Going live: Transforming virtual programming through social media

Carissa Violante and Stefanie Stevens
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Carissa Violante: Associate Director for Digital Marketing, Yale Alumni Association, USA
Stefanie Stevens: Associate Director for Yale Regional Clubs, Yale Alumni Association, USA

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 3, 214-223

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.

Keywords: alumni relations; engagement; communications; communications strategy; partnerships; technology trends; social media; video; live video (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2022:v:7:i:3:p:214-223

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