Date Presented

Spring 5-2026

Document Type

Thesis

First Advisor

Dr. Stefan Nicovich

Second Advisor

Dr. Paul McClure

Third Advisor

Mr. Frank Whitehouse

Abstract

This thesis project will examine how the University of Lynchburg Athletic Department has built and expanded its athletic brand through social media marketing. The University of Lynchburg's sports social media has a stronger online presence with a higher following and engagement count compared to other DIII athletic programs in Virginia. This brings up the question: What specific social media strategies does the University of Lynchburg use to generate higher engagement, and how can other DIII programs adapt these tactics to strengthen their own digital presence? To better understand how the University of Lynchburg's social media is more effective, this thesis will study the engagement metrics of the University of Lynchburg and other local DIII schools, including Bridgewater College, the University of Mary Washington, Randolph College, Randolph-Macon College, Roanoke College, and Southern Virginia University. The study will use content analysis across the schools to determine the reasons behind Lynchburg media’s success. By examining details such as likes, views, comments, and shares across DIII colleges' social platforms, as well as specific types of content like reels, photos, and infographics, a more comprehensive insight into a successful social media strategy can be gained.The anticipated outcome of this research is a social media strategy playbook that small colleges and even companies with similar target audiences can use to create social media growth and brand recognition.

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