The Role of Social Media in Recruitment

Updated March 19, 2026

The Role of Social Media in College Tennis Recruiting

The widespread use of social media today is undeniable. However, whether it has a meaningful impact on a tennis player’s college recruitment—and how it can be used effectively to present oneself as a desirable prospective student-athlete—is a question worth exploring.

Through interviews with college tennis coaches across multiple divisions and levels, we gained valuable insight into how social media fits into the recruiting landscape. These findings are supported by research from Cornerstone Reputation, a research-based education company that has surveyed over 1,000 college coaches across men’s and women’s sports. Their work examines when, how, and why coaches evaluate recruits online, what types of content influence their perceptions, and how student-athletes can use social media strategically to their advantage.

A Growing—but Supplementary—Tool

Nearly every coach we spoke with acknowledged that social media is now a standard part of a recruit’s presence. Whether viewed positively or not, it has created new opportunities for connection between coaches and prospective student-athletes. It allows for more accessible communication and provides both players and programs with a platform to promote themselves.

Social media serves a dual purpose: it helps coaches gain a more personal understanding of recruits, while also allowing athletes to learn more about schools and programs. Colleges increasingly use social platforms to share match results, highlight team culture, and offer a behind-the-scenes look at daily student-athlete life—something that was once only visible during campus visits.

That said, recruits should not assume that coaches have fundamentally changed their recruiting approach because of social media. While many coaches maintain a presence and use it to gather additional information—supported by Cornerstone Reputation’s finding that 85% of coaches conduct online research—none of the coaches we interviewed rely on it as their primary recruiting tool. As one Division II coach explained:

“It has not altered how I recruit, but it has become part of recruiting for sure.”

Importantly, some coaches still do not use social media at all, reinforcing the need for recruits to present themselves through multiple channels.

Why Coaches Use Social Media

Coaches turn to social media for several key reasons. For those recruiting internationally, it is often an essential tool for identifying and contacting players who may not appear on U.S.-based platforms like TennisRecruiting.net. It also provides access to match footage, training videos, and informal interactions that help initiate relationships.

However, the most significant value of social media lies in its ability to reveal a recruit’s character beyond tennis. According to the Cornerstone Reputation survey:

• 99% of coaches say evaluating character is important or very important

• 85% believe online research helps them better understand a recruit’s personality

While coaches are not actively searching for negative content, what athletes share can unintentionally shape perceptions—and, in some cases, directly influence recruiting decisions.

Content such as inappropriate language, excessive negativity, questionable social situations, or anything that suggests a lack of discipline or commitment can raise concerns.

One Division I coach shared:

“One recruit had a lot of pictures of partying and alcohol. We knew she was a good player, but she kept posting things that we perceived as detrimental to us as coaches. We had to look elsewhere—we just couldn’t see her fitting into our program anymore, even after all the recruitment we had done.”

Coaches across all NCAA divisions echoed similar experiences, noting that they have passed on talented players based on the overall impression created by their social media presence.

The Hidden Risk: Indirect Associations

Social media can also affect recruiting in less obvious ways. Coaches emphasized that a recruit’s network—who they follow and who follows them—can sometimes create unintended complications.

One example shared:

“One of my players was almost expelled because of posts from someone else who followed him. A random person was posting hateful and racist content. Because of that connection, his admission was questioned, and we had to go through an extensive investigation before resolving it.”

This highlights the importance of monitoring not just your own content, but your broader digital associations.

Additionally, one Division I coach noted that their program reviews a recruit’s social media before publicly associating with them. In some cases, teams have been unable to promote current players due to inappropriate past content—demonstrating that social media can have lasting implications even after recruitment.

Using Social Media Effectively: Key Recommendations

While there are clear risks, social media can be a powerful tool when used strategically. Based on our conversations with coaches, here are several key recommendations:

1. Use social media to initiate connections
Following or engaging with coaches and programs can demonstrate interest. Sharing match footage, training clips, and tennis-related content can make your game more visible and accessible.

2. Communicate through multiple channels
Not all coaches rely on social media. Email, phone calls, campus visits, and even traditional mail remain important. A well-rounded communication strategy helps you stand out.

3. Be intentional about your online presence
Use social media to reinforce your identity as a dedicated athlete, strong teammate, and responsible individual. Positive content—training, competition, family, and appropriate social settings—can work in your favor.

• 90% of coaches have seen content that created a positive impression

• 82% believe a strong online presence can provide a recruiting advantage

• 83% have seen content that created a negative impression

4. Keep the process personal
Recruiting is about relationships. Coaches want to get to know you beyond a screen. Conversations—whether by phone or in person—are critical to building trust and fit.

5. Practice moderation
Avoid over-posting or excessive self-promotion. Too much content can feel overwhelming and may come across as inauthentic.

Final Thoughts

Social media is now an established part of the college tennis recruiting process. When used thoughtfully, it can be an effective platform to showcase both athletic ability and personal character. However, it also requires careful management and awareness.

Ultimately, social media should complement—not replace—more traditional recruiting efforts. Coaches are evaluating not just players, but people they will spend years working with. A balanced, authentic, and intentional approach—both online and offline—gives recruits the best opportunity to succeed.

Contributors: Coaches’ and schools’ names and images have not been included in accordance with NCAA regulations.  Donovan Tennis Strategies (DTS) has been helping prospective college tennis players and their families navigate the recruiting process since 1997. In addition to consulting services, DTS runs the DTS College Exposure Series made up of 3 recruiting events to help players get exposure to college coaches.  Cornerstone Reputation, offering virtual workshops, blogs and surveys to help students digitally manage their online presence, can be found at www.cornerstonereputation.com.