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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.
Rudisill, Anna, "Social Media in Big Business: An Autoethnography" (2017). Honors Theses. 2979.
Honors Thesis-Open Access