COLUMBUS, Ohio (WCMH) -- Social media is not the real world, but it continues to influence how people talk about politics, big events, and without question, sports.  Schools like Ohio State University are investing heavily in the content you see in social circles. It’s essentially a marketing department and through their lenses and keyboards, they fill a blank space every day.  "It’s a machine,” said OSU Creative and Branding Director Ethan Miller. “This is the biggest brand in the world: college football. I truly believe that and building that brand because you have to uphold the standard.”  Four full-time employees and two student assistants churn out content daily. Everywhere the Buckeyes go, they’re gathering and then the results show up in your feed.  Watch: Meet the team that builds the Buckeye brand On game days, you’ll see Miller’s team scrambling around the field like video ninjas, seemingly everywhere.  "Everything in this building starts with trust,” Miller said. “We're at every game, practice, workout, we're here to really film the journey of this team. Coach has really done a good job in trusting us. He understands what our job is and to push out our narrative of our team.”  All of the footage the team captures create the bold, weekly hype videos promoting each game.  “We understand the meaning of Ohio State, the Block O, what everything means,” Miller said. “Really a mix of us finding the message from the staff and the fans, what they expect, of the traditions and excellence of Ohio State and bonding them together.”  Those videos and photos also play a large role in recruiting. The Ohio State team builds sets for photoshoots, including one that had a vintage Buckeye basement look.   With the new era of name, image and likeness, players are taking new interest in learning how to create and manage their own content, including running back TreVeyon Henderson.  “Trayvon walked in and he was just like, ‘Hey. Do you have a spot where you have all my clips from last year?’” Miller said. “It was funny because we thought he was going to come in and ask us to put it together; little did we know, two to three hours go by and he's still at a desk.”