From the Buffalo News: Twitter lets athletic programs manage their message (This is the second of two stories dealing with the online social media known as Twitter)

While Twitter is red hot at the moment, it's just one piece in the multimedia fabric — one of several platforms available to anyone, and everyone, to get out their message.

In a crowded media market, it can be difficult for schools to get time and space in traditional outlets. It also is difficult to make a name for yourself as a mid-major, small-market school against big-time, big-name programs that ESPN highlights on a regular basis.

Avenues like Twitter, which are free to use, help give the small guys and gals a voice.