Andrew Rohm is an associate professor in the marketing department at Loyola Marymount University and director of the M-School, an undergraduate educational initiative designed to transform higher-learning in the area of digital and social media marketing. He is also an ex-aerospace engineer…really…who right out of college worked at large companies selling complex products (Pratt&Whitney) and services (General Motors/E.D.S.) and who experienced his first mid-life crisis in his late 20s and moved to the Australian Outback to play cowboy and pick mangos. After countless mosquito bites and vegemite sandwiches, Andy moved back to the States where he shifted careers to the athletic footwear industry, working in sales and marketing positions at Brooks Sports and Reebok International. Presenting marketing and new product launch plans to salespeople and retail buyers became so much fun that he decided to go back to school, earn his PhD in marketing at the University of Massachusetts Amherst, and begin conducting exciting research and teaching courses in the area of new media, first at Northeastern University in Boston and then at Loyola Marymount University in Los Angeles. Andy’s social media experience not only comes from his cutting-edge research and teaching in the innovative M-School at LMU, but also from seeing his children grow up as digital natives in a hyper-connected world.