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Competitors on the court, collaborators in the world: How two universities teamed up during the Final Four
Journal of Education Advancement & Marketing,
8
(1),
47-59
(2023)
Abstract
This paper focuses on the unique collaboration between the University of North Carolina at Chapel Hill, referenced as Carolina, and Duke University leading up to a historic National Collegiate Athletic Association (NCAA) Final Four men's basketball matchup on 2nd April, 2022. Learn how the social media teams at each university teamed up to capitalise on the national attention by highlighting several ways the schools collaborate off the court through partnerships in research and innovation. The examples included can be adapted for the needs of any size institution and any sort of collaboration.
Keywords: collaboration; social media; campaigns; higher education; University of North Carolina at Chapel Hill; Duke University; NCAA
The full article is available to subscribers to the journal.
Author's Biography
Chelsey Holts is the Director of Social Media at the University of North Carolina (UNC) at Chapel Hill, overseeing the university's flagship accounts. In her role, she advises leadership on strategy and reputation and works with a team to create and amplify engaging content for UNC-Chapel Hill's various audiences. She consults teams across campus on social media strategies, updates and crisis management. Previously, she has worked with North Carolina Central University, Essence Festival and Dreamville Festival. She has worked in the social media and marketing field for over ten years. A graduate of the Hussman School of Journalism at Carolina, Chelsey is an Ohio native who enjoys reading and spending time with her husband and daughter.
Morgan Moushon is the former Social Media Manager at Duke University where she oversaw and managed the university's social media accounts. Morgan also led and mentored the Duke Students social media team and consulted and collaborated with communicators across the university. Previously, Morgan served as Carolina's Social Media Manager. Morgan is a graduate of the UNC Hussman School of Journalism and is a Durham native. She now serves as the Senior Manager of Digital Marketing and Analytics at Discover Durham. Outside of work, Morgan enjoys teaching classes about social media marketing and travelling.
