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


  • NVivo


  • 1 summary report
  • 1 manuscript [currently under review for publication]


  • University of Denver

  • 2015-2017