he purpose of this project is to demonstrate your understanding of the following course concepts:
1. How companies use digital and social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal.
2. How digital media has transformed the communication of an idea, information, and arguments in society.
Project Description
The use of digital media has transformed how companies communicate with their customers. The use of the websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs has shaped current day communication strategies.
Project 1 Consists of:
1. Project Requirements (topics and content to cover)
2. Paper Requirements (content organization)
3. Submission Requirements (how to submit your assignment)
4. APA Resources (how to cite and select sources)
5. Due Date Information and Late Policy
Project Requirements
Select a company that utilizes digital or social media to communicate with customers to complete Section 1.
NOTE 1: You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).
SECTION 1: COMPANY INFORMATION
Provide the following information about the company you select:
Item 1: What is the name of the company?
Item 2: What year was the company established?
Item 3: What is the company’s goal or mission?
Item 4: What products and services does the company offer or provide?
Item 5: Provide the company website address (URL).
Item 6: How many employees does the company employ?
Item 7: Where is the company’s headquarters located?
Item 8: What are the company’s most recent earnings?
Section 1 Source: Include at least one source for Section 1. Include this source as an in-paper citation and on your Reference page.
Section 1 Example: The Henkel Company
To help you with completing Section 1, an example is provided below:
“…Henkel was founded in 1876. People around the world trust Henkel’s innovations, brands, and technologies. In the fiscal year 2016, the company reported sales of approx. 18.7 billion euros and an operating profit of around 3.2 billion euros (adjusted for one-time gains/charges and restructuring charges). The DAX-30 company has its headquarters in Düsseldorf, Germany. Henkel employs more than 50,000 people worldwide, over 80 percent of whom work outside of Germany. Henkel is thus one of the most international German companies…”
Henkel. (2019). Company Profile. In Company Profile. Retrieved 1/15/19, from https://www.henkel.com/press-and-media/facts-and-figures/company-profile
NOTE 2: You cannot use the Henkel Company in your project.
SECTION 2: DIGITAL AND SOCIAL MEDIA USE
How does the company use Digital and Social Media to communicate with their customers?
Item 1: List all of the digital and social media platforms the company uses to communicate with customers (including websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs).
Item 2: Describe how the company uses EACH digital and social media listed in Item 1 above to achieve its goals or mission.
Section 2 Source: Include at least one source for Section 2. Include this source as an in-paper citation and on your References page.
SECTION 3: ANALYSIS
Provide an example of how the company uses digital and/or social media to accomplish an objective (e.g. to address a serious public relations issue, promote a cause, market a product, achieve a strategic advantage by using Big Data, or promote an event).
Item 1: Describe the situation or example in detail.
Item 2: How successful was the company in accomplishing the objective? Support your answer with reference (s).
Item 3: List one thing the company could have done better to accomplish their objective. Be sure to focus on the use of digital or social media here.
Item 4: If you decide to discuss the company’s use of Big Data to achieve a strategic advantage, does their use of Big Data concern you as a potential customer? Why or why not?
To help you with completing Section 3, we have provided two sample topics below:
Section 3 Example 1: Target’s Data Breach
Target’s December 2013 data breach was a public relations nightmare, but the company responded swiftly over social media, posting safety guidelines on Twitter and keeping an open dialog with its aggrieved customers.
Section 3 Example 2: Target’s Use of Big Data
Target is renowned in the industry for its data collection practices. Target maintains a customer relationship management database which includes information from in-store purchases (they link all of your purchases to a unique customer identifier) and data they collect externally (e.g. data from Facebook and other sources). Combine the two data streams and Target can predict, with a high degree of certainty, what your gender is, where you live, how far you travel to work, your relationship status, and they can even tell if you are pregnant and if so when you are due. The amount of money spent each year on pregnancy-related purchases is tremendous. In efforts to win the market share in this profit area, Target has hired a team of statisticians to perform predictive analysis. The goal, in this particular situation, is to predict which women are expecting (or soon to be), without asking them directly, by analyzing their purchasing behavior (e.g. cribs, baby clothes, prenatal vitamins, etc.). This way Target can “target” this particular demographic (with coupons, discounts, and other offers) very early, thus getting a jump on the competition.
