Being First on Social Part 5: Alexander Tombach

As the first group of Social Media Management students complete their coursework, here are their reflections on this experience:

Once seen as a tool for personal amusement, social media platforms are now indispensable marketing tools in business. Thus, with the growing need for social media managers, social-savvy candidates are in high demand. Whether it’s analytical skills or a creative mindset, social media literacy will give any job candidate a competitive advantage. That’s why Academy of Art University’s Social Media Center (SMC) now offers a first-of-its-kind Award of Completion in Social Media Management for students who have completed a series of courses dedicated to the subject. We sat down with five students who were among the first twelve to graduate with the Award of Completion in Social Media Management: Marisa Tania, Krystyn Nakamura, Alexander Tombach, Gabriela Granziera, and Niclas Långsten. We spoke to each about the role of social media in their respective fields of study, the social trends in their home countries, and the invaluable experience they’ve gained at the Social Media Center.


SMC: How important is social media in advertising?

Alexander Tombach: Social media is a fundamental part of all advertising efforts. Digital marketing, including social media overall, is essential for all companies if they want to reach out to their target groups and create meaningful consumer relationships.

SMC: What skills improved while taking courses at the SMC?

AT: Getting the full scope of social media, understanding what’s possible and also identifying the strategies and concepts behind posting. What I found the most interesting was social media analytics, monitoring successes and failures of marketing efforts and looking at what works best.

SMC: Are there any drastic differences in the way people approach social media in the U.S. compared to your home country of Germany?

AT: In the U.S., people tend to be a little more active on social media, and more interested in political topics. Many share their opinions on certain political matters more openly than people in Germany. App-wise, WhatsApp is much more popular in Germany and not so many people use Tinder there. There is also another dating app called Lovoo that is relatively popular. Also, people from the U.S. don’t use as many emoji as people from Germany do.

SMC: What brand did you pick for your final project, and why?

AT: I worked on two small European fashion brands. They both have beautiful imagery, which have a significant prospect succession on social media, especially on visually driven platforms like Instagram.

SMC: Was there one tool or case study that stood out?

AT: Not really. In every case, understanding the importance of consumer relationships in social and mastering management tools fascinated me. I found them helpful to monitoring social media metrics and the overall success of the campaigns.

If you are interested in pursuing a career as a social media strategist, consider enrolling in any of the Social Media Center courses at the Academy of Art University.

Text by Academy of Art University’s Social Media Center Contributing Editors: Margaret Winkler, BFA Advertising and Marisa Tania, BA Fashion Journalism