Date of Defense

9-17-2017

Date of Graduation

4-2018

Department

Communication

First Advisor

Leah Omilion-Hodges

Second Advisor

Jenny Fouracre

Abstract

The purpose of this thesis is to understand the perceptions and experiences of those who professionally work with social media. While there is a plethora of research done on the impact and importance of social media in big businesses, there is a lack of information regarding those who create the content. This thesis is framed as an autoethnography, as I describe my personal experiences working with social media in a large corporation. To further my research, I also interviewed two colleagues about their experience. Through my research I found that social media employees go through a specific process when being implemented into their professional role. First, they must learn the responsibility that comes with posting for a large brand. They also must come to understand specifics such as the process their brand goes through in order to make a post, as well as becoming fluent in the social voice of their company. Furthermore, I learned that those employed in social media understand the growing importance of their job as social media continues to expand. I also came to the conclusion that social media professionals have a strong sense of brand loyalty and enjoy the ever-changing nature of their jobs. This research will be of great use to those who want to pursue a career in social media. Understanding the real-life experiences of social media employees will allow students to gain insight into future careers, far beyond the technical application of social media in big businesses.

Access Setting

Honors Thesis-Open Access

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