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Introduction - Strategic Management Frameworks for Social Media Platform Growth
The strategic management of the respective business works with the resources of the respective organization to achieve the goals of the concerned business. The strategic management for the various businesses involves setting the aims of the respective business as well as analyzing the internal business organization. In addition to this, strategic management also helps to examine the competitive environment of the respective business as well as evaluate the various strategies and keep a check on the role of management in the strategies of the various organizations. The respective study is based on the strategic management of Twitter and the strategies as well as approaches followed by the respective businesses. Moreover, the concerned study also focuses on the importance of the development of strategic management for the main player in micro-blogging.
Question 1a: Formulation of the deliberate and emergent approach
The present strategy that is followed by Twitter is the 4 Ps of marketing strategy. This model of the respective business helps to enhance the various components of the concerned business's “marketing mix”. In addition to this, the model of the marketing mix is an appropriate way in which the respective business takes their new service or product in the market to increase their brand value in the present market. As per the views of Soliman et al. (2019), the deliberate strategy is beneficial for the concerned business because this strategy helps to describe the approach of the concerned business as well as the team of leadership that is used for thoughtful, planned as well as premeditated. In addition to this, most organizations make their conscious strategies by using the analysis of the data (del Carmen Pamplona and Ysunza, 2018). At the same time, the strategy of benefit is very beneficial for the respective organization for the proper establishment of their business. In addition to this, the deliberate approach helps the respective organization to strategically plan for their future business by the usage of all the important information that is available to the business. The benefits of the various deliberate strategies are as follows:
Increased business alignment: With the strategies of the long term it becomes very easy for the respective organization to align everyone towards the goals of the respective business. At the same time, the “strategy is deliberate” as well as the respective business takes a lot of time to develop the solutions of the concerned business. As opined by Welch and Carter (2018), the deliberate strategy also makes it easier for the respective business because it makes it very easy to communicate expectations as well as desired results. In addition to this, the strategy of deliberateness works better when it acknowledges the goals of the concerned organization (Rosenbloom and Rinscheid, 2020). At the same time, the deliberate strategy also helps to encourage alignment since they are growing to be the vision of the long-term of the respective company.
Improved predictability: Improved predictability is significant for the respective business because the deliberate strategy frequently uses the data to support the aims as well as decisions of the concerned business. At the same time, the advanced strategies of data-driven businesses predict the results of the actions of the business in a better manner.
Maximized success: Maximization of the success of the respective business is one of the benefits of the deliberate approach. The strategy of deliberate helps the respective business company to move ahead towards the set goals of the respective organization to maximize the success of their business. As per the views of Alenzy (2018), the consideration of the activities of the customers as well as planning carefully the performance of the past business, as well as the present trends in the market, helps the respective organization to design appropriate plans that work properly with the objectives as well as procedures of the Twitter.
Realized goals: Realization of the appropriate goals is significant for Twitter and it is one of the benefits of deliberate strategies. The deliberate strategies provide the respective business an opportunity to consider the ultimate success as well as a vision for the concerned organization (Doyle and Brady, 2018). The strategies of deliberate make it easier within the initiatives of the respective company-wide. In addition to this, it also helps the respective company to align everyone with thoughtful solutions for the respective business.
On the other hand, the emergent approach deals with the view of the strategy that emerges over time of aims collide as well as accommodate the changing reality of the respective business. In addition to this, the emergent strategy is an appropriate action model that helps to describe the strategies of the respective business which has developed over time (Paul et al. 2021). The strategy of the business balanced its goals with the changing circumstances of the concerned business. The benefits of the emergent strategy are as follows:
Market changes: Market changes are one of the benefits of the emergent approach, the changes in the current market are unexpected changes such as an unexpected increase in the demands of the services that are provided by the respective business. In addition to this, the increase in the demand for the various services of the respective business leads to the emergence of emergent strategies because the company is working to address the various changes in the present market.
Economic changes: The economic changes are the fluctuations in the respective economy because this also gives rise to the strategies of emergent.
New ideas: In most of the situations the strategy of emergent results in the formation of new suggestions of their employees for the new procedure in their respective business.
Limitations of a deliberate approach and an emergent approach: The major limitation of the deliberate approach is that using the strategy of deliberate is a little bit difficult for the respective business to use. In addition to this, the strategy of deliberate is difficult to use because of the present market changes and it depends on the senior managers of the respective business (Al-Sarem et al. 2019). Moreover, for the setting of goals as well as for the development of the plan. On the other hand, the major limitation of the emergent strategy is it is very unpredictable as well as the emergent strategies cannot be planned.
Question 1b: Importance of strategic management in the social networking industry and micro-blogging
Microblogging within a respective organization provides the staff with the appropriate ability to post short messages to everyone within the selective group or respective organization. Strategic management is essential for micro-blogging because the management of the strategy deals with the success of the long-term business. According to the view of Zignani et al. (2019), the positioning of microblogging involves a major understanding of the technology since it is all about providing various opportunities for conversations between the various staff of the respective organization. In addition to this, the tools of microblogging allow the staff of their business to engage in conversations online. Some of the key points of the respective business include the threaded or chronological appearance of the messages. Additionally, it also includes the capacity of the post messages that are read by the other staff of the respective company as well as how they can respond to those messages. As per the study of Tarun et al. (2019), microblogging also includes various links for videos, documents as well as images on Twitter. In addition to the above-mentioned statement, the microblogging characters also include the notifications of the emails, as well as the notifications that remind the respective users of Twitter to invite others the use their app. Due to this it increases their brand value and gets more people to use their app. Strategic management is very important for the social networking industry because it helps to establish an organic and b presence, concerning saving time as well as making sure the goals of the respective company are covered (Longhurst et al. 2020). In addition to the above-mentioned statement, social networking also allows the targeted audiences to use their app as well as leaving room for creativity as well as to make better content for the targeted audiences. The first and foremost reason for the need for a social media strategy is that it helps the respective business to establish an organic and b presence online (Ahmed et al. 2021). Moreover, the second benefit of the social network industry is implementing as well as creating an appropriate strategy that helps to save time. In addition to the above-mentioned statement, having a strategy in the social media platform makes sure the efforts are working to support the business borders as well as be more fruitful.
Question 2a: Critical Analysis of the Competitive Environment of Twitter
The competitor analysis of Twitter describes examining the competitors of Twitter along with benchmarking the marketing strategies that are used by them. As per the view of Köseoglu et al. (2020), to perform the competitor analysis of Twitter, the analytics tool of social media is mainly used for gaining enormous information about competitors. Through analysis, it is possible to get an idea of different types of posts that are made by its competitors, and further analysis is done on the distribution of likes, retweets, and engaging tweets. The respective pieces of information are counted as precious as they will allow Twitter to improve the efforts that are made by them for the betterment of marketing.
Twitter being a well-renowned social media platform consists of the minimum amount of opportunities as a comparison to the threats that they have been facing recently. Moreover, the social media platform Twitter is running smoothly. There are various opportunities within the irrespective business which include appropriate communication with their customers about the various benefits of the respective business. As per the views of Al-Sarem et al. (2019), online stores have become one of the major opportunities for Twitter because various businesses are marketing their products on Twitter. After all, this respective platform has a lot of attention from people, as well as there are many users of Twitter. In addition to the above-mentioned statement, Twitter offers solutions for remote working. Moreover, the uncertain times have made various companies adopt the solutions for remote working with the help of Microsoft Teams as well as Zoom. As per the views of Tarun et al. (2019), Twitter increases as well as improves the satisfaction of the user of Twitter because it reduces harassment, as well as combats misinformation as well as fake news. In addition to this, it helps to protect the uprightness of the “election-related” conversations.
On the other hand, the availability of the various opportunities, in comparison with the threats, is high which a noteworthy aspect of Twitter is. The threat to the respective business is stiff competition because, in the present market, there are various competitors in the social media platform. In addition to this, the competitors of Twitter are Facebook, Instagram as well as Snapchat. These social media platforms have a huge hype in the current market as these are the best competitors of Twitter. Suppression of “freedom of speech” is one of the major threats to the respective business with the pressure of the investors.
