Finding Clarity in the Chaos
Starting a master’s thesis feels like standing at the edge of a giant research ocean - exciting but also slightly overwhelming. When I began thinking about my thesis, I knew I wanted to connect it to my work in social media. However, finding a concrete starting point proved to be more challenging than expected. The possibilities seemed endless, making it difficult to narrow down a specific research question.
Too Many Ideas, Not Enough Structure
The idea of developing a content strategy for social media was my initial focus. However, I soon realized that the scope was too broad. I had to consider whether to focus on brand storytelling, engagement strategies, or long-term content planning. The more I explored, the harder it became to define a clear research direction. This lack of structure made it difficult to move forward with confidence.
I needed a different perspective, and collegial counseling turned out to be the key to unlocking clarity.
Collegial Counseling: Asking the Right Questions
Instead of trying to figure everything out on my own, I participated in a collegial counseling session. This structured discussion allowed my peers to ask guiding questions rather than providing direct solutions. The process helped me refine my research focus by challenging me to consider aspects I had not previously thought about.
Some of the most impactful questions I received included: What is the core challenge for social media agencies when it comes to content strategy? Am I focusing on strategy development or execution? Who will ultimately use this strategy—the clients or the agency’s internal team?
These questions forced me to rethink my approach. Rather than exploring social media content strategy in a broad sense, I decided to focus on developing a structured content strategy specifically designed for social media agencies.
My Personal Approach
Everyone approaches research differently, and for me, finding a system that keeps me both structured and flexible has been essential. I started by setting up a dedicated workspace where I could focus solely on my thesis without distractions. I also created a research journal to document my thoughts, key insights, and evolving questions. Instead of diving straight into writing, I preferred to first outline my ideas visually through digital mind maps, which helped me see connections between different aspects of content strategy. Additionally, I incorporated weekly reflection sessions to assess my progress and adjust my plan as needed. This adaptive approach has allowed me to stay focused while still leaving room for creativity and new insights.
Defining My Research Process
With a clearer direction in place, I needed to establish a structured research plan. To do this, I began by using mind mapping techniques to organize all possible angles and create connections between different ideas. Industry research became a crucial step in understanding the latest trends in social media strategy, ensuring that my thesis would remain relevant. Additionally, I sought out academic sources to find existing theories that could be applied to real-world agency work. Finally, I incorporated a practical application phase, where I would test various strategy models to determine their effectiveness.
Balancing Work, Study, and Life
Writing a thesis while working in social media presents its own unique challenges. Deadlines, content calendars, and meetings do not stop just because research needs to be done. To manage this, I implemented strategies that have helped me stay on track. Time blocking has been an effective method for ensuring that I dedicate focused sessions to research and writing. Breaking the thesis down into smaller, manageable goals has made the process feel less overwhelming. Seeking feedback early and often from colleagues and mentors has provided valuable insights and kept my work on the right path.
What's next
Now that I have established a research framework, my next step is to test different content strategy models and evaluate what works best for social media agencies. This phase will allow me to bridge the gap between theoretical knowledge and practical application, ensuring that my findings are both relevant and actionable.
Deeper Insights:
For a deeper understanding of how collegial counseling can help gain different perspectives, I found this resource particularly insightful: Masamolicnik on Collegial Counseling.
Special thanks to: Robert Gutounig for introducing the concept of collegial counseling in the master's thesis lecture.
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