January 28, 2013

Digital transformation

AUBURN -- The digital wave has engulfed Auburn's football offices, where a growing number of coaches have turned Twitter into a rich source of insight.

This is a new development.

The Tigers' previous staff only dabbled with social media as a marketing ploy. A few coaches had accounts, though they existed almost exclusively as a messaging system for recruits. Every conduit to a recruit's mind is a good one, but coach Gus Malzahn and his new staff are learning that Twitter can serve as a much more dynamic platform.

It can inform fans -- and everyone else -- about what's happening. Readers' opinions often are shaped by the first version of a story or event.

Consider this example:

For many Auburn fans, this was the first time they heard of assistant coach Rich Bisaccia's dalliance with the Dallas Cowboys. Yet they heard nothing about salary offers, promises made to Malzahn about being dedicated to the college game.

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