• Loading stock data...
Sunday, November 10, 2024
DEADLINE EXTENDED: The Best Employers in Sports survey is now open through Nov. 13 Learn More

Why Samford Athletics is Investing in Digital Technology

Photo by Kristin Twiford, Libris.
Samford - Sports - Digital Technology

Photo by Kristin Twiford, Libris

Facing a budget and headcount reduction within Samford University’s athletic department, Kevin Young turned to create efficiencies this year.

For example, Young, the school’s associate athletics director for marketing and strategic communications, worked with the photo management program Libris and social media content distribution tool Socialie to simplify its photography workflow.

The system essentially streamlines the camera-to-photo-gallery process that takes place on the field and finishes in the press box. From there, a staff member quickly edits and adds a logo and hashtag. As soon as they’re uploaded, Socialie pulls them and texts a link to a team’s athletes before the game’s last whistle.

READ MORE: NeuLion College’s New Tool Makes Social Marketing Easier

“They’re empowering student-athletes to share content instantly, and as a result, they’re creating a wave of energy and excitement for the school and its followers,” said Andrew Fingerman, CEO of PhotoShelter, the parent company of Libris.

The students then can use the photos on their social channels, helping with professional images and Samford branding messages.

“It’s been incredible,” Young said. “We can expand our reach in an old-school manner, almost like putting flags in someone’s yard. We had to find a way to get people to notice us. We’re in Alabama; UAB is No. 1 in their conference and they’re not getting noticed. It’s all about Auburn and Alabama. I can’t afford a billboard, but we can do creative things like this.”

Samford started using the program in August, prior to the football season, and Young said the school almost broke the revenue record in five home games. The first game of the season nearly drew half of the campus’ 3,100 students, and Young attributed that to the use of this program.

The program came out of a conversation between Young and Socialie about trying to more efficiently share photos and track the engagements. 

Socialie came from Kristin Adams’ time leading social for UFC and working with UFC president Dana White and a roster of 400+ athletes around the globe as a way to help build their personal brands, promote the sport, and promoting their fights.

READ MORE: Samford Athletics Innovating How Communications Teams are Structured

“I had some money left over and realized it would save us a ton of time and a step in the process,” Young said.

Other schools have similar software in use, Young said, in the way they send bulk photos, but couldn’t find the integrated backend analytics. This was best for Samford’s needs to increase efficiencies within its athletic department.

“It allows us to track followers. We send them content and we can see that it grew followers this much,” he said. 

Samford hasn’t broken the process down for individual athletes, but Young said it could be done by creating rules based on tags. 

“The athletes come in, pick up their phone after talking to coach and post a great photo on social,” he said. “The days of crappy cellphone photos or videos are over. Social media is crucial in controlling the media, and branding is much more than a logo or graphics.”

READ MORE: UC Davis Athletics to Reap Benefits of Co-Branded Beer

“When the players use the photos, they just end up crushing the engagement. They have people following them who interact with [the photos] — and then it’s grown our followers.”

The software is mostly used for football, basketball, and baseball, but Young said it’s also been useful for smaller revenue sports such as tennis and gymnastics.

“We can go to an event two to three times a year and provide those athletes with all the photos they need for the year,” he said.

[mc4wp_form id=”8260″]

Young said it’s more than just sending photos to athletes. They can also request content from players, a practice that’s been useful in instances like Instagram takeovers. 

Young said there are still more ways for it to be used in the future — and is very happy with the first semester of its use.

“The return on investment is through the roof,” Young said. “I’m a small FCS school, with a fractional budget compared to some big schools, and we’re able to do it comfortably. It’s worth every penny.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Deion Sanders Gets $100,000 Bonus for Every Remaining Colorado Win

Sanders has reportedly made $400,000 in bonuses, with another $100,000 for every additional win.
Former President Donald Trump waves to the crowd as he exits the putting green with his aide Walt Nauta, left, during the final round of the LIV Golf Bedminster golf tournament at Trump National Bedminster on Sunday, Aug. 13, 2023.
opinion

Trump Win Puts Sports Back in the White House

With Trump back in the White House, sports get more political again.
Vanderbilt Commodores quarterback Diego Pavia (2) throws the ball as Auburn Tigers take on Vanderbilt Commodores at Jordan-Hare Stadium in Auburn, Ala., on Saturday, Nov. 2, 2024. Vanderbilt Commodores defeated Auburn Tigers 17-7.

Vandy QB Pavia Sues NCAA for 2 More Years of Eligibility

Diego Pavia beat Alabama. Can he beat the NCAA’s eligibility rules?
Members of the NY Giants run onto the field to start the game between the New York Giants and the Washington Commanders at MetLife Stadium in East Rutherford on Sunday, Nov. 3, 2024.

The NFL Is Becoming the League With No Borders

Where will the NFL go next? International expansion will only get bigger.
podcast thumbnail mobile
Front Office Sports Today

First College Football Playoff Rankings Mark New Era

0:00

Featured Today

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
November 1, 2024

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
October 31, 2024

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.

NBA Ratings Are Dipping and One Legend Has a Theory Why

NBA teams are averaging 37 three-points attempts per game this season.
November 8, 2024

NFL, UEFA Rights Help Paramount+ Add 3.5 Million Subscribers

The streamer’s quarterly revenue grew by 25% compared to 2023.
November 8, 2024

MLB Fires Back at DSG Plan, Raising Doubt Over Long-Term Viability

The league and the Braves say they “have grave concerns” about the company’s future viability.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
November 7, 2024

TNT Sports Fuels WBD’s Surge As Max Hits 110.5M Subscribers

The TNT Sports parent company saw its stock price rise early Thursday.
November 6, 2024

NFL TV Ratings: Can Amazon Keep Up Record ‘TNF’ Pace?

Thursday night games are averaging 13 million viewers.
November 6, 2024

NBA TV Ratings Continue Trending Down to Open Season

The league has dealt with injuries to stars like Joel Embiid.
LeBron James
November 6, 2024

LeBron’s SpringHill Reportedly Considering Merger With Grammys, ‘Kardashians’ Producers

The two production companies have been in talks for months.