It was mentioned on this board recently that NMSU needed to utilize social media more to engage fans, especially students.
However, who should be initiating the social media?
Office of Media Relations?
Ideally, all of them should be doing it. Other programs---programs with money---have persons on staff that do this exclusively. NMSU, who operates with minimal personnel, doesn't have such a person on staff. If the head coach of the major sports aren't social media savvy, I suggest they designate someone on their staff with those skills. And, I suggest, they send out messages on a steady basis.
Apples and oranges, but the NFL team I follow pretty much initiates and sends out social media messages daily. That may, or may not, be too much. But again, it certainly creates "top of mind" awareness.