Section 3 Sources: Include at least two sources for Section 3. Include the two sources as in-paper citations and on your References page. At least one source should be professional or scholarly.
NOTE 3: You cannot use Target in your project or any company we discussed in class (e.g. Google).
Paper Requirements
1. Your paper must follow APA format guidelines throughout.
(A sample APA template for you to use is attached to the bottom of this page). Be sure to use the the sample template.
a. Double-spaced
b. 1-inch Margins
c. 12-point size professional font (e.g. Times New Roman)
d. Header
e. Automatic Page numbers
f. Title page
g. Reference page
2. Length: Minimum of 1,000; Maximum of 1,500 words.
(Title page, Reference page, and direct quotes do not count toward the total word count).
NOTE 4: Going over 1,500 words is fine, but if you are under 1,000 you will be penalized (10% or one letter grade) if you have under 900 words.
3. Include one Image.
Include at least one table, graph, or image of an appropriate size that is relevant and supports the information provided in your paper. Feel free to create the image if you like.
Image Example: The Henkel Company Infographic
To help you with completing your project, we have included a sample image. This is a great infographic that provides data on the Henkel Company. This infographic would work well in Section 1.
Henkel Company Infographic [Digital image]. (n.d.). Retrieved January 15, 2019, from here.
4. Title Page
Your title page must be APA formatted and include the following:
a. Project Name
b. Your Name
c. Instructor’s Name
d. Course name
e. Due date of the assignment.
f. Title of Company Analysis
5. References Page
Your References page must be APA formatted.
6. Sources: Include at least Four (4) Sources (Total)
a. Include at least One (1) Source for Section 1.
b. Include at least One (1) Source for Section 2.
c. Include at least Two (2) Sources for Section 3. At least one of the two sources must be a Professional or Scholarly Source.
Clarification: Please do not use unprofessional sources such as Wikipedia, About.com, Answers.com, Dictionary.com, How.com, or anything remotely similar. Examples of scholarly sources include textbooks, articles, academic journals, and conference proceedings. Scholarly resources are written by experts in their fields, grounded in research, and often refereed (reviewed and edited by researchers in the field). Examples of professional sourcesinclude trade journals or magazines. Professional sources are written for a specific audience that works in a certain field. They are not research-based. You can also use our course content (e.g. Read & Watch resources) as a source as well. UMGC has a top-notch, extensive online library. You can find many scholarly and professional sources there.
NOTE 5: You can also use social media (e.g. Twitter posts, blogs, YouTube) sources as well as this is a paper about the use of digital and social media.
7. Setup & Organization
Your paper must include the following pages and Level 1 Headings:
a. Cover Page
b. Company Profile (Section 1)
c. Digital and Social Media Use (Section 2)
d. Analysis (Section 3)
e. Reference Page
APA Resources
UMGC’s Library offers several resources for APA formatting and citation style, including the resources below:
APA 7th Edition: General Rules, Citation Examples, and Video Overview (UMGC Library).
Submission Requirements
Please submit your completed paper to your Assignments Folder in our CMST 301 LEO Classroom before the due date.
Due Date
Five (5) Day Late Period: The Assignments Folder will remain open 5 days after the due date for late submissions. There will be a 10% (or 2 point) reduction for assignments submitted during the 5-day grace period. After 5 days, late assignments will not be accepted or graded. The Assignments Folder will be closed at this point as well and you will not be able to physically submit the assignment.
Exceptions may be allowed, on a case-by-case basis, for life situations (military deployment, medical illness, death in the family, etc). In all cases, timely notification of a “life situation” is critical to the approval of any extensions. All exceptions must be accompanied by official documentation, which is subject to inspection and approval. Workload, course load, vacations, or bad memory are not acceptable excuses.
Running Close to the Deadline?: Please do not wait until the last minute to submit your assignment. Give yourself at least a 5-hour window to account for any technical difficulties that might arise. If you experience technical difficulties beyond your control that do not allow you to successfully complete the assignment, immediately follow the steps below:
Step 1: Contact the UMGC Help Center. Inform them of the problem you are having. Get a problem ticket number from them to document the situation.