Question 2b: VRIO Framework of Twitter
Resources
Valuable
Rare
Inimitable
Organized
Competitive Uniformity
Yes
No
No
No
Software Updates
Yes
Yes
No
Yes
Unutilized competitive advantage
Yes
Yes
Yes
No
Strength of advanced technologies
Yes
Yes
Yes
Yes
Vertical Integration of Products
Yes
Yes
Yes
Yes
Table 1: VRIO Framework
<h4
DEVELOPING A STRATEGY TO LEAD HEALTH (PHYSICAL AND MENTAL) AND WELL-BEING
1. Leadership
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The company, Transport Scotland has a wide and diversified portfolio that includes aviation, freight, canals and many other different departments. and helping in the proper delivering of inclusive economic growth and thus furthering the health and well-being of the entire people of Scotland (Cowie and Myers, 2021). The company has taken the necessary steps to ensure employee engagement. Measures have been taken to that everyone involved in this organisation is provided with equal opportunities and is respected throughout their course (Rambaldini-Gooding et al. 2021). The leaders of this organisation have taken necessary steps up to ensure that a hybrid form of leadership style has been approached in this organisation. It has been followed in the leadership to maintain an inclusive ambience in the workplace from the grass root level to the directorial stage and which emphasizes the involvement of the inclusive leadership style. It is a rather emerging style of leadership that focuses on proper diversity management and involvement of people, provided with equal opportunities (Randel et al. 2018). Subsequently, it focuses on the Laissez-faire approachof leadership for business development where the employees are trusted to carry forth their duties to the best of their abilities. It aids in carrying out and enhancing the capabilities of each and every individual of this organisation. These two approaches have been undertaken to attain the organizational aims and goals.
Figure 1: CO2 release in the transport sector
Change is the crucible on which the pillar of leadership is wrought. The company in partnership with “COSLA” have recently published a strategy to reduce car usage for a greener and healthier Scotland to nearly 20 per cent by the year 2030 (Cogan et al. 2022). This aspirational commitment will help the company to be in line with the greenhouse gas emission targets and provide a fairer environment. The leaders in this organisation have taken up a sustainable approach in modelling their structure of the work process and have adapted new strategies of the market to enhance the productive output of the organisation. (San Juan et al. 2021). A change in behaviour demonstrates a change in leadership. This is getting clear from the strategy set up by the company and the political masters. The strategy presented will change the vision of the transport system in the next 20 years (Parkes et al. 2021). This initiative will provide a sustainable, inclusive and safe transport system together with making Scotland more prosperous and business-friendly.
This aspect of work culture promotes inclusiveness in the workplace which has been ensured by the leaders of this organisation through an inclusive approach (Budzynski-Seymour et al. 2020). It will thus provide an active travel choice for people to improve their health and further reduce health inequalities.
2. Diversity
Transport Scotland has signed a diversity and inclusion charter to eradicate any type of racism and discrimination within its sector. The company is committed to striving for applying best practices in the process of recruitment and other career progressions (Hassan et al. 2022). It further supports the development of building effective inclusion practises and efficient diversity models. The sense of inclusiveness encourages people from all backgrounds to work effectively and give out their best towards the organizational goals and the stakeholders also perform in a collaborative approach (Chung et al. 2020). People involved with the workplace of this organisation are provided with fair opportunities to speak forth their minds about the workplace culture and thus get together are conducted to maintain an ambience of inclusiveness. The National Transport Strategy proposed by the company will help in making the transport system affordable and accessible to those that are part of different income groups (Thomas et al. 2021). The proposal of such a strategy that enables diversity and inclusiveness will enable everyone to have wide access to the services and thus they can realize human rights.
Figure 2: Diversity in transport sector
People having different needs and capabilities are also been taken care of while developing the strategy. The company ensures that the transport system will create minimum barriers to availing the transport system (Jennings and Bamkole, 2019). People in this organisation irrespective of their background are provided with equal opportunities to speak and provided feedback associated with the work process. Also, the management sits down with the employees to have a light-hearted conversation about the work culture. The Equality Act of 2010 by the company bars any forms of discrimination that include age, religion, disability, sex, race and sexual orientation. This act laid down by the UK government ensures that people in this organisation are provided with equal opportunities and proper benefits to ensure an inclusive atmosphere in the organisation. (Currie et al. 2021). The company recommended more insights into legal research so that any laws and policies brought by the company regarding diversity and inclusivity are well aligned with the policies of the company. The role played by the company in the field of diversity will reduce the rate of inequality and will help to deliver sustainable and more inclusive growth (Brown, 2019). It will further create jobs and increase the economic growth of the country and in better promotion of business growth. The inclusive nature of the organisation focuses on the effective diversity management being active in this organisation (Zumelzu and Herrmann-Lunecke, 2021). This work culture shows that an approach to inclusive differentiation has been followed in diversity management in the workplace. It recognizes individuals and groups of people however they do not stereotype or follow a biased approach in the provision of opportunities (business.uq.edu.au, 2022). These actions will certainly help to tackle the problem of poverty and more importantly child poverty.
3. Recommendations
Continuous practice and the desire to take the lead:
The Company has taken some important decisions through the publication of the National Transport Strategy and that needs to be fulfilled even if the outcomes seem unfavourable and don’t have the proper information. This will show that the leader taking the decision is very firm in his approach and provides timely actions (Sun et al. 2022). A business ambience that provides equal opportunities to the employees is guaranteed to enhance efficiency and thus facilities are to be provided to the employees to motivate them and encourage them to work inclusively toward the common goal and benefit of the organisation. Measures can be taken up by the organisation to implement achievable goals and targets. Upon completion, employees can be awarded to maintain their quality of work process. The strategy commits to aligning itself with the climate goals by the year 2030 and further by 2045.
The planning should be done accordingly which shows the real commitment of the leader to successfully implement the goals. The next step could be breaking the vision into smaller steps and working towards achieving each step (Wood et al. 2022). This will finally help the successful accomplishment of the project and will show the leader that the vision that was thought was brought to realization. Successful realisation of any project or strategy requires good communication skills of the leader because that will help him to properly share his vision with others. Good communication is important for transferring important information strategically to his audience. The aforementioned aspects can be highly helpful in ensuring workplace productivity and the work culture of people. This would also enhance the productive output of the organisation as a whole maintaining a collaborative approach.
The vision of the top leadership of the company and the government to provide opportunities for increased well-being will only be possible if proper approaches are followed in the delivery of the strategy (Campbell and Gunning, 2020). This shows that creating a society that offers an equal opportunity for everyone for affordable transport is only possible if the leader delivers the promises as declared in the strategy.
Creation of a more inclusive workplace and enlarging the recruitment base:
A diverse workplace helps the company to amend the current policies of the company or creation of new policies according to the needs. This can only be done provided the recruitment is done on proper evaluation and system-wide. Diversity helps the company to know the needs of the population and whether the strategy that the company is planning to implement will provide any benefit to the people (Marselle et al. 2019). In this case study, Transport Scotland is planning the National Transport Strategy that prioritises the needs of the population and makes transport services affordable for every income group. This requires intense data collection from relevant sources. The signing of the charter of diversity and inclusion with the “Chartered Institution of Highways and Transportation (CIHT)” will promote inclusiveness and elimination of all forms of discrimination. This charter will ensure that affordable and quality transport services are available to every people irrespective of gender, caste, sex and religion.
The proper implication of the policies in the charter demands adopting best practices in the process of recruitment followed by diverse inclusion protocols. The successful implementation of the policy can only be followed properly if all stakeholders equally collaborate and take part in this. This can only happen if the recruitment base is properly aligned with the policies of the company. The flexible and accessible way to support the women's base identifies the equality, diversity and inclusivity that the company follows (McVean and Yuill, 2022). Necessary measures can be taken by the organisation to promote equality and diversity in the workplace. This can be done by developing engaging workplace activities to educate people regarding workplace diversity and promote a sense of inclusiveness in the workplace. This aspect is highly crucial to spread the essence of equality and a sense of collaborative approach that needs to prevail in an organisation. Transport Scotland has committed to collating and sharing the best practices together with the CIHT and other such signatories along with celebrating the contributions of the people to strengthen performance. The aforementioned methods will be highly effective in enhancing efficiency in the workplace and promote equality and diversity at the same time.
