Dr. Tim Schauer's favorite thing about teaching social media marketing is uniting his students while changing their opinions on common interests.
“I love seeing students from different disciplines on campus engage in marketing through mediums that most people are already familiar with,” the business professor said.
“In this class, we shift our perspective from looking at social media only as users of these platforms to thinking about how marketers leverage this technology. This shift in perspective allows students to develop this skill. It can be replicated in many other areas of life.”
For the past few weeks, Professor Schauer's students have been planning to market the university's Crater Nature Center, a recreational and research facility located in Bedford County. In the past, his classes have helped companies such as Schewels Home and his Dermatology Consultants revamp their marketing strategies.
“We chose Crater because of its connection to the university, and the fact that it is an opportunity to introduce the public to one of the most pristine pieces of real estate in the region for them to come and enjoy. That's why,” Schauer said.
In addition to reading textbook chapters on social media and learning about different platforms, students researched, planned, and created a comprehensive social media marketing plan. Just like in the real world, they present their plan to their client, Jennifer Wills, director of Crater Nature Center.
“Students learn how to develop successful teamwork and hone their presentation skills,” Schauer explained.
In mid-April, the five teams submitted draft plans. Before announcing the plan in early May, Schauer said he met with each member in his newly updated focus group room in the hall to discuss what went well and what could be improved. I did.
Team 1 thoroughly audited Claytor's existing social media efforts and impressed Schauer. They also delved into different audiences and how to best reach each one through events and marketing. Team 2 considered the center's unique assets and suggested partnerships with influencers.
“The most exciting part of this project is being able to support Claytor,” said Evan Gavin ’24, a marketing major from Easton, Maryland. “The hardest part is figuring out what's the most important thing to talk about. Just being able to do this project is the most fun.”
Fellow swimmer Lindsay Hare ’24 from Glen Allen, Va., majoring in statistics and data science and minoring in business, led Team 1. “I first looked at what Crater could offer,” she said. “From there, I tried to look at ways to enhance what they already had and turn it into events and activities that were more appealing to others.”
Although Hare was happy that she could “create all the events and ideas that I have,” she admitted that she “runs into obstacles when trying to come up with ideas that don't cost as much.” Many of my initial ideas were expensive and [we] I needed to find a way to make it cheaper or brainstorm other ideas. ”
And that's what the class is all about, Schauer says.
“Students are actually applying the knowledge they learned in class and applying it to real clients,” he said. “Learning information is one thing, providing simulation opportunities is another, but working on a real project is quite another.”
As part of the class, students also worked on several simulations using hypothetical budgets ranging from $500 to $5,000. This is my favorite part of Mr. Hare's class.
“I had so much fun planning my social media posts, reaching out to influencers, and coming up with caption ideas,” she said. “It really helped me get into the mind of a marketer and understand how to navigate the business world.”
Schauer said about half of the students in his class want to work in social media after graduation or pursue social media as a “side hustle.” “Some students begin to acquire customers throughout the course as they gain a greater understanding of how much talent marketers need to successfully implement social media. [as part of] Their marketing mix. ”
Gavin is one of them. “I want to be a brand manager,” he said. “What I learned was [in this class] Regarding social media, it will directly affect my future work. ”
For Hair, there's more to it than social media work.
“Dr. Schauer made an important point in class one day that you need to sell yourself,” she said. “What she learns in this class will help her market herself in the best way possible in her future career, through social media and on her resume.”
Demand for such social media classes is high, Schauer said, and the university plans to launch a digital media marketing major this fall.
