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Several years ago, having gotten tired of the incessant Duke bashing we were all seeing in the media, Duke basketball decided to take matters into its own hands and to tell its own story via social media.
That has been a brilliant and overwhelming (if underreported) success. Duke has outstripped the rest of the college sports world when it comes to social media, recording 29 million engagements across various platforms.
Alabama football got just under 14 million while Kentucky basketball was in second place in hoopdom with 11.25 million.
One of the things we admire about how Duke has done this is that they have so often let the athletes tell their own stories and hold the mic and the camera.
People don't really think about it so much but it’s an incredible achievement.
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