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UT Social Media Week 2016

utsmw

UT Social Media Week, March 28-31, 2016 proved to be the most interactive in the event’s five-year history. Over 700 students and faculty attended the week’s events. On Twitter at #UTSMW16, a series of tweets provide highlights of the week from the perspective of students, faculty, staff and presenters.

Panel discussion topics included social media and: politics, crisis communication, music and entertainment, sports and business, while local and national experts led workshops that gave students hands-on experience with online crisis management and content creation. Many of the panelists also provided students with tips and recommendations on how to best take advantage of opportunities while still in school and how to land their dream job once they graduate. The details about each session along with biographical sketches of the panelists and their social media handles can be found at www.cci.utk.edu/social-media-week.

Social media professionals, many of whom were CCI alumni, from ESPN, Scripps Networks Interactive, the Los Angeles Rams, Buzzfeed, Politico, Jupiter Entertainment, The Brunswick Group, New Heartland Group and Publicis One Team NYC, etc., shared their expertise throughout the week.

“Social Media Week brought leading experts to campus from today’s digital world to help our students and faculty keep up with the rapidly changing landscape of social media,” said Courtney Childers, event organizer and associate professor of advertising and public relations. “The insights provided by these experts will inspire our students to work hard to develop their skills and expertise as they prepare themselves to become working professionals.”

Some specific numbers about the week that I think you will find interesting include the following.

  • TweetReach.com reported that on Twitter alone “utsmw” reached 137,556 accounts and generated 220,778 impressions. The special event hashtag “utsmw16” reached 119,546 accounts and garnered 182,826 impressions.
  • 12 classes served as official “anchor classes” for the week, including one class from the Haslam College of Business. Students from at least 20 classes across campus attended the event. Thanks to everyone who brought their classes to the sessions!
  • 24 social media experts participated as speakers, moderators or panelists; 13 were UT alums and participants came to Knoxville from across the U.S. (from Dallas, Austin, New York City, Washington, D.C., Atlanta and Indiana).
  • Total in person attendance across the Week’s events equaled 739+.
  • Sessions were streamed live and will be archived in the near future at https://www.youtube.com/user/utkcci.

In addition to the week’s panels and workshops, “The Sports Animal” broadcast live from the College of Communication and Information on Wednesday morning, and, on Thursday, the newly opened Adam Brown Social Media Command Center held an open house to provide attendees with an overview of the center’s capabilities. The most advanced of its kind at a university, the command center is being named for Salesforce Executive Strategist Adam Brown (BS/ADV ’94 and CCI Board of Visitors member).  Brown, who served as the keynote speaker for this year’s Social Media Week, provided the lead financial gift for the Command Center, and he played a major role in its visioning and creation.

Social Media Week was founded in 2011 when Ed Patterson (BS/PR ’89 and CCI Emeritus BOV member) recognized the need to bring real-world social media professionals to UT to better prepare students, faculty and staff to succeed in an increasingly digital world. Since then, Patterson and Brown have generously served as primary financial sponsors for the event. Other sponsors of this year event included: Insomnia Cookies, Moe’s Southwest Grill and WATE-TV. A full program line-up can be found at http://www.cci.utk.edu/social-media-week.

 

Article By: Donna Silvey

CCI Circle Park News

Beth Avery Foster, Wake Forest University

Beth Avery Foster Public Relations professor, Beth Avery Foster visited Wake Forest University as an invited lecturer for its “Great Teachers” course. While there she gave a University-wide presentation entitled “Public Health Research at the Intersection of  Communication, Campaigns, and Crisis,” guest lectured the Great Teachers course, and met with numerous undergraduate and graduate students eager to learn more about the field of public relations, as Wake Forest currently does not offer a public relations major.

2016 Knoxville American Advertising Awards

Knoxville Addy 2016 The 51st Annual ADDY’s Award Show need your help! Students this is an awesome way to showcase your work and recieve event experience.
 
