At the Univ. of Southern California, social media influencing and content creation are more than just a hobby for a select group of students — it is seen as a viable career path. - KalhanR
LOS ANGELES — Lighting is everything to Gabrielle Robinson.
The apartment is set up as the perfect backdrop for the social media videos and posts that Robinson, a paid TikTok ambassador at USC, creates. The white walls are decorated with the words “Good Vibes” formed by a string of purplish, blue LED lights, while another string of white lights glimmered around the perimeter of the ceiling.
Robinson hopes that one day she can parlay her side gig into a full-time career and she’s well on her way, thanks to the guidance and support from her peers in Reach who’ve already helped her grow her brand. With about 59 percent of global marketers saying they’ve increased their budget for influencers, according to the report, the students at USC are demanding to learn how to navigate an industry that has little academic foundation yet is exploding in growth.Last spring, Robert Kozinets, a professor of strategic public relations at USC’s Annenberg school for communication and journalism, started a full-semester course focused on the influencing industry.
“I personally don't care about what other people think. So if something bad were to happen, I mean, it's still PR. They say that all the time. Bad PR is just more PR,” Robinson said.
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