What started as a matter-of-fact statement from the public relations office at the NCAA, telling an ESPN reporter that Twitter was in fact an acceptable form of communication for college coaches to use when recruiting their high school prospects, turned into a whirlwind of confusion and questions (click here to read a background article on the statement from the NCAA, and what specifically is allowed when using Twitter in communicating with your prospects).

Some of the questions that it raised:

Was the NCAA saying that Twitter, one of the most popular social networking websites in the world, was allowed for all division levels?

Did this mean that coaches could use other social networking websites, like MySpace and Facebook, to directly communicate with prospects?

There seemed to be more questions than answers, and in many ways that wasn’t helped when we here at Selling for Coaches passed along the news of the NCAA statement to our readers.  We had lots of follow-up questions from coaches and Athletic Directors, as well as some rather firm admonishments from our Division III members reminding us that the use of social networks as a recruiting tool is strictly prohibited as of 2008.

So what does all of this mean for Division I and II college coaches?  Here are some things we think you need to know:

• First and foremost, there was confusion as to what this statement from the NCAA meant for Division III coaches and their recruiting efforts.  To be clear, this latest statement from the NCAA does not apply to Division III institutions.  The rules adopted by Division III are still in effect, and prohibit the use of social networks to communicated with prospects. 
• For Division I and Division II coaches, this can be a recruiting game-changer.  When we first started talking to you about Twitter back in December 2008, we told you about the unique aspects of this new communication tool.  Many of you invested in learning about Twitter as a recruiting tool, and joined the ranks of some of the best known coaches in the country in using Twitter to market yourself to recruits, fans, alumni and boosters.  Now, look for there to be a stampede towards this technology tool. 
• In our view, Twitter can give D1 and D2 coaches back the type of communication that you had with text messaging.  If a prospect’s Twitter account is linked to their web-enabled phone, they will be able to communicate with you back and forth like they did in the good ol’ days.  Twitter does, however, allow the prospect a measure of control over the communication between the two of you which is why we believe that the NCAA looked favorably on this form of communication and compared it to email in the way that it functions as a communication tool.  It’s the best of both worlds, Coach.

The next question that we are getting asked by college coaches is how to use Twitter.  What are the best ways to communicate?  What should you talk about?  Here is a brief overview of our recommended Twitter strategies for those of you who want to jump on this incredible communication tool:

• First, talk to your athletic department's compliance officer to ensure that they have the same understanding that the NCAA has communicated.  There are specific things that can and can't do with Twitter, and we recommend that everyone within your athletic department be on the same page with the NCAA's definition of allowable uses as you begin to utilize this new communication strategy.
• Second, understand that Twitter is all about transparency and being genuine.  It's not so much an opportunity to "sell" your college program, in our opinion; rather, it is an opportunity to show recruits who you are at your core: As a coach, as a parent, as a friend, as a leader...it's a chance for you to peel back the curtain 140 characters at a time.
• Thirdly, speaking of those 140 characters: It's a lot like texting, but since your readers are finding your initial Twitter postings (commonly referred to as "Tweets") on your Twitter page that are open for anyone to see, you'll need to be creative in those short text-like posts.  We recommend coaching tips, quick updates on what went on at practice, short observations, things that made you laugh...basically, anything that isn't sterile and common knowledge.
• Fourthly, once you begin to communicate with a recruit one on one through Twitter's direct message feature as a D1 or D2 coach, you need to remember that you will still be limited to 140 characters at a time.  Focus on learning to get to the point and be brief, because as our studies have shown, today's recruits want more direct information sooner from coaches.  In short, they've been wanting you to get to the point for a long time now.  Twitter gives you the excuse to do that in a new way.
• Last thing: Your prospects will need to choose to "follow" you on Twitter.  It's voluntary on their part, which is why I believe the NCAA is comfortable with this form of communication.  They can choose to follow you, or stop following you.  They can choose to communicate with you, or not.  They have the power.  So, after asking them to "follow" you on Twitter, you'd better be interesting!  They'll turn you off as easily as they gave you permission for you to communicate with them in the first place.

This week, our Total Recruiting Solution clients and SFC Premium Members will be giving you a primer on how best to use Twitter in more detail.  If you want good examples of coaches that we see using Twitter creatively and effectively, go to www.twitter.com/dantudor and click on the coaches that are "following" us here at Selling for Coaches for our daily "tweets" on how to recruit more effectively through Twitter.  Personally, I like how USC coach Pete Carroll uses Twitter.  If you follow his example, you'll be on the right track.

We feel this is one of the most exciting, and most significant, recruiting developments in the last several years for Division I and II college coaches.  What you do with the opportunity is completely up to you, but it looks like Twitter will be a major tool for your competition to use in the battle for today's technology-loving high school recruits.

Want an in-depth training session on how to use Twitter and develop a game plan for the upcoming recruiting year?  Reserve your seat for our 2009 Recruiting Kick-Off Conference in Dallas, Texas.  We're going to be inserting a special technology training segment at this popular annual retreat for college coaches, and teaching D3 coaches how to use other technologies to even the playing field.  Plus, you'll be learning other new recruiting techniques and strategies that apply to all Division level coaches.  Reserve your space now.