After yesterday’s win, rivalries only seem appropriate to talk about.

Rivalries are fun, in your face and near impossible to not engage in when your school is involved.

In the age of social media, with hashtags like #HuskyHateWeek, it is pretty hard to avoid the buildup to large rivalry games. Every time we check Facebook, Twitter or Instagram there is likely something informing us of the upcoming games, especially when a rivalry game is coming up.

But this kind of trash talking and buildup to a significant game is not new. For example, in 1906, the Cal versus Stanford rivalry game was put on hold due to fear of riots.

Now, collegiate team fanbases are given a different type of platform to express their hatred for the other school. Most major sports schools have a Barstool account with their name on it. Through these platforms there is an ability to highlight everything great about their school, and everything not-so-great about whoever they’re playing that week.

Hashtags are another interesting one in this online community buzz. With a few keystrokes, there is a collection of polarizing opinions.

So how far is too far when it comes to rivalries in the social media age? Where do industry professionals play a role in this?

At this point is where the industry professionals are what keep the conversation at a fun, competitive level, and not crossing boundaries into the extreme. With a level of enthusiasm that does not cross over into aggression or rudeness, they often are the ones setting the pace for social conversations. College GameDay exemplifies this with their Twitter discussions. No matter what, people are excited when College GameDay comes to their school and social buzz shows for that.

But sometimes things do get out of hand. Barstool and accounts like it are a good example of social conversation gone to the extremes of fandom and rivalries. Incorporating memes, minimal filters and shock value, they highlight the extremes of fanfare, sometimes bringing offensive content with it. This type of conversation is the more in-your-face type of fan with blunt comments and pushing of boundaries.

Both have a place in rivalries, because without them, we would not have the same level of excitement and engagement for such exciting events.

Rivalries taking to social media are still such a growing concept that it will be interesting to see how these conversations and tools are used over time.