Location
Sydnor Performance Hall, Schewel Hall
Access Type
Campus Access Only
Presentation Type
Oral presentation
Entry Number
200
Start Date
4-16-2026 8:45 AM
End Date
4-16-2026 9:00 AM
School
School of professional and Applied Sciences
Department
Business
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. In addition, the study will include interviews with the sports media managers at the different schools to gain better insight into their tactics and why they choose this. 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.
Primary Faculty Mentor(s)
Dr. Stefan Nicovich Dr. Paul McClure Prof. Frank Whitehouse
Primary Faculty Mentor(s) Department
Business Sociology Business
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Social Media Engagement in Division III Athletics
Sydnor Performance Hall, Schewel Hall
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. In addition, the study will include interviews with the sports media managers at the different schools to gain better insight into their tactics and why they choose this. 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.