{"id":103983,"date":"2024-12-19T12:07:01","date_gmt":"2024-12-19T17:07:01","guid":{"rendered":"https:\/\/adpr.utk.edu\/?p=103983"},"modified":"2024-12-19T12:07:01","modified_gmt":"2024-12-19T17:07:01","slug":"tombras-school-partners-with-knoxville-parks-and-recreation-for-social-media-analytics-course","status":"publish","type":"post","link":"https:\/\/cci.utk.edu\/adpr\/2024\/12\/19\/tombras-school-partners-with-knoxville-parks-and-recreation-for-social-media-analytics-course\/","title":{"rendered":"Tombras School Partners with Knoxville Parks and Recreation for Social Media Analytics Course"},"content":{"rendered":"<p>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.<\/p>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Recently, students in the Tombras School of Advertising and Public Relations\u2019 Social Media Analytics course, led by Assistant Professor of Practice Joe Stabb, conducted an audit of the City of Knoxville\u2019s Parks and Recreation Department\u2019s social media as part of a class project.<\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<p><iframe loading=\"lazy\" title=\"Tombras School Partners with Knoxville Parks and Recreation for Social Media Analytics Course\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pi8SvGXBeU0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<\/figure>\n<\/div>\n<\/div>\n<p>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.<\/p>\n<p>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.<\/p>\n<p>According to Stabb, in today\u2019s 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.<\/p>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Aaron Browning, the City of Knoxville\u2019s 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.<\/p>\n<p>He reached out to Stabb to discuss how students in the class could help their department.\u00a0<\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-style-utkwds-right-frame\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/cci.utk.edu\/adpr\/wp-content\/uploads\/sites\/5\/2024\/12\/Aaron-Browning-with-the-City-of-Knoxville-1024x683-1.jpg\" alt=\"Aaron Browning with the City of Knoxville\" class=\"wp-image-66086\" \/><\/figure>\n<\/div>\n<\/div>\n<p>\u201cWe 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,\u201d Browning said.<\/p>\n<p>The students dedicated several weeks to learning what strategies had been effective for the department\u2019s 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.<\/p>\n<p>\u201cI 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,\u201d he stated.<\/p>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Amelia Sandie, a first-year public relations master\u2019s student, is grateful for opportunities like this that allow her to apply her classroom knowledge to real-world situations.\u00a0<\/p>\n<p>\u201cSometimes 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,\u201d she said.<\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-style-utkwds-right-frame\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/cci.utk.edu\/wp-content\/uploads\/2024\/12\/Sandie-OBrien-and-Smith-1024x683.jpg\" alt=\"From left to right: Bryan Smith, Amelia Sandie, and Maggie O\u2019Brien\" class=\"wp-image-66087\" \/><\/figure>\n<\/div>\n<\/div>\n<p>Maggie O\u2019Brien, 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.\u00a0<\/p>\n<p>\u201cIn grad school, I\u2019ve had many opportunities I didn\u2019t have in the past four years. I\u2019ve put myself out there, and as a result, I\u2019ve learned things I never thought I would experience in real life,\u201d she said.<\/p>\n<p>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.<\/p>\n<p>\u201cI 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,\u201d he explained.<\/p>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Sandie, O\u2019Brien, 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.<\/p>\n<p>\u201cThis 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,\u201d O\u2019Brien said.<\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-style-utkwds-right-frame\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/cci.utk.edu\/wp-content\/uploads\/2024\/12\/Tyrone-Beach-1024x683.jpg\" alt=\"Tyrone Beach with the City of Knoxville\" class=\"wp-image-66089\" \/><\/figure>\n<\/div>\n<\/div>\n<p>Browning said he appreciates the students\u2019 insights and encourages other organizations to pursue similar collaborations with educational institutions.\u00a0<\/p>\n<p>\u201cParticipating in a classroom environment and being part of a student project has allowed us to receive valuable feedback. The students\u2019 perspectives on their classroom experiences and knowledge of social media and personal engagement have been incredibly beneficial. It\u2019s been a great experience,\u201d he stated.<\/p>\n<p>This collaboration is just one of the many ways Tombras School engages its students with community partners, turning the world into their classroom.<\/p>\n<p>If you want to learn how to engage with the school, <a href=\"https:\/\/adpr.utk.edu\/alumni-friends\/engagement\">click here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019 Social Media Analytics course, led by Assistant Professor of Practice Joe Stabb, conducted an [&hellip;]<\/p>\n","protected":false},"author":284,"featured_media":103985,"comment_status":"close","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[49,50,44,6,14,63,46,53,3,47,4,43],"tags":[],"class_list":["post-103983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni","category-cci","category-events","category-faculty-news","category-featured-story","category-graduate-student-news","category-impact-stories","category-masters-degree","category-news","category-student-experience-stories","category-student-news","category-tombras-school-of-advertising-and-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tombras School Partners with Knoxville Parks and Recreation for Social Media Analytics Course - Tombras School of Advertising &amp; Public Relations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cci.utk.edu\/blog\/2024\/12\/19\/tombras-school-partners-with-knoxville-parks-and-recreation-for-social-media-analytics-course\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tombras School Partners with Knoxville Parks and Recreation for Social Media Analytics Course - Tombras School of Advertising &amp; Public Relations\" \/>\n<meta property=\"og:description\" content=\"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. 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