Getting social with the USF brand

Social media has never been more prevalent in college and professional sports than it is today. At the University of South Florida, Mike Farrell is the man behind the computer screen.

“A lot of it is one, developing a voice for our social channels and then two creating content that’s going to engage our fanbase,” Farrell said.

As the Director of Digital Content, Farrell is in charge of churning out vines, tweets, pictures and more across all of USF Athletics’ social media platforms every day.

“One of the things we want to do and want to push is to create stuff that is engaging, stuff that people want to consume, share, retweet and help spread the brand,” Farrell said.

One of the most important days for any athletic department each year is National Signing Day. Student athletes from all over the country officially sign with the school of their choosing. The content created by Farrell and his team made waves on a national level, including an appearance on Yahoo! Sports Dr. Saturday blog.

“This year in particular we had a couple national organizations, blogs, write about some of the things that we did,” Farrell said. “It was a lot of hard work, a lot of people put in a lot, a lot of hours for what’s really just a glorified morning. But I do think that it pays dividends in the end.”

The work Farrell puts in on a daily basis is critical to the growing online presence that is USF Athletics.

“For a large subset of our fans, if you don’t have that presence, you’re irrelevant,” Senior Associate Director of Athletics Andrew Goodrich said.

Even though Farrell is fully focused on the day-to-day task of enhancing USF Athletics’ presence online, he doesn’t lose sight of the big picture.

“When one person leaves, somebody else can come in and there’s no drop,” Farrell said. “That’s the USF brand. That’s the USF Athletics brand. That’s the USF football brand. There’s no change. That needs to be a constant.”