In Defense of Studying Social Media

As social media has become more integrated into how businesses promote themselves, buy advertise, market at various levels, it has caused a seismic shift in what platforms get priority over others.

This seismic shift has created a ripple effect in the way that marketing, public relations, communications and journalism is taught by colleges in the U.S.

Many universities are faced with two options: integrate social media into their current curriculum, or teach it separately as a specialism, with a certificate or even a separate major.

The idea that receives the most push-back or scepticism is when it is separated off into its own major, degree program or certificate.

The general themes when people question are whether social media will be around long enough to justify it; and whether social media can...