The ADDY’s Award Show is a yearly award show where all of Knoxville’s best agencies get together to show their best work over the past year. Every year the event brings 300-400+ people together to reward and show appreciation for the great work that comes out of Knoxville. This years award show theme: STAR WARS!
 
Entries:
Winning an ADDY shows dedication and commitment to your work. This is a HUGE opportunity to be able to show off something extremely commendable on your resume. If you win an award, you will automatically be advanced to the regional awards to compete on a much larger scale. To cover some of the basic rules: You can enter a group project, it can be a fictitious campaign or a real one, you’re not limited to the number of categories/pieces you can enter, and as long as you’re a student right now you qualify. There is a PDF attached of all of the rules and different categories. You will be competing against other college student’s in the area, so this is an opportunity to show UTK’s superiority.
 
The first 40 entries will be free courtesy of RIVR Digital — limited to one free entry per user. You can submit your entry at http://www.theaddystrikesbackcom and use the promo code: theaddystrikesback to get one of the free entries.
 
Volunteering:
4-5 student volunteers are needed to help set up the show, set up the creative gallery, and be at the event. You will get the opportunity to meet all of the big names of the advertising world in Knoxville — from agency account managers, planners, creatives, and even the owners. This is a great opportunity to be able to meet the people in your industry and network with them. This is also another great thing to put on a resume. 
 
If you are interested in volunteering please send a resume or LinkedIn profile link to micah@slamdot.com with a brief description of what advertising field you want to work in (planning, account management, creative, etc.) and your goals. 
 
For more information about the show, please visit: www.theaddystrikesback.com
Information provided via Micah Brookshear, Search Strategist.
 

Top CCI Graduate 2015, Jessica Karsten

Jessica Karsten Congratulations to all of our Fall 2015 graduates. We wish you all of the best! We had the privilege to interview CCI's Top graduate, Jessica Karsten on her time spent in the Advertising and Public Relations program. Looking back over the course of her undergraduate career Karsten says proudly, "I had an amazing experience in the ADPR program. It was comprehensive and practice-based, so it really prepared me for a career in the field. I had phenomenal professors with real-life experience who genuinely care about their students (shoutout to Dr. Abbey Levenshus and Laura Lemon), as well as wonderful advisors who helped me get all of my classes situated. It's thanks to them I was able to graduate a semester early with the skills and knowledge necessary for a career in PR."

As the top graduate from The College of CCI, what motivated you to keep such a high GPA?  "I have always been passionate about school and learning. I enjoy studying a wide range of subjects, so even my non-major classes were of interest to me, including my science, English and theatre courses. Also, I've always worked to do everything in life to the best of my ability, and college was no exception."

What do you plan to pursue after graduation? "I will actually start working full time just three days after my graduation as the communications and marketing coordinator for the Knoxville Chamber of Commerce. I previously worked there as an intern and recently served as its part-time marketing and events assistant this past semester. I also plan to continue working as an usher at the Historic Tennessee Theatre, enjoy time with friends at the amazing local restaurants and watch Jessica Karsten top ADPR GraduateGame of Thrones religiously."

Do you have any advice for undergraduates? "Join campus organizations that interest you, keep your resume polished and be sure to secure at least one internship. There is nothing like real-life experience to prepare you for your career, and it may turn into a full-time position following graduation. Beyond that, be sure to make time for yourself to do things you enjoy. Explore Downtown Knoxville, go see one of the shows at the Clarence Brown Theatre on campus and don't forget to sleep. College is great, and it will be over before you know it. Be sure to make the most of it!"

 

Taking a bite out of nation branding, Candace White

Candace White Nation Branding Communication Director (www.communication-director.com), a magazine for corporate communications, PR and public affairs appraoched Dr. Candace White to be featured in their latest issue. White agreed to write about the topic of the corporate role in nation branding and country image . Communication Director is distributed across Europe and Asia Pacific, features content by heads of communication at leading organisations as well as by internationally-recognised academics.

