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Social Networks Benefit Employees and Customers
Social networks provide users with information through blogs, podcasts, and webinars. Users write reviews or create forums, wikis and videos. Users connect with each other and with providers through virtual worlds and social media communities.
“Social media has brought about a fundamental and transformative change in the way people connect, share knowledge and flow information,” says Charles B. Kreitzberg, Ph.D., CEO of Cognetics, a company that ‘takes care of the human aspects. of computer technology.
About 50% of large companies and 75% of small companies (fewer than 500 employees) use social networks of all kinds. Of these, it is estimated that 40-60% have their own social network. Microsoft has the town square, IBM the blue pages, and Best Buy the Blue Shirt Nation.
“Contract me, inform me, and entertain me,” says Bernie Borges, author of Marketing 2.0: bridging the gap between seller and buyer in the social network. “But don’t make me read an ad; don’t email me news. Businesses are made of people; be social with your current and potential customers.”
Social media creates personal networks of friends and professional networks of colleagues available to provide information at the click of a mouse. Getting to know others through online conversations builds and strengthens relationships, alerting employees to who knows what, where to go for information. Through social networks, people share common interests or needs that would not normally be met; they support each other in knowledge sharing and problem solving.
Social media helps form business strategies and strategic alliances. Howard Rheingold, Rheingold Associates, notes that a large organization of teachers had developed and was promoting new standards for teaching mathematics at all levels. Bringing everyone together was unrealistic, so what was the most efficient way to promote the new math standards?
Finally, the teachers’ organization partnered with a public television station to produce and distribute videos showing real teachers teaching to the new standards. A teacher facilitated interaction in a social network with groups of teachers to share teaching experiences, student projects and best practices. One teacher noted that just reading about the new standards would never have given him the “… richness, depth of information and resources gained through the social network.”
Improvement of Communication
Social media allows people to be in touch and stay in touch, minimizing the need for endless email streams or waiting for an “expert”. Online users are surprised at how quickly they get responses from Sears and Kmart employees in response to questions and complaints posted on the company’s websites. Timely communication fosters customer satisfaction, which builds brand loyalty and contributes to the bottom line.
Online social networking at work facilitates continuous employee communication, which promotes awareness and helps employees better understand the roles and responsibilities of colleagues in other departments. This helps employees feel part of the whole, increasing employee satisfaction at work.
Make connections, cultivate relationships
Information and knowledge are shared with people, not organizations. We all know that building relationships is essential to business success; Social networks connect people, often forming relationships that last a lifetime.
Two-thirds of all Zappos employees are on Twitter, where they are encouraged to let their personalities shine through when they connect with customers online to offer advice on shoe care or answer customer questions. Customers describe it as having their own “personal shopper” in the business! This customer satisfaction can only drive return business.
For 71 of its 75 years, Indium Corporation of America, a developer, manufacturer and supplier of solders and thermal interface materials, acquired business through direct marketing and trade shows. Four years ago, the marketing director tapped an engineer on the shoulder and asked him to start blogging. Four years later, Indium has ten blogs and 15 bloggers, professional staff who cultivate relationships that have moved offline into ongoing business relationships. Made around the world, these relationships have not only improved customer satisfaction and brand loyalty, but also employee satisfaction; Employed bloggers feel empowered to engage with customers in new ways.
“Relationships in business mean everything; the relationship must be with the people behind the site, not the site itself. Those in the organization must foster and nurture the relationship,” says Anne Pauker Kreitzberg, president of Cognetics.
Through social media, employees learn new things about their peers, personally and professionally. An employee was surprised by insightful comments made online by a colleague, a man who was distant during face-to-face meetings. This realization caused the employee to interact more often with this colleague. Social networks open up endless possibilities and resources, not the least of which is the ability to increase employee satisfaction.
Social media also increases employee satisfaction at work because employees feel more engaged in their work. An $8 billion energy company was conducting a strategic analysis of the factors influencing its industry. The usual practice was for the company to hire outside consultants to work with its corporate managers.
However, the company recently created an online network to engage people from all levels of the company worldwide in discussions (real-time and asynchronous) about industry trends, new technologies, economics and factors that influence the success of the company. Some group discussions became so dynamic that problem solving moved into creativity and innovation! Social media activities made information relatively easy to locate and summarize in a report.
Facilitate talent management
Social media makes talent management easier. Among the largest law firms in the world, Latham & Watkins LLP has a private social network that contains policies, procedures, forms, invitations, upcoming events, calendars, forums and photos. The network is used early in the recruiting process through the “alumni” relationship, when attorneys leave or retire from the firm.
The company grants second or third round hires limited access to the network. Once a position is accepted, the onboarding is managed through the social network. When new attorneys show up for work on their first day, they’ve already made connections and developed relationships with other staff members. This social network spurred a 15% increase in first-year retention and a 38% increase in first-year productivity.
In addition to increasing productivity, social media creates an environment where employees are constantly reaching out for tips, strategies and best practices, just in time to apply it on the job. This helps minimize the need for training outside the organization, saving time and money.
“The key to successful use of social media is listening, and the ability to listen is easier than ever,” notes Borges. “Identify the community you want to reach and listen to what they’re saying. On the web, it’s easy to track interests and trends. Consumer feedback turns into leads.” Do you know how social networks contribute to your results?
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