Social Media Screening in NCAA Sports: Practical Uses

NCAA sports are iconic in the United States. Fans flock to events in person, on television and via social media. You can never attend a related university and still have a strong affinity for the program as a fan. In NCAA sports, the teams are as much a unique brand as the university itself.

Ohio State tops the rankings with a fan base of 11.26 million fans - who are watching their sporting events

In today's digital age, where a single tweet can go viral in seconds, maintaining a positive reputation is more crucial than ever for NCAA sports programs. 

With the immense reach of social media, universities and their athletic departments face both unprecedented opportunities and significant challenges. While social media can be a powerful tool for engaging fans and promoting the team, it also has the potential to expose unflattering or damaging behavior. This is where social media screening comes into play.

Social media screening—or social media background checks—are becoming essential practices for NCAA programs that want to protect their brand and maintain a positive image. From vetting potential hires to screening current staff and athletes, the benefits of these checks are clear. In this blog, we’ll explore the practical uses of social media screening in NCAA sports, and why it’s a must-have for every athletic department.

Why Social Media Screening Matters in NCAA Sports

Social media is deeply embedded in our culture, especially among younger generations. For college athletes, coaches, and support staff, platforms like Twitter, Instagram, and TikTok are not just tools for personal expression—they’re also public windows into their lives. Over 98% of college-age students are active on social media. This statistic alone underscores the importance of monitoring and managing social media activity within NCAA programs.

But why does this matter so much? The answer lies in the potential risks associated with unchecked social media use. A single post, even one made years ago, can come back to haunt an individual and, by extension, the university they represent. Whether it’s an inappropriate joke, a controversial opinion, or evidence of misconduct, social media content can quickly spiral into a PR nightmare. For NCAA programs, where reputation is everything, these risks are too significant to ignore.

Social media screening provides a proactive way to mitigate these risks. By regularly monitoring the social media activity of staff and athletes, universities can identify and address potential issues before they escalate. This not only protects the university’s brand but also helps maintain a positive and inclusive environment for everyone involved in the sports program.

Vetting Coaching and Support Staff

When it comes to NCAA hiring, the stakes are high. Coaches, medical professionals, and physical therapists are not just employees—they’re role models and leaders who play a crucial role in shaping the lives of student-athletes. Ensuring that these individuals align with the university’s values is essential, and social media screening can help.

Imagine this scenario: A university is in the process of hiring a new head coach for its football team. The candidate has an impressive resume and stellar references. However, a quick social media background check reveals a history of controversial posts, including derogatory comments and politically charged rants. While these posts might have been overlooked during a traditional background check, they could pose a significant risk to the university’s reputation if they come to light after the hire.

This is not just a hypothetical situation. There have been numerous instances where NCAA programs have had to backtrack on hiring decisions due to the discovery of problematic social media content. By incorporating social media screening into the hiring process, universities can avoid these pitfalls and make more informed decisions.

In 2023, the University of Michigan hired Glenn “Shemy” Schembechler, the son of the late former Michigan football coach Bo Schembechler. ‘Shemy’ left Michigan three days after accepting the role when ‘insensitive’ and ‘potentially racist’ posts were found in his social media history.

University of Michigan exposed ‘insensitive and potentially racist’ remarks on social media before a new hire began work

What should you look for during these checks? Red flags can include anything from inappropriate conduct and unprofessional behavior to evidence of bias or discrimination. 

NCAA Recruiting: Screening Potential Players

NCAA recruiting is the lifeblood of any NCAA sports program. Bringing in top talent is essential for building a competitive team, but it’s equally important to ensure that these players uphold the university’s values. Social media screening is an invaluable tool in the recruitment process, helping coaches and recruiters identify potential red flags before extending an offer.

Why is this so important? College athletes are often in the public eye, and their actions—both on and off the field—reflect on the university. A player who engages in misconduct, whether it’s bullying, substance abuse, or inappropriate behavior, can bring unwanted attention to the program. Worse yet, if this behavior was evident on social media before the player was recruited, the university could face backlash for failing to do its due diligence.