Step 2: E-mail me ASAP and include (a) your class and section, (b) description of the problem you are having, (c) your problem ticket number from the Help Center, and (d) your name, so I can investigate the situation.
Step 3: Attempt to attach your assignment to a message to me inside of LEO.
Step 4: E-mail the assignment to me.
Grade Value
This project is worth 100 points or 20% of your total grade for the course.
Grade Reductions
You will lose points for issues such as: not following directions, not submitting your work on time, and failure to include all required elements. Each omission will result in a partial point deduction.
Submitting Your Assignment
To complete this project and receive full credit, you must submit your completed presentation to your Assignments Folder unless you encounter problems–discussed above).
CYA (Copy Your Assignment)
Please make sure you keep a copy of your project stored on your computer. Technical difficulties do happen–you may need to resubmit your assignment for a number of reasons. It is always a good policy to CYA!
Having Problems?
Please contact me in advance if you are having problems understanding what is required of you.
Do Your Own Work
UMGC has strict policies regarding turning in work that is not 100% your own creation. I will enforce these policies.
Verify Your Assignment Has Been Posted ( *** Very Important *** )
It is your responsibility to make sure you have posted your assignment CORRECTLY! Once you have posted your assignment, immediately attempt to view it, just to make sure your post was accepted by LEO, that it is formatted correctly, and you have posted the correct file.
NOTE 6: You will be held responsible for posting your assignments correctly.
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Introduction
Leadership consists of
various qualities, skills and aspects relating to the action of leading an
organization or a group of individuals (Ennis et al, 2013). The focal point of
the NHS is to enable cultures that provide safe, compassionate and high-quality
care (West et al, 2015). Furthermore, leadership has an impact on a number of
different aspects such as mortality levels, patient satisfaction, staff
well-being, financial performance and generally, the quality of care (West et
al, 2015). The Francis report discussed the importance of distributed
leadership, whereby all healthcare professionals are enabled to think freely,
make decisions and take control themselves. It leads to the provision of
high-quality care (Francis, 2013). This piece of work will assess effective
leadership and why it is a necessity within nursing practice.
Communication
Ennis et al (2013) implemented
a study in order to assess the communication characteristics needed for good
leadership within nursing. Interviews were carried out, outlining how effective
communication is key in order to provide high quality care, develop as a
professional and to harbor working relationships (Ennis et al, 2013). The study
produced the following themes: choice of language, listening skills, relevance,
non-verbal communication and relationships. Participants outlined that good
leaders have the knowledge to choose the type of language used and can adapt it
to any scenario that they are faced with. In addition, they suggest that an
effective leader considers the outcome and consequence of each conversation
(for example, whether further support was needed) (Ennis et al, 2013). When
leadership is successful, it enables excellence and ethical and
patient-centered care (Ennis et al, 2013).
Furthermore, it was
noted that good leaders needed to be able to listen, be affable and have
patience (Ennis et al, 2013). One participant outlined that listening should be
first and foremost, valuing its importance and showing great interest in what
the patient has to say (Ennis et al, 2013). Respondents noted the need for
effective communication across all aspects of nursing; with junior staff,
between healthcare professions and when directly caring (Ennis et al, 2013).
Good clinical leaders need to be able to communicate to a high level, adapting
to enable all patients to understand, noting body language, non-verbal cues and
avoiding medically complex terms as much as possible (Ennis et al, 2013). The
study notes the link between effective communication and the amount of
influence that leader has, the team’s performance and their development of
staff member relations (Ennis et al, 2013). Guidelines by NICE also emphasize
the importance of effective communication to enable high quality care (NICE,
2016). Non-verbal communication is also key; effective leaders need to note
their body language and level of eye contact, assessing not only their own
non-verbal cues, but also those of the patient or fellow professional (Ennis et
al, 2013). This will enable them to judge the scenario and to foresee any
issues that may arise (Ennis et al, 2013). Within the study by Ennis et al,
(2013) respondents outlined that good leaders had excellent people skills,
building a good rapport with everyone. To do so, respect and treating each
person as an individual is key (Ennis et al, 2013). It is also vital to ensure
that no judgements are made and that support is offered when needed (Ennis et
al, 2013). Effective leaderships can only be implemented when these areas are
adhered to, building work relationships and providing high quality,
patient-centered care (Ennis et al, 2013).
