Jan 15, 2010 7:04:43 AM

ATLANTA − Changes in communications technology have left intercollegiate athletics programs in a surprising, but opportune, place.

These days, for better or worse, they are the media.

A panel of experts at an education session Friday indicated that programs willing to invest in effective communication can reap far greater support than at any time in their history. At the same time, the experts said those rewards may go unrealized if administrators don't make the effort to develop creative, interesting content, even if some of it involves risk.

As an example, moderator Ronnie Ramos, NCAA managing director of new media, noted how St. John's basketball program enlisted a fan to "tweet" from the sidelines. The selection of the fan, Peter Robert Casey, was based on Twitter content that he had been producing previously outside the purview of St. John's. Now he's in the fold (with the university holding the right to review content), with greater access than before.

"St. John's found someone who was already interested and enlisted him," said panelist Lou Heldman, distinguished senior fellow in media management and journalism at Wichita State. "It doesn't have to be a paid position. You can bring someone into the tent without making them an employee. The access itself is the biggest reward for them."

Heldman acknowledged the concerns that accompany outside involvement, but he said that the greatest results will come to institutions that are willing to look at the promise of the Web rather than the fear.

"If you focus only on the trolls of the Internet," he said, "you're going to miss opportunities with fans who will support your programs."

While Web sites form a foundational element of digital communication, the panelists encouraged athletics programs to look hard at social media opportunities such as Facebook, Twitter and YouTube – and to pay particular attention to mobile technology. "If I had to invest in one thing," Ramos said, "it would be mobile."

The panel, which also included Minnesota Intercollegiate Athletic Conference Executive Director Dan McKane and Baylor new media coordinator Brad Sheffield, encouraged those building digital strategies to be aware of how their content is received.

McKane said he has been encouraged by increased video content on MIAC sites, but he also has been concerned about occasional poor quality. As a rule of thumb, he said that producers should spend about an hour for each minute of video highlight content that appears online.

Another example of lost quality involves how Web sites present on mobile platforms. Too many don't display as they were originally designed, frustrating and even alienating would-be viewers.

Heldman encouraged administrators to get comfortable with experimentation.

"The numbers on a lot of these things are small, and a lot of experimentation is needed," he said. "If it doesn't work, get rid of it. There's no investment. Just stop doing it. It's not like you have a $20 million printing press sitting downstairs."