UPEI starts new athletics social media intern program to keep up with demand

October 20, 2023

The UPEI Athletics Department started its first-ever social media intern program. Now, students have opportunities to add to their portfolios, administrator Thomas Becker says. (Reegan MacAulay)

Thomas Becker was once – almost twice – a lonely man within the University of Prince Edward Island athletics and recreation department.

Before Becker’s arrival, UPEI’s social media presence was lackluster and inconsistent.

The strategy for multiple years was directing people to the website. The social media channels were inactive. Game day coverage wasn’t a thing.

That was all about to change.

After graduating from the Holland College journalism program in 2014, Becker searched for a job within the sports industry.

Becker reached out to multiple athletic departments across the region.

A year later, he met with UPEI’s athletic directors.

He found himself writing multiple basketball season previews for the department for free.

The directors loved the coverage.

“Can you cover the rest of the basketball season?” they asked.

A small contract was negotiated. It steadily grew over time – into a full-time position, which he still has today.

From being active on Facebook, Twitter, and Instagram, to quickly posting information online, Becker had turned things around for the athletics department.

A few years into his job, his boss was told during an annual meeting that UPEI was considered the most improved university in terms of content and social media by Atlantic University Sport.

But, one day in 2022, he realized he was overworked.

“I can’t do this all by myself. I need someone to do sideline coverage,” he thought.

Later that year, he was contacted by a Holland College journalism student – Justin Arenburg.

“Is there an opportunity to help out?” Arenburg asked.

Becker ignored him for several months as his contract was ending at the time.

When it was renewed, he met Arenburg in September.

Arenburg’s ideas were good, so the department hired him.

He was tasked with running UPEI’s Instagram accounts and creating extra content such as questionnaires with players and post-game interviews.

People loved him. Both he and Becker created an online presence unrivaled by other athletic programs across the region – arguably the country.

Unfortunately, Arenburg planned to move on when sports ended in spring 2023.

He enrolled in Centennial College’s Sports Journalism program in Ontario.

Becker was left alone for the second time.

That’s when the department agreed to take a new approach for the first time ever – hiring a team of social media interns.

It was an easy opportunity for diverse media content.

“I want (to see) people have the freedom to do their thing. I want (to see) personalities shine. It’ll make everyone and the content better,” Becker thought.

The summer of 2023, UPEI posted internship openings across their social media pages.

Interest spread like wildfire. There were eight applicants.

By the time sports returned, the department had hired interns for every sport and was set for a new athletics season.

Today, the workload is more manageable and social media engagement has risen.

They’re now reaching 40,000 people; that’s double from the summer. They’re engaging 50 per cent more people and have more followers.

“There’s (been) a lot of excitement. So far, everyone I’ve talked to mentions the content and they love it.

“They think it looks very professional. Almost like a pro team. I take a lot of pride in that and I just want to continue the upward trend,” Becker said.

Becker loves the more relaxed environment on his end while also offering multiple people an opportunity to add to their portfolios.

“When you start bringing people on, there is a little bit taken off me, but at the same time, my job has turned into not just creating content but directing,” he said.