Emotional intellect
Emotional intellect is
a key aspect to adhere to when managing situations and caring for patients
(Powell et al, 2015). Controlling emotions and self-awareness are both vital
components of emotional intellect (Powell et al, 2015). Doing so decreases the
risk of burnout and ensures that patients are receiving high quality care
(Powell et al, 2015). In addition, being aware of one’s emotions enables a
collaboration that is needed to meet the needs of individuals within the
complex and increasingly technical NHS system (Powell et al, 2015).
The qualities of a leader
The main traits of a
good leader were assessed by Yukl (2013). They consist of a high level of
energy, stress coping mechanisms, confidence, control, maturity, integrity, as
well as being a high achiever, with low needs for affiliation. Nursing leaders
need to be empowering, promote independence, encourage a critical and effective
work environment and remain positive (Jukes, 2013). They should enable fellow
healthcare professionals to build resilience, enabling them to make their own
decisions yet providing protection when needed (Jukes, 2013). In order to
achieve structural change for the provision of high-quality care, the following
should be adhered to: promoting inclusive team work, maintaining trust, seeking
contribution, using personal authenticity, valuing relationships, enabling
learning and challenging any issues that arise (Cleary et al, 2011). Patients
need support and care which cannot be carried out without effective leadership
(Cleary et al, 2011). If a nurse does not show effective leadership skills,
they often retreat towards more traditional methods of behavior (more
documentation and relying on medicine), instead of promoting patient-centered
care (Jukes, 2013). Furthermore, leaders need to support any professionals that
they are responsible for in following the nursing and midwifery code at all
times (Nursing and Midwifery Code, 2015: 18).
The qualities of a manager
Managers oversee a
certain area, supervising fellow staff and ensuring that patient care is
upheld, in addition to administrative aspects (Jukes, 2013). Concerns are
addressed through their specialized nursing experience, good communication and
the ability to take the lead (Jukes, 2013). Good communication is key when
assessing any risks, managing plans, delegating work and ensuring the effective
and safe provision of resources (Jukes, 2013). Delegating work is an integral
part of effectively leading, encouraging active learning, whilst freeing up
more time for aspects that cannot be delegated (Weir-Hughes, 2011). Delegation
is a necessity, especially when staff numbers reduce and pressures rise
(Griffin, 2016). Managers also demonstrate excellent leadership skills by
improving nurse confidence and upholding morale (Timmins, 2011). They need to
ensure that staff are communicating effectively, in order to provide high
quality, safe care (Timmins, 2011). This can be carried out by implementing an
open leadership style, listening to the nurses and involving the team when
making decision (Timmins, 2011). Gilmartin and D’Aunno (2007) outline how nurses prefer managers who are
emotionally intelligent, facilitate change and who actively participate.
Further stating that this leads to cohesion, a sense of empowerment and reduces
stress and burnout (Gilmartin and D’Aunno,
2007). Management and leadership can only be improved by adhering to the
following: ensuring a good set of qualities and knowledge, a supportive environment,
an adequate number of managers and ensuring rewards or acknowledgement for good
practice (World Health Organization, 2007).
Ineffective leadership
Ineffective leadership
can lead to the unsafe provision of care (Nicolson et al, 2011). This was portrayed
during the 1990s, in which nurse Beverly Allitt
murdered children by injecting them with insulin. She was not supervised and
the deaths were not challenged by management (Nicolson et al, 2011). More
recently, the investigation into the Airedale NHS trust found nurse Anne
Grigg-Booth to be providing dangerous care. Many patients died under her care,
which was noted as an abundance of failures in which dangerous actions were not
acknowledged by management (Nicolson et al, 2011). Within the Mid Staffordshire
Foundation Trust, a lack of leadership and supervision detrimentally impacted
upon the lives of many, with high mortality rates (Nicolson et al, 2011). The
Francis Report identified various issues such as, call bells not being
answered, patients lying in their own urine and left without water or food
(Francis, 2013). Saving money was a priority and management preferred to meet
targets than deal with individual needs and thus leadership was poor (Nicolson
et al, 2011). Ineffective management has not only led to unsafe care but cost
more than £16m in legal fees and implementation costs (Calkin, 2013).
