Social media research seminar demonstrates value to business

Earlier this month, MMU played host to a Social Media Research Seminar. The first of its kind at the university, the full day event focused on the findings, challenges and frustrations faced by researchers in this rapidly changing, dynamic medium.

Sharing insights

Organised by the Centre for Enterprise, the day was led by Brendan Keegan, Senior Lecturer in Digital Marketing. Brendan is currently working on a Phd. and presented his early stage findings centred around practitioner approaches to campaign planning. He was joined in the presentations by researchers from the University of Liverpool, the University of Salford, Liverpool John Moores, Chester University and MMU colleagues. Topics included digital impression management, the impact of a ‘social media fail’ on corporate communications, the use of social media by UK football clubs, growth hacking and the land war between the PR and SEO industries.

Building relationships

With an audience of current students, professionals and academics, the day provided an excellent forum for discussion and showcased the ways in which academic research can be practically applied to commercial ventures. The hope is that the format can be used for further sessions on research ‘hot topics’ to help strengthen ties between local universities as well as relationships between academia and industry.

Full details of the day can be found on the Republic of Digital website.