References
Journals
Brown, K., 2019. Museums and Local development: An introduction to museums, sustainability and well-being. Museum International, 71(3-4), pp.1-13.
Budzynski-Seymour, E., Conway, R., Wade, M., Lucas, A., Jones, M., Mann, S. and Steele, J., 2020. Physical activity, mental and personal well-being, social isolation, and perceptions of academic attainment and employability in university students: the Scottish and British Active Students Surveys. Journal of physical activity and health, 17(6), pp.610-620.
Campbell, M.A. and Gunning, J.G., 2020. Strategies to improve mental health and well-being within the UK construction industry. Proceedings of the Institution of Civil Engineers-Management, Procurement and Law, 173(2), pp.64-74.
Chung, H.C., Chen, Y.C., Chang, S.C., Hsu, W.L. and Hsieh, T.C., 2020. Nurses’ well-being, health-promoting lifestyle and work environment satisfaction correlation: A psychometric study for development of nursing health and job satisfaction model and scale. International journal of environmental research and public health, 17(10), p.3582.
Cogan, N., Kennedy, C., Beck, Z., McInnes, L., MacIntyre, G., Morton, L., Tanner, G. and Kolacz, J., 2022. ENACT study: What has helped health and social care workers maintain their mental well?being during the COVID?19 pandemic?. Health & Social Care in the Community.
Cowie, H. and Myers, C.A., 2021. The impact of the COVID?19 pandemic on the mental health and well?being of children and young people. Children & Society, 35(1), pp.62-74.
Currie, M., Colley, K. and Irvine, K.N., 2021. Outdoor Recreation for Older Adults in Scotland: Qualitatively Exploring the Multiplicity of Constraints to Participation. International Journal of Environmental Research and Public Health, 18(14), p.7705.
Hassan, T.H., Salem, A.E. and Saleh, M.I., 2022. Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach. International Journal of Environmental Research and Public Health, 19(10), p.5974.
Jennings, V. and Bamkole, O., 2019. The relationship between social cohesion and urban green space: An avenue for health promotion. International journal of environmental research and public health, 16(3), p.452.
Marselle, M.R., Stadler, J., Korn, H., Irvine, K.N. and Bonn, A., 2019. Biodiversity and health in the face of climate change (p. 481). Springer Nature.
McVean, S. and Yuill, C., 2022. The Digital Health and Wellbeing Needs, or otherwise, of a Deprived Scottish Community. Scottish affairs, 31(3), pp.345-365.
Parkes, T., Matheson, C., Carver, H., Foster, R., Budd, J., Liddell, D., Wallace, J., Pauly, B., Fotopoulou, M., Burley, A. and Anderson, I., 2022. A peer-delivered intervention to reduce harm and improve the well-being of homeless people with problem substance use: the SHARPS feasibility mixed-methods study. Health Technology Assessment, 26(14), pp.1-128.
Rambaldini-Gooding, D., Molloy, L., Parrish, A.M., Strahilevitz, M., Clarke, R., Dubrau, J.M.L. and Perez, P., 2021. Exploring the impact of public transport including free and subsidised on the physical, mental and social well-being of older adults: a literature review. Transport reviews, 41(5), pp.600-616.
Randel, A.E., Galvin, B.M., Shore, L.M., Ehrhart, K.H., Chung, B.G., Dean, M.A. and Kedharnath, U., 2018. Inclusive leadership: Realizing positive outcomes through belongingness and being valued for uniqueness. Human Resource Management Review, 28(2), pp.190-203.
San Juan, N.V., Aceituno, D., Djellouli, N., Sumray, K., Regenold, N., Syversen, A., Symmons, S.M., Dowrick, A., Mitchinson, L., Singleton, G. and Vindrola-Padros, C., 2021. Mental health and well-being of healthcare workers during the COVID-19 pandemic in the UK: contrasting guidelines with experiences in practice. BJPsych Open, 7(1).
Sun, G., Choe, E.Y. and Webster, C., 2022. Natural experiments in healthy cities research: how can urban planning and design knowledge reinforce the causal inference?. Town Plan. Rev., 92, pp.1-23.
Thomas, G., Lynch, M. and Spencer, L.H., 2021. A systematic review to examine the evidence in developing social prescribing interventions that apply a Co-Productive, Co-Designed approach to improve well-being outcomes in a community setting. International Journal of Environmental Research and Public Health, 18(8), p.3896.
Wood, C.J., Polley, M., Barton, J.L. and Wicks, C.L., 2022. Therapeutic community gardening as a green social prescription for mental ill-health: Impact, barriers, and facilitators from the perspective of multiple stakeholders. International Journal of Environmental Research and Public Health, 19(20), p.13612.
Zumelzu, A. and Herrmann-Lunecke, M.G., 2021. Mental well-being and the influence of place: conceptual approaches for the built environment for planning healthy and walkable cities. Sustainability, 13(11), p.6395.
class="heading">Analysis
Valuable
The valuable competencies are responsible for assisting Twitter in making use of the available opportunities along with neutralizing threats that are obtained from both external and internal environments. As stated by Nurjanah (2021), all the functionalities of Twitter are not corporate and have social responsibilities. It has been noticed that daily, Twitter can successfully engage themselves in actions related to social responsibilities, which provides them with the facility of making themselves transparent. The level of innovation of Twitter is high in the case of furnishing not only services but products as well. The coordination between Twitter and its suppliers and dealers is b and transparent as they are based on one important aspect, following criteria and standards strictly. Twitter has been successful in two important prospects of the business, such as enhancement in accessing the market and market penetration, as it has high efficiency in raising capital.
Rare
The development and possession of rare-natured competencies are done by a limited number of organizations that are present in the respective industry, altogether assisting in developing a competitive advantage for Twitter. According to Donnellan and Rutledge (2019), the operation of Twitter is present in a worldwide area which is counted to be one of the reasons behind its expansion of its customer base. As a result, they can gain revenue from different parts of the world, and the rare resources such as global experience and global heritages allowed Twitter to expand their business as well. The working atmosphere of Twitter is innovative and working friendly as the organizational culture supports problem-solving for both its management and employees.
Inimitable
One of the main strategies used by Twitter to attract customers is offering a high-quality product to clients. As the quality of products is not only high yet consistent, it allows the customers to use Twitter repeatedly by increasing Twitter’s customer base. As per the view of Anastasia and Widjaja (2019), marketing communication is strategically used by Twitter for the induction of a higher amount of consumption. The capability of Twitter is high, which allows them to gain additional advantage of making business operations at a larger economic scale. One of the most important functions of Twitter is its cost savings, through which it becomes easier for them to highly maintain competitive pricing in comparison with competitors such as Google and Instagram. The expansion of both brand experiences and engagement of Twitter occurred at a high level, along with the progress in engaging and offering customers.
Organized
The brand's strength and substantial strength of Twitter is high and is counted to be important as it assists them in making the realization of opportunities as well as possibilities present in the external and internal areas. As mentioned by Ariwibowo et al. (2021), one of the essential sources of Twitter is the integration and advancement of technologies used by Twitter to gain a competitive advantage. The technological improvisation acknowledges Twitter in maintaining its efficiency as well as effectiveness in different business operations and processes. Substantial investment is made by Twitter in a specific area, namely development and research.
Lessons for other companies
The main competitors of Twitter are Google, Instagram, WhatsApp, and YouTube, which needs to learn the strategies that are used by Twitter, mainly the marketing strategies. Apart from that, Twitter has been able to successfully engage themselves in social activities daily, which is a lesson that can be adapted to become socially active. The inter-organizational relationship between Twitter and suppliers is counted to be another lesson bringing innovation in both products as well as services.
