The Brief Some Florida universities are offering degrees or concentrations in digital media influencing to teach the business behind content creation. Some Florida universities are expanding their communications programs to offer courses and degrees focused on social media influencing. Associate Communications Professor Kenny Embry, PhD, teaches seven main skill sets, like content creation, monetization, marketing, analytics and community building. That's content creation. Social media content strategyThe backstory:Professors emphasized that modern content creation requires strategy and long-term work.