General / Trends/Hot Topics

A Digital Landscape

By: Rob Johnson

“Eventually it won’t be called social media; it’ll just be media.”
-Anthony de Rosa, Social Media Editor, Reuters

Writer, Rob JohnsonThe growth of social media has forced public relations agencies to expand their digital capabilities and rethink traditional channels. Customers are able to directly communicate with brands and companies to share their experiences – the good and the bad. Traditional public relations tactics, such as press releases and promotions may not be effective if a negative sentiment has been created online.

Consumers now share their opinions on review websites, tweet about brands or even add Facebook status updates about an experience with your brand or a product they bought from your website.

With the expansion of Facebook for Business, the growth of mobile and tablet devices, and the proliferation of apps, any company, no matter the industry or size, can promote and enhance their brand. A 2010 study found that four out of five companies are now active on at least one social media platform and 25% of those firms are on Facebook, Twitter, YouTube and a blog. ­

Young professionals are finding that many of the jobs available for graduates with a back ground in journalism and communications now involve using social media and digital applications. To be competitive in this industry, it is no longer enough to just be active on social media and manage a personal account. While a familiarity with online networks is an advantage that young adults have over older generations, an understanding of the marketing and public relations components is just as important.

The School of Journalism and Mass Communication has expanded its courses to include Applied Digital and Social Media and Social Media Today. These classes are designed to teach students the tools needed to manage social media communities and generate engaging content.

Internships can be an invaluable opportunity to learn digital practices in a controlled environment and give students a foot in the door for employment after graduation. Professional organizations such as PRSSA and Students in Advertising can provide resources through alumni networks and connect students to employers. Locally, firms such as Sculpt and Brand Driven Digital provide internships for budding digital practitioners.

Many businesses in Iowa City do not have the resources or capabilities to effectively maintain their digital presence. This provides young professionals the opportunity to manage their social media accounts to develop their skills and learn outside an academic setting. Additional resources such as Mashable, ClickZ, and Facebook Marketing can provide insight and industry news that can further develop ones skills.

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