Matthew Pittman: Influencing Social Media Education at the Tombras School
Associate Professor Matthew Pittman is recognized worldwide for his innovative approach to social media influence due to his viral videos that have reached upwards of 400 million views. He captures his audience’s attention in unique ways, such as dancing in class with college deans and school directors at the University of Tennessee, Knoxville. Pittman also engages his students through creative methods such as singing screamo music, student influencer contests for real products, and other educational shenanigans.
Since joining UT in 2019, Pittman has taught courses on advertising and research methods and is the current director of the Adam Brown Social Media Command Center. However, he is best known for his social media course, which combines entertainment with strategic insights drawn from his research background.
When asked about his diverse background, Pittman described it as “a little unusual,” sharing that he has worked in and out of various sectors.
“I studied media arts and design at James Madison University and freelanced in video production for a couple of years before becoming a youth pastor because… life’s full of twists and turns,” he explained. “I served in ministry for about seven years and then attended Fuller Seminary in Pasadena, California. After getting an M.Div. I obtained my PhD in media studies at the University of Oregon.”
Pittman’s first academic position was at Rowan University in South Jersey. Being a half-research, half-teaching (R2) university, Pittman discovered his passion for research there, which prompted his desire to teach at a larger, more research-focused institution like UT.
“Now, I get to teach classes that I love, especially social media, campaigns, and research methods. It’s enjoyable because I get to learn alongside my students,” he said.
Pittman’s social media class began a few years ago with a Twitter account (now X) and an Instagram account, later adding TikTok as that platform gained popularity. The Twitter account did not gain much traction, but once the class started posting videos on Instagram and TikTok, it began to attract attention on those platforms, leading to increased student interest.
Pittman stated, “It grew very organically and gradually until a few videos gained popularity, and then it exploded. When I took over the social media class, there were around 20 to 30 students. Since it was a 400-level course, it was more involved. We soon realized that social media skills are crucial in our field. When employers are asked what they seek in recent graduates, they often mention critical thinking skills and social media savvy. So, we decided to lower the course level to 300, making it more accessible to a larger number of UT students.”
The course’s main objective is to understand social media trends and discern what content strategies are effective and which are not. Students have the opportunity to brainstorm ideas for videos, shoot them, post them online, and analyze the metrics to see how large audiences perceive them. Several videos created by the class have accumulated millions of views and comments, with feedback that ranges from positive to negative. However, that diversity of responses is integral to the learning experience. Students have also collaborated with brands like Taco Bell, Tennergy, Meta, TikTok, Bad Day Hat Co, Mingle, Alani Nu, Ponto Shoes, Study Fetch, SEC Nation, and others.
Pittman mentioned, “The entire class is dedicated to strategic communications and explores key questions such as: Who is your audience? Where are they located? What do you want from them? We view the course in the light of branding versus future employment opportunities. It’s captivating to film something on a Tuesday, have it go viral, and then check the metrics two days later on Thursday, potentially reaching millions of viewers worldwide.”
Graduate assistant and master’s candidate Allie Seltz said, “Dr. Pittman has transformed the study of social media into a vital part of the Tombras School’s curriculum. By creating the @UTKSM social media accounts on platforms like Instagram, TikTok, Threads, and Bluesky, he provides students with real-world examples of social media strategies. His approach integrates practical experiences, encouraging every student to participate in content creation and learn the tactical skills necessary for today’s industry.”
During the class, Pittman and his students discuss why certain content is successful, while other content fails. They explore the nature of the comments they receive, which can sometimes be surprising—some viewers love the content, while others dislike it. Pittman notes that some comments often provide valuable insights that they might have previously overlooked. Although most of their audience is from Knoxville and the US, they occasionally receive substantial engagement from viewers in other countries.
Pittman expressed that the class has fostered personal connections between him and his students. In many of the videos, Pittman actively participates alongside the students. He believes the course encourages students to step out of their comfort zones and confidently share their unique ideas. This exposure has also increased students’ visibility to potential employers.
Seltz said, “As a professor and mentor, Dr. Pittman is much more than his fun and unapologetically authentic self. He is patient with his students, attentive to their thoughts and feelings, and genuinely seeks to build lasting relationships. His dedication ensures that every student feels seen, appreciated, challenged, and inspired.”
Although competition for views is not part of their grade, Pittman remarked that students enjoy the internal rivalry to see whose videos attract the most views. The content he created with his class in 2024 was reposted by ESPN, Barstool Sports, UniLad, Lad Bible, House of HIghlights, and others, reaching somewhere between 400 million and 500 million views worldwide.
“The number of recruiters visiting the class has increased significantly—from just one or two per semester to someone coming in every week until the end of the semester. They say, ‘Hi, I run a local business.’ or ‘We provide this service. Here’s our social media, here’s what we’ve learned. By the way, we need someone to help us with social media.’ As a result, dozens of students have secured jobs or internships,” Pittman noted.
Mokhlisur (Numan) Rahman, a PhD student studying advertising, stated that Pittman’s teaching has significantly impacted his academic journey. As Pittman’s teaching assistant for the social media class and a research assistant at the Adam Brown Social Media Center, Rahman emphasized that Pittman’s unique and engaging teaching style makes every session something students look forward to.
“His ability to bring cutting-edge concepts into the classroom makes him enjoyable and intellectually stimulating. Dr. Pittman fosters a very accessible and welcoming environment in his classes. Some of his most astounding qualities are humor and openness, which ensures you will leave his class with a relaxed, positive experience,” Rahman said.
Pittman recognizes the uniqueness of his class and research and is aware of the challenges involved in teaching social media classes in such a dynamic environment. He stated that the rapidly changing media landscape, especially with the rise of AI, shifts in ownership, and issues related to content moderation, has him updating his lectures nearly every semester.
“The media landscape is evolving so fast. I cannot imagine the old way of doing things where you would do a project for a year and then publish the paper two years after that—it would be irrelevant at this point. It’s fun to be able to talk about and experiment with ideas as they’re happening in real time,” Pittman explained.
Pittman’s approach ensures his students are always engaging with the most current trends and developments in social media, preparing them for the fast-paced world of advertising and public relations.
Rahman said, “In addition to his teaching, Dr. Pittman’s research expertise has always provided me with invaluable insights. He has an incredible ability to turn real-world matters into empirical research, and his passion for research is evident in every project he leads. As a research assistant, I have seen firsthand how he inspires creativity and rigorous thinking but is theoretically rigorous. He is one of the most approachable and trusted mentors. His contributions to the Tombras School are immeasurable.”
The Tombras School is grateful to have faculty members such as Pittman to inspire students and share real-world experiences.
Check out the latest article by “The Conversation” featuring Matthew Pittman, where he discusses 5 Super Bowl commercials that deserve places in the advertising hall of shame.
Matthew Pittman: Influencing Social Media Education at the Tombras School written by Kristen Gallant and originally published on the College of Communication & Information site.