Webinar from 14 March 2016 - A Small-scale Analysis of Health Service Stakeholder Networks: Insights from Social Media - by Benjamin Lucas

This Webinar will discuss the recent paper from the Alliance, 'A Small-scale Analysis of Health Service Stakeholder Networks: Insights from Social Media', In this paper the authors illustrate how by actively scanning their stakeholder networks, not-forprofit organizations can identify opportunities to enhance marketing effectiveness. Specifically, the authors provide novel insights for marketing managers and social media analysts on how to: (1) implement a feasible, useful and sustainable approach to stakeholder network analysis via social media; (2) identify and target relevant stakeholders for the development of formal and informal reciprocal relationships by leveraging resources to enhance marketing effectiveness; (3) make informed resource allocation decisions to optimize and focus marketing activities towards the most relevant stakeholders and on building formal and informal reciprocal relationships with these stakeholders, and; (4) scan their social media stakeholder networks for connections with large and relevant external audiences. Further, the approaches proposed in this paper are flexible and accessible and can be applied to other not-for-profit and for-profit service contexts.

Webinar I Presentation I Paper