I think that we are in a different era with respect "awards" in all sports. Social media as we know it is only 10 years old. Sure, some of the platforms are a few years older than that, but I am talking about their widespread use and their pervasive infiltration into our lives. Social media has changed the way that people access information, and the way that it is shared. It has created a sound byte society, and one in which people literally move from subject to subject in seconds.
I think that Alabama needs to hire someone who understands this if you want to win a Heisman race that is close in the coming years. Alabama had Ingram and Henry win because people outside of UA pushed their cases for them - particularly ESPN.
Tua lost because no one was supplied his narrative until the votes were cast. He won the awards where votes were cast before the SECCG, and lost the others. He lost those because the Sooners took control of the narrative and Alabama didn't even try to take it back. He lost the award because Alabama lost the battle that was taking place in the social media world - the world that the voters live in 24/7. Only after the votes were cast did we start to see stories representing Tua's narrative - too late, by far.
In this world, you have to be first, and you have to be everywhere.