"Nation branding for countries that are transitioning to democracy after decades behind the Iron Curtain carries unique challenges because the identity of many smaller countries was erased under communism. National identity exists as a self-perception, but it is difficult to create a credible and cohesive nation brand in the absence of a cohesive sense of national identity.

Simon Anholt contends that the only thing that can permanently change a country’s image is a change in the way a country sees itself, because a nation brand is national identity made tangible.  In his book Places: Identity, Image, and Reputation, he writes “no place on earth can hope to make others respect and admire it unless it first admires and respects itself.” As an example, in his nation brand index, the top 10 countries in terms of positive national brand rate themselves first, and the bottom 30 countries rank other countries above their own.

Nation brands and national reputation are multi-faceted and emanate from many entities -  including corporations. Corporations spend more money on communication than do many governments and play a role in defining the reputation and image of their home country, whether or not that role is intentional. 

"Corporations spend more money on communication than do many governments and play a role in defining the reputation and image of their home country, whether or not that role is intentional."

One example that shows just how corporate communication can affect national branding in a transitional country can be found in Romania. In the course of rebranding ROM candy bars, the company engaged in the promotion of a new national identity. Corporate communication used in the campaigns not only contributed to enhancing national identity inside Romania, but became intentionally focused on creating a positive image of Romanians outside the country. 

The ROM chocolate brand first appeared in Romania in 1964 during the communist regime. The package, depicting the Romanian flag, changed very little over the years. By 2005 the brand was almost forgotten and sales were flat. ROM candy was associated with life under communism and had lost most of its market share to global brands. Consumer research showed that younger Romanians found national symbols and products unattractive, but associated global brands with higher quality and a more modern, western lifestyle.  In 2010 Kandia, the parent company of the ROM candy, approached the advertising agency McCann Erickson to revitalise the brand to appeal to a younger demographic in order to increase sales.

The company launched The American Take-over campaign, which introduced the new American ROM chocolate bar packaged in a wrapper depicting the flag of the United States instead of the Romanian flag.

Of course, since a nation’s flag is its most potent visual expression of identity, the reaction to the American takeover campaign triggered a negative response throughout Romania – just as the company assumed it would.  However, at the same time it stimulated a very positive reaction toward the country of Romania and its national identity.

The campaign, which included banner ads, television commercials and advertorials, relied heavily on social media and directed attention to a website created for the campaign (no longer available online).  Within a week, more than 20,000 Romanians protested the candy’s package change on the website, blogs and social media including user-generator videos on YouTube. In a single store more than 200 chocolate bars were sold in the first hour after the campaign launch, which was the intended consequence of the marketing campaign.

An unintended consequence was that the ROM campaign set a media agenda that led to discourse about Romanian national identity and helped evoke conversations about national pride. It helped persuade Romanians to be proud of their heritage and the local brands that carry their history and tradition, thus promoting a more cohesive national identity, which is often necessary in transitional nations as a precursor to effective nation branding."

For the full article, visit: http://www.communication-director.com/issues/taking-bite-out-nation-bran...

Sleep Deprivation Doesn't Give You Wings, Roxanne Hovland

Rox Hovland HuffingtonPost

Advertising Professor, Roxanne Hovland was featured on TheHuffingtonpost.com regarding her opinon on Red Bull and it's effect on college students. Below is an excerpt from the article, or the full article can be found at http://www.huffingtonpost.com/entry/red-bull-campus-ads_564cd487e4b08c74....

"Nobody ever wishes they'd slept more during college," assert Red Bull posters plastered across college campuses like Harvard University, the University of Michigan and New York University. 

That's probably false. 

College students are notoriously sleep-deprived. A 2010 study published in the journal Sleep and Breathing found that only 42 percent of students "expressed satisfaction with their sleep." The health risks of poor sleep run the gamut from decreased immune function to impaired work performance, but you don't need to tell that to most students, who know all about it firsthand. So let’s be clear: telling students they don’t need sleep may serve Red Bull’s interests, but it’s a message that, when taken to heart, can have damaging effects on young people’s health and academic performance.

