeremy Schlitz

Social Media as a Tool of the Program

The athletic department office is responsible for creating a positive social media culture, sharing uplifting stories and behind-the-scenes moments that highlight the best of your teams. By embracing the positive aspects of social media and effectively managing challenges, an athletic administrator contributes to the creation of a digital environment that reflects the values of and serves to unify the program. Your commitment to responsible social media use enhances your teams’ image and strengthens connections with your audience.

Athletic administrators need to guide coaches in harnessing the positive potential of social media while addressing challenges that may arise. The athletic administrator should regularly check on coaches’ social media accounts to ensure compliance with established guidelines. Address issues promptly and professionally, demonstrating accountability and a commitment to improvement. Develop a strategy for repairing damage and rectify any missteps.

Communicate expectations regarding social media usage, outlining what is considered acceptable and unacceptable content. Emphasize the importance of maintaining a professional online image, educating coaches on the potential impact of their digital presence. The sample social media policy that follows will help ensure that all staff in the program know the guidelines when communicating online.

Official social media channels should be monitored by the athletic director or district communications personnel. It may be prudent to require that posts be approved by an administrator. Communication between coaches and students should always be visible and, if possible, on a monitorable channel such as SportsYou, Band, or a similar messaging platform that is school-safe and recordable for any concerns that may arise. Student-athletes should always represent themselves, their schools, and their teams in a manner consistent with the ideals of citizenship and good conduct, and inappropriate messaging should be addressed through the athletic code or team expectations.

Social media is dynamic, and education is vital. Provide ongoing training to keep coaches informed about evolving trends, empowering them to make responsible choices in the digital sphere. By embracing the positive aspects of social media and effectively addressing challenges, coaches contribute to a digital environment that mirrors the values and unity of the athletic community. Your commitment to responsible social media use enhances the team’s image, fostering lasting connections with fans and stakeholders alike.

Guidelines and boundaries for communication are necessary so that coaches and athletic directors are not expected to be available 24/7 or to respond immediately (except in urgent cases). This means they have time to reflect and compose their reply thoughtfully and professionally. Staff should always expect that the communication they make in any medium will be public to all.

More Excerpts From NIAAA's Guide to Interscholastic Athletic Administration-2nd Edition

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