Edited By Hana S. Noor Al-Deen
Chapter Six: Drop and Give Me 20 (Social Media Platforms): Using Boot Camp to Teach Social Media Strategy
Drop AND Give Me 20 (Social Media Platforms)
Using Boot Camp to Teach Social Media Strategy
MELISSA L. JANOSKE, ROWENA L. BRIONES, AND JULIA DAISY FRAUSTINO
Teaching public relations at the undergraduate level now requires instructors to be well versed in social media. Fifty-six percent of corporate executives say that engaging with customers online is at least a top-10 priority for their organization (Brown, Sikes, & Willmott, 2013), and 75% of companies have a dedicated social media team (Solis & Li, 2013). In recent years, demand for public relations practitioners with social media knowledge and expertise skyrocketed (Lombardi, 2013), as more employers pursued practitioners with more specialized social media skills involving platforms such as Instagram, Vine, and Twitter (Stone, 2013). As Wright and Hinson (2010) discovered in their longitudinal survey, 85% of practitioners claimed that social media platforms have made a lasting impact on their organizations by changing the strategy behind their communication. Thus, preparing students to handle social media strategically and effectively, as well as helping them understand the variety of platforms that exist to discern which are most relevant to their organization, is now a crucial skill for helping them succeed in the public relations job market.
While students often seem to believe that their personal use of social media easily translates into a professional or business understanding of social media, oftentimes this might not be the case. In many instances, public relations students need guidance on how they can...
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