Using Instagram to connect with the social media generation.

• Author: Nellen, Annette

Say hello to Generation Z. They have made their way onto college campuses and are beginning to enter the workforce. As any new generation does, they bring with them a host of differences and challenges. These students grew up in the information age, an era of the 24-hour news cycle and the idea that they can learn how to do anything with a YouTube video. They have been using computers and the internet for as long as they can remember.

An integral part of this technologydriven generation is the near constant use of cellphones. A study done by a market research company, GlobalWeb Index, found that globally people ages 16-21 spend nearly three hours per day on social media (GlobalWeblndex, "Examining the Attitudes & Digital Behaviors of Gen Z Internet Users 2019," available to subscribers via globalwebindex.com). The study also found that nearly six in 10 in that age group agree "it is critical for them to be contactable at all times" and "they feel more insecure without their phone than their wallet." These young people have an attachment to their phones that is unlike any other generation, making it more difficult for educators and others to connect with them through traditional communication channels. They are used to building connections and relationships online, whether it is meeting new people or researching new companies. One way to begin to build a connection with them is to meet them where they are--on social media.

This column describes ways to use social media, specifically Instagram, to connect with the current generation of students and new employees. The popular photo- and video-sharing social network can help create a sense of community in the classroom and get students involved in learning outside of class. This column covers student perceptions and provides some lessons learned from integrating Instagram into an introductory accounting course--which would also work well for an undergraduate tax course. Finally, this column explores how Instagram can be used by public accounting firms and other organizations and offers suggestions for using Instagram in a business setting.

Using social media to connect

Social media was created to serve people's need to connect--a way to stay in touch with friends. Researchers have found that around 33% of all social media users say staying in touch with their friends is one of their main reasons for using social media (see GlobalWeblndex Social Flagship Report 2020, available at tinyurl.com/yxls9ysp). Over time, social media has evolved to include other uses, such as meeting new people with similar interests, staying up to date with news and current events (including tax news), and finding out more about a product or company of interest. It is a way for people to form and build a connection with others, even if they do not physically see or meet each other. In this sense, social media can be a great way for professors to build a personal connection |with their students and for firms to reach out to potential new hires.

When students feel a personal connection with their professor, they may become more interested and engaged in their coursework. Student interaction with faculty can contribute to their overall effort and level of learning "when it encourages students to devote greater effort to other educationally purposeful activities during college" (Kuh, "What We're Learning About Student Engagement from NSSE: Benchmarks for Effective Educational Practices," 35 Change: The Magazine of Higher Learning 24, 29 (March/April 2003), available at tinyurl.com/y285sd4k). Social media provides a unique avenue to create meaningful connections between faculty and students. It is a place to continue the in-class dialogue after the students leave the classroom. Professors can have one-on-one informal conversations with students on their understanding of the course material through direct messages. Instagram Stories, a social media feature that enables users to post photos and short videos that vanish after 24 hours, can be used to provide students with experiences that they would not be able to have in the classroom, like company tours and interviews with professionals.

One of the recommendations of the Joint Curriculum Task Force, formed by the Institute of Management Accountants and the American Accounting Association in 2010, was to create an...