Question 3a: Critical Analysis of Twitter’s Strategies
<h4
DEVELOPING A STRATEGY TO LEAD HEALTH (PHYSICAL AND MENTAL) AND WELL-BEING
1. Leadership
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The company, Transport Scotland has a wide and diversified portfolio that includes aviation, freight, canals and many other different departments. and helping in the proper delivering of inclusive economic growth and thus furthering the health and well-being of the entire people of Scotland (Cowie and Myers, 2021). The company has taken the necessary steps to ensure employee engagement. Measures have been taken to that everyone involved in this organisation is provided with equal opportunities and is respected throughout their course (Rambaldini-Gooding et al. 2021). The leaders of this organisation have taken necessary steps up to ensure that a hybrid form of leadership style has been approached in this organisation. It has been followed in the leadership to maintain an inclusive ambience in the workplace from the grass root level to the directorial stage and which emphasizes the involvement of the inclusive leadership style. It is a rather emerging style of leadership that focuses on proper diversity management and involvement of people, provided with equal opportunities (Randel et al. 2018). Subsequently, it focuses on the Laissez-faire approachof leadership for business development where the employees are trusted to carry forth their duties to the best of their abilities. It aids in carrying out and enhancing the capabilities of each and every individual of this organisation. These two approaches have been undertaken to attain the organizational aims and goals.
Figure 1: CO2 release in the transport sector
Change is the crucible on which the pillar of leadership is wrought. The company in partnership with “COSLA” have recently published a strategy to reduce car usage for a greener and healthier Scotland to nearly 20 per cent by the year 2030 (Cogan et al. 2022). This aspirational commitment will help the company to be in line with the greenhouse gas emission targets and provide a fairer environment. The leaders in this organisation have taken up a sustainable approach in modelling their structure of the work process and have adapted new strategies of the market to enhance the productive output of the organisation. (San Juan et al. 2021). A change in behaviour demonstrates a change in leadership. This is getting clear from the strategy set up by the company and the political masters. The strategy presented will change the vision of the transport system in the next 20 years (Parkes et al. 2021). This initiative will provide a sustainable, inclusive and safe transport system together with making Scotland more prosperous and business-friendly.
This aspect of work culture promotes inclusiveness in the workplace which has been ensured by the leaders of this organisation through an inclusive approach (Budzynski-Seymour et al. 2020). It will thus provide an active travel choice for people to improve their health and further reduce health inequalities.
2. Diversity
Transport Scotland has signed a diversity and inclusion charter to eradicate any type of racism and discrimination within its sector. The company is committed to striving for applying best practices in the process of recruitment and other career progressions (Hassan et al. 2022). It further supports the development of building effective inclusion practises and efficient diversity models. The sense of inclusiveness encourages people from all backgrounds to work effectively and give out their best towards the organizational goals and the stakeholders also perform in a collaborative approach (Chung et al. 2020). People involved with the workplace of this organisation are provided with fair opportunities to speak forth their minds about the workplace culture and thus get together are conducted to maintain an ambience of inclusiveness. The National Transport Strategy proposed by the company will help in making the transport system affordable and accessible to those that are part of different income groups (Thomas et al. 2021). The proposal of such a strategy that enables diversity and inclusiveness will enable everyone to have wide access to the services and thus they can realize human rights.
Figure 2: Diversity in transport sector
People having different needs and capabilities are also been taken care of while developing the strategy. The company ensures that the transport system will create minimum barriers to availing the transport system (Jennings and Bamkole, 2019). People in this organisation irrespective of their background are provided with equal opportunities to speak and provided feedback associated with the work process. Also, the management sits down with the employees to have a light-hearted conversation about the work culture. The Equality Act of 2010 by the company bars any forms of discrimination that include age, religion, disability, sex, race and sexual orientation. This act laid down by the UK government ensures that people in this organisation are provided with equal opportunities and proper benefits to ensure an inclusive atmosphere in the organisation. (Currie et al. 2021). The company recommended more insights into legal research so that any laws and policies brought by the company regarding diversity and inclusivity are well aligned with the policies of the company. The role played by the company in the field of diversity will reduce the rate of inequality and will help to deliver sustainable and more inclusive growth (Brown, 2019). It will further create jobs and increase the economic growth of the country and in better promotion of business growth. The inclusive nature of the organisation focuses on the effective diversity management being active in this organisation (Zumelzu and Herrmann-Lunecke, 2021). This work culture shows that an approach to inclusive differentiation has been followed in diversity management in the workplace. It recognizes individuals and groups of people however they do not stereotype or follow a biased approach in the provision of opportunities (business.uq.edu.au, 2022). These actions will certainly help to tackle the problem of poverty and more importantly child poverty.
3. Recommendations
Continuous practice and the desire to take the lead:
The Company has taken some important decisions through the publication of the National Transport Strategy and that needs to be fulfilled even if the outcomes seem unfavourable and don’t have the proper information. This will show that the leader taking the decision is very firm in his approach and provides timely actions (Sun et al. 2022). A business ambience that provides equal opportunities to the employees is guaranteed to enhance efficiency and thus facilities are to be provided to the employees to motivate them and encourage them to work inclusively toward the common goal and benefit of the organisation. Measures can be taken up by the organisation to implement achievable goals and targets. Upon completion, employees can be awarded to maintain their quality of work process. The strategy commits to aligning itself with the climate goals by the year 2030 and further by 2045.
The planning should be done accordingly which shows the real commitment of the leader to successfully implement the goals. The next step could be breaking the vision into smaller steps and working towards achieving each step (Wood et al. 2022). This will finally help the successful accomplishment of the project and will show the leader that the vision that was thought was brought to realization. Successful realisation of any project or strategy requires good communication skills of the leader because that will help him to properly share his vision with others. Good communication is important for transferring important information strategically to his audience. The aforementioned aspects can be highly helpful in ensuring workplace productivity and the work culture of people. This would also enhance the productive output of the organisation as a whole maintaining a collaborative approach.
The vision of the top leadership of the company and the government to provide opportunities for increased well-being will only be possible if proper approaches are followed in the delivery of the strategy (Campbell and Gunning, 2020). This shows that creating a society that offers an equal opportunity for everyone for affordable transport is only possible if the leader delivers the promises as declared in the strategy.
Creation of a more inclusive workplace and enlarging the recruitment base:
A diverse workplace helps the company to amend the current policies of the company or creation of new policies according to the needs. This can only be done provided the recruitment is done on proper evaluation and system-wide. Diversity helps the company to know the needs of the population and whether the strategy that the company is planning to implement will provide any benefit to the people (Marselle et al. 2019). In this case study, Transport Scotland is planning the National Transport Strategy that prioritises the needs of the population and makes transport services affordable for every income group. This requires intense data collection from relevant sources. The signing of the charter of diversity and inclusion with the “Chartered Institution of Highways and Transportation (CIHT)” will promote inclusiveness and elimination of all forms of discrimination. This charter will ensure that affordable and quality transport services are available to every people irrespective of gender, caste, sex and religion.
The proper implication of the policies in the charter demands adopting best practices in the process of recruitment followed by diverse inclusion protocols. The successful implementation of the policy can only be followed properly if all stakeholders equally collaborate and take part in this. This can only happen if the recruitment base is properly aligned with the policies of the company. The flexible and accessible way to support the women's base identifies the equality, diversity and inclusivity that the company follows (McVean and Yuill, 2022). Necessary measures can be taken by the organisation to promote equality and diversity in the workplace. This can be done by developing engaging workplace activities to educate people regarding workplace diversity and promote a sense of inclusiveness in the workplace. This aspect is highly crucial to spread the essence of equality and a sense of collaborative approach that needs to prevail in an organisation. Transport Scotland has committed to collating and sharing the best practices together with the CIHT and other such signatories along with celebrating the contributions of the people to strengthen performance. The aforementioned methods will be highly effective in enhancing efficiency in the workplace and promote equality and diversity at the same time.
References
Journals
Brown, K., 2019. Museums and Local development: An introduction to museums, sustainability and well-being. Museum International, 71(3-4), pp.1-13.
Budzynski-Seymour, E., Conway, R., Wade, M., Lucas, A., Jones, M., Mann, S. and Steele, J., 2020. Physical activity, mental and personal well-being, social isolation, and perceptions of academic attainment and employability in university students: the Scottish and British Active Students Surveys. Journal of physical activity and health, 17(6), pp.610-620.
