Student Research Symposium features Logan Keehner

Logan Keehner, Coe College class of 2014, presented his thesis, Social Media Promotion in the Music
Industr! in Kessler Lecture "all of "ic#o# "all at Coe College on $pril 1%&
M ad'ertising and mar#eting classes ha'e prepared me for this research pro(ect, as )ell as an
internship )ith the Coe P* office!, Keehner said&
Keehner has researched the patterns of interactions on +)itter of si, different artists - himself o'er a
span of si, months& "e has collected data from Kell Clar#son, +he .lac# Kes, Lucrae, Mumford and
Sons, /ac .ro)n .and, and 0un& I chose these artists -ecause the )ere )inners in ma(or categories
at the 2011 2ramm $)ards!, said Keehner& "is data anal3es the differences in means of self4
promotion )ith the decrease of legall purchased music&
+)eets from artists )ere anal3ed under categories such as philanthrop, merchandise, fan interaction,
and general self promotion& Keehner found that artists are promoting their li'e performances and older
al-ums no) that illegall purchased music is -ecoming more popular& 5ou don6t need social media to
-e successful!, Keehner said& +o his surprise, these artists t)eeted a lot less often than he e,pected&
$lthough it is a good means of promotion it is not necessaril needed&
+his stud is important -ecause social media is an effecti'e and free promotional tool for artists )hose
careers are (ust ta#ing off, or ha'e alread )on them a 2ramm&!
0rom 2utten-erg, Io)a, Keehner is a .usiness $dministration and Pu-lic *elations ma(or )ith hopes
of -ecoming an art director or )or#ing in the mar#eting department of the music industr& "e )ill
graduate from Coe in Ma )ith his .achelors 7egree&
Keehner is in'ol'ed in his fraternit, Lam-da Chi $lpha, and )or#s in the Coe $dmission 8ffice& "e
is currentl interning at de 9o'o $lternati'e Mar#eting as a 7igital Strategist )here he monitors )e-
traffic and )or# )ith 2oogle $d:ords accounts& $t +ransamerica, Keehner )or#s as an ;mploee
Ser'ice Center Intern, )here he assists in communication of emploee and retiree -enefits, and
)ellness initiati'es&
+he Coe Student *esearch Smposium consists of presentations, performances, and artistic displas&
;ach session is run li#e a professional conference )ith a facult mem-er to moderate& +he smposium
is a chance for highl moti'ated students to sho) off indi'idual or group research pro(ects&