Tombras School Partners with Knoxville Parks and Recreation for Social Media Analytics Course
The City of Knoxville and the University of Tennessee, Knoxville, have partnered on various projects that provide students with valuable real-world experience and opportunities to engage with the local community.
Recently, students in the Tombras School of Advertising and Public Relations’ Social Media Analytics course, led by Assistant Professor of Practice Joe Stabb, conducted an audit of the City of Knoxville’s Parks and Recreation Department’s social media as part of a class project.
This collaboration not only provided parks and recreation employees with new insights into their social media presence but also allowed students to learn more about social media analytics and how large organizations can effectively leverage social media.
Advertising and Public Relations Social Media Analytics is a three-credit hour course designed to equip students with the essential analytics tools needed to analyze social media data. The course covers various topics, including engagement analytics, sentiment analysis, topic modeling, social network analysis, influencer identification, and the evaluation of social media strategies.
According to Stabb, in today’s digital landscape, social media analytics is essential for businesses as it helps them understand their customers, measure the success of their marketing efforts, and make informed business decisions.
Aaron Browning, the City of Knoxville’s deputy director of parks and recreation, saw partnering with the Tombras School as a valuable opportunity, not just for his team but also for the Knoxville community that benefits from parks and recreation services.
He reached out to Stabb to discuss how students in the class could help their department.
“We discussed the parks and recreation system, the college, and the various classes offered, including the social media analytics course. I believed this was an excellent opportunity to dive deeper into our social media presence and engagement,” Browning said.
The students dedicated several weeks to learning what strategies had been effective for the department’s social media. They evaluated the target audience and identified the type of content that would resonate with them. At the end of this period, the students presented their findings to Browning and his team.
“I think the results were amazing. Partnering with UT has always been a priority for us. It helps us attract staff, whether they are interns, part-time, or full-time employees. Many UT students, regardless of whether they are here for one year, four years, or longer, become a part of the community, and we want them to be engaged,” he stated.
Amelia Sandie, a first-year public relations master’s student, is grateful for opportunities like this that allow her to apply her classroom knowledge to real-world situations.
“Sometimes in school, you wonder if your education will translate to the real world, so having a client as significant as Knoxville Parks and Recreation acknowledge the value of our work was a great confidence boost for all of us,” she said.
Maggie O’Brien, a first-year graduate student in the Four Plus One concentration at the Tombras School, said this project helped her grow professionally through practical experience.
“In grad school, I’ve had many opportunities I didn’t have in the past four years. I’ve put myself out there, and as a result, I’ve learned things I never thought I would experience in real life,” she said.
Tombras School senior Bryan Smith shared that working with large organizations like the City of Knoxville has provided him with a new perspective on social media strategies.
“I feel that not all classes allow you to engage deeply with social media, especially when dealing with something as significant as the social media accounts of Knoxville Parks and Recreation. Analyzing their current situation and discussing potential improvements is a valuable learning experience for us,” he explained.
Sandie, O’Brien, and Smith noted that the class is not for the faint of heart. Auditing social media for large organizations can be intimidating, but it enables them to apply their skills and learn to operate in a corporate environment.
“This class is great because it pushes you to your limits. We conduct extensive data analysis, interpret that data, and manage a significant workload, all while striving to meet high standards,” O’Brien said.
Browning said he appreciates the students’ insights and encourages other organizations to pursue similar collaborations with educational institutions.
“Participating in a classroom environment and being part of a student project has allowed us to receive valuable feedback. The students’ perspectives on their classroom experiences and knowledge of social media and personal engagement have been incredibly beneficial. It’s been a great experience,” he stated.
This collaboration is just one of the many ways Tombras School engages its students with community partners, turning the world into their classroom.
If you want to learn how to engage with the school, click here.
Tombras School Partners with Knoxville Parks and Recreation for Social Media Analytics Course written by Kristen Gallant and originally published on the College of Communication & Information site.