Campbell, M.A. and Gunning, J.G., 2020. Strategies to improve mental health and well-being within the UK construction industry. Proceedings of the Institution of Civil Engineers-Management, Procurement and Law, 173(2), pp.64-74.
Chung, H.C., Chen, Y.C., Chang, S.C., Hsu, W.L. and Hsieh, T.C., 2020. Nurses’ well-being, health-promoting lifestyle and work environment satisfaction correlation: A psychometric study for development of nursing health and job satisfaction model and scale. International journal of environmental research and public health, 17(10), p.3582.
Cogan, N., Kennedy, C., Beck, Z., McInnes, L., MacIntyre, G., Morton, L., Tanner, G. and Kolacz, J., 2022. ENACT study: What has helped health and social care workers maintain their mental well?being during the COVID?19 pandemic?. Health & Social Care in the Community.
Cowie, H. and Myers, C.A., 2021. The impact of the COVID?19 pandemic on the mental health and well?being of children and young people. Children & Society, 35(1), pp.62-74.
Currie, M., Colley, K. and Irvine, K.N., 2021. Outdoor Recreation for Older Adults in Scotland: Qualitatively Exploring the Multiplicity of Constraints to Participation. International Journal of Environmental Research and Public Health, 18(14), p.7705.
Hassan, T.H., Salem, A.E. and Saleh, M.I., 2022. Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach. International Journal of Environmental Research and Public Health, 19(10), p.5974.
Jennings, V. and Bamkole, O., 2019. The relationship between social cohesion and urban green space: An avenue for health promotion. International journal of environmental research and public health, 16(3), p.452.
Marselle, M.R., Stadler, J., Korn, H., Irvine, K.N. and Bonn, A., 2019. Biodiversity and health in the face of climate change (p. 481). Springer Nature.
McVean, S. and Yuill, C., 2022. The Digital Health and Wellbeing Needs, or otherwise, of a Deprived Scottish Community. Scottish affairs, 31(3), pp.345-365.
Parkes, T., Matheson, C., Carver, H., Foster, R., Budd, J., Liddell, D., Wallace, J., Pauly, B., Fotopoulou, M., Burley, A. and Anderson, I., 2022. A peer-delivered intervention to reduce harm and improve the well-being of homeless people with problem substance use: the SHARPS feasibility mixed-methods study. Health Technology Assessment, 26(14), pp.1-128.
Rambaldini-Gooding, D., Molloy, L., Parrish, A.M., Strahilevitz, M., Clarke, R., Dubrau, J.M.L. and Perez, P., 2021. Exploring the impact of public transport including free and subsidised on the physical, mental and social well-being of older adults: a literature review. Transport reviews, 41(5), pp.600-616.
Randel, A.E., Galvin, B.M., Shore, L.M., Ehrhart, K.H., Chung, B.G., Dean, M.A. and Kedharnath, U., 2018. Inclusive leadership: Realizing positive outcomes through belongingness and being valued for uniqueness. Human Resource Management Review, 28(2), pp.190-203.
San Juan, N.V., Aceituno, D., Djellouli, N., Sumray, K., Regenold, N., Syversen, A., Symmons, S.M., Dowrick, A., Mitchinson, L., Singleton, G. and Vindrola-Padros, C., 2021. Mental health and well-being of healthcare workers during the COVID-19 pandemic in the UK: contrasting guidelines with experiences in practice. BJPsych Open, 7(1).
Sun, G., Choe, E.Y. and Webster, C., 2022. Natural experiments in healthy cities research: how can urban planning and design knowledge reinforce the causal inference?. Town Plan. Rev., 92, pp.1-23.
Thomas, G., Lynch, M. and Spencer, L.H., 2021. A systematic review to examine the evidence in developing social prescribing interventions that apply a Co-Productive, Co-Designed approach to improve well-being outcomes in a community setting. International Journal of Environmental Research and Public Health, 18(8), p.3896.
Wood, C.J., Polley, M., Barton, J.L. and Wicks, C.L., 2022. Therapeutic community gardening as a green social prescription for mental ill-health: Impact, barriers, and facilitators from the perspective of multiple stakeholders. International Journal of Environmental Research and Public Health, 19(20), p.13612.
Zumelzu, A. and Herrmann-Lunecke, M.G., 2021. Mental well-being and the influence of place: conceptual approaches for the built environment for planning healthy and walkable cities. Sustainability, 13(11), p.6395.
class="heading">Current Strategies of Twitter
One of the recent essential strategies that have been used by Twitter for marketing purposes is the marketing mix (4Ps). According to the view of Cahyonoa et al. (2020), the main aim of the marketing strategy of Twitter is to analyze the brand by using a marketing mix whose important components are place, price, promotion, and product. The different market strategies that are used by Twitter are promotion planning, product innovation, and pricing approach, which helped Twitter to gain an enormous amount of success. The other advantages that are gained by Twitter due to their recent marketing strategies applications are positioning themselves properly in a highly competitive market altogether with achieving business objectives and goals.
Through the product strategy of Twitter, it becomes easier for them to allow the users to provide their opinions by posting them online. According to the study by Lynn et al. (2020), the platform Twitter is used by organizations to promote their products using pricing strategy through different activities such as bargaining advertisement costs. On the other hand, the distribution strategy of Twitter is exceptional as it allows people from different parts of the world, of any profession and any culture, to tweet on Twitter.
<h4
DEVELOPING A STRATEGY TO LEAD HEALTH (PHYSICAL AND MENTAL) AND WELL-BEING
1. Leadership
Native Assignment Help provides assignment help to assist students in research, writing and proofreading process.
The company, Transport Scotland has a wide and diversified portfolio that includes aviation, freight, canals and many other different departments. and helping in the proper delivering of inclusive economic growth and thus furthering the health and well-being of the entire people of Scotland (Cowie and Myers, 2021). The company has taken the necessary steps to ensure employee engagement. Measures have been taken to that everyone involved in this organisation is provided with equal opportunities and is respected throughout their course (Rambaldini-Gooding et al. 2021). The leaders of this organisation have taken necessary steps up to ensure that a hybrid form of leadership style has been approached in this organisation. It has been followed in the leadership to maintain an inclusive ambience in the workplace from the grass root level to the directorial stage and which emphasizes the involvement of the inclusive leadership style. It is a rather emerging style of leadership that focuses on proper diversity management and involvement of people, provided with equal opportunities (Randel et al. 2018). Subsequently, it focuses on the Laissez-faire approachof leadership for business development where the employees are trusted to carry forth their duties to the best of their abilities. It aids in carrying out and enhancing the capabilities of each and every individual of this organisation. These two approaches have been undertaken to attain the organizational aims and goals.
Figure 1: CO2 release in the transport sector
Change is the crucible on which the pillar of leadership is wrought. The company in partnership with “COSLA” have recently published a strategy to reduce car usage for a greener and healthier Scotland to nearly 20 per cent by the year 2030 (Cogan et al. 2022). This aspirational commitment will help the company to be in line with the greenhouse gas emission targets and provide a fairer environment. The leaders in this organisation have taken up a sustainable approach in modelling their structure of the work process and have adapted new strategies of the market to enhance the productive output of the organisation. (San Juan et al. 2021). A change in behaviour demonstrates a change in leadership. This is getting clear from the strategy set up by the company and the political masters. The strategy presented will change the vision of the transport system in the next 20 years (Parkes et al. 2021). This initiative will provide a sustainable, inclusive and safe transport system together with making Scotland more prosperous and business-friendly.
This aspect of work culture promotes inclusiveness in the workplace which has been ensured by the leaders of this organisation through an inclusive approach (Budzynski-Seymour et al. 2020). It will thus provide an active travel choice for people to improve their health and further reduce health inequalities.
