IMC Hawks Blog

Tag: Social Capital

  • R.E.C.Y.C.L.E. It begins with you and me!

    Are you looking for a fun and easy way to help show support for Earth Day? If you are, there is an all natural rainwater car wash that features music, free food, and children’s activities such as birdhouse painting this Saturday, April 23. The event takes place from 11 a.m. to 3 p.m. at the corner of 16th street and Queen Street. It is hosted by the Wilmington-Cape Fear Home Builders Association, which our very own Allison Day interns for. The event is co-sponsored by the Carolina Green Building. The first ever Earth Day Rainwater Car Wash is completely free of charge and is 100% eco-friendly because the cars will be washed by natural rainwater that has not been contaminated by harmful chemicals.

    How does this relate to IMC? This event has been promoted by the Wilmington- Cape Fear Home Builders Association through non-traditional media with the use of a Facebook event, as well as the traditional media tactic of a press release. The event will also help foster social capital among families within the community by bringing people together to help continue the celebrations on the day after actual Earth Day.

    -Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, & Scott Burgess

  • Branded Nation

    James Twitchell explains in Branded Nation that “a brand becomes not just what we think about an object, but how we think about it.” Branding has become so successful that even institutions we would not think of have fallen into the branded nation.

    In Branded Nation, Twitchell goes deep into the institutions of religion, higher education, and art in our society. Twitchell compares megachurches to shopping malls and how museums have turned into an institution that will do anything such as motorcycle exhibits and have restaurants to increase revenue.

    The most intriguing section in Branded Nation is when Twitchell talks about university and college branding. As students studying in a university, Twitchell makes an important point. Colleges and Universities have accepted branding ever since they have become more alike. It is now a competition and The U.S. News & World Report proves it. Twitchell uses the example of Harvard and how it is all about who has “the best students, the most money, and the deepest faith in the brand.”

    Interestingly enough, Twitchell doesn’t find branding bad. Knowledge and belief will spread if we all become aware of branding and that in it’s self will create a community along with social capital. Branding Nation is a perfect example of why things work the way they do and with Twitchell’s example’s we see how effective/ineffective brands really are.

    -Micaela Fouhy, Brie Golden, Will Cosden, Lindsey Baggett, Andrew Mayer

  • Who Wants to Bowl Alone? Not Me?

    One of the books we read this semester was called Bowling Alone, and no it is not about the sport of bowling, much less actually bowling alone. It is about fostering social capital in America. Back in the early to mid 1900s, people were involved in social groups, clubs, and organizations within their community. Everyone was involved, but over the past few decades involvement has dwindled, leading some to believe that social capital in America is non- existent. Before we can explore this book further, we must define social capital. According to Robert D. Putnam, the author of Bowling Alone, “The core idea of social capital theory is that social networks have value.” Basically, being connected with others is beneficial to ones life, and as a member of a group you are able to accomplish more. Life is more meaningful when you have friends, and someone to share happiness and trust with.

    Do you think that social capital is lacking in today’s society?

    Unfortunately, Putnam failed to take into account the age of social media, mainly in part that Bowling Alone was published before such a term existed.  The question now becomes in this day and age, “Does social media foster social capital?” Being connected with hundreds, perhaps even thousands of people, at the click of a mouse does create a network of individuals. On the other hand, can social capital really happen in the digital world? Social capital has always been within ones community, and now since the rise of technology has created a global community, is this still social capital?

    Overall, we think Putnam made valid claims about the diminishing amount of social capital in the United States, mainly in groups and clubs. We think that he should write a newer version of Bowling Alone and comment on the addition of social media to the equation.

    -Allison Day, Jessica Berinson, Megan Canny,  Melissa Gagliardi, Scott Burgess

  • Finding social capital in Wilmington, NC

    We have been discussing social capital and how it contributes to the building of community for several weeks, and now we want to look at examples of businesses and organizations in Wilmington that foster social capital. We hope that by providing examples like this, the concept of social capital will become more concrete.
    For over a year and a half, I worked at a small, locally-owned coffee shop on Wrightsville Avenue called the Smudged Pot. It is no longer in business, but it had been there for over 15 years before the owner finally sold it. The Smudged Pot was small and located in an old building with a rundown-looking parking lot and worn out floors.
    It wasn’t much to look at, but it had the most loyal clientele I have ever known. The same people came in every day, same time of day, same drinks, same stories and jokes. Friendships were built, families were formed and contacts were established – all while getting your morning (or afternoon) cup of coffee.
    Saturday mornings in the Smudged Pot were an experience not to be forgotten. Families with young kids, a few people with their well-known and much-adored dogs, several residents from nearby neighborhoods, a retired man who knew everyone in Wilmington along with their life story, and a couple baristas serving the coffee was the familiar Saturday morning scene.
    Strangers became friends, friends became family, and sometimes they became employers. In a town that can sometimes feel bigger than it is, places like this are essential to building positive social capital.

    Nicole Doherty

  • IMC… Why does is matter?

