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.

Methods:

• Grounded theory
• Qualitative interviewing with 26 different social media strategists at 26 different universities across the country

Software:

• NVivo

Outcomes:

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