Beyond the Algorithm: Precision and Pitfalls in the Buhi Simternship

    The Simternship was a rigorous, hands-on social media marketing simulation for Buhi, a fictional e-commerce retailer selling bags to Millennials and Gen Z (Generation Z). The practice focused on leveraging channels like Facebook, Instagram, and TikTok to drive revenue and audience relationships. We were tasked with aligning all content, budget allocation, and audience targeting with Buhi's distinct voice—friendly, confident, and reliable. The ultimate goal was to transition the strategy from simply posting to executing highly efficient, data-driven marketing campaigns.

    The primary challenge throughout the Simternship was drastically improving the ROI (Return on Investment) by maximizing KPIs (Key Performance Indicators) like Impressions, Engagement, and Conversions. We operated within a strict weekly budget, often set at a maximum of $10,000. This required learning to efficiently allocate the budget, prioritizing high-conversion channels like Facebook and Instagram, and strategically selecting influencers based on brand fit and CPE (cost per engagement) for effective reach.

    The most memorable—and difficult—experience was receiving consecutive "Poor" performance ratings due to a profound misalignment between our theoretical audience understanding and practical platform targeting. The core issue was failing to precisely narrow "Audience Interests." For example, we learned the crucial difference between broadly targeting "Outdoor Activities" and precisely targeting "Hunting and Fishing." This demonstrated that success required extreme precision in defining the target audience to unlock algorithmic efficiency.

    The most significant lesson learned is the paramount importance of data-driven execution precision over broad strategic planning. Success hinged on mastering the granular details of campaign setup. The difference between a high ROI and a "Poor" rating often depended on ensuring the headline contained both a specific benefit and a clear element of urgency. We also learned that any inconsistency, like a minor spelling error or a misaligned landing page, significantly damages brand credibility and efficiency, teaching us that meticulous proofreading and accurate linking are non-negotiable professional standards.

From Ohio to the Great White North: My Unforgettable Canadian Thanksgiving

    How did you spend your Thanksgiving break? Most students at our university probably returned home to spend time with their families nearby. However, international students like me—especially those here for only a single exchange semester—don't have a nearby family home to return to during this precious, week-long window of freedom. While secretly I had always dreamed of being invited to a traditional American Thanksgiving dinner, that dream was put on hold. Instead, I joined a group of fellow exchange students for an incredible trip to Canada! I visited two major cities: Vancouver from Nov. 24 to 26 and Toronto from Nov. 27 to 29.

    The Vancouver portion of the trip was incredibly relaxing because I met up with my friend, Chaewon, a student from my home university who is currently on exchange at Simon Fraser University there. I am usually the person who meticulously plans every detail of a trip, from A to Z. Thanks to her, I got to be the relaxed traveler for once, letting her navigate the new city. We visited the famous Gastown district, took photos with the Steam Clock, browsed charming boutiques, and bought gifts for my friends back in Korea. Although there was a significant amount of rain, the gloomy weather surprisingly suited the old buildings and winding streets of Vancouver perfectly. On our last day, we traveled to North Vancouver and spent time enjoying the Vancouver harbor. After spending months confined to landlocked Ohio, seeing the ocean again felt absolutely revitalizing and exciting! 

    The second leg of the journey took me to Toronto, where I met up with a group of international students from ONU. The most unforgettable part of the entire Toronto visit was undoubtedly Niagara Falls. To get there, we took a two-hour FlixBus ride from Toronto’s Union Station. While it was a relatively long journey, the time flew by because we were all together and excited.

    As we approached the falls for photos, a massive plume of water suddenly engulfed us! I had read reviews saying the spray from the falls was like a "constant mist" gently hitting your face. That was a severe understatement. It was more like standing outside during a heavy rainstorm without an umbrella. Since we weren't wearing hats, we were completely drenched from head to toe, leaving us soaking wet in the chilly weather. We had to rush to the nearest restroom to try and dry our hair and clothes, which was quite an ordeal. Despite the minor mishap and the subsequent cold we all caught, the sheer spectacle of Niagara Falls was breathtaking. It truly is a natural wonder that everyone should see once in their lifetime. My one crucial piece of advice for future visitors? Absolutely pack a hat!

The Hidden Price of Connection: What "The Social Dilemma" Taught Me

    What if the people who invented the match now feared fire? This is the unsettling question posed by the Netflix documentary, "The Social Dilemma." The film features candid interviews with former executives, designers, and engineers from major social media companies, all of whom are now sounding the alarm about the very platforms they helped build. For a student studying social media marketing, watching this documentary shifted my perspective entirely—it exposed the dark architecture beneath the engaging surfaces of platforms like Instagram, Facebook, and TikTok.

