This Means War: Using an Advertising War Room Simulation to] Teach Social Media Skills

Abstract

The need for hands-on learning in advertising education has been expressed for decades. With the increasing push toward live tweeting by brands, more attention needs to be given in advertising classrooms to opportunities for students to practice online engagement. In this study, a class “war room” simulation offered an experiential learning opportunity and gave students a taste of how brands and their advertising agencies are handling Twitter and other social media channels during major live events like the Super Bowl. This hands-on exercise could give professors another tool to help reduce the gap between academic knowledge and real-world skills. Through a post-event discussion and survey, students said they learned the importance of teamwork, client relationships and quick thinking. They were able to practice live tweeting on a client's behalf, interacting with followers and working under pressure.