Red Bull's famously exuberant marketing has taken many forms over the years: stunts like launching a skydiver from the edge of space, owning an entire Formula One team, and flooding college campuses with product and "brand representatives."

It works. A 2008 study found that 39 percent of college students had at least one energy drink in the last month.

Red Bull, which is valued at $6.5 billion and commands 43 percent of the white-hot energy drinks market, is as synonymous with energy drinks as Kleenex is with tissues. Considering how poorly it does in taste tests, that's doubly impressive. It’s not really taste that Red Bull sells, but a promise: “Red Bull Gives You Wings." And it's one that is particularly appealing to time-crunched college students facing both academic and social pressures.

[RELATED: Why This Energy Drink Poster Targeting College Students Is Red Bull$#!]

But its success raises questions as to the public health obligations of for-profit companies. 

Dr. Roxane Hovland, a University of Tennessee at Knoxville professor who specializes in advertising regulation, says the ethical gray area is tricky to navigate because the FDA can't regulate energy drinks the way it does other potentially unsafe products like alcohol and tobacco. Unlike its rivals Monster and Five-Hour Energy, which are considered dietary supplements, Red Bull markets itself in the category of "conventional beverages." As the New York Times reported in 2012, "while producers of energy drinks that market them as dietary supplements... must notify the F.D.A. about death and injuries claiming a possible link to their products, companies that market energy drinks as beverages do not." 

"Just as with other potentially dangerous products, we have warring impulses as to their marketing," Hovland told The Huffington Post. "On one hand, we want to be protected from unscrupulous marketers, but on the other hand, we are a country of individualists who... often resent the intrusion of government into private decisions." So the onus placed on university administrators to mediate energy drink marketing on campus is quite tricky.

What's worse, said Hovland, university administrators can't openly criticize companies because they risk claims of defamation. She suggested, as one solution, that they issue cautionary messages to combat the aggressive marketing.

When reached for comment, a Red Bull PR representative said, "We never talk about our marketing practices."

Red Bull posters on campus promote the drink as a study aid for industrious students. "Ideas don't respect office hours," says one whimsical cartoon. And the tagline about nobody wishing they'd slept more in college was being tweeted as far back as 2011, which suggests the message has resonated with its audience.

"It's an uphill battle" to directly address risky behaviors in young people, Hovland said, because they have a strong sense that "It's never going to happen to me." But energy drinks pose serious risks that belie their flashy advertising.

Emergency room visits related to energy drinks in the U.S. doubled to 20,783 between 2007 and 2011, and 10 percent of these were serious enough to require hospitalization, according to a 2013 report from the Substance Abuse and Mental Health Services Administration. Worse, 34 deaths have been linked since 2004 to energy drinks. 

Then there's the truly inadvisable combination of energy drinks and alcohol. While part of Red Bull's campus marketing promotes it as a supposed study aid, the other part suggests its use as a party aid. Red Bull brand ambassadors bring cases of product to social organizations and events on campus to promote its "off-label" use alongside alcohol. The CDC warns that this pairing encourages binge drinking and even increases the incidence of sexual abuse. And its risks aren't even fully understood yet, since energy drinks haven't been around very long.

Given all this, it's high time for a second look at the marketing of energy drinks on campus. Knowing their full risks should give anyone a sleepless night.

Most Promising Multicultural Students Program selects Rich & Safren

Allie Rich Anna SafrenThe School of Advertising & Public Relations at the University of Tennessee Knoxville is honored to have two undergraduate advertising students be selected for the American Advertising Federation (AAF) Most Promising Multicultural Students Program (MPMS). We are pleased to announce Juniors Allie Rich and Anna Safren were chosen among forty- eight others to represent fifty of the top- performing college students for 2015. They are both invited to travel to NYC in February to receive their awards.

