Bill Zimmerman

Assistant Teaching Professor in Public Relations
Donald P. Bellisario College of Communications, Penn State

Bill Zimmerman is an assistant teaching professor in the Department of Advertising and Public Relations in the Donald P. Bellisario College of Communications at Penn State. He teaches courses in Digital Public Relations and PR campaigns in addition to supervising the social media division within the college's student-run creative agency, CommAgency. He's currently writing the textbook "Understanding the Creator Economy: Making Digital Media Work For You," to be published in the fall by Kendall Hunt. In 2020, he received the Deans' Excellence Award for Integrated Scholarship from his college. For four years, he produced an entrepreneurship podcast titled "Happy Valley Hustle," which collected 22,000+ downloads. Bill also holds the Accreditation in Public Relations. 

Bill Zimmerman’s Session

Think Like A Creator: Learning From the Masters of YouTube, TikTok and Beyond

Creators big and small have cracked the code in building audiences through compelling digital content that delivers value. Sounds like a skill useful in high ed communications, right? These vloggers, bloggers, streamers, and podcasters are shaping the creator economy and creating new ways for people to stay entertained, informed, and connected. In examining how creators build brands, engage fans, and monetize their content, we can learn strategies to grab the attention of our institutions. We'll also discuss how you can leverage the reach of the content creators walking your campuses.

Session objectives

  • Understand the creator economy from the perspective of creators and the organizations hiring the
  • Understand the strategies and tactics used by creators to grow followings and make content
  • Understand how to discover and engage with the content creators on your campus
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