How to Use Social Media during College Recruitment
Former professional tennis player and Keystone Sports expert Sarah Borwell on managing your online presence
Getting a sports scholarship to a university in the United States starts long before you step on campus. Today, your digital presence can be just as important as your performance on the field or court.
We spoke with Sarah Borwell to learn more about how social media affects your recruiting profile and what coaches are looking for. Sarah is a former professional tennis player, once the British number one in doubles, and now a Placement, Sport & Education Consultant at Keystone Sports. She competed in tournaments such as Wimbledon and graduated from the University of Houston. Over the years, she has helped hundreds of tennis players secure scholarships at American universities.
In this interview, Sarah shares practical tips on how to use social media to your advantage and increase your chances of earning a sports scholarship.
How important is social media for players trying to get recruited today?
It’s important! You don’t want to put anything out there that might be detrimental to getting recruited.
You need to be aware of who is watching your content. I always say: if you’re thinking about posting something, think about your grandmother. If you don’t want your grandmother to see what you’ve posted, don’t upload it. At the end of the day, we’re all trying to get a “job” (a scholarship). Having a good social media presence is important, as long as it’s positive.
Which platforms work best for connecting with coaches?
I remember Facebook being great when we started, but now Instagram is everything. Coaches are usually my age or in their thirties, and Instagram is where they go. They will often ask a student-athlete on their team to check out your profile. Instagram is probably the main platform where you can build a good profile, show your personality, and get noticed.
What about YouTube?
I think at first, we all used it a lot for videos. That’s where they were uploaded. But now that we have Keystone Sports, which is the platform where your profile and highlight videos are hosted, you can upload them there. That’s usually the best place for coaches to come and see you. So YouTube is, again, a little bit outdated.
If a student-athlete wants to be recruited, what kind of content should they be posting to get a coach's attention?
For those who enjoy posting, it’s a great way to physically show what you’re doing: your training, your nutrition, your competitions, and if you win tournaments, you’ll often want to tag people. It helps coaches see you a bit better.
I have players who competed at Wimbledon and will be going to university next year. They have videos, photos, and they collaborate with me, which helps them reach a bigger audience.
There is no single type of valid content; a mix is best. You are free to post whatever makes you feel most comfortable. However, there are categories that work particularly well.
These categories are: physical training (coaches love it when you show your gym routines and demonstrate an interest in physical preparation), education and coaching (if you are studying for a coaching qualification or can demonstrate that you are a very active student), and lastly, live events (in the case of tennis, for example, attending Wimbledon or a professional match; more generally, showing that you have an interest in the sport you practise).
How often should you post?
If you can post frequently, once a day or every other day, that will keep people interested in returning to your account. A key tip is to use “Stories”, as they are easy to add and keep your profile active without requiring as much production as a post. But everything in moderation. Do it when you want to do it. If you think, “I don’t have time today and I don’t have anything interesting to post,” that’s fine too.
Are there any common mistakes that players make when posting on social media?
Sometimes it’s just posting photos of parties with friends. I think most young people nowadays are quite savvy and understand that they should keep that private. Coaches don’t want to see that you’re partying. You need to have a good balance, but that doesn’t need to be on social media.
Another important point to keep in mind, especially if you are applying for a US student visa, is to be aware of the political landscape. It’s best to avoid commenting on controversial political issues and focus on positive aspects of life.
Should I delete party or holiday photos?
This is a common question. I would say if you’re in photos holding a cocktail and it’s one where you think, “This probably doesn’t show me at my best,” then yes, delete it.
However, it’s not necessary to erase all evidence of enjoyment. If you are on holiday, having fun, and it’s a nice photo, don’t feel that you need to get rid of it. It’s simply a matter of removing those you would rather people didn’t see anyway.
Should players create a separate account for the recruitment process or keep their personal one?
Having a single account is fine, unless you are going to be a huge superstar. Otherwise, it’s good to have one account and direct traffic through it, showing both sides of your life: academic/athletic and personal.
If you have a private account to prevent strangers from contacting you, that’s okay. But if a coach or player from a university sends you a friend request, the content they see must be appropriate.
In addition, we know that in order to obtain a visa, the embassy sometimes needs that account to be open for verification purposes.
Are there any quick or easy steps players can take right now to improve their social media presence?
Think about what kind of content you would like to see yourself. If you are going to post something, make sure it is informative, entertaining, or that someone can learn something from it.
As Sarah Borwell says, being successful in the college recruitment process involves more than just athletic talent: it requires digital awareness, preparation, and maintaining a positive, carefully managed image.
At Keystone Sports, we guide student-athletes through the recruitment process and help them understand eligibility requirements. With the support of experts like Sarah, we improve their chances of securing an athletic scholarship.
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