    The film's most shocking revelation is that we are the product, not the customer. The core business model of these tech giants is not selling a service to us; it is selling our attention and predictability to advertisers. The platforms achieve three main goals: engagement (keeping us scrolling), growth (getting new users), and monetization (making money). Every notification, every recommended video, and every tag is meticulously designed to keep us hooked. This is achieved through complex AI-based optimization—a concept I recently studied in my classes—that is constantly running experiments on us to find the most effective way to extract our time. The platforms' success is directly tied to our addiction, which is why we spend countless hours staring at our screens.

    The true dilemma lies in the severe societal and personal consequences of this attention-extraction model. On a personal level, the film links the rise of social media to a documented increase in mental health issues and anxiety, particularly among teenagers. The constant pursuit of validation through "likes" and comments creates a fragile sense of self-worth. On a societal level, the algorithms are designed to keep us engaged by feeding us extreme, polarizing, or sensational content—the kind that generates strong emotional reactions. This leads to the phenomenon of filter bubbles and echo chambers, making political and social understanding nearly impossible and dangerously fueling misinformation.

    Watching the people who designed these addictive systems admit their profound regret was deeply sobering. As future marketers, we are taught to utilize these tools for conversion, growth, and brand visibility. But "The Social Dilemma" forces us to confront the ethical cost of that strategy. We must ask: What are the human boundaries we should not cross, even if the algorithm rewards us for doing so?

    The documentary ultimately serves as a powerful call to consciousness. It reminds us that these platforms are not passive tools; they are powerful manipulative technologies. Our studies in social media marketing must now go beyond optimizing for CTR or conversion. We must also prioritize digital ethics and transparency. The power to change the narrative doesn't lie with the CEOs who built the system; it lies with us, the users and future marketers, who must consciously demand a healthier, less addictive digital world.

Spicy Surprises and Global Connections: My Day at the ONU Multicultural Fair

    What does a global community look like when it gathers in one place? For students at Ohio Northern University, the answer was found this past Sunday at the annual Multicultural Fair. Held from 5 p.m. to 7 p.m., this event is a vibrant showcase where students representing various nations host booths, sharing their culture through food, games, and music. The atmosphere was absolutely electric, making it a truly essential event for our campus.

    The fair wasn't just about food; it was a full cultural spectacle. My friend Nell, who is from Ireland, took the stage to perform a beautiful piece on the Irish flute, sharing a piece of traditional Celtic music. Moments later, my friend Rain from Hong Kong captivated the audience, playing the guitar and singing three songs alongside a friend on the drums. It was inspiring to see our diverse student body confidently sharing their heritage with the ONU community.

    However, I didn't get much time to wander and enjoy the other countries’ booths because I was busy managing the South Korea booth! Along with my team, I was responsible for serving Korean food, explaining our culture to interested American students, and handing out free souvenirs. We prepared two quintessential Korean dishes: Tteokbokki (spicy rice cakes) and Gimbap (seaweed rice rolls). 

 

    Knowing that Tteokbokki is characterized by its signature spicy kick, we anticipated that many American visitors might not be accustomed to the heat. Therefore, we strategically prepared both a traditional spicy version and a milder cream-based Tteokbokki, made with milk, as an alternative. To our great surprise, the spicy version was far more popular! Visitors were adventurous and eager to try the authentic flavor, resulting in the spicy Tteokbokki running out much faster than the cream variety. Additionally, our team member, Haemee (the wife of an ONU Math professor and also an ONU student), spent hours preparing homemade Gimbap. To accommodate the allergy concerns of non-Asian visitors, we made sure to prominently list every ingredient on our display board—a board, by the way, that I personally designed! I wish I had more time to make the design perfect, but between classes and assignments, I did my best.

    I was initially worried that an event on a Sunday evening would have low attendance, but the turnout was massive, especially at the start. I was momentarily alone at the booth early on (my teammates had gone back to finish cooking the food), and I spent a great deal of time just engaging in small talk rather than serving food. During these conversations, I was genuinely shocked by how many students were already deeply familiar with Korean culture—from K-Pop and K-Drama to K-Beauty and K-Food. As a Korean who enjoys these cultural exports, I was amazed to find so many enthusiasts here in Ohio. This experience truly emphasized the profound power of culture, demonstrating its ability to transcend borders and physical distances to connect people worldwide.