Transformational leadership
Transformational
leadership encourages nurses to provide a high level of care by making
influential changes (Cleary et al, 2011). It involves the following actions:
building trust with fellow healthcare professionals, showing integrity,
inspiring team members, offering intellectual inspiration, adhering to the
needs of each individual and providing support (Malloy and Penprase,
2010). With this leadership style, professionals provide clear aims and a
pathway for their work, prioritising mutual respect,
working together, gaining nurse autonomy and upholding staff morale (Cleary et
al, 2011). Doing so prevents burnout, improves job satisfaction and a sense of
commitment (Cleary et al, 2011). Transformational leadership can be contrasted
with the transactional style in which leaders focus upon meeting targets (it is
not creative, reflective and prevents emotional connection) (Cleary et al,
2011).
Support for the transformational leadership
style
A study was
implemented by Malloy and Penprase (2010) on 122
nurses in order to assess their supervisor’s leadership style. The following
leadership styles were analysed: transactional,
transformational, exceptional-active, exceptional-passive and laissez-faire
(Molloy and Penprase, 2010). The study concluded that
aspects of transformational leadership were connected with 17 out of 37 areas
within the working environment, as calculated by the Copenhagen Psychosocial
questionnaire (Molly and Penprase, 2010). Leaders
implementing the transactional style also made positive contributions, but
fewer than that of a transformational style (Molly and Penprase,
2010). In addition, the laissez-faire, exceptional-passive and
exceptional-active styles all negatively impacted the nursing environment
(Molly and Penprase, 2010). Corrigan et al (2002)
carried out a mental health study, consisting of 236 leaders who had
responsibility for 620 staff members. Leaders who noted themselves as high on
the transactional style, had staff outlining low transformational scores. In
comparison, leaders who noted high levels of inspirational and stimulatory
aspects were likely to have staff who felt that their style was transformative
(Corrigan et al, 2002). Lastly, staff members who stated that their leader has
a transformational style experienced less burnout, a better working environment
and support, adhering to conclusions by Malloy and Penprase
(2010). In a time of uncertainty, healthcare budget cuts, policy changes and
financial strain, transformational leadership is key (Cleary et al, 2011). It
encourages staff to treat patients with respect and dignity, promoting patient-centred care and upholding values (Cleary et al, 2011).
Many argue however, that there needs to be more evidence into whether
transformational leaderships enable better care, improved quality of life and
patient satisfaction (Holm and Severinsson, 2010).
NHS leadership review
The government
published findings in order to analyze leadership within the NHS (Department of
Health, 2015). It noted three main areas of concern: a lack of vision, poor
management and leadership and the need for clear pathways in regards to NHS
management careers (Department of Health, 2015). The key recommendations
include: refreshing the NHS graduate scheme, the transfer of NHS leadership
Academy to Health Education England as those responsible for training and
introducing a minimum term on some senior management contracts. In addition,
managers should be supported and have their knowledge updated regularly in
order to prevent ‘skill fade’ (Department of Health, 2015: 53). The report
concluded that, ‘the NHS as a whole, lacks a clear, consistent, view of what
‘good’ or ‘best’ leadership looks like’ (Department of Health, 2015: 20). The
recommendations focus upon training, management, support, performance
management and bureaucracy (Department of Health, 2015).
Conclusion
To conclude, effective
leadership is necessary in order to provide a high level of safe care. It leads
to patient-centered care, excellent communication skills and high quality care.
Leaders need to communication well, have emotional intelligence, distribute
work and implement a transformational style. Whereas poor leadership can lead
to death or severe harm, as took place in the independent investigation into
the Airedale NHS trust. Ineffective leadership was also a main aspect of why
the detrimental acts of Anne Grigg-Booth went undetected by managers (Nicolson
et al, 2011). To emphasise, leadership is a key area
of the NHS and so it is vitally important to ensure that behaviours,
communication skills, qualities, skills, leadership styles and strategies are
focused upon to improve (West et al, 2015). Without doing so, the lives of many
will be affected.
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