Happy 2021! As we start the spring semester, I realized that it has officially been 10 years since I started teaching a social media class.
TEN YEARS?! Where did the time go?
Honestly, the time flew by and it seems like yesterday I came to UofL from my PhD at the University of Tennessee, where I was asked to create and execute a social media class. Little did I know what would happen to me and the work I would be doing for the next decade.
It was a time where I grew as a professor, research, and professional in the field. Each year brought forth new examples, best practices, cases, and insights that helped me be more informed and up-to-date as a professor.
But – has it all changed? Are there some things that have stayed the same over the past ten years? We know the platforms have certainly!
I thought it would be a good idea to share some insights on what it has been like to teach social media for the past ten years, what has changed (obviously!), and what hasn’t.
10. Teaching social media is still a constant prep (more than ever!) Ah – the good old days in which we had hours (!!!) to be able to adjust and work on additions and changes to our syllabus. With the past few years – I’ve had to change and address items AS I AM IN THE CLASSROOM because of breaking news, new platform changes, and campaigns that went viral.
The timing aspect of what we are seeing is an important variable. Students – more than ever – rely on having the most current, up to date, and relevant information. Students are coming with a lot of personal experience in social media – whereas before – they may have been on one or two platforms. Now, they are on more than 10+.
Plus, the expectations are a lot higher. Students want to do work that has an impact and real world application to it. Working with clients is required – was optional when I first started. Certifications are a key part of every class. Individual content creation opportunities from blogs, videos, and other hands on industry related pieces are also added. When I first started, we had blogs, a strategic brief, Twitter, and a campaign proposal. We have a bit more now in 2021 to tie into current industry trends.
9. Universities are recognizing the importance of having digital literacy skills and social media classes. I think this is very refreshing to not only have department and college support, but university support for social media.
Was this in place 10 years ago? Not consistently. However, universities are realizing the industry – those in the community where the university is located and beyond – need professionals with these skills – and are looking for new talent to recruit and hire. With that being said, more support means resources dedicated to classroom activities, support for bringing in speakers, and help in getting media coverage.
8. Teaching social media means a lot more than it did 10 years ago. If you are asked to teach social media – it’s not just about the class, but it also means you have to be an expert in all aspects of social media. From being productive in research, having a reputation in the industry, and have social proof of your work in the industry amongst other things. You also have to be someone who has strong relationships with the platforms and present at industry events. We have to have constant media coverage for our innovation in and out of the classroom, research studies, AND interviews for shows and podcasts. It’s a high order of things to master and have on hand.
These expectations continue to grow and grow, and it can be overwhelming at times to manage all of these expectations and obligations. However, these are being more valued and accounted for in tenure and promotion cases – all tied to either creative services and activities, service, or evidence of your reputation in the field. It’s all worth it!
On the flip side, it means we also have to do more to help prepare our students on what they need to know about the field. From the positives (ex. storytelling, etc) to the dark side of social media (ex. cancel culture, cyberbullying, etc) – these topics and trends are adapted and evolved over the years as well.
When I started teaching social media, I would cover broad areas like strategy, research, planning, and creativity. Now, it’s more specific to focusing on insights, influencer marketing, creative executions, and more.
7. Professors teaching social media are *slowly* getting the respect they deserve in and out of academia. Let’s say that this is still a work in progress. When I first started teaching social media, it was very rare to have a social media class. Now, we are seeing programs, majors, and specializations arise all over the world.
With that being said, one of the things I still notice is the argument “higher education isn’t aligned with what needs to be taught in social media” or some in the industry are not aware of who we are and what we are doing.
I’ve to combat this argument *A LOT* – but the way I’ve handled this is invite others to see what I do in my classes, review my syllabus, and see what they would change and add. Best strategy I’ve done in my years of teaching social media.
However, that’s where point #6 comes into play is advocating for faculty who are leading the charge in social media, bringing relevant industry insights to the classroom for their students, and making the difference.
Even more so – the best professors who are teaching social media are not at the big name programs and are not getting the visibility they deserve. It’s my mission to make sure they get the praise and spotlight they deserve.
6. Professors now have a community to be a part of for social media professors. I wish I had #SMprofs when I first started teaching b/c it was HARD.
Hard in the sense where there was not a lot of resources available, and if there were professors who taught social media at all – they would not share their ideas, assignments, or perspectives at all. I created and formed the #SMprofs community so no one would feel lost, and they could come to a place for help, support, and get the resources they need to integrate into their classes.
Four years later, we are close to approaching 2k members from all over the world!
5. Books in social media have gotten more strategic, insightful, and comprehensive. This is very refreshing to see! I know there were not many books out there specifically on social media, or how I would like to approach the field. We had platform based books (how to use FB, etc), but nothing really on the strategy.
Now, as we enter 2021, we have lots of books covering social media, management, and key areas in the field like measurement, influencer marketing, and more!
4. The question is not what to teach in social media, but how to teach it that matters. Think about it. When I started teaching social media back in 2011, it was all new and everyone was jumping on board with the trends and platforms. Now, we are seeing the field mature and grow, so we are focusing on more strategic and creative applications for the tools.
3. Access to tools, industry, and resources is WAY easier than ever before. Props to Marketing Twitter and Twitter for this! I love how we are all connected and able to share ideas, formulate communities, and make connections. There were no certifications or tools that were used in the classroom. We now have many certifications, tools we can use, and resources to add and amplify our readings and content.
When I first started, blog posts and white papers saved me! Now, I have newsletters, podcasts, videos, books, ebooks, and more to share and create a collaborative and dynamic learning experience for my students.
2. Some core skills needed for social media have not changed. Platforms have changed A LOT over the period of ten years. Some have evolved, and others have come into the picture (hello IG, Snapchat, and TikTok!). However, it’s so key to remember how and why we use these platforms. So, adaptability, agility, empathy, creativity, writing, research, and strategic / critical thinking are all key skills students (and professors!) need to have for social media.
1. Teaching social media continues to be one of the hardest – yet rewarding – classes to teach. This is 100 percent true! The difference and impact teaching social media has had on me over the years is nothing like I’ve seen from other classes I’ve taught. Lots of prep, updating, and organizing is taken into consideration. It is not an easy class at all – it’s one of the hardest to create, execute, and sustain.
Yet, to see students succeed and grow as a professional while achieving their personal and professional goals is priceless. I respect any professor who takes this course on b/c I know what it takes to do this class really well.
In summary, these ten years in many ways went by really fast, and I look foward to reflecting on what it will be like in another ten years and see what reflections I have at that time! I wish you all a great 2021 and here’s to a great semester!
Best Wishes,
