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Social Networks Benefit Employees and Customers
Social media provides 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 networking communities.
“Social media has caused a fundamental and transformational change in the way people connect, knowledge is shared, and information flows,” said Charles B. Kreitzberg, Ph.D., CEO of Cognetics, a company that s deals with human aspects. computer technology.
About 50% of large companies and 75% of small ones (less than 500 employees) use social media of all types. Of these, an estimated 40-60% have their own social network. Microsoft has Town Square, IBM has Blue Pages, and Best Buy has Blue Shirt Nation.
“Engage Me, Inform Me, and Entertain Me,” says Bernie Borges, author of Marketing 2.0: Bridging the gap between seller and buyer on the social web. “But don’t make me read an ad, don’t email me news. Businesses are made up of people, be social with your existing and potential customers.”
Share your knowledge
Social networks create personal networks of friends and professional networks of colleagues available to offer information at the click of a mouse. Meeting other people through online conversations builds and strengthens relationships, alerting employees to who knows what, where to go for information. Thanks to 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 networks help form business strategies and strategic alliances. Howard Rheingold, Rheingold Associates, notes that a large teachers’ organization had developed and promoted new standards for teaching mathematics at all levels. Bringing everyone together was unrealistic, so what was the most effective way to promote the new mathematical standards?
Eventually, the teachers’ organization partnered with a public television station to produce and distribute videos showing real teachers teaching according to the new standards. A teacher facilitated interaction on a social network with groups of teachers to share teaching experiences, student projects and best practices. One teacher noted that simply reading the new standards would never have given him “…the richness and depth of information and resources obtained through the social network”.
Social media allows people to get in 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 companies’ websites. Timely communication drives customer satisfaction, which builds brand loyalty and contributes to the bottom line.
Online social networks at work facilitate ongoing communication between employees, 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, which increases employee job satisfaction.
Make Connections, Cultivate Relationships
Information and knowledge are shared with people, not organizations. We all know that building relationships is critical to business success. social networks connect people, who often form relationships that last a lifetime.
Two-thirds of all Zappos employees are on Twitter, where they’re encouraged to let their personalities shine through when connecting with customers online to offer shoe care tips or answer customer questions. Customers describe this as having their own “personal buyer” in the business! Such 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, has acquired business through direct marketing and trade shows. Four years ago, the CMO tapped an engineer on the shoulder and asked him to start blogging. Four years later, Indium has ten blogs and 15 bloggers, a professional staff cultivating 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; employee bloggers feel empowered to interact with customers in new ways.
“Relationships in business mean everything; the relationship should be with the people behind the site, not the site itself. Members of the organization should foster and nurture the relationship,” says Anne Pauker Kreitzberg, president of Cognetics .
Thanks to social networks, employees learn new things about their colleagues – personally and professionally. An employee was struck by insightful comments made online by a colleague, a man who has been aloof in face-to-face meetings. This awareness prompted the employee to interact more often with this colleague. Social media opens up endless possibilities and resources, not the least of which is increasing employee satisfaction.
Social media also increases employee satisfaction at work, as 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 officers.
Recently, however, the company created an online network to engage people at all levels of the company around the world in discussions (real-time and asynchronous) about industry trends, new technologies , the economy and the factors influencing the success of the company. Some group discussions have become so dynamic that problem solving has shifted to creativity and innovation! Social networking activities made information relatively easy to locate and summarize in a report.
Facilitate talent management
Social networks facilitate talent management. Among the largest law firms in the world, Latham & Watkins LLP has a private social network containing policies, procedures, forms, invitations, upcoming events, calendars, forums and photos. The network is used from the beginning of the recruitment process until the “alumni” relationship, when lawyers leave or retire from the firm.
The firm grants second- or third-round recruits limited access to the network. Once the position has been accepted, the integration is managed via the social network. When new lawyers come to work on their first day, they have already bonded and developed relationships with other staff members. This social network stimulated a 15% increase in first-year retention and a 38% increase in first-year productivity.
In addition to improving productivity, social media creates an environment where employees continually reach out to others for tips, strategies, and best practices — just in time to apply them at work. This helps minimize the need for training outside the organization, saving time and money.
“The key to successful use of social media is to listen, and the ability to listen is easier than ever,” notes Borges. “You identify the community you want to reach and listen to what they are saying. On the web, it’s easy to track interests and trends. Consumer feedback turns into leads.” Do you know how social media contributes to your bottom line?
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