“I am extremely honored and excited for this opportunity! I couldn't have done it with out the help of the School of Advertising. I sincerely appreciate the encouragement and guidance from Dr. Childers and Dr. Haley. They are truly special mentors who care about the future of their students. I am fortunate to be a part of such a great program!” – Anna Safren

Both Safren and Rich went through a process of: resume selection, personal essays, letters of recommendation, and additional academic requirements upon selection.

“I am very honored to be selected as one of the most promising multicultural advertising students, and thankful of Dr.Childers and Dr.Haleys encouragement and help with applying. I am excited for the opportunities to come with it, and to represent and celebrate diversity within the industry. “ – Alexandria Rich

The AAF is designed to connect industries with the nation’s top minority students. It allows the industry representatives to interact and recruit fresh talent and to help the industry’s workforce better reflect the multiculturalism of today’s society. For more information about the AAF’s diversity programs including the Most Promising Multicultural Students Program, please visit the AAF website.

Congratulations to the 2016 Most Promising Multicultural Students Class

Asia Adona
Cristina Arcay
Wipaporn Arwatchanakarn
Benigno Bacolores
Eliezer Blunes
Chelsea Ceasor
Yi-Chin Chang
Kendal Coker
Tien Dang
Nikki Davis
Ciara Dixon
Cheryl Raux
Anjanee Ferguson
Jasmin Garcia
Nicole Godreau
Laura Gonzalez
Ronald Hendricks
Simone Jackson
Asharae Jones
Lidia Juarez
Cameron Kirksey
Paulina Liang
Isabelle Loose
Marissa Lopez
Daniel Luong

Taylor Moore
Meghana Murthy
Benjamin Ng
Jane Ngo
Kim Nguyen
Jordan Orman-Weiss
Rodolfo Otamendi
Dimon Paige
Jon Park
Juan Pinon
Ashlea Ramirez
Juan Ramos
Alexandra Rich
Jermaine Richards
Daglys Riva-Martinez
Stephen Rivera
Yolanda Saetern
Anna Safren
Catherine Samarista
Rachel Shearer
Joshua Sheetz
Carter Smalley
Jonel Turner
Aya Watanabe
Olivia Wilson 

CCI 2015 Faculty Teaching Award

Robyn Blakeman Faculty Award Congratulations Professor Robyn Blakeman on the College of Communication and Information 2015 Faculty Teaching Award.

Professor Blakeman provides students in the School of Advertising and Public Relations with multiple opportunities to become professionals in the field of advertising. Around the School, Professor Blakeman is the “creative person.” She teaches two of the required classes within our sequence: Ad Design (Ad 310) and Creative Strategies (Ad 350). Additionally, Professor Blakeman supervises the Portfolio class where students develop high quality portfolios that often lead to jobs among top advertising agencies.

Professor Blakeman developed a study abroad program with Roxanne Hovland, which was implemented in May 2014.  The first year of the program was a success and Professor Blakeman plans to continue leading this program to Ireland.

Blakeman has worked tirelessly with the Ad Club at UT. Through her role as Advisor, the Ad Club has provided students with networking activities and professional development. Many students attribute their success in the field of advertising to Professor Blakeman.

Blakeman publishes popular press books on design that have a wide reach and help students at universities across the United States learn about developing creative messages. Her books are considered “must have” teaching texts in advertising classes. She features her students’ work as examples of creative design. She provides step-by-step directions in ways to be creative. In her most recent book, Advertising Campaign Design: Just the Essentials, Professor Blakeman dedicates the book to “every student who has ever sworn that they have no talent or claimed they never had a good idea.”

Professor Blakeman has served our students in multiple capacities: teaching, advising, publishing, mentoring and organizing study abroad. We are proud she is recognized for her contributions to the School and the College.

Advertising Stream Clean

Adv 450Roxanne Hovland teaches Advertising 450, which is a Case-study approach to advertising decisions, data analysis and interpretation, generating alternative strategies, oral and written presentation of recommendations.