2. Diversity
Transport Scotland has signed a diversity and inclusion charter to eradicate any type of racism and discrimination within its sector. The company is committed to striving for applying best practices in the process of recruitment and other career progressions (Hassan et al. 2022). It further supports the development of building effective inclusion practises and efficient diversity models. The sense of inclusiveness encourages people from all backgrounds to work effectively and give out their best towards the organizational goals and the stakeholders also perform in a collaborative approach (Chung et al. 2020). People involved with the workplace of this organisation are provided with fair opportunities to speak forth their minds about the workplace culture and thus get together are conducted to maintain an ambience of inclusiveness. The National Transport Strategy proposed by the company will help in making the transport system affordable and accessible to those that are part of different income groups (Thomas et al. 2021). The proposal of such a strategy that enables diversity and inclusiveness will enable everyone to have wide access to the services and thus they can realize human rights.
Figure 2: Diversity in transport sector
People having different needs and capabilities are also been taken care of while developing the strategy. The company ensures that the transport system will create minimum barriers to availing the transport system (Jennings and Bamkole, 2019). People in this organisation irrespective of their background are provided with equal opportunities to speak and provided feedback associated with the work process. Also, the management sits down with the employees to have a light-hearted conversation about the work culture. The Equality Act of 2010 by the company bars any forms of discrimination that include age, religion, disability, sex, race and sexual orientation. This act laid down by the UK government ensures that people in this organisation are provided with equal opportunities and proper benefits to ensure an inclusive atmosphere in the organisation. (Currie et al. 2021). The company recommended more insights into legal research so that any laws and policies brought by the company regarding diversity and inclusivity are well aligned with the policies of the company. The role played by the company in the field of diversity will reduce the rate of inequality and will help to deliver sustainable and more inclusive growth (Brown, 2019). It will further create jobs and increase the economic growth of the country and in better promotion of business growth. The inclusive nature of the organisation focuses on the effective diversity management being active in this organisation (Zumelzu and Herrmann-Lunecke, 2021). This work culture shows that an approach to inclusive differentiation has been followed in diversity management in the workplace. It recognizes individuals and groups of people however they do not stereotype or follow a biased approach in the provision of opportunities (business.uq.edu.au, 2022). These actions will certainly help to tackle the problem of poverty and more importantly child poverty.
3. Recommendations
Continuous practice and the desire to take the lead:
The Company has taken some important decisions through the publication of the National Transport Strategy and that needs to be fulfilled even if the outcomes seem unfavourable and don’t have the proper information. This will show that the leader taking the decision is very firm in his approach and provides timely actions (Sun et al. 2022). A business ambience that provides equal opportunities to the employees is guaranteed to enhance efficiency and thus facilities are to be provided to the employees to motivate them and encourage them to work inclusively toward the common goal and benefit of the organisation. Measures can be taken up by the organisation to implement achievable goals and targets. Upon completion, employees can be awarded to maintain their quality of work process. The strategy commits to aligning itself with the climate goals by the year 2030 and further by 2045.
The planning should be done accordingly which shows the real commitment of the leader to successfully implement the goals. The next step could be breaking the vision into smaller steps and working towards achieving each step (Wood et al. 2022). This will finally help the successful accomplishment of the project and will show the leader that the vision that was thought was brought to realization. Successful realisation of any project or strategy requires good communication skills of the leader because that will help him to properly share his vision with others. Good communication is important for transferring important information strategically to his audience. The aforementioned aspects can be highly helpful in ensuring workplace productivity and the work culture of people. This would also enhance the productive output of the organisation as a whole maintaining a collaborative approach.
The vision of the top leadership of the company and the government to provide opportunities for increased well-being will only be possible if proper approaches are followed in the delivery of the strategy (Campbell and Gunning, 2020). This shows that creating a society that offers an equal opportunity for everyone for affordable transport is only possible if the leader delivers the promises as declared in the strategy.
Creation of a more inclusive workplace and enlarging the recruitment base:
A diverse workplace helps the company to amend the current policies of the company or creation of new policies according to the needs. This can only be done provided the recruitment is done on proper evaluation and system-wide. Diversity helps the company to know the needs of the population and whether the strategy that the company is planning to implement will provide any benefit to the people (Marselle et al. 2019). In this case study, Transport Scotland is planning the National Transport Strategy that prioritises the needs of the population and makes transport services affordable for every income group. This requires intense data collection from relevant sources. The signing of the charter of diversity and inclusion with the “Chartered Institution of Highways and Transportation (CIHT)” will promote inclusiveness and elimination of all forms of discrimination. This charter will ensure that affordable and quality transport services are available to every people irrespective of gender, caste, sex and religion.
The proper implication of the policies in the charter demands adopting best practices in the process of recruitment followed by diverse inclusion protocols. The successful implementation of the policy can only be followed properly if all stakeholders equally collaborate and take part in this. This can only happen if the recruitment base is properly aligned with the policies of the company. The flexible and accessible way to support the women's base identifies the equality, diversity and inclusivity that the company follows (McVean and Yuill, 2022). Necessary measures can be taken by the organisation to promote equality and diversity in the workplace. This can be done by developing engaging workplace activities to educate people regarding workplace diversity and promote a sense of inclusiveness in the workplace. This aspect is highly crucial to spread the essence of equality and a sense of collaborative approach that needs to prevail in an organisation. Transport Scotland has committed to collating and sharing the best practices together with the CIHT and other such signatories along with celebrating the contributions of the people to strengthen performance. The aforementioned methods will be highly effective in enhancing efficiency in the workplace and promote equality and diversity at the same time.
References
Journals
Brown, K., 2019. Museums and Local development: An introduction to museums, sustainability and well-being. Museum International, 71(3-4), pp.1-13.
Budzynski-Seymour, E., Conway, R., Wade, M., Lucas, A., Jones, M., Mann, S. and Steele, J., 2020. Physical activity, mental and personal well-being, social isolation, and perceptions of academic attainment and employability in university students: the Scottish and British Active Students Surveys. Journal of physical activity and health, 17(6), pp.610-620.
Campbell, M.A. and Gunning, J.G., 2020. Strategies to improve mental health and well-being within the UK construction industry. Proceedings of the Institution of Civil Engineers-Management, Procurement and Law, 173(2), pp.64-74.
Chung, H.C., Chen, Y.C., Chang, S.C., Hsu, W.L. and Hsieh, T.C., 2020. Nurses’ well-being, health-promoting lifestyle and work environment satisfaction correlation: A psychometric study for development of nursing health and job satisfaction model and scale. International journal of environmental research and public health, 17(10), p.3582.
Cogan, N., Kennedy, C., Beck, Z., McInnes, L., MacIntyre, G., Morton, L., Tanner, G. and Kolacz, J., 2022. ENACT study: What has helped health and social care workers maintain their mental well?being during the COVID?19 pandemic?. Health & Social Care in the Community.
Cowie, H. and Myers, C.A., 2021. The impact of the COVID?19 pandemic on the mental health and well?being of children and young people. Children & Society, 35(1), pp.62-74.
Currie, M., Colley, K. and Irvine, K.N., 2021. Outdoor Recreation for Older Adults in Scotland: Qualitatively Exploring the Multiplicity of Constraints to Participation. International Journal of Environmental Research and Public Health, 18(14), p.7705.
Hassan, T.H., Salem, A.E. and Saleh, M.I., 2022. Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach. International Journal of Environmental Research and Public Health, 19(10), p.5974.
Jennings, V. and Bamkole, O., 2019. The relationship between social cohesion and urban green space: An avenue for health promotion. International journal of environmental research and public health, 16(3), p.452.
Marselle, M.R., Stadler, J., Korn, H., Irvine, K.N. and Bonn, A., 2019. Biodiversity and health in the face of climate change (p. 481). Springer Nature.
McVean, S. and Yuill, C., 2022. The Digital Health and Wellbeing Needs, or otherwise, of a Deprived Scottish Community. Scottish affairs, 31(3), pp.345-365.
Parkes, T., Matheson, C., Carver, H., Foster, R., Budd, J., Liddell, D., Wallace, J., Pauly, B., Fotopoulou, M., Burley, A. and Anderson, I., 2022. A peer-delivered intervention to reduce harm and improve the well-being of homeless people with problem substance use: the SHARPS feasibility mixed-methods study. Health Technology Assessment, 26(14), pp.1-128.
