"It's impossible to put something in place to allow you to review these materials at a level that allows you to catch everything," Cunningham said. "You just can't do it."
And yet, given the proliferation of social media and the predilection for players to log on and sound off, the potential for problems is only increasing and the NCAA has to be increasingly concerned. Players can't do seemingly innocent things like talk at an unsigned recruit or endorse a restaurant or promote judging a dance contest at a club on a Saturday night.
UNC isn't even accused of that. It's in the news for not looking at what were probably harmless innocuous tweets at the time and then using them as the motivation to dig deeper, which proves just how slippery this slope might be if it the NCAA chooses to go down that road.
Surely the NCAA has to be with it enough to realize how difficult it is to police it all, but they will just as surely expect a reasonable practice in place to be on top of things.
Then again, define reasonable. That's a heck of a variable.
"That's the reality of compliance," Cunningham said. "The UNC issue, to be honest with you, doesn't give me any more red flags than what we already operate under. We operate under red flags and we're constantly looking at what type of monitoring efforts we can go through to make sure we're doing our due diligence to run a solid program."
Cunningham said WVU does the required rules education with student-athletes and makes sure everyone is clear on online conduct. Students and boosters are sent an email that goes through the rules, as well.
WVU also conducts random checks of the online content, which extends to message boards, just in case. It's not unusual to check on high-profile players, but it would be just as normal to see if someone with less fame is no less at risk. Same goes for well-known recruits who have not yet signed, but are still subjected to WVU fans sending them persuasive messages that go against the rules.
Mostly, though, WVU relies on its rather large and rabid fan base. Last week, for example, the compliance office was made aware of an advertisement for basketball player Deniz Kilicli's gig playing guitar with the Davisson Brothers band. That's a problem. Student-athletes can't be used for such promotional purposes. Kilicli was eventually put on the bench.
That has nothing to do with social media, of course, but it's proof the very large net WVU allows its followers to cast is effective.
"I get the sense there are a lot of people who I feel are connected to WVU athletics who have been willing and who I expect will continue to be willing to pick up a phone and call me and say, 'Hey, this might be a problem,' " Cunningham said.
She said there have been "at least a handful of issues that have been brought to my attention" in her 10 months on the job. They're all investigated. If necessary, they're reported to the NCAA - and that's if the NCAA hasn't come to WVU first because the NCAA is always looking.
And now the NCAA might be looking to change the way things are done and making it a lot less subjective.
"If they say UNC never, ever went out and looked at any kid's page and that's not reasonable, yeah, I can get there," Cunningham said.
"If they're going to say, 'Oh, no, they should have been out there for this prescribed time period watching this many student-athletes,' that's where the red flag comes in. Perhaps they say it's a failure to monitor because they had enough information to send them to those sites and see for themselves. We just don't know yet, but I think the UNC issue could potentially dictate something a lot more standard."
Contact sportswriter Mike Casazza at mi...@dailymail.com or 304-319-1142. His blog is at blogs.dailymail.com/wvu.