Moderator:
- Rebecca Cooney, Professor of Strategic Communication, Edward R. Murrow College of Communication, Washington State University
Panelists:
- Lori Losee, Owner, Elegant Affairs & The Social Attendant
- Destiny Lily, Senior Producer + Influencer, Hook
- Braydon Morgan, Cooking & Lifestyle Influencer
Length of Lesson: 75-90 minutes
- 10 minute warm-up
- 50 minute video
- 15-20 minute discussion
- Optional classroom activities:
- Ethical Influencer Challenge
- Build Your Personal Brand
- Reflection assignment
Learning Objectives
After completing this lesson, students will be able to:
- Explain how successful social media creators build audiences through authenticity, consistency, and audience engagement.
- Analyze the relationship between algorithms, content strategy, and audience behavior.
- Evaluate the ethical responsibilities of influencers when creating sponsored content and personal brands.
- Examine how artificial intelligence can enhance content creation while preserving authentic communication.
- Recognize how branding, storytelling, and audience analysis contribute to long-term digital success.
- Develop critical media literacy skills by distinguishing between viral popularity and sustainable credibility.
1: Pre-Video Warm-Up
Activity: “Would You Click?”
Display several hypothetical social media post titles or captions:
- “I Tried This Viral Product So You Don’t Have To”
- “Everything You’re Doing Wrong…”
- “The Truth About…”
- “This Changed My Life”
Ask students:
- Which headline would you click first?
- Why?
- Which one seems the most trustworthy?
- Which one feels like clickbait?
Transition:
Every day, millions of people compete for our attention online. Today’s panel explores what separates successful communicators from those simply chasing views – and why authenticity often outlasts virality.
2: Watch the Presentation
Teacher Note
Encourage students to listen for examples of:
- authenticity
- audience engagement
- branding
- AI
- algorithms
- content strategy
- ethics
- sponsorships
- entrepreneurship
- mental health
3. Post-Viewing Discussion Questions
- Several panelists challenged the idea that influencers become successful overnight.
According to the discussion, what actually leads to long-term success on social media? - The panelists repeatedly emphasized authenticity.
Why do audiences tend to trust creators who appear genuine rather than those who seem overly polished or scripted? - One speaker said, “The algorithm goes where the people are going.”
What does this statement suggest about who ultimately influences social media success – the platform or the audience? - The panel discussed using artificial intelligence for brainstorming, writing captions, and organizing content.
Where should creators draw the line between using AI as a helpful tool and allowing AI to replace authentic human communication? - Several panelists warned against chasing views alone.
Why can focusing only on likes, views, and follower counts become harmful for both creators and audiences? - Influencers often receive sponsorship offers from companies.
What ethical responsibilities do creators have when deciding which products or brands to promote? - The speakers discussed dealing with criticism, negative comments, and “trolls.”
Why is emotional resilience becoming an important communication skill in today’s digital world? - How does personal branding differ from simply posting content online?
What elements make a personal brand memorable? - The panelists encouraged students to identify their “why” before creating content.
Why might having a clear purpose lead to more meaningful communication than simply trying to become famous? - After watching this panel, do you think influencers should be considered journalists, advertisers, entertainers, entrepreneurs – or something entirely different?
Support your answer with examples from the discussion.
Optional Activity 1: Ethical Influencer Challenge
Time: 20 minutes
Divide students into small groups.
Each group receives a fictional sponsorship opportunity.
Examples:
- A popular energy drink wants you to promote its product.
- A clothing company offers free merchandise in exchange for positive reviews.
- An AI app offers payment if you claim it created all your work.
- A nutritional supplement company promises a large payment but provides little scientific evidence.
Groups discuss:
- Would you accept the partnership?
- Why or why not?
- What questions should you ask before agreeing?
- How would you remain transparent with your audience?
- How might accepting (or declining) the partnership affect your credibility?
Groups present and compare their decisions.
Optional Activity 2: Build Your Personal Brand
Time: 15–20 minutes
Students imagine they are launching a positive social media channel around one of their interests.
Examples:
- sports
- gaming
- cooking
- photography
- science
- local history
- music
- travel
- community service
Students develop:
- Target audience
- Three core values
- Content topics
- Tone of voice
- One sample post
- One strategy for building trust with followers
Conclude by discussing:
Which plans focused more on serving an audience than simply gaining followers?
Reflection Assignment
Prompt
The panelists argued that successful creators build communities – not just audiences.
Write one page reflecting on:
- Which piece of advice from the panel surprised you most.
- Why authenticity appears to matter more than perfection online.
- How social media creators influence public opinion and consumer behavior.
- Whether you believe responsible influencing is becoming an important communication profession.
Support your reflection with examples from the panel discussion.
Key Takeaways
Students should leave understanding that:
- Long-term success on social media depends more on consistency than viral moments.
- Authenticity builds stronger relationships than carefully manufactured perfection.
- Algorithms reward audience engagement, but audiences ultimately choose what succeeds.
- AI can improve efficiency without replacing human creativity and judgment.
- Ethical influencers protect their credibility by choosing partnerships carefully and remaining transparent.
- Personal branding is built through trust, consistency, and clear values—not simply follower counts.
- Communication professionals increasingly need entrepreneurial skills alongside storytelling and media production.
Teacher Notes
Media Literacy Connections
This panel provides one of the strongest opportunities in The Murrow Standard to explore modern media literacy because students encounter influencer content every day – often without recognizing the strategic communication behind it.
Key themes include:
- Algorithms Shape Visibility: Students learn that social media platforms prioritize content based on audience behavior and engagement, helping them understand why certain posts appear in their feeds and others do not.
- Authenticity vs. Performance: The panel encourages students to recognize the difference between genuine self-expression and content created solely to maximize attention, reinforcing critical evaluation of online personalities.
- Ethical Influence: Sponsored content, affiliate marketing, and brand partnerships raise important questions about transparency, disclosure, and maintaining audience trust.
- Artificial Intelligence in Communication: Students explore how AI can support brainstorming, organization, and productivity while recognizing that ethical communication still depends on human judgment, originality, and authenticity.
- Personal Branding: The discussion demonstrates that successful creators intentionally develop a consistent voice, message, and reputation, helping students understand that every digital footprint contributes to a broader personal brand.
- Mental Wellness and Digital Citizenship: By addressing comparison, imposter syndrome, criticism, and online negativity, the panel reinforces healthy perspectives on social media use and reminds students that online metrics should not define personal worth.
Rather than encouraging students to become influencers, this lesson equips them to become thoughtful creators and informed consumers of digital media – capable of recognizing persuasive strategies, evaluating credibility, and communicating responsibly in an increasingly algorithm-driven world.