Rambaldini-Gooding, D., Molloy, L., Parrish, A.M., Strahilevitz, M., Clarke, R., Dubrau, J.M.L. and Perez, P., 2021. Exploring the impact of public transport including free and subsidised on the physical, mental and social well-being of older adults: a literature review. Transport reviews, 41(5), pp.600-616.
Randel, A.E., Galvin, B.M., Shore, L.M., Ehrhart, K.H., Chung, B.G., Dean, M.A. and Kedharnath, U., 2018. Inclusive leadership: Realizing positive outcomes through belongingness and being valued for uniqueness. Human Resource Management Review, 28(2), pp.190-203.
San Juan, N.V., Aceituno, D., Djellouli, N., Sumray, K., Regenold, N., Syversen, A., Symmons, S.M., Dowrick, A., Mitchinson, L., Singleton, G. and Vindrola-Padros, C., 2021. Mental health and well-being of healthcare workers during the COVID-19 pandemic in the UK: contrasting guidelines with experiences in practice. BJPsych Open, 7(1).
Sun, G., Choe, E.Y. and Webster, C., 2022. Natural experiments in healthy cities research: how can urban planning and design knowledge reinforce the causal inference?. Town Plan. Rev., 92, pp.1-23.
Thomas, G., Lynch, M. and Spencer, L.H., 2021. A systematic review to examine the evidence in developing social prescribing interventions that apply a Co-Productive, Co-Designed approach to improve well-being outcomes in a community setting. International Journal of Environmental Research and Public Health, 18(8), p.3896.
Wood, C.J., Polley, M., Barton, J.L. and Wicks, C.L., 2022. Therapeutic community gardening as a green social prescription for mental ill-health: Impact, barriers, and facilitators from the perspective of multiple stakeholders. International Journal of Environmental Research and Public Health, 19(20), p.13612.
Zumelzu, A. and Herrmann-Lunecke, M.G., 2021. Mental well-being and the influence of place: conceptual approaches for the built environment for planning healthy and walkable cities. Sustainability, 13(11), p.6395.
class="heading">Proposed Strategies of Twitter
Twitter is already successful in different aspects of business, yet there is a necessity to implement other marketing strategies, namely diversity marketing. As argued by Grier (2020), the proposed strategy for Twitter is diversity marketing, as it is in charge of recognizing the target customers of various subgroups. The classification is based on disability, age, religion, gender, and ethnicity. Diversity marketing is different from other forms of marketing, namely marketing mix, and is therefore suggested as it will allow Twitter to make use of both traditional as well as online channels for marketing purposes. To develop a campaign of effective diversity marketing, the primary strategy that needs to be followed by Twitter is embarrassing diversity in the creative team on Twitter. The next activity includes making data center pieces along with developing from the ground up.
<h4
DEVELOPING A STRATEGY TO LEAD HEALTH (PHYSICAL AND MENTAL) AND WELL-BEING
1. Leadership
Native Assignment Help provides assignment help to assist students in research, writing and proofreading process.
The company, Transport Scotland has a wide and diversified portfolio that includes aviation, freight, canals and many other different departments. and helping in the proper delivering of inclusive economic growth and thus furthering the health and well-being of the entire people of Scotland (Cowie and Myers, 2021). The company has taken the necessary steps to ensure employee engagement. Measures have been taken to that everyone involved in this organisation is provided with equal opportunities and is respected throughout their course (Rambaldini-Gooding et al. 2021). The leaders of this organisation have taken necessary steps up to ensure that a hybrid form of leadership style has been approached in this organisation. It has been followed in the leadership to maintain an inclusive ambience in the workplace from the grass root level to the directorial stage and which emphasizes the involvement of the inclusive leadership style. It is a rather emerging style of leadership that focuses on proper diversity management and involvement of people, provided with equal opportunities (Randel et al. 2018). Subsequently, it focuses on the Laissez-faire approachof leadership for business development where the employees are trusted to carry forth their duties to the best of their abilities. It aids in carrying out and enhancing the capabilities of each and every individual of this organisation. These two approaches have been undertaken to attain the organizational aims and goals.
Figure 1: CO2 release in the transport sector
Change is the crucible on which the pillar of leadership is wrought. The company in partnership with “COSLA” have recently published a strategy to reduce car usage for a greener and healthier Scotland to nearly 20 per cent by the year 2030 (Cogan et al. 2022). This aspirational commitment will help the company to be in line with the greenhouse gas emission targets and provide a fairer environment. The leaders in this organisation have taken up a sustainable approach in modelling their structure of the work process and have adapted new strategies of the market to enhance the productive output of the organisation. (San Juan et al. 2021). A change in behaviour demonstrates a change in leadership. This is getting clear from the strategy set up by the company and the political masters. The strategy presented will change the vision of the transport system in the next 20 years (Parkes et al. 2021). This initiative will provide a sustainable, inclusive and safe transport system together with making Scotland more prosperous and business-friendly.
This aspect of work culture promotes inclusiveness in the workplace which has been ensured by the leaders of this organisation through an inclusive approach (Budzynski-Seymour et al. 2020). It will thus provide an active travel choice for people to improve their health and further reduce health inequalities.
2. Diversity
Transport Scotland has signed a diversity and inclusion charter to eradicate any type of racism and discrimination within its sector. The company is committed to striving for applying best practices in the process of recruitment and other career progressions (Hassan et al. 2022). It further supports the development of building effective inclusion practises and efficient diversity models. The sense of inclusiveness encourages people from all backgrounds to work effectively and give out their best towards the organizational goals and the stakeholders also perform in a collaborative approach (Chung et al. 2020). People involved with the workplace of this organisation are provided with fair opportunities to speak forth their minds about the workplace culture and thus get together are conducted to maintain an ambience of inclusiveness. The National Transport Strategy proposed by the company will help in making the transport system affordable and accessible to those that are part of different income groups (Thomas et al. 2021). The proposal of such a strategy that enables diversity and inclusiveness will enable everyone to have wide access to the services and thus they can realize human rights.
Figure 2: Diversity in transport sector
People having different needs and capabilities are also been taken care of while developing the strategy. The company ensures that the transport system will create minimum barriers to availing the transport system (Jennings and Bamkole, 2019). People in this organisation irrespective of their background are provided with equal opportunities to speak and provided feedback associated with the work process. Also, the management sits down with the employees to have a light-hearted conversation about the work culture. The Equality Act of 2010 by the company bars any forms of discrimination that include age, religion, disability, sex, race and sexual orientation. This act laid down by the UK government ensures that people in this organisation are provided with equal opportunities and proper benefits to ensure an inclusive atmosphere in the organisation. (Currie et al. 2021). The company recommended more insights into legal research so that any laws and policies brought by the company regarding diversity and inclusivity are well aligned with the policies of the company. The role played by the company in the field of diversity will reduce the rate of inequality and will help to deliver sustainable and more inclusive growth (Brown, 2019). It will further create jobs and increase the economic growth of the country and in better promotion of business growth. The inclusive nature of the organisation focuses on the effective diversity management being active in this organisation (Zumelzu and Herrmann-Lunecke, 2021). This work culture shows that an approach to inclusive differentiation has been followed in diversity management in the workplace. It recognizes individuals and groups of people however they do not stereotype or follow a biased approach in the provision of opportunities (business.uq.edu.au, 2022). These actions will certainly help to tackle the problem of poverty and more importantly child poverty.
3. Recommendations
Continuous practice and the desire to take the lead:
The Company has taken some important decisions through the publication of the National Transport Strategy and that needs to be fulfilled even if the outcomes seem unfavourable and don’t have the proper information. This will show that the leader taking the decision is very firm in his approach and provides timely actions (Sun et al. 2022). A business ambience that provides equal opportunities to the employees is guaranteed to enhance efficiency and thus facilities are to be provided to the employees to motivate them and encourage them to work inclusively toward the common goal and benefit of the organisation. Measures can be taken up by the organisation to implement achievable goals and targets. Upon completion, employees can be awarded to maintain their quality of work process. The strategy commits to aligning itself with the climate goals by the year 2030 and further by 2045.
