My thoughts on live tweeted lecture as assessment item

On 28 March 2012, I conducted a full lecture online using Twitter. It forms part of an assessment item for my first year unit Sport Marketing (unit code #SPM2122) in the Bachelor of Sport, Recreation, and Leisure. It was a mile a minute so to speak and very interactive.

The topics were initially posted on this website and not on the course portal, as I wanted to give everyone (students and the general public) the opportunity to read and research the topics that were going to be discussed. The chosen topics related to aspects of sport marketing that we’ve discussed in lecture over the past five weeks or those that will be discussed in the next week or two. Thus, the subjects that were analysed today were both topical and not too “out there” for my first year cohort.

It was my attempt to also ensure that the topics were both interesting to sport management students and would generate plenty of discussion. The live tweet chat had a similar approach to the group discussion that I ran several weeks ago and blogged about previously. Most students did their tweeting from wherever they were, with about ten joining me in the classroom where I conducted the tweetchat (they were excused from attending the lecture today, but an open invite was made to allow anyone to join me).

I had three questions prepared for each of the five topics to ensure that each subject was discussed for the allocated fifteen minutes. If one question fell flat, I had two back ups to use as well. The discussion response was overwhelming and I had to leave out several questions and an entire topic as the conversations (posting, replying, retweeting) were great.

The questions were:

Q1: Which AFL team will win the Grand Final?, Minor Premiership?, Wooden spoon? #spm2122 (this question was used as an ‘icebreaker’ type question to allow SPM2122 students to answer an easy question to quell any nerves that they may have had)

Q2A: How does Tennis Australia use the interest of #AusOpen to market tennis to wider public and increase overall participation? #SPM2122

Q2B: How can @AustralianOpen continue to engage fans through its smart phone app so fans don’t delete app once #AusOpen is over? #SPM2122

Q3A: Can the brand (not team) Gold Coast United (#GCU) be saved? #SPM2122

Q3B: What can #GCU (as an organisation) do to engage itself into the Gold Coast community to win fans? If anything at all? #SPM2122

Q3C: Will #SAVEGCU have any effect on #FFA & #ALeague decision? Give reasons

Q4A: The #NBA recently announced an exploration into jersey (uniform) sponsorships. From marketing perspective, what are your thoughts? #SPM2122

Q4B: Could a jersey sponsorship detract from the team’s brand (ie @manutd_fc or @WestCoastEagles vs @chicagobulls or Indiana @Pacers)? #SPM2122

Q4B: How can a team’s sponsor use social media to leverage its sponsorship of the team (i.e. SGIO using SM of @WestCoastEagles)? #SPM2122 (I mistakenly didn’t add the C to this, students did not seem to be confused by my mistake – everything happens so quickly during these live tweet sessions that spelling mistakes are inevitable).

Overall, there were 1097 total tweets in about one hour and thirty minutes. I’m still going through the data to see how many total users there were. The transcript is available here

The feedback was overwhelmingly positive from the students, who seemed to really enjoy the interaction and the different method of conducting discussion while also learning a bit more on how to use social media to engage and foster debate instead of using social media for the banality/vanity of life. The one negative view that students indicated was the speed at which the chat happened (relating to the speed of tweeting) and they had trouble keeping up. This feedback was expected as tweetchats can be daunting when doing it for the first time (this is the reason for doing it twice).

One of the interesting aspects of the results was that a major sporting team the AFL’s West Coast Eagles was tagged in a question (see above) and they replied and participated in the discussion. This would never happen in a normal group discussion setting, as the Eagle’s wouldn’t know that they were being discussed. I was very happy that they got on board this tweetchat and engaged my sport marketing students as it showed the power and the reach of social media in contemporary society. Since the tweetchat today, I’ve engaged the team to participate in the next discussion.

A surprise outcome of this tweetchat is that I’ve received a message from a Learning Designer from ECU’s Centre for Learning and Development, who wants to speak to me about what I’ve done today.

Last, due to the sheer number of tweets, the #SPM2122 hashtag trended in Perth (TOP 5) (

Now, you may be asking yourself why did he do this? Here’s the answer:

Goals for students: It was my endeavour to teach university students to use social media as an engagement tool rather than for the banity/vanity of everyday life. As previously posted, “students usually have a wealth of practical knowledge from engaging with social media for personal use, the aim of this exercise was to provide a theoretical understanding about how to successfully use social media to foster” engagement within the wider community. I thought that an assessment task using social media would be a way in which I could ensure 100% buy-in by students as the Tweetchat would form part of my SPM2122 Sport Marketing’s marks.

Goals for me: I am very curious as to whether using social media in class (both “in” class and as a classroom tool) increases the students’ engagement with the course material. To answer this, I’ll be asking students for their feedback at the end of the semester and compare to the other unit which I teach. I realise that this is an imperfect method of collecting data and not statistically valid, however, it’s a starting point from which I can work. I’m only looking for anecdotal evidence at this stage.

I’ll update this blog as I get my head around what happened this morning, as it was my first time hosting a tweetchat.


“Students experience seminar with a social twist”

Students in the Sport Marketing SPM2122 unit recently experienced a seminar with a contemporary twist, through a live Twitter discussion during their weekly class on Wednesday 14 March.

The students were instructed to bring their laptops or smartphones along to class for the activity, which took the place of a traditional group discussion. In groups, the students answered discussion questions on contemporary issues in sport management and marketing by logging in to Twitter and using the hashtag #SPM2122 to join the live tweeted conversation.

