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Social media, including Twitter and Twitter direct messages, represent one of the primary recruitment methods used by NCAA Division I football coaches to recruit high school student-athletes. Only 2% of high school football student-athletes will earn an athletic Scholarship (NCAA). The value of an athletic scholarship is estimated to be $100,000 over the course of 4-5 years. During the recruitment process, the student-athletes are often only 16-17 years old, and oftentimes younger. While many rules exist to protect these adolescents, communication between players and coaches via electronic means is not governed nor monitored. The drive to win by coaches and the drive to be recruited by student-athlete is extremely high. This can lead to electronic incivility and sarcasm from college coaches.

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