The popularity of social media among students and practitioners has encouraged marketing educators to find ways to incorporate social media into their classrooms. We offer results from an intercollegiate collaboration that provides an innovative learning environment through a social media education ecosystem. Participating students discuss current marketing topics with peers, marketing practitioners, and faculty to reinforce course concepts, improve learning perceptions, and increase professional communication skills and networking opportunities. An initial exploratory study provides a snapshot of Twitter analytics, illustrating the reach of students’ marketing-related discussions. Next, survey data collected from students show increased learning satisfaction and favorable behavioral intentions. Finally, tweets from the 12-week project were analyzed using Linguistic Inquiry and Word Count. Results suggest that participants improved their professional communication skills while using language that provokes greater cognitive processes. Implications for marketing educators and future directions for the project are also provided.

中文翻译：

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校际社交媒体教育生态系统

社交媒体在学生和从业人员中的流行鼓励了市场教育工作者寻找将社交媒体纳入其课堂的方法。我们通过校际合作提供结果，该合作通过社交媒体教育生态系统提供了创新的学习环境。与会的学生与同行，市场营销从业人员和教师讨论当前的市场营销主题，以加强课程概念，改善学习认知并增加专业的沟通技巧和建立交流的机会。初步的探索性研究提供了Twitter分析的快照，说明了学生与营销相关的讨论的范围。接下来，从学生那里收集的调查数据显示出学习满意度的提高和良好的行为意图。最后，使用语言查询和字数统计功能分析了为期12周的项目的推文。结果表明，参与者在使用能够激发更大认知过程的语言的同时，提高了他们的专业沟通技巧。还提供了对市场教育工作者的启示以及该项目的未来方向。