MORGANTOWN, W.Va. -- In the parlance of NCAA compliance matters, there are few accusations quite as serious as the one that says you don't monitor what's happening in your program.
You're in trouble for one thing, but on top of that, you're in trouble for doing nothing to prevent the other thing. Or things.
The University of North Carolina football team has a list of problems as part of a lengthy investigation. Seriously, there are nine items listed in the NCAA's Notice of Allegations delivered to Chapel Hill last week.
Some of the accusations are well known when it comes to the NCAA's investigations and they'll likely conspire to get the Tar Heels in some trouble.
One in particular is all but unprecedented and can also get UNC in trouble, as well as a bunch of other unknowingly susceptible schools. UNC was hit with the failure to monitor - but more specifically - a failure to monitor social media.
The wealth of the case against the football program involves the relationships between agents and players and coaches, as well as the benefits that may have come from those relationships.
What's unusual about this is the NCAA kind of says UNC should have known better and sooner because the Twitter account of former defensive tackle Marvin Austin gave away some serious clues something was going wrong.
Among the list of suspicious tweets were messages bragging about travel and shopping sprees and parties and pictures that gave the public a look into all of the above.
Austin was later dismissed from the team, while two other players were ruled permanently ineligible, for what UNC Athletic Director Dick Baddour said was "accepting extra benefits and then not being truthful with our staff and NCAA representatives."
Here's the scary truth about this as the ripples in the water reach the shore of compliance offices throughout the country. These schools have problems related to the actions and interactions on social media sites that they don't know about and there's only so much that can be done to prevent it.
In fact, prevention isn't really the practice. Most schools are reactive rather than proactive and deal with an issue when they discover one or are made aware of one.
West Virginia is among that camp and, like just about everyone else, paying close attention to UNC.
The story about how the NCAA views and adjudicates behaviors on Facebook and Twitter and all the associated sites has yet to be written. It's one thing to say a school has to be on top of it. What happens next in terms expectations and penalties is what matters most.
"If a mandate comes out and the NCAA wants us to police these sites on a daily basis, versus following up on issues when we find them and educating student-athletes about what they can and can't do, yes, that's an issue," said WVU's associate athletic director for compliance and governance, Keli Cunningham.
It's an issue, Cunningham said, because to properly oversee the online behavior of some 400 student-athletes would require a full-time position. WVU keeps a set of eyes on things right now, but it's a graduate assistant. The resources of full-time employees are better used in other matters.
And even if a full-time position were devoted to that particular job, it's still pretty pointless.