Public Engagement

Boost Member Engagement and Strengthen Your Organization’s Identity with Organizational Hashtags

July 21, 2022 1637

In this post, Stephanie Dailey discusses the usage of organizational hashtags and why might business leaders use them in her recent article “Define Yourself… #EXSTpride”: Exploring an Organizational Hashtag through the Structurational Model of Identification,” published in Management Communication Quarterly.

Perhaps you have noticed a growing trend: businesses are encouraging consumer interaction through hashtags like #ShotoniPhone, #ShareACoke, and #TargetStyle. Companies are increasingly urging customers to invoke their name (e.g., #HomeDepot), participate in corporate initiatives (e.g., #SouthwestHeart), and interact with brands (e.g., #MyWestElm) on their personal social media accounts. I was curious how organizations could capitalize on this trend internally, to strengthen their connection with members and bolster their organizational identity.

To do so, I studied what I call an “organizational hashtag”—a hashtag created by organizational stakeholders for a specific purpose. Specifically, I analyzed a university’s organizational hashtag on Instagram, which organizational leaders created to encourage students to show their pride for the school. The hashtag included the university’s abbreviated name and the word “pride” (anonymized as Example State University and #EXSTpride).

I qualitatively coded 150 posts with the hashtag #EXSTpride, systematically looking for themes in the images and texts of posts. In particular, I was searching for ways in which #EXSTpride fostered member identification—a feeling of oneness or belongingness to the organization—and organizational identity, which entails how people define the organization and its culture. My analysis was informed by scholarly concepts from structuration theory and the structurational model of identification.

In my paper, titled “’Define Yourself… #EXSTpride’: Exploring an Organizational Hashtag through the Structurational Model of Identification,” published in Management Communication Quarterly, I explain that organizational hashtags do several things. First, these hashtags can benefit organizations by fostering members’ organizational attachments through consubstantial language use (e.g., “we” instead of “they”) and forthright statements of pride, which are common ways people express belongingness to organizations. Second, organizational hashtags bolster an organization’s identity by revealing what is distinctive, central, and enduring about the organization. For example, one student posted a video of a mariachi band performing live music in a campus dining hall. The post read, “Does your school have mariachi players in your dining halls?” Posts like these give members a strong sense of the organization’s culture and how it is unique from others, which helps to define the organization and its members.

What should business leaders take from this research? My study’s results have important implications for practice. Notably, organizational hashtags can extend the reach of member engagement, as current members/employees can use the hashtag to connect with the organization, but so can prospective members, organizational alumni, and other stakeholders. Particularly as more people work from home, organizations should consider how social media might sustain organizational bonds. Furthermore, in addition to organizationally-driven technologies (e.g., email, Slack, etc.) and external marketing efforts, members’ personal social-media use can also be an avenue for fostering identification and organizational identity. By using organizational hashtags, business leaders can harness the power of social media to cultivate their organization’s people and culture.

Dr. Stephanie Dailey is an Associate Professor in the department of Communication Studies at Texas State University.

View all posts by Stephanie L. Dailey

Related Articles

The End of Meaningful CSR?
Business and Management INK
November 22, 2024

The End of Meaningful CSR?

Read Now
Canada’s Storytellers Challenge Seeks Compelling Narratives About Student Research
Communication
November 21, 2024

Canada’s Storytellers Challenge Seeks Compelling Narratives About Student Research

Read Now
Boards and Internationalization Speed
Business and Management INK
November 18, 2024

Boards and Internationalization Speed

Read Now
Deciphering the Mystery of the Working-Class Voter: A View From Britain
Insights
November 14, 2024

Deciphering the Mystery of the Working-Class Voter: A View From Britain

Read Now
How Managers Can Enhance Trust

How Managers Can Enhance Trust

How to stimulate interpersonal trust in organizations? How can performance management contribute to trust? And, can other types of management control also […]

Read Now
Doing the Math on Equal Pay

Doing the Math on Equal Pay

In the UK, it’s November 20. In France, it’s today, November 8. For the EU, it’s November 15. It’s the day of […]

Read Now
Julia Ebner on Violent Extremism

Julia Ebner on Violent Extremism

As an investigative journalist, Julia Ebner had the freedom to do something she freely admits that as an academic (the hat she […]

Read Now
5 1 vote
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Newest
Oldest Most Voted
Inline Feedbacks
View all comments