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Going live: Transforming virtual programming through social media

Author

Listed:
  • Violante, Carissa

    (Associate Director for Digital Marketing, Yale Alumni Association, USA)

  • Stevens, Stefanie

    (Associate Director for Yale Regional Clubs, Yale Alumni Association, USA)

Abstract

This paper explores the Yale Alumni Association's (YAA) strategy for implementing Yale Alumni LIVE, a multi-channel social media endeavour aimed at actively engaging virtual audiences. The programme, which was a collaborative effort among various teams within the YAA, creates avenues for mission-led conversations and campus-wide collaborations with minimal technological and budgetary constraints. The Yale Alumni LIVE programme can be scaled and adapted to align with the needs and mission of an organisation of any size.

Suggested Citation

  • Violante, Carissa & Stevens, Stefanie, 2022. "Going live: Transforming virtual programming through social media," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 7(3), pages 214-223, December.
    • Handle: RePEc:aza:jeam00:y:2022:v:7:i:3:p:214-223
    as

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    More about this item

    Keywords

    alumni relations; engagement; communications; communications strategy; partnerships; technology trends; social media; video; live video;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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