New Project Pairs Local Entrepreneurs with William Paterson University Communication Students for Social Media Consultation

A new initiative launched out of William Paterson University provides practical social media solutions to challenges faced by small businesses while enriching students’ academic experience with hands-on learning. 

Titled StudentConnect, the new initiative is operating as a pilot program this semester. It is being led by Melissa Rosario, regional director of the New Jersey Small Business Development Center (NJSBDC) housed in WP’s Cotsakos College of Business, and communication professor Angie Yoo, director of the communication department’s SMART (Social Media Applications, Research, and Teaching) Lab.

Together, Rosario and Yoo are connecting local small businesses with communication students in the Digital and Social Media Communication course. 

“This collaboration provides an opportunity for small businesses to tap into the wealth of talent and fresh perspectives provided by our students, addressing their specific challenges while enhancing students’ professional readiness,” Rosario says. 

Over the coming months, student teams in Yoo’s class will act as a public relations agency for the businesses, working closely with their owners to develop customized social media campaign plans. Last week, the business owners and students met in class. Based on information obtained during those meetings, the students are currently developing social media audit reports for their new clients.  

“I am incredibly excited about this collaboration and anticipate it to be a mutually beneficial experience for both students and local small businesses,” Yoo says. “Capitalizing on our new bachelor’s degree program in public relations and the recent establishment of our SMART Lab, this partnership offers invaluable learning and civic engagement opportunities for our students, while businesses stand to gain insights into their social media strategies from digital natives.”

Rosario, who joined the NJSBDC on campus as regional director in December, envisions a future of many such projects to follow.

“Our Center aims to be a bridge between academia and real-world application, creating a collaborative environment between students and business owners,” she says. 

02/28/24