The client for this semester and clean-up coordinator is Adopt-a-Stream. Students helped clean up First Creek in Knoxville. The students found numerous items including: a safe, box springs, television set, car bumper, and four tires. Pictured are Carly Kirkpatrick, David Vu, Dr.Hovland, Hayley Howell, Adam Kalwas, J.R. Generotti, Madison Duke, Alex Wade, Steven Woods, Mitch Transue and Payten Plunk. Other participants not shown include Basha Coleman, Esther Kim, Christine Hibma, and Julio Alvarado. Dr. Hovland and the students look forward to working with Adopt-a-Stream this semester and seeing how they are making a difference in the community.

[TEN]nessee Questions with Dr. Maureen Taylor

[TEN]nessee Questions with Dr. Maureen Taylor

MT

AS: Why did you want to come to the University of Tennessee Knoxville?

MT: It is one of the top Advertising and Public Relations programs in the country, and I wanted to be a part of it.

AS: Why did you choose this field of work [Public Relations]?

MT: I chose Public Relations because I value how relationships between organizations and publics create the foundation for society.

AS: What motivates you each morning?

MT: Knowing that I can make a difference in people’s lives. Whether they are here in Knoxville, in The United States, or around the world.

AS: Describe your teaching style/ philosophy?

MT: Professors need to be experts.  They need to motivate students to be curious, and they should tie conceptual knowledge to practical application.  [In my classes, I include lots of reading. I then apply the readings to real world situations.]

AS: How will your background and experiences strengthen this academic department?

MT: I will use my previous experience in mentoring junior faculty to help the junior faculty here at UT.

I will take my experience in research, and apply it to writing grants and supporting others who are writing grants and conducting research. And I will take my background in teaching and essentially help others in their teaching and prepare the next generation of Advertising and Public Relations professionals as they enter an incredibly complex profession.

AS: What are your current research interests? 

MT: I Study how Public Relations contributes to Civil Society. Public Relations has an ability to build relationships and build understanding and it just doesn’t have to be used by for profit organizations. It can be used by any group… activists, bloggers, etc.  Any group can use Public Relations to influence how society functions.

http://www.instituteforpr.org/social-capital-as-a-measure-of-public-relations-impact/

AS: What are two of your proudest professional accomplishments?

MT: I have been inducted in the Arthur S. Page Society, which is an executive level Public Relations and Strategic Communication group, made up of Fortune 100 Corporate Communication Officers. http://www.awpagesociety.com/author/taylorm/

The United States Agency of International Development and State Department [among other agencies] has asked me to conduct research on how Strategic Communication helps to rebuild societies emerging from conflict.

AS: What do you look forward to most about being here? What scares you?

MT: [With a huge smile on her face] I look forward to the people, more specifically the teachers, students, and faculty. I look forward to being apart of something great. Something that’s moving forward.

MT: [I wouldn’t say scares me], I think it is difficult to walk into an organization that has been in transition. I know that communication is important in every step, and listening is as important as talking.

AS: What advice do you have for our students?

MT: Students, take every opportunity to develop your conceptual knowledge and skills in your field of practice. Take outside classes, learn new computer programs, go into internships, and join student organizations around your professional practice.

AS: What do you want to be known for?

MT: “Dr. Taylor listens.” It’s that simple [three words.]

PR Professional Seminar- Mock Interview

Mock Interviews  Dr. Abbey Levenshus came up with an exciting twist on her public relations professional seminar students’ midterms. On Sept. 16, Dr. Levenshus hosted a mock interview activity where recent graduates came back to help current students prepare for the job search process. In total, 10 graduates of the Advertising and Public Relations program were invited back to interview 43 students. The assignment was designed to give students practice interviewing for a job before they launch their career search in earnest.

Dr. Levenshus explained, “I asked recent grads to serve as interviewers because it puts student at ease to practice with someone who's recently been through this experience.“

Students identified a target job, wrote a resume and cover letter tailored to that job, and then participated in a 20-minute mock interview. 