Prior to the activity the students also learned about ‘netiquette’, and how to maximise social media for commercial use in the sport industry.

Lecturer Olan Scott decided to integrate social media into the seminar as he considers it to be an important component of preparing today’s students for the workplace.

“There is anecdotal evidence that universities do not adequately teach students how to effectively engage the wider community via social media. This is concerning, especially as it has been suggested that Generation Y graduates are increasingly being put in charge of their company’s social media accounts, including Facebook, Twitter, and others.

“While students usually have a wealth of practical knowledge from engaging with social media for personal use, the aim of this exercise was to provide a theoretical understanding about how to successfully use social media to foster loyal customers within the sport industry,” said Mr Scott.

The students will tweet chat again as part of the unit’s assessment items on Wednesday of weeks 5 (28 March) and 10 (25 April), for 90 minute sessions starting at 9.00am. Community and industry members are invited to join the conversation alongside the students, and are also able to preview the topics for the week 5 session in preparation.

More information
For more information, contact Lecturer Olan Scott.


* NOTE: This post has been copied from the ECU Faculty of Business and Law post (,-tourism-and-leisure/2012/03/students-experience-seminar-with-a-social-twist) and the ECU School of Marketing, Tourism and Leisure post (

I’ve copied it here to archive it in case the ECU pages are changed.

Live tweet topics

Topic 1

In 2012 the Australian Open was quite successful in engaging fans from all over the world via its use on social media.

We will discuss event/sports apps and engagement.

In your research, also look at what London 2012 is doing with its social media.

Here are some links.



Topic 2:

Gold Coast United Football was officially announced as an expansion team for the A-League’s 2009-2010 season in 2008. The club was owned by Clive Palmer, the wealthiest man in Queensland until February 2012, when the FFA took over the club’s a-league license. In their first two A-League seasons, Gold Coast were one of the strongest clubs, performance wise, in the A-League, finishing in the top four on both occasions and making the finals series. Although, in their third season, their form dropped due to off-field instability surrounding player contracts, coaching staff and community support. Since its inception, Gold Coast has constantly been criticised about their average attendance. In their first season, they averaged close to 5,500 people and in their second season, they averaged just under 3,300 people per game, making them the lowest attended team. On 29 February 2012, the FFA revoked Clive Palmer’s Gold Coast United A-League licence.

We will discuss the marketing and community engagement of the Gold Coast United and the growing swell of support (See twitter hashtag #SAVEGCU for more) that the club is received. Also see the links below ( and


Topic 3:

Recently, the NBA announced that the league seeks to have jersey sponsorships.

We will discuss the pros and cons of jersey sponsorship from an international perspective.\

Here are some links about the story


Topic 4:

We will discuss how athlete and team sponsors can leverage and/or activate their sponsorship via social media.


Topic 5:

Social media. Recently USA sports magazine Sport Illustrated ( put a hashtag on its magazine front cover.

We will discuss issues surrounding mainstream media’s incorporation of social media into its programming.

Here are two links to the SI cover.

Non sport example from The Bachelor


I’d suggest you research these topics and others that are related to allow us a robust conversation.

Live tweet of university lecture

On 14 March 2012 my Sport Marketing unit (course code SPM2122) replaced the group discussion aspect of our meeting with a live tweeted conversation on the Twitter website using the hashtag #SPM2122.

In my seminars, we usually have group discussions about contemporary issues in sport management and/or sport marketing to break up the three hour lecture. Today, I decided to host a live tweet to replace the group discussion.

Earlier this week, students were emailed and requested to bring either a laptop or smart phone (if they had these) to class as we’d be using them in an activity. They were not told what the activity was.

Today, students were placed into groups of between four and six (those who were sitting near each other) and given a group number that they used when replying to my questions.

Students were provided with a lecture on netiquette and the following instructions prior to the live tweet:

—  Go to (I suggested they use this site as it can make following a chat easier)

—  Login to tweetchat with your twitter account and follow #SPM2122

—  Activity Questions will be posted there (the questions were not posted anywhere else or even verbally given).

—  Rules: I’ll moderate the Qs, chime in when you’re ready, refer to the ? In your answer and your group number (ie Q1- A1G3 (indicating Group 3), Q2 – A2G5, etc) and tag your answer with #SPM2122

We were discussing paying for services online (in the sport sectors) so the questions surrounded paywalls.

The questions were:

  • Q1:What is a paywall? Define and describe its use.
  • Q2: Research sport organisations to find out which ones utilise paywalls?
  • Q3: Should sports organisations start to use these more frequently?
  • Q3 (Follow Up) What is typically charged? (on the transcript it’s listed as Q3FU
  • Q5: Your thoughts on paywalls… Good marketing tool, exploitation of fans, you have carte blanche

*Question 4 was skipped due to time constraints.

We will have a tweet chat again as part of the assessment items for SPM2122 on contemporary issues in Sport Marketing on Wednesday of Weeks 5 (28 March) and 10 (25 April) starting at 9:30AM and lasting 90 minutes.

The rationale for this assessment was anecdotal evidence that universities do not adequately teach students how to effectively engage the wider community via social media. Further, it has been suggested that many Generation Y graduates of university degrees are increasingly being put in charge of their company’s social media accounts (Facebook, Twitter, and others) without having a theoretical understanding about how to successfully use these to foster loyal customers (whether sports fans or loyal Just Jeans purchasers).