Dynamic Process Analysis

A dynamic process can be characterized as a constant change that can be changed over time. According to the textbook, using MIS, dynamic processes are "flexible, informal and adaptive processes that normally involve strategic and less structured managerial decisions and activities" (Kroenke & Boyle, 2021, p. 298). The processes usually require critical judgment and thinking as it is said to have constant changes, which will perhaps need adjustments based on the intended goals. Examples of these processes may include marketing or collaboration.

For our report, we have decided to focus directly on the marketing component of Escapology drawing closer to social media.

When considering the information system of social media, Escapology primarily utilizes Instagram to carry out the dynamic process of marketing. Through this platform, Escapology has the ability to leverage its presence in order to both attract and retain followers who eventually transformed into potential customers.

Here is the link to the Instagram page: https://www.instagram.com/escapologynj?igsh=MWpjZm42am90NTY3

Escapology uses Instagram as a way to market its products in a few different ways:

Advertising - Escapology uses Instagram to advertise what to expect at the escape room; also to advertise the service and specific ads that are related to the escape rooms would be displayed in users' feeds.

Customer Engagement - Escapology uses Instagram to engage with customers by posting Brain Teaser Puzzle questions for their fellow customers to respond to.

Product Promotions - Escapology usually posts about any new escape room idea that has been invented and would be incorporated in the experience. Such posts would include pictures and videos to make it look more realistic and appealing to the customers.

Hiring Ads - Escapology also uses Instagram to inform customers about any hiring positions that may be available.

Discounts and Promotion - Escapology uses Instagram to share discounts and promotions with followers on how they can save money upon purchase.

Social Media Plan

Social Capital

Social capital is the investment in social relations with expectation of future returns in the marketplace (Kroenke & Boyle, 2021, p. 345). The value of it is determined by the number of relationships in a social network, by the strength of those relationships and entity resources controlled by the firm.

Formula:

Social Capital = Number of Relationships x Relationship Strength x Entity Resources

Number of Relationships: Based off of Escapology's Instagram page, they have 3,328 followers and are following 3,410 users.
Relationship Strength: On average, they post 3-5 times per week and they get about 90-100 likes per week.

Entity Resources: Escapology Garwood has been featuring local influencers to help advertise their escape rooms, the cleanliness of the venue, and the exceptional customer service. Escapology has recently collaborated with NJMom, a popular local influencer that travels around NJ and posts videos and reviews on different activities.

Enterprise Social Network

An Enterprise Social Network or an ESN is a software platform that utilizes social media to connect people all throughout a company. The software is exclusive to the company and is used by employees within the company. Enterprise social network software has similar features to regular public social media platforms and it serves as a way for employees to collaborate, communicate and share ideas with each other. Enterprise 2.0 refers to the use of enterprise social networks and utilizing Web 2.0 which are systems where users can create their own content for the purpose of sharing information and networking. SLATES refers to the characteristics of Enterprise 2.0. SLATES is an acronym for Search, Links, Authoring, Tags, Extensions, and Signals. Search refers to the ability of workers to search for information within an organization. Searching for specific content is easier for workers than looking through lists of information. Workers should also have access to content using links within the social platform. Workers should also have the ability to author and create their own content within the platform. Effective tagging is also used to organize and classify content. Extensions should be provided based on the users usage patterns that offer other relevant content. Signals are used to push notifications to users and alert them of new enterprise content.

Escapology does not utilize any Enterprise Social Network and does not use any of these approaches. However, it does use an application called TalentLMS where employees can complete training modules and employees can send messages to each other. Moving forward, Escapology should consider implementing an Enterprise Social Network where employees from one location can communicate with employees from other locations. This could potentially enhance internal and external communications and the training process.

SMIS Security Concerns and Unfavorable Reviews

Escapology addresses SMIS security concerns by first using two-factor authentication which is a security system that requires two separate forms of identification in order to identify the user account and deliver the concern. After the user is approved by the owner or any employee in duty on this task, the concern or issue is processed depending on the situation.

In terms of a social media policy for employees, Escapology employees are not in control of any social media accounts except for TikTok. There really is only one policy for employees to follow which is any content that is created has to be delivered and approved by the owner before being posted. Inappropriate content will never be posted as it is approved by upper management, but if ever posted it is deleted immediately because the company does not relate or approve any inappropriate content that could affect in any way their current or future clients and also to prevent a bad reputation in the market.

When unfavorable reviews are posted online, the owner responds and fixes the issue immediately. Most issues could be fixed by offering the customer a free game to come back and play or a discount to use towards a future game. The operations manager, Colleen, will also locate the customer’s booking and personally reach out to them via email to further discuss their concerns and answer any questions they may have. As for inappropriate content, it is immediately deleted from the account.

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