According to Boyle and Kroenke’s textbook, “Dynamic processes are characterized by flexibility, informality, and adaptability, and typically involve strategic and less structured managerial decisions and activities” (Kroenke & Boyle, 2019, p. 298). In this context, the following sections will examine the social media information system (SMIS), with a focus on Kean university's primary and most frequently used platform Instagram. Given Kean’s policy on the use of SMIS, Instagram can be regarded as a dynamic process for Kean personnel. This allows Personnel to have the flexibility to post informally, while also requiring adaptability to engage the audience and promote Kean’s culture and atmosphere.
A social media information system (SMIS) is a type of information system that supports sharing content among networks of users. In the figure below, it can be seen that millions of people use social media in some form. Meaning, it is vital for a business to implement a SMIS to market its products and services. One popular social media platform, which is also their information system, is Instagram. Kean implements this platform frequently to support its marketing process, which is also their dynamic process. There is one main Kean account, managed by a faculty member. Although, nearly all organizations and clubs have their own separate account that is managed by members. There is also an Instagram account solely for the Admissions office, which is supervised by a lead student ambassador. This account plays a vital role in marketing the institution to prospective students. Below are images of these Instagram accounts, it can be seen how effective the accounts are by viewing the number of followers.
In order to effectively implement a social media plan, businesses should develop a plan and process to do so. They can do this by following the steps outlined in the figure below. These steps include defining your goals, identifying success metrics, identifying target audiences, defining your value, making personal connections, and gathering/analyzing data. Kean university has recognized and utilized these steps. They have defined their goal as reaching, engaging, and contacting prospective and current students through the use of social media. Their success has been measured by registering social media accounts as a business account. This gives them valuable insights regarding their page and who interacts with it. The primary target audience is prospective students. These include high school students, transfer students from other universities, and even international students. In return, followers of Kean can benefit from the value they offer. This can be seen through their competitive advantage mentioned above. For instance, having the cheapest tuition in the state and offering various opportunities to get involved. Without a doubt, Kean makes personal connections with its followers on social media. This is done by responding to comments, messages, and uploading unique posts. Posts are also tailored and customized for specific target audiences. For example, a post for high school students may be tailored to include information about first time college students. Students find value in knowing what activities Kean hosts, like college fairs, fundraisers, dances, etc., and also in being able to visualize the kean experience. Prospective students look to University social media accounts to get a sense of if they would fit in that culture and environment, and a University’s social media typically is a good way to gauge that. Lastly, using Instagram insights, data can be gathered and analyzed by the marketing team at Kean. It is essentially to go through this social media plan process in order to accomplish goals and reach target audiences. Below, you will find an instagram post that demonstrates that prospective students are appreciated, and they appreciate feeling welcome. In the comments section, there are a couple of comments that have hearts demonstrating they liked the post, but there are also about 400 likes, which makes this one of the top posts on their page.
Social capital is defined as the investment in social relations with expectation of future returns in the marketplace. The value of social capital is determined using the amount of relationships in a social network, the relationships strength, and the controlled resources. There are four ways in which social capital can add value. First, social relationships can provide valuable information. This includes information regarding opportunities, alternatives, problems, and other vital factors. Second, opportunities to influence decision makers become present. Third, social credentials can be built through a network of esteemed individuals. Lastly, social networks strengthen a professional’s identity and reputation in an organization. For Kean University, there is a high value of social capital. Employees and students have the ability to make connections with highly regarded and respected professionals. This is done by connecting with Kean’s world-class professors and faculty members. There are also numerous opportunities to make valuable connections through the partnerships at Kean. For instance, Kean offers a NY Jets course that allows students to meet and connect with their executives. In addition, there are resources like LinkedIn to assist with networking. Without a doubt, it is vital for an organization to have a strong social capital.
An Enterprise Social Network is a software platform that uses social media to facilitate cooperative work of people within an organization. Instead of using outward-facing social media platforms like Facebook and Twitter, it uses specialized enterprise social software designed to be used inside the organization. In a sense, it is a social network that connects users within an organization and allows them to use the same fundamental functions like sharing videos, status updates, wiki pages, personal sites, and blogs. Kean has an ESN known as WorkVivo for employees to create content, for example.
Enterprise 2.0, is the use of emergent social software platforms within companies. In other words, Enterprise 2.0 is the use and implementation of enterprise social networks. SLATES is an acronym for search, links, author, tagged, extensions, signaled, and these terms summarize the characteristics of Enterprise 2.0.
Kean has its very own information system known as SLATE. This information system allows them to access information in a much simpler way, similar to how you would find information in a search engine. By utilizing Slate, Kean has eliminated the need for other data management systems to house prospective student data. The elimination of redundant systems has enabled interoffice communications to be more effective, and this was partially accomplished through their use of links,tags, and authoring. Slate also organizes data in a more user-friendly manner, making it easier to disseminate to Kean personnel, and facilitates better communications and appointment management, improving efficiency in these areas. SLATE is an information system based on SLATES, and the implementation of this enterprise data system has allowed Kean to create a competitive advantage.
SMIS is an information system that supports the sharing of content among networks of users. With the use of an SMIS come the concerns of accessing inappropriate content, integrity, and maintaining a good brand reputation. Kean does not have a social media policy. Instead, they have an ambassador that manages the admissions account. They are the only ones with authority to post, so they are the only ones in charge of making sure they keep the account respectful, ethical, and moral. Any questions they might have about what is allowed for posting is sent to the lead marketer for Kean, who is also a student ambassador and will review it with other team members. In this way they can prevent any content from being posted that isn’t in correlation with the standards of Kean and their morals. This further explains what employees must do with negative comments as well. They are to act on behalf of the university and to respond to comments that may be negative or demeaning by having their student ambassador overview the situation. At the end of the day, Kean has a responsibility to respond to others, especially if complaints or concerns are made, but they also have a reputation to uphold.
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