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Ohio State, Clemson Demostrate Importance Of Social Media To FBS Teams

The latest "arms race in college sports" has come in the form of "creative content -- graphics, video and social media tools that programs use to vie for the hearts, eyeballs and shrinking attention spans of teenage recruits," according to Pete Thamel of SI.com. Ohio State and Clemson, which are facing off in one of the two CFP semifinal games, have been at the "forefront of creative content to attempt to lure recruits, fans and new audiences." OSU coach Urban Meyer admitted Clemson "is the reason" his team has upped its game. Meyer: "They’re good. I’m not ashamed to say it. A lot of what we do around here, we studied them.” Thamel notes Athlon Sports ranked OSU's Twitter feed "No. 1 in the country" after Clemson "topped the list last year." OSU's football program as of this spring "didn't even have a dedicated football Twitter feed." That resulted in the creation of OSU Dir of New & Creative Media Zach Swartz’ job. In addition to "running social media," Swartz is "tasked with capturing moments, telling stories and giving recruits and fans a daily behind-the-scenes peek at the Buckeyes." Swartz: “My job isn’t making this program look good, but being just the conduit to put it out there.” Meanwhile, the vast reach of Clemson’s creative team "showed through last year when an official from Manchester United was so impressed by Clemson’s work on the Vine app that he reached out to the school." As part of its $167,000 annual investment, Clemson added Jordan Sorrells as Coordinator of Football Recruiting Communications, while D.J. Gordon, who once ran the equipment Twitter feed, is now Assistant Dir of Football Operations & Creative Media. Sorrells estimates there are "seven Clemson students and workers out in Arizona" for Saturday's PlayStation Fiesta Bowl providing content that is "being parsed through different social platforms." In an attempt to reach teenage recruits, Clemson has "found energy and creativity from students who are near the recruits in age" (SI.com, 12/29).

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