Mud slinging in college athletics was around waaaaaaaaaaaaaaaaaay before the internet. The UT vs. OU vs TAMU is a great example and goes back pre WWII days when boosters threatened the AD that "we will not lose to them..." mantra became a cash cow for college athletics.
It can also implode within the school itself. For example. WSU coach Leach barged into the TT's president office to renegotiate a new contract. TT president and/or staff asked the opinion of their biggest athletic booster, who then "mud slinged" Leach's name and influenced them not to do it. The rest is history (and hashed out for years in court and Leach barely settled). Leach made it public and it got really nasty. Now that can greatly influence recruiting.