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The article focuses on the University of Connecticut (Uconn) IMG College account representatives Erik Antico and Brett Greenfield who took the social media fans on 1,7000-mile Final Four road trip to Dallas, Texas with the Chevy Sonic car. It mentions that Uconn IMG Sports marketing general manager Tom Murphy developed a plan with a heavy social media presence, with Greenfield dressed as Uconn mascot Jonathan the Husky handing out Uconn gear and took pictures at landmarks on the way to Texas.

The article offers several observations for sports professionals on Twitter who are seeking to extend their brand and their employment. Sports professionals who tweet from a company-owned device are expected to represent their company properly. It indicates that retweets can imply endorsement and suggests being cautious with pass along links that can be perceived as the company's content or opinion. Sports executives are advised to offer fresh reporting and a different perspective.