Creating Brand Ambassadors

2015 ◽  
pp. 153-183 ◽  
Author(s):  
Erin K. Nemenoff ◽  
Julia Schenk
Keyword(s):  
Social Media ◽  
Logic Model ◽  
Fraternal Organizations ◽  
Support Organization ◽  
Brand Recognition ◽  
The Social ◽  
Membership Associations ◽  
Membership Association ◽  
Brand Ambassadors ◽  
Vast Network

Membership associations can face specific challenges when it comes to marketing and brand recognition. This case describes how the National Panhellenic Conference (NPC), a membership association for 26 national and international women's fraternal organizations, or “sororities,” addresses these challenges. NPC's mission is to be the premiere advocacy and support organization for the advancement of the sorority experience. However, NPC has traditionally struggled with brand recognition and identity, hampering their mission fulfillment. This chapter illustrates the social media techniques used to engage and inform NPC's key constituents through a virtual event, using a two-pronged approach. The first prong involves deepening engagement to move stakeholders to higher levels of interaction with the association. NPC must effectively communicate with its vast network of members and stakeholders to help generate greater awareness of NPC and promote sorority life in general. The second prong involves using its existing network to amplify NPC's key messages and spread it to those beyond its current network. Outputs and outcomes for the virtual event were used to determine that a defined strategy, as provided in the organization's strategic plan and logic model, impacted overall outcomes.

Creating Brand Ambassadors

2018 ◽  
pp. 508-532
Author(s):  
Erin K. Nemenoff ◽  
Julia Schenk
Keyword(s):  
Social Media ◽  
Logic Model ◽  
Fraternal Organizations ◽  
Support Organization ◽  
Brand Recognition ◽  
The Social ◽  
Membership Associations ◽  
Membership Association ◽  
Brand Ambassadors ◽  
Vast Network

Membership associations can face specific challenges when it comes to marketing and brand recognition. This case describes how the National Panhellenic Conference (NPC), a membership association for 26 national and international women's fraternal organizations, or “sororities,” addresses these challenges. NPC's mission is to be the premiere advocacy and support organization for the advancement of the sorority experience. However, NPC has traditionally struggled with brand recognition and identity, hampering their mission fulfillment. This chapter illustrates the social media techniques used to engage and inform NPC's key constituents through a virtual event, using a two-pronged approach. The first prong involves deepening engagement to move stakeholders to higher levels of interaction with the association. NPC must effectively communicate with its vast network of members and stakeholders to help generate greater awareness of NPC and promote sorority life in general. The second prong involves using its existing network to amplify NPC's key messages and spread it to those beyond its current network. Outputs and outcomes for the virtual event were used to determine that a defined strategy, as provided in the organization's strategic plan and logic model, impacted overall outcomes.

Social media and the world of work

2014 ◽  
Vol 19 (4) ◽  
pp. 344-356 ◽  
Author(s):  
Sonja Dreher
Keyword(s):  
Social Media ◽  
Strategic Management ◽  
Media Use ◽  
Management Approach ◽  
Social Media Use ◽  
Training And Education ◽  
Content Type ◽  
The Social ◽  
Key Steps ◽  
Brand Ambassadors

Purpose – The purpose of this paper is to explore the risks and benefits of employees’ social media use for an organization's reputation, and delivers suggestions for a strategic management approach. Design/methodology/approach – The findings of this research paper are based on a comprehensive literature review and supported by a leading practice example. Findings – Through social media, employees function as powerful brand ambassadors who shape reputation with everything they do and say online. This requires a strategic management approach to employees’ social media use, including research, internet access at the workplace, a strong commitment from the C-suite, the establishment of social media teams, the implementation of guidelines and policies, training and education, integration, as well as goal setting and measurement. These eight key steps will help communications professionals to better prevent the risks and leverage the benefits of their employees’ participation in the social web. Originality/value – This research project is built upon significant deficits in the management approach to employees’ social media use and provides eight strategic key steps to better handle employees’ participation in social conversations.

Knowledge Contribution in Organizations via Social Media

2017 ◽  
Vol 16 (1) ◽  
pp. 12-24 ◽  
Author(s):  
Nicole Behringer ◽  
Kai Sassenberg ◽  
Annika Scholl
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Knowledge Exchange ◽  
Expectancy Theory ◽  
Perceived Usefulness ◽  
Abstract Knowledge ◽  
The Social ◽  
Willingness To Contribute ◽  
Social Media Tool

Abstract. Knowledge exchange via social media is crucial for organizational success. Yet, many employees only read others’ contributions without actively contributing their knowledge. We thus examined predictors of the willingness to contribute knowledge. Applying social identity theory and expectancy theory to knowledge exchange, we investigated the interplay of users’ identification with their organization and perceived usefulness of a social media tool. In two studies, identification facilitated users’ willingness to contribute knowledge – provided that the social media tool seemed useful (vs. not-useful). Interestingly, identification also raised the importance of acquiring knowledge collectively, which could in turn compensate for low usefulness of the tool. Hence, considering both social and media factors is crucial to enhance employees’ willingness to share knowledge via social media.

Hacking in to the social media network of bacteria: The antiquorum sensing properties of herbs and spices

Planta Medica ◽  
2016 ◽  
Vol 81 (S 01) ◽  
pp. S1-S381 ◽  
Author(s):  
S Cosa ◽  
AM Viljoen ◽  
SK Chaudhary ◽  
W Chen
Keyword(s):  
Social Media ◽  
Sensing Properties ◽  
The Social ◽  
Social Media Network ◽  
Herbs And Spices

Technologies Disability and Inclusion

2018 ◽  
Author(s):  
Tomas Brusell
Keyword(s):  
Social Media ◽  
Augmented Reality ◽  
Information And Communication Technologies ◽  
Future Development ◽  
Smart Cities ◽  
Communication Technologies ◽  
Modern Technology ◽  
The Social ◽  
The Disabled ◽  
Information And Communication

When modern technology permeates every corner of life, there are ignited more and more hopes among the disabled to be compensated for the loss of mobility and participation in normal life, and with Information and Communication Technologies (ICT), Exoskeleton Technologies and truly hands free technologies (HMI), it's possible for the disabled to be included in the social and pedagogic spheres, especially via computers and smartphones with social media apps and digital instruments for Augmented Reality (AR) .In this paper a nouvel HMI technology is presented with relevance for the inclusion of disabled in every day life with specific focus on the future development of "smart cities" and "smart homes".

Emotive Trending And Tracking of Tweets

2017 ◽  
Vol 7 (11) ◽  
pp. 25
Author(s):  
Sanjay Chhataru Gupta
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
The Social ◽  
The World ◽  
Complex Events

Popularity of the social media and the amount of importance given by an individual to social media has significantly increased in last few years. As more and more people become part of the social networks like Twitter, Facebook, information which flows through the social network, can potentially give us good understanding about what is happening around in our locality, state, nation or even in the world. The conceptual motive behind the project is to develop a system which analyses about a topic searched on Twitter. It is designed to assist Information Analysts in understanding and exploring complex events as they unfold in the world. The system tracks changes in emotions over events, signalling possible flashpoints or abatement. For each trending topic, the system also shows a sentiment graph showing how positive and negative sentiments are trending as the topic is getting trended.

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