Title

Hootsuite University: Equipping Academics and Future PR Professionals for Social Media Success

Publication Date

2-2016

Abstract

Public relations educators are challenged with developing practical approaches to teaching social media. This study explores the use of Hootsuite University, a social media education and certification program that has reached more than 20,000 students. The impact of the training is examined through three angles. First, the study explores the value to students who participate in Hootsuite University within a classroom setting. Researchers at five universities used a pre-/post-test survey with students in their social-media-related courses in the spring, summer and fall semesters of 2014 and conducted in-depth interviews with former students who had completed Hootsuite Certification. Second, through in-depth interviews with employers who hire for digital positions, the study highlights the impact of Hootsuite University training on professionals who hire recent graduates. Finally, the study examines the partnership between professors and the Hootsuite organization. Researchers conducted in-depth interviews with Hootsuite staff and analyzed the results of Hootsuiteís annual professor survey conducted in fall 2014.

Keywords

Mobile communication systems in education;

Publication Title

Journal of Public Relations Education

Volume

2

Issue

1

First Page

1

Last Page

18

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