Recent research from the Collat School of Business at the University of Alabama at Birmingham sheds light on how college students understand concepts in social media marketing and what employers expect from them when they enter the workforce.
Teaching social media marketing poses distinctive challenges. The field is constantly evolving, requiring professors to stay updated with the latest platforms, algorithms, and tools. Juggling class preparation, research, and other duties adds to the complexity of effectively teaching in this fast-paced field.
Frequent changes
One particular challenge is the need for frequent updates to course materials in social media courses, reflecting the rapidly changing landscape of the industry.
“The landscape itself changes so quickly that it’s even hard for people who work full time in the industry to keep up,” the researchers explain. “From the emergence of new social media platforms to the numerous changes to each social media platform, change is one of the only constant aspects of digital marketing.”
The study highlights the enduring importance of meta-skills for students. It also argues that engaging in client-based projects significantly boosts the acquisition of meta-skills among undergraduate students compared to relying solely on simulations.
“Even if a person has technical experience in social media marketing, it is still essential that they are good communicators, have time management skills, enjoy learning, etc.,” the authors conclude. “As with many jobs, simply having the technical skills is not sufficient in being a part of a team and being able to communicate effectively with teammates, clients and customers.”
An interesting dynamic
According to the authors, a notable dynamic arises from the fact that students often have more current knowledge of emerging social media platforms than their professors—a situation worth considering.
Rather than simply teaching the basics of platforms like Instagram, professors must delve into the nuances of using them for marketing and advertising purposes, a skill set distinct from personal use.
The study emphasizes the importance of professors comprehending and effectively conveying the intricacies of advertising dashboards, as well as providing students with access to these tools and analytics in the classroom.
Furthermore, the research draws on interviews with marketing managers to identify the desired skills for new social media marketing graduates, aiming to align classroom instruction with industry expectations. It underscores the need for graduates to articulate their learning experiences effectively in resumes, portfolios, and interviews, especially concerning simulations.
Feedback from hiring managers also underscores the growing importance of video content creation and editing skills, as well as basic knowledge of HTML, content management platforms, and search engine optimization (SEO). Integrating these topics into the curriculum enhances students’ competitiveness in the job market.
