Understanding the Skills and Competencies Athletic Department Social Media Staff Seek in Sport Management Graduates

Sport management academic programs can do better at preparing a graduate for a career by addressing the technology demands in the sport industry. Equally important is to weigh the skills that athletic department personnel want and need in a college graduate seeking an entry-level position in a sport communication, media relations, or sports information office. Those offices train student workers as an extension of their learning environment where they can put classroom learning to practice. The purpose of these interviews was to inform and equip sport management educators on how to best prepare students to enter the field of sport communication, specifically using social media in college athletics. Professionals indicated that students should be proficient in content creation and planning, representing an organization’s brand, and social media trends across all platforms. It is important for the sport management educator to know the skills and knowledge professionals desire from students so that classroom activity can be planned accordingly.