Starting from this week, we will be publishing a series of guest blogs, and the guest bloggers will be…you! Tell us how you’re getting involved in SMW Glasgow, as a speaker, as a volunteer, as an event host..we’ll be happy to hear from you!
Our first guest blogger is Jillian Ney, Doctoral Researcher at Strathclyde University. Jillian was one of the first to get in touch with us and to offer her help. She sits on our advisory board representing the academia. Thanks Jillian!
The world of social media has received unprecedented attention in recent years. Whether social media is the saviour of sales, marketing, CRM, or the next bubble, we, at some point, have decided to pursue a professional interest in social media. So, what was your motivation to get into social media?
I recently met with Kyle and Steph from Brightfire and I was reminded of my own route into the ever expanding world of social media. People are often interested in my PhD. Can you really have a PhD in social media? Is there theory to support your thesis? The short answer is yes, and I’m not alone in my pursuit. Academics are just as interested in social media as the rest of the world. I personally believe that industry and academia can work together to better understand the effects of social media on consumers and in the marketplace. We can, together, explore the ensuing changes in consumer behaviour and co-create businesses to create value.
Back to my own motivation to study social media, Kyle very nicely thought I was ahead of the curve. The answer to that is, yes, probably, and no. I hold my hands up here and admit I hated Facebook and every other social networking site in the beginning. I was not with the digital natives, I like to keep my daily personal life private, no low privacy barriers for me. I was however, interested in post-modern consumerism.
It was this interest and a scan of what was happening in industry that led me to pursue a PhD in social media. After my undergrad graduation it took a few months to find this little gem and I started my PhD a year later, in October 2008, at the University of Strathclyde.
My thesis has really shaped itself from my initial proposal. I’ve moved back and forward through possibilities but from informed exploratory research I am exploring the credibility and influence of social content. To understand influence I explore how consumers evaluate social content. What individual cues do they use? Objectivity, spelling and grammar, length, the source… How important are these cues?
I am now within six months of completion. I have to say, I am really excited about my future in the industry and about all the wonderful things that are happening, including Social Media Week.
I’m really interested in learning about all of your stories. Why are you in social media? What are your experiences, good and bad? Is there a burning issue you want to know more about? How can academic research help you with social media strategies?
My event at Social Media Week encompasses this interest. A moderated group discussion on social media about what you and wider industry want to get from social media. I want to be able to focus my research so it is of benefit to industry as well as academia. We have only reached the tip of the iceberg in social media terms. Personally I have a desire to create valuable and meaningful content and this can only be achieved through understanding your needs.
Before Social Media Week it would be great to know why you are interested in social media or what motivated you to work in social media. Why are you into social? Let’s start a conversation…
I probably have quite a unique route into social media. My enthusiasm and passion for the industry is unwavering, ask anyone who has spoken to me. I’m sure we could all benefit by understanding our motivation and drivers into the industry.
I look forward to hearing your stories, and you can find me on Twitter at @jillney and of course Social Media Week Glasgow at @SMWGlasgow or use the hashtag #SMWGla in your tweets. I also hope to see you at my event in September.
Jillian Ney, Social Media Doctoral Researcher and Social Media Strategist