The alumni "employers," dressed in business professional attire, met with students in “offices” temporarily set up in the Scripps Convergence Theatre. Employers had reviewed in advanced students’ job application materials and came Catherine Mock Interviewprepared to ask interview questions relevant to each student’s application.

After the mock interview portion, alumni interviewers “broke character” and offered feedback to the students. Students left with greater confidence and experience. Several gained leads for internships and professional contacts that would expand their professional networks and knowledge.

Alumni InterviewsAs one student wrote to Dr. Levenshus after her interview, “The event was awesome. I found the interview to be really helpful and I just loved the alum who interviewed me. She was extremely resourceful and gave me a lot of valuable feedback and information.”

The event also gave alumni the opportunity to re-connect with each other.  Given the event’s success, Dr. Levenshus looks forward to coordinating mock interview activities in the future that bring together current and former students.

Introducing Ad Club Officers: 2015

We are pleased to announce the 2015 UTK Ad Club Officers:

Ad Club 2015

Steven Woods Olivia Rothermel Adam Kalwas Hayley Howell Peyton Plunk

Carly Kirkpatrick

(L to R) President: Steven Woods, Vice President: Olivia Rothermel, Treasurer: Adam Kalwas, Social Media: Hayley Howell, Web Director: Peyton Plunk, PR Coordinator: Carly Kirkpatrick, Communications Director: Madison Duke (Not Pictured)

The University of Tennessee Ad Club is the premiere organization for young professionals in the fields of advertising, public relations, graphic design, marketing, and media. The UT Ad Club is a professional association of one of 210 college chapters of the American Advertising Federation.

Ad Club gives students an opportunity to explore the field of Advertising by meeting and networking with professionals in the field, developing creativity and skills necessary to work in the industry, and access to exciting jobs and internships. 

If interested in joining, please visit the ADPR main office in room 476 and fill out an application.

Follow them on twitter: @utkadclub

UTSMW 2015, The Power of Social Media

Courtney&AshleyUTSMW

The Power Behind UTSMW 2015

The College of Communication and Information and the School of Advertising and Public Relations proudly hosted the 4th annual UT Social Media Week March 30th- April 2nd, 2015.

Social Media Week started as an opportunity to have established professionals come to UT and speak to students about how social media is used in the workplace. It has since evolved into a week where students can interact with knowledgeable experts in the field of their major such as: Communications, Public Relations, Advertising, Marketing, and Journalism.

UTSMW15 consisted of a wide-variety of speakers from nonprofits, athletics, and entertainment. Nineteen social media experts participated as speakers or panelists; six were UT alums and six participants traveled here from across the U.S. Panelists from Facebook, Sports Illustrated, WATE 6, Turner’s Headline News, and our very own UT Head Football coach joined us this year to exhibit the true power behind social media.

Our diverse group of speakers disclosed no matter what field of work you are interested in, social media is a growing and evolving dynamic that will soon play a role in all jobs. The sessions demonstrated to our audience that whether you are starting your own consulting firm, branding yourself, or representing a business, YOU have an impact on your image. One must always think about how they want to be perceived by others. Anything that is posted on the Internet can be used either for or against you.

As students, especially graduating seniors, this was an opportunity for them to see what it is like transitioning from college to the real world.

Attendance for the event was free. Sessions were live steamed on the official UTSMW 15 channel. Archived sessions are available via the YouTube channel: https://www.youtube.com/channel/UC3ye4oyG-BS6U2Y0rcUgFkA.  Although it was not the first year to have Live Streaming, there was an increased amount compared to previous years.

Social media played an incredibly large role in our week.  We reached a larger audience and had more interaction through twitter by live tweeting during the event. A majority of our promotions were through Twitter, Facebook, and Instagram. On Twitter alone, the special event hashtag of  #utsmw15 reached 470,365 accounts and generated 2,871,338 impressions. There were over 911 tweets that featured #utsmw15 from March 30 – April 5, 2015.  (Source: TweetReach.com)

1 week+ 2 chairs+ 15 Student Ambassadors+ 19 panelists+ The Power of Social Media= 2.8 Million People.

