Practicum Research: Would You Click on It?— A Grounded Theory Study Exploring the Process of Exceptional Social Media Professionals in Higher Education
In this project, I presented a qualitative grounded-theory study, conducted over two-years, in which I explored the process of how social media professionals create engaging content. The purpose of this research was to serve as a useful catalog for social media marketers at colleges and universities seeking to optimize their social media outreach.
- Grounded theory
- Qualitative interviewing with 26 different social media strategists at 26 different universities across the country
- 1 summary report
- 1 manuscript [currently under review for publication]
University of Denver