BP 4

In this article, the author, Catherine T. Atwong, argues that it is necessary for schools to implement a social media practicum in order to help students gain valuable real world skills that are useful and increasingly necessary in the professional world. She states in the article that the use of a hands on course would help students learn skills useful in the world of professional social media marketing like “targeting audience, defining and executing strategy, managing contents, tracking metrics, and reporting analytics”.(Marketing Business Review, Vol. 25, pg. 27) Atwong also says that the students will obtain teamwork skills that will be crucial because “most social media positions require collaboration with a media team or cross-functional team”. (Marketing Business Review, Vol. 25, pg. 27) She then breaks down what a social media practicum would look like if it were to be put into use. The students in the course would be split into teams and be tasked with finding a target segment within the university’s marketing community, and creating a fictitious character to represent that segment. They then must create a social media strategy to fulfill the “needs” of this persona. Through the use of analytic tools on different social media platforms, the students are able to gauge the success of the campaign on the different sites. At the end of the course, teams were rewarded based on their performance throughout the entire time, and the students took surveys gauging how successful they thought the class as a whole was for them and what skills they gained throughout. Almost unanimously, the students agreed that the course was beneficial for them and that they gained numerous valuable skills, and also that they were interested in social media marketing as a whole. She convinces the reader of the validity of what she is arguing through the use of ethos and logos. At the bottom of the first page of the article, Atwong lists her credentials and qualifications to convince the reader that she is credible and can be trusted in the subject matter she is writing about. She lists that she received a Ph.D. from Drexel University, and that she is a professor of Marketing at California State University, Fullerton, implying that she probably had a part in the social media practicum course that the article is about and is therefore qualified to write about it. Additionally, at the end of the article she cites the statistics from the student surveys as evidence that the program worked. Logos is persuasion through the use of logic and reason, and citing numerical statistics clearly falls under that category.


2 thoughts on “BP 4

  1. I really enjoy the quotes you implemented in your summary! I think it really helps the reader understand what the article is about. I also like how you broke down the article and explain how the author wants to go about incorporating this social media practicum. I think you did a great job!


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