According to a survey by Cornerstone Reputation, 83% of college coaches admit to staff checking recruits’ social media profiles as part of the recruitment process. 

Graphic courtesy of NCSA College Recruiting.

This trend highlights the growing recognition of social media’s impact on player evaluations. By incorporating social media screening into the recruitment process, universities can gain a more comprehensive understanding of a player’s character and make more informed decisions.

So, what should recruiters look for during social media background checks? Key indicators include violent language, drug references, or other forms of inappropriate behavior. It’s also important to consider how the player interacts with others online—are they respectful, or do they engage in trolling and harassment? These insights can provide a deeper understanding of the player’s character and whether they’re a good fit for the team and the university.

Best practice tip: Manual social media screening is inefficient, inconsistent and introduces bias. Using a social media screening platform already trusted by many NCAA and professional sports teams, like Ferretly, helps build a consistent and compliant plan for social media evaluation.

Periodic Social Media Screening in NCAA Sports Programs - Ongoing Compliance

Hiring the right people and recruiting the right players is just the beginning. Maintaining a positive environment within the program requires ongoing vigilance. This is where periodic social media screening comes into play.

Regularly monitoring the social media activity of current staff and players ensures that they continue to comply with university standards. This is especially important as social media platforms evolve and new trends emerge. What might have been acceptable a few years ago could now be seen as inappropriate or even harmful.

Periodic social media checks can help identify potential issues before they become bigger problems. For example, a coach might post a controversial opinion on social media that sparks backlash from the community. If left unchecked, this could lead to a PR crisis and damage the university’s reputation. By conducting regular screenings, universities can address these issues early and take corrective action if necessary.

Moreover, these screenings help reinforce the university’s commitment to maintaining a positive and inclusive environment. When staff and players know that their social media activity is being monitored, they’re more likely to think twice before posting something that could reflect poorly on the program. This not only protects the university’s brand but also fosters a culture of respect and accountability within the sports program.

Protecting the Brand and Program Reputation

In the world of NCAA sports, reputation is everything. A strong, positive reputation can attract top talent, secure lucrative sponsorships, and foster a loyal fan base. Conversely, a damaged reputation can lead to lost opportunities, decreased funding, and a tarnished legacy. This is why protecting the university’s brand is a top priority for athletic departments.

Social media screening acts as a safeguard, ensuring that all representatives of the university—from staff to players—uphold the institution’s values. By proactively identifying and addressing potential risks, universities can prevent scandals and protect their brand from harm.

Using the Right Tools

As referenced above, 83% of recruiters are already doing social media screening - likely manually. Using a platform like Ferretly that delivers standardized reports and scoring can help your NCAA athletic department build a compliant evaluation process. Avoid Equal Employment Opportunity Commission violations and stay FCRA compliant by using a trusted social media screening platform like Ferretly (trusted by many NCAA and professional sports organizations).

Curious? Get a sample report today.

The Power of Social Media Background Checks for NCAA Athletic Departments

In conclusion, social media screening is a powerful tool for NCAA sports programs looking to protect their brand and maintain a positive environment. Whether it’s vetting potential hires, screening recruits, or conducting periodic checks on current staff and players, these screenings provide invaluable insights that can help universities make informed decisions and avoid costly mistakes.

As social media continues to play an increasingly important role in our lives, the need for proactive monitoring will only grow. By adopting social media background checks as a standard practice, universities can safeguard their reputation, foster a culture of respect and accountability, and ensure that their sports programs remain a source of pride for years to come.

If your athletic department isn’t already using social media screening, now is the time to start. Not only will it help protect your brand, but it will also provide peace of mind knowing that your staff and players are upholding the values that make your university great.

Interested in learning more about social media screening and how your NCAA athletic department can benefit? Request a short Ferretly demo or email sales@ferretly.com today.