No one can say that the University of Florida isn’t attempting to maximize every ad penny spent. But how they’re doing it is what’s surprising. (Here is a correction provided from UF via email shortly after publishing this post. The NCAA and SEC provide the ad spots for free, as UF is a non-profit public university. But the idea stands: they’re maximizing every minute of airtime.) They’ve launched the seed for a social-media based support system to connect viewers of TV ad spots running during UF games with each other, with key information about the UF experience and academics, and more. They’re enlisting students, alumni, parents — yea, the entire Gator Nation — to contribute photos and works of video and to network with each other online through the experience of sharing and mashing media.

According to Joe Hice, Associate Vice President, Marketing & Public Relations, goGatorNation.com will be supported by groups on Flickr, Facebook, and YouTube. They’ll run contests, and winners’ videos will be displayed on the basketball arena’s Jumbotron.

“We talked about including a discussion board on the site, but will instead create a Facebook group devoted to goGatorNation.com. Most of our students are Facebook aficionados and we believe this is a better place for discussion. We also expect groups to pop up on Flickr and within YouTube as well,” he said.

“I guess you could say we’re doing everything we can to create a social networking site for everyone who is a member of The Gator Nation and for those who are curious about what we’re up to here in Gainesville.”

What’s going to happen to the brand, you say? I almost cringe when I hear that term. But it sounds to me like UF realizes their people are the brand — if “brand” is even a useful concept any more. In a 1000-word email to me explaining the idea, Joe managed to do it without using the word “brand” even once.

“This is a very different approach than just about any other college is taking,” he said. “Most feature the classic “beaker shot” or students in the classroom. Not us. We have happy members of The Gator Nation sharing good times and encouraging each other to go out there and make the world a better place.”