Nebraska volleyball finds unique way to build team morale, fan engagement

LINCOLN, Neb. (KLKN) – When you think of a head coach, some might picture a faceless tactician on the sideline, but Nebraska volleyball’s John Cook has a leadership style that builds fan engagement and team morale.

TikTok is more than just a space for viral dances, it’s a way for Cook to connect with his team.

Channel 8 spoke with Counter Read’s Erin Sorensen, who caught a glimpse of the team’s content behind the scenes.

“John Cook joining TikTok was definitely not his idea, it came from Harper Murray,” Sorensen said. “Her bond with Cook along with the whole team was very apparent with the TikToks they made. And at some point along the road the suggestion was made that John Cook should join TikTok.”

With over 75,000 followers, the positive content from Cook and the players translated into fan engagement.

Not only for current players, but for future volleyball stars.

“People all over the country who are talking about how they want to play for Nebraska, how Nebraska is their team, and this person is sitting in New Jersey or Oregon but they’re talking about how they want to be at Nebraska, a dream would be to play for John Cook, a dream would be to just attend a Nebraska volleyball match,” Sorensen said. “You are creating all those pre-teens who want to grow up be Nebraska volleyball stars and for some of them, their entry point to Nebraska volleyball was volleyball day in Nebraska and then TikTok.”

For Cook, TikTok isn’t just about being trendy.

It’s a tool to build team culture, boost morale and keep the line of communication open between today’s generation of athletes.

“He always strives to have a strong relationship and connection with his players,” Sorensen said. “And same thing for his players, to really have that team bond because if you’re going to expect them to go far in a tournament and win a national championship it’s a lot easier to do that when you have a team that likes one another.”

What started as a fun experiment has became part of the way Cook engages with his players and the Husker community.

While the content may seem lighthearted, it’s creating a stronger bond between the coach, his players and their fans.