The American Legion 's Product Development By Implementing Social Media As A Marketing Tool

The relationship between an organization’s strategy and structure are extremely important because it “directly impacts a firm’s performance” (Rothaermel, 2013, p. 309). Also, as an organization grows, it should reevaluate the current strategy and structure to ensure that it remains the optimal choice for the organization (Rothaermel, 2013). The four types of organizational structures, listed in order of least to most complex according to Rothaermel (2013), are: (1) simple, (2)

Why is it important for an organization to have alignment between its strategy and structure?

According to Slack et al. The corporate strategy or business strategy is the guide lines for the whole corporation’s businesses in relation to its markets, customers, and the competitors (2007). In the same context, the same authors discussed the link between the corporate strategy and

Social Media has become a staple in many peoples' daily lives. With Facebook, Twitter, and Instagram just a click away it is easy to update statuses to let the world know what is going on in your day to day routine. While updating family and friends does not seem like an issue, what the status entails could be an issue, especially for military service members. It is easy to violate Operations Security, or OPSEC on Social Media without the user realizing it. Privacy controls are available to shield personal information, but these controls are not as private as one would think. Anyone can hack into a Social Media account, in fact, The New York Daily News reported, "Facebook hack attacks strike

The way that individuals and businesses communicate and interact has radically changed. With the development of technology and the internet, people can connect almost instantaneously and with very little effort. Social media has come to play a huge part in the way that the world communicates with each other. In fact, a recent report shows that in a single month people spend over 25 hours on social networks (“The Digital Consumer”). With consumers committing that much time to social media sites, social networking has become an important aspect of everyday life for individuals—and businesses. Like most marketing activities, social media marketing poses some risk. However, it is advantageous for businesses to exploit this opportunity, and develop an effective and ethical marketing strategy that includes using social media as a marketing tool.

Joseph, J., & Ocasio, W. (2012). Architecture, attention, and adaptation in the multibusiness firm: General electric from 1951 to 2001. Strategic Management Journal, 33(6), 633-660.

Social media tends to play a trivial role in our lives; We let likes, comments, and statuses dictate our attention. On news websites we see photographs of the desolate lands and the broken families, and pause for a minute to click the like button to show support; yet in a fleeting moment, we have moved on and the image has floated away from us. Will pressing a button to like a picture through our screens actually help save the millions in danger?; Or will we have to rise above our technologies and go above and beyond to cast a lifeline to our neighbors in need?

Davis, I., & Stephanson, E. (2006). Driving Global Corporate Alignment in Complex Organizations (GCCOE-Paper6-Final). Retrieved from Meeting Professionals International website: https://www.mpiweb.org/CMS/uploadedFiles/Research_and_Whitepapers/GCCOE-Paper6-Final20Nov2013_06.pdf

Craft breweries in the United States are making efforts to integrate social media to develop their marketing strategies. With multiple features and different audiences on each platform, social media provides lots of benefits for craft breweries, but they also face challenges using social media as well. Understanding which social media is a fit for them will help marketers to choose the right platform to grow their business effectively. This capstone will concentrate on the effect of Facebook, Twitter, and Instagram on social media marketing for craft breweries. The objectives are: (1) to explore the benefits and challenges of using Facebook, Twitter, and Instagram for craft breweries; (2) to analyze what type of social media would be appropriate

Bega Cheese Limited now had the structure to move forward but the company had to make a decision on the perspective to change. Bega Cheese implemented the biological and resource based perspective to the structure. The ‘biological perspective involves viewing organisational change as analogous to changes that occur in the natural world‘(Graetz et al. 2011 pp.327). Bega Cheese Limited adopted the biological perspective because they wanted the change to happen naturally and slow because ‘too rapid change will threaten the relationships on which the organisation depends’ as stated by (Olson et al. 2001 pp.60). The company only after many the company decided that the need for change had to be faster as the complexity of its transaction the businesses couldn’t wait for the change to happen naturally so the company also adopted the resource based perspective. The resource based perspective views ‘the acquisition and deployment of resources is the critical activity driving change in an organization’ (Graetz et al. 2011 pp.333). Gottschalk & Petter (2007 pp.24) concludes

The best strategic plan will never be fully achieved without alignment. This is because organizational alignment is one of the key determinants of successful strategy implementation. Each member of the company must know their job and that they can rely on their leaders, training, equipment, and the technique, skills, and commitment of their coworkers. When cohesion and alignment is off, the company goes off course, wastes time, energy, and the resources that were invested (Rick, 2014).

This is a proposal for beginning Social Media Marketing at Arthur Hall Insurance. “Social Media Marketing is building your social network fans, followers, and connections using relevant and interesting content that is shared, allowing you to reach and engage more people and drive more business.” The three largest social networks, Facebook, Twitter and LinkedIn, are generating a lot of hype in the Marketing world as new ways of reaching and communicating with clients, prospects and anyone else Arthur Hall Insurance employees come in contact with. While this might sound a lot like our goal of Email Marketing through Constant Contact, Social Media Marketing is not a replacement for email but a complement of Email Marketing.

The downfall of many successful firms can be attributed to Nelson & Winter’s concept of “inherited strategy”.

Business strategy and structure have always been related. Organizational change involves innovation, process improvement, and organizational redesign (Galbraith

has critical dimensions relating to corporate management, evolution in trajectories over long periods and spatial location.The