Colleges Use Social Media to Sell Sports Tickets

Paul Steinbach Headshot

Social media offers ideal ways for ticket departments to build relationships and boost revenue.

It was late in the summer of 2008, and the University of Utah still had 500 football season tickets to sell. Zack Lassiter, Utah's assistant athletics director for corporate sales and ticket operations, was prepared to send out a traditional press release, in the hopes that local newspapers and TV stations would take the ball and run with it. But first, the ticket department posted a notice about availability on the Utah Athletics Facebook page, which at the time boasted fewer than 15,000 fans. By the time the press release even reached traditional media outlets two hours later, all 500 seats had been sold. "That's when it really clicked," Lassiter says. "Press releases are still a very important part of what we do in terms of getting information out, but we realized that in Facebook, Twitter and other social media, we had really powerful ways of getting the word out and letting others spread the word."

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