Self-Perceived Knowledge Levels of Search Engine and Social Media Optimization: A Survey

Open Access
Goett, Kristin Elizabeth
Area of Honors:
Advertising/Public Relations
Bachelor of Arts
Document Type:
Thesis Supervisors:
  • Curt Chandler, Thesis Supervisor
  • Steve Manuel, Honors Advisor
  • search engine optimization
  • social media optimization
  • social media trends
  • marketing analytics
  • data analytics
  • user data
This study focuses on communications, digital marketing, and how much those in the communications field know about search engine (SEO) and social media optimization (SMO). The theory was that those in the communications field may feel as though, or claim, they are well-versed in SEO and SMO, when in reality, most only have surface-level knowledge. A survey of 264 people in communications was fulfilled. Key findings included that Facebook is widely used among age groups, and that most respondents did indeed know surface-level facts about SEO, but did not know much about its deeper meanings.