The Department of Communication elevates the Clemson Experience for its students by providing unique learning and engagement opportunities with industry experts – and recently, communication students learned firsthand how one of the most creative brands in the sports industry approaches social media.
During their visit to campus for a game against the Clemson Tigers, the Savannah Bananas baseball team, known for its innovative content creation and fan engagement, visited the Social Media Listening Center (SMLC) to share valuable insights into how creativity, authenticity and strategy combine to build a powerful online presence.
Sam Hakim, Ph.D., lecturer in the Department of Communication, moderated a panel discussion with Savannah Bananas’ Coach Viro, Coach RAC and members of Coach RAC’s personal social media team. Through the event, students learned how the Bananas’ unique approach to storytelling has transformed the sports entertainment landscape and fostered a sense of belonging among fans.
According to Deanna Sellnow, Ph.D., chair of the communication department, connecting students with industry professionals is one of the most effective ways to enrich their academic experience and bridge the gap between classroom learning and real-world application.
“When experts share real-world insights, students gain a deeper understanding of how their classroom knowledge applies in practice,” said Sellnow. “The Savannah Bananas are leaders in social media engagement, creating viral content that reaches millions of people and spans generations. We appreciate their time and thoughtful discussion of social media as a multifaceted tool for storytelling, education and community engagement – and we look forward to learning more from their success in the future.”
Throughout the event, Coach Viro and Coach RAC spoke on the importance of authenticity in content creation and finding ways to add value to the lives of audience members.
“Social media is a powerful storytelling tool, and when approached from a position of authenticity, it has the power to defy barriers and unite people around shared interests,” said Coach Viro. “We are proud of the Savannah Bananas community, and our social media presence as a team and as individuals is representative of our fans-first perspective. We love sharing our successes, challenges and lessons-learned with students because it helps them understand the impact of communication, creativity and authenticity in building a brand – and more importantly, a community.”
Students will have additional opportunities to network and learn from industry leaders during Social Media Week hosted by The Department of Communication and SMLC in February 2026. During the week-long event, industry experts and social media practitioners from national brands will share career advice, success stories and tips for content creation and building a successful, engaging social media strategy and more.
The Department of Communication is part of the University’s College of Behavioral, Social and Health Sciences (CBSHS). Established in July 2016, CBSHS is a 21st-century, land-grant college that combines work in seven disciplines – communication; nursing; parks, recreation and tourism management; political science; psychology; public health sciences; sociology, anthropology and criminal justice – to further its mission of “building people and communities” in South Carolina and beyond.
