Cool Student Work

In just two years here at UNC, I’ve had the pleasure of sitting on quite a few committees. By the end of the spring 2012 semester, four master’s students and one undergraduate honors student will have endured my advising in some form or another. This post is all about their work, which I think is really quite interesting. In order of defense date, here they are:

Miranda Volborth, M.A., 2011 (chaired by Lois Boynton)

Miranda‘s master’s thesis was titled Bands and Brands: Sponsor Messaging at Festivals. With an interest in the communication strategies of arts and music events, and with experience working on the Hopscotch Music Festival, Miranda focused her thesis on the sponsors at the SXSW festival, interviewing several of the brand managers and PR folks who were on site at SXSW. The thesis includes practical recommendations for music festivals, and it’s a great read. Miranda went on to land a job at Sundance Film Festival, which is right in line with the kind of thing she studied here at UNC.

Stephanie Silverman, M.A., 2012 (chaired by Dulcie Straughan)

Stephanie‘s master’s thesis was titled Twitter Takeover: An Examination of the United States Women’s National Soccer Team Twitter During the 2011 World Cup and Recommendations for the 2012 Olympics. Stephanie has a big interest in sports and social media, so it was fitting that her thesis examined the use of Twitter by the US women’s soccer team. She analyzed the tweets from the 2011 World Cup and provided practical recommendations for sports organizations of similar size and scope that are interested in using Twitter to build their brands. I’m interested to see how this research will impact the industry.

Eric White, M.A., 2012 (chaired by Penny Muse Abernathy)

Eric‘s master’s thesis was titled New Media in the Newsroom: A Survey of Local Journalists and Their Managers on the Use of Social Media as a Reporting Tool. Eric sent surveys (via mail…which is really old school, but which got him a huge response rate!) to reporters and editors at local news organizations in the major media markets in the Carolinas. The survey asked questions about social media use, perceptions of social media, and so on. His findings are impressive, and I recommend this thesis as reading for any news organization. My favorite finding? Turns out editors don’t really have a grip on the time requirements of using social media the way reporters do.

Barbara Zellweger, M.A., 2012 (chaired by Lois Boynton)

Barbara‘s master’s thesis was titled Karl Barth: How to Develop an Effective Online Hub for a Theologian. Barbara is the great-granddaughter of renowned Swiss theologian Karl Barth, and to pay homage to him, she focused her master’s project on the building of a really great website dedicated to his writings. The hope is that this website will become a gateway or hub for many other smaller Barth centers, archives, and research institutes around the world. Her practical recommendations for accomplishing this feat are also valuable for practitioners looking to do similar websites for scholars, theologians, or collections.

Emily Urquhart, B.A. honors, 2012 (chaired by me)

Emily‘s BA honors thesis was titled The Crowd’s Perception Matters: A Crowdsourcing Study of a Crowd’s Social Media Chatter. Emily’s thesis examined the Twitter activity surrounding Doritos’ Crash the Super Bowl contest, a crowdsourced user-generated advertising contest that has become a highlight of the annual Super Bowl ad-watching ritual. Through a content analysis of the many tweets sent out during the contest, she was able to identify how users perceived the contest as a whole, findings which have relevance for practitioners looking to start their own crowdsourcing ventures.

By the way, these great students are always open to entertaining job offers. Contact them (all their LinkedIn pages are linked to their names above)!

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