Thank you to everyone who made this week a success. We would like to especially acknowledge Coca Cola, WATE 6 On Your Side, and Dead End BBQ who were our official sponsors for the week. We are thankful and excited for the success of this year, and look forward to the growing possibilities for the future. For more information about this year’s event: www.utsmw.com, https://www.cci.utk.edu/smw/videos, and https://www.cci.utk.edu/video-library.

Take a look at our alum, Erin Hauck

Erin Hauck

Erin Hauck, Adv ’07, was recently selected to be one of the first inductees into Cynopsis Media’s inaugural “Top Women in Digital” Awards. Erin is being honored for her work as a mentor in the relatively young, but rapidly growing field of Digital. She is being recognized due to her dedication to obtaining, developing and retaining talent, as well as spearheading projects that enable knowledge sharing on both a local and global scale (including her participation in the first ever OMD global exchange program). Erin is also credited with creating a committee in New York dedicated to improving the ever-expanding OMD Digital Investment team’s office culture.

Erin is currently a Director of Digital Investment at OMD New York, working on the Johnson & Johnson business. Other accounts Erin has worked with are PepsiCo, Hershey’s Beiersdorf.

 Join me in congratulating Erin Hauck!

 

For more information visit: http://cynopsis.com/event/2015twd/#honorees

Congratulations Dr. Taylor & Dr. Haley

haley&taylorThe Journal of Current Issues and Research in Advertising selected Eric Haley, Ron Taylor, and Margie Morrison’s article, "How Advertising Creatives Define Excellent Planning," as its 2014 Article of the Year.

"How Advertising Creatives Define Excellent Planning"  - Eric Haley, Ronald Taylor and Margaret Morrison:

http://www.tandfonline.com/doi/abs/10.1080/10641734.2014.900271?journalCode=ujci20#.VSKq_tzF874

The award was presented at the annual conference of the American Academy of Advertising in Chicago, March 28, 2015.  

"How Advertising Creatives Define Excellent Planning," was an in-depth qualitative study of working advertising creatives (writers and designers) in New York and Chicago, and their understanding of the account planning process. The study has high relevance to the everyday practice of advertising strategy development.

In addition to this honor, Dr. Haley also received a 2015 AAAs Faculty Research Fellowship Award for his research proposal on political advertising literacy, one of three 2015 awards.

The POWER Behind the Event, UTSMW

Ed PattersonWe would like to thank Mr. Ed Patterson for all of his donations and support to make Social Media Week possible. His passion for The University of Tennessee is truly exemplified by how much he gives back to the school. With this year's theme, The Power of Social Media, we decided to take a look at the power behind the event.

Ed has more than 20 years of experience in the areas of corporate communications, public relations, public affairs and community relations.  Currently, Ed serves as Vice President of Corporate Communications for Veritiv Corporation (NYSE: VRTV), a leading North American distribution company based in Atlanta.  In this leadership role, he oversees internal and external communications, media relations, digital and social media, executive communications, community relations, and crisis communications for Veritiv.

Previously, Ed served as senior director of public affairs for Atlanta-based Cox Enterprises.  He also held senior communications and public relations positions with Edelman Public Relations, BellSouth and AT&T, and as press secretary for a member of the United States Congress.

Ed currently serves on the Board of Directors of Open Hand Atlanta; is a past member of the National Board of Governors for the Human Rights Campaign; and the Board of Visitors for the University of Tennessee College of Communications. 

Ed is a 2014 Leadership Atlanta graduate and is founder of the annual Social Media Week Speaker series at the University of Tennessee.  He holds a Bachelors degree in Communication and Journalism from the University of Tennessee.


We would like to give Ed "A Big Orange Thank You", for being the Power behind this event.

You can follow Ed on Twitter| @edvol89, @veritiv   Linkedin| www.linkedin.com/in/edpatterson1

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