AOM aggressively and effectively champions the external standing of organization and management scholars as a globally-led, inclusively governed association.
In 2020, the Academy launched two new efforts to promote member research among external stakeholders. In the spring, AOM introduced a biweekly media brief sent to hundreds of media outlets highlighting new and timely research by AOM members. This effort has exponentially increased AOM’s media citations and solidified relationships with top-tier reporters and editors interested in AOM member research. In December, AOM launched the Subject Matter Expert (SME) program which promotes some of AOM’s top scholarly researchers to media for interviews and commentary on trending news topics. This effort provided AOM SMEs with additional media training, a media toolkit and has solidified several exclusive AOM member interviews and fielded many more media inquiries. As a result, AOM’s media engagement and exposure continue to flourish. To build upon and support this growing recognition, AOM’s social media channels continue to regularly promote new research and began posting AOM scholar videos, animated videos and infographics. AOM also launched a Facebook member group to provide AOM members with a platform to share member news and updates.
Top-tier journalists, from Business Insider, Bloomberg, Financial Times, Fast Company, Forbes, HuffPost, Inc., NBC News, Quartz, The New York Times, Thrive Global, The Wall Street Journal, and more, are increasingly publishing management and organization research published by AOM scholars.
2020 saw the development of a comprehensive strategy to maximize member engagement and visibility among target audiences across social media channels. This strategy includes plans to translate AOM’s scholarly research into impactful storytelling for the general and informed public through multi-media content such as infographics, videos and author interviews that today’s social media consumers expect.
As a result, we expect to see AOM Research gain exposure and engagement across our social media platforms.
AOM’s social media channels (Facebook, Twitter, LinkedIn, and YouTube) saw audience growth on average of 9.8% in 2020, with Twitter seeing the most growth at 19%.
Linkedin and Twitter engagements rates were up 72%, impressions were up 44%, and link clicks rose 46%.
The AOM Facebook page saw an uptick in link clicks of 10%.
These increases in audience engagement can be credited to relevant content positioned to international audiences to increase awareness of AOM’s global footprint, the inclusion of new image and video strategies and strategic AOM related content placement based on audience per platform.