    Now that our class has been blogging about various aspects of IMC and social media for several weeks, we would like to take a step back and tell you a little bit about who we are and why we are here. Our class, like we’ve mentioned before, is Advanced Integrated Marketing Communications at UNCW. The idea of IMC is to integrate all marketing, public relations, advertising, promotional, community relations, event planning and more within an organization. The purpose of combining the different aspects of an organization’s efforts is to formulate a single strategic message that is delivered to each public, specifically focusing on the customer.

    Our class has also spent a considerable amount of time discussing the concept of social capital. As explained in Robert Putnam’s book Bowling Alone, social capital is a good produced by communities that are socially and civically engaged. It is a good that he argues has been declining in recent years, blaming a variety of distractions that keep people from truly engaging each other. Putnam believes, “The touchstone of social capital is the principle of generalized reciprocity.” Basically, social capital depends on the level of trust among members of a community and the number of good deeds done without the expectation of anything in return, except the basic understanding that it will come back to them.

    So, how does this blog relate to IMC and social capital? The purpose of this blog is to discuss the different aspects of IMC that we see every day through advertising, social media, promotions and more. The blog is run by a class of 15 juniors and seniors with certain guidelines set forth by our amazing professor, Dr. Jeanne Persuit. We have to communicate daily to meet these guidelines, and we have to trust each other to follow through and not let the others down.

    There you have it – a blog that is both furthering the study and exploration of IMC while also fostering social capital.

    -Nicole Doherty

  • Tired of Bowling Alone?

    Have you ever felt like you were bowling alone? Don’t worry, this isn’t a how-to article on making friends in a bowling league…it’s a brief look at Robert Putnam’s book Bowling Alone: The Collapse and Revival of American Community. Putnam, a professor of public policy at Harvard University, claims Americans are experiencing a decline in reciprocity. Through mounds and mounds of empirical evidence (yes, charts and graphs!), Putnam identifies what he believes are reasons for the decline and offers his opinion on how we can improve our social capital in the future.

    First off, it is relatively hard to understand this book if you don’t know what social capital is. Now, I know when you all read this, you’re going to have an “aha” moment and realize you actually encounter social capital everyday. The term has gone through numerous phases and definition, but Putnam defines social capital as “connections among individuals—social networks and the norms of reciprocity and trustworthiness that arise from them” (Pg. 19). Putnam’s main argument in the book is that America has experienced a decline in reciprocity.

    I would definitely recommend this book to others, because I do think Putnam presents an interesting argument that is stimulating. I believe Putnam’s work needs to be updated and re-evaluated for the current age, considering this book was released in 2000.  Many could, and do argue that we are simply engaged in social capital in new ways, which is actually a question Putnam poses in his work.

    Social capital plays an interesting role in the study of IMC. We can maximize positive social capital through IMC, and yes, there is negative social capital. With the recent focus on social networking in the marketing world, a whole new bowling alley has opened up for social capital. We have shifted from a mass media public to a more specialized media, and IMC plays a large role in identifying target audiences, and building social capital through these networks. Perhaps we must refer back to the question, are we engaged in social capital in new ways? Putnam emphasizes that the Internet has contributed to the decline in social capital, but many feel their social networks have grown because of these platforms.

    We have referenced Putnam many times in our blog, and I encourage you to read back on the previous subjects discussed. His overall argument is generally convincing and resonates with many people. It is certainly a thought provoking read and makes you think about your own personal social capital and reciprocity.

    Some of our other blog posts that discuss social capital:

    Integrating Social Capital, The Court, and Beyond

    Is “Doing For” a Form of Social Capital After All?

    – Rachel Kaylor

  • New avenues for social capital?

    With businesses pinching pennies and thousands looking for jobs its no wonder Skype has become a valuable tool in corporate operations, such as the interviewing process. This video chat software offers an inexpensive, low hassle way to meet potential employees, as well as to communicate with current employees. Many companies, such as Zappos.com and Maxim Integrated Products, use Skype as their internal phone system. Companies have employees speaking through their computer speakers and telephones, visually through the web cameras, and exchanging instant messages and documents. Maxim Integrated Products saved $200,000 on long distance calls using Skype, and $2 million annually.

    Companies have now found ways to integrate Skype into marketing themselves as accessible. Many small business owners report that Skype helps them stay connected with their clients and allows them to meet at anytime necessary. Businesses have also claimed it increases productivity and stimulates the creative environment. Skype also helps expand small business clientele geographically, which, without the use of Skype, is typically a financial burden.

    Skype has not only helped small businesses get ahead, but has also played a large role in connecting networks of families, friends and colleagues, which could increase social capital. However, according to Putnam, the Internet decreases social capital. Perhaps in some cases this is true, but for many, social networking platforms have opened a whole new social capital opportunity to millions of users. Regardless of the debate, it is clear that Skype continues to open up new avenues for businesses, family and communities.

    Rachel Kaylor, Writer

    Danielle Murray, Researcher

    Mandy Baker, Designer