The planning should be done accordingly which shows the real commitment of the leader to successfully implement the goals. The next step could be breaking the vision into smaller steps and working towards achieving each step (Wood et al. 2022). This will finally help the successful accomplishment of the project and will show the leader that the vision that was thought was brought to realization. Successful realisation of any project or strategy requires good communication skills of the leader because that will help him to properly share his vision with others. Good communication is important for transferring important information strategically to his audience. The aforementioned aspects can be highly helpful in ensuring workplace productivity and the work culture of people. This would also enhance the productive output of the organisation as a whole maintaining a collaborative approach.
The vision of the top leadership of the company and the government to provide opportunities for increased well-being will only be possible if proper approaches are followed in the delivery of the strategy (Campbell and Gunning, 2020). This shows that creating a society that offers an equal opportunity for everyone for affordable transport is only possible if the leader delivers the promises as declared in the strategy.
Creation of a more inclusive workplace and enlarging the recruitment base:
A diverse workplace helps the company to amend the current policies of the company or creation of new policies according to the needs. This can only be done provided the recruitment is done on proper evaluation and system-wide. Diversity helps the company to know the needs of the population and whether the strategy that the company is planning to implement will provide any benefit to the people (Marselle et al. 2019). In this case study, Transport Scotland is planning the National Transport Strategy that prioritises the needs of the population and makes transport services affordable for every income group. This requires intense data collection from relevant sources. The signing of the charter of diversity and inclusion with the “Chartered Institution of Highways and Transportation (CIHT)” will promote inclusiveness and elimination of all forms of discrimination. This charter will ensure that affordable and quality transport services are available to every people irrespective of gender, caste, sex and religion.
The proper implication of the policies in the charter demands adopting best practices in the process of recruitment followed by diverse inclusion protocols. The successful implementation of the policy can only be followed properly if all stakeholders equally collaborate and take part in this. This can only happen if the recruitment base is properly aligned with the policies of the company. The flexible and accessible way to support the women's base identifies the equality, diversity and inclusivity that the company follows (McVean and Yuill, 2022). Necessary measures can be taken by the organisation to promote equality and diversity in the workplace. This can be done by developing engaging workplace activities to educate people regarding workplace diversity and promote a sense of inclusiveness in the workplace. This aspect is highly crucial to spread the essence of equality and a sense of collaborative approach that needs to prevail in an organisation. Transport Scotland has committed to collating and sharing the best practices together with the CIHT and other such signatories along with celebrating the contributions of the people to strengthen performance. The aforementioned methods will be highly effective in enhancing efficiency in the workplace and promote equality and diversity at the same time.
References
Journals
Brown, K., 2019. Museums and Local development: An introduction to museums, sustainability and well-being. Museum International, 71(3-4), pp.1-13.
Budzynski-Seymour, E., Conway, R., Wade, M., Lucas, A., Jones, M., Mann, S. and Steele, J., 2020. Physical activity, mental and personal well-being, social isolation, and perceptions of academic attainment and employability in university students: the Scottish and British Active Students Surveys. Journal of physical activity and health, 17(6), pp.610-620.
Campbell, M.A. and Gunning, J.G., 2020. Strategies to improve mental health and well-being within the UK construction industry. Proceedings of the Institution of Civil Engineers-Management, Procurement and Law, 173(2), pp.64-74.
Chung, H.C., Chen, Y.C., Chang, S.C., Hsu, W.L. and Hsieh, T.C., 2020. Nurses’ well-being, health-promoting lifestyle and work environment satisfaction correlation: A psychometric study for development of nursing health and job satisfaction model and scale. International journal of environmental research and public health, 17(10), p.3582.
Cogan, N., Kennedy, C., Beck, Z., McInnes, L., MacIntyre, G., Morton, L., Tanner, G. and Kolacz, J., 2022. ENACT study: What has helped health and social care workers maintain their mental well?being during the COVID?19 pandemic?. Health & Social Care in the Community.
Cowie, H. and Myers, C.A., 2021. The impact of the COVID?19 pandemic on the mental health and well?being of children and young people. Children & Society, 35(1), pp.62-74.
Currie, M., Colley, K. and Irvine, K.N., 2021. Outdoor Recreation for Older Adults in Scotland: Qualitatively Exploring the Multiplicity of Constraints to Participation. International Journal of Environmental Research and Public Health, 18(14), p.7705.
Hassan, T.H., Salem, A.E. and Saleh, M.I., 2022. Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach. International Journal of Environmental Research and Public Health, 19(10), p.5974.
Jennings, V. and Bamkole, O., 2019. The relationship between social cohesion and urban green space: An avenue for health promotion. International journal of environmental research and public health, 16(3), p.452.
Marselle, M.R., Stadler, J., Korn, H., Irvine, K.N. and Bonn, A., 2019. Biodiversity and health in the face of climate change (p. 481). Springer Nature.
McVean, S. and Yuill, C., 2022. The Digital Health and Wellbeing Needs, or otherwise, of a Deprived Scottish Community. Scottish affairs, 31(3), pp.345-365.
Parkes, T., Matheson, C., Carver, H., Foster, R., Budd, J., Liddell, D., Wallace, J., Pauly, B., Fotopoulou, M., Burley, A. and Anderson, I., 2022. A peer-delivered intervention to reduce harm and improve the well-being of homeless people with problem substance use: the SHARPS feasibility mixed-methods study. Health Technology Assessment, 26(14), pp.1-128.
Rambaldini-Gooding, D., Molloy, L., Parrish, A.M., Strahilevitz, M., Clarke, R., Dubrau, J.M.L. and Perez, P., 2021. Exploring the impact of public transport including free and subsidised on the physical, mental and social well-being of older adults: a literature review. Transport reviews, 41(5), pp.600-616.
Randel, A.E., Galvin, B.M., Shore, L.M., Ehrhart, K.H., Chung, B.G., Dean, M.A. and Kedharnath, U., 2018. Inclusive leadership: Realizing positive outcomes through belongingness and being valued for uniqueness. Human Resource Management Review, 28(2), pp.190-203.
San Juan, N.V., Aceituno, D., Djellouli, N., Sumray, K., Regenold, N., Syversen, A., Symmons, S.M., Dowrick, A., Mitchinson, L., Singleton, G. and Vindrola-Padros, C., 2021. Mental health and well-being of healthcare workers during the COVID-19 pandemic in the UK: contrasting guidelines with experiences in practice. BJPsych Open, 7(1).
Sun, G., Choe, E.Y. and Webster, C., 2022. Natural experiments in healthy cities research: how can urban planning and design knowledge reinforce the causal inference?. Town Plan. Rev., 92, pp.1-23.
Thomas, G., Lynch, M. and Spencer, L.H., 2021. A systematic review to examine the evidence in developing social prescribing interventions that apply a Co-Productive, Co-Designed approach to improve well-being outcomes in a community setting. International Journal of Environmental Research and Public Health, 18(8), p.3896.
Wood, C.J., Polley, M., Barton, J.L. and Wicks, C.L., 2022. Therapeutic community gardening as a green social prescription for mental ill-health: Impact, barriers, and facilitators from the perspective of multiple stakeholders. International Journal of Environmental Research and Public Health, 19(20), p.13612.
Zumelzu, A. and Herrmann-Lunecke, M.G., 2021. Mental well-being and the influence of place: conceptual approaches for the built environment for planning healthy and walkable cities. Sustainability, 13(11), p.6395.
class="heading">TOWS Matrix
Factors
Descriptions
Threats
? Huge competition in the market of social media
? Increase of new entrants in the market
? Inappropriate government policies against social media platforms and the internet
Opportunities
? Appropriate communication with customers by business
? High probability of the presence of credible accounts (Bisma, 2018)
? Suitable integration with telecom operators
Weaknesses
? Presence of data leaks, fake accounts and lawsuits
? Limited amount of market share
? Huge number of competitors
Strengths
? The total number of active users of Twitter is nearly 29.7 million (Adinugroho and Hidayati, 2021).
? Highly preferred by different organizations and governments for business purposes.
? Huge popularity and b brand value
Table 2: TOWS Analysis
<h4
DEVELOPING A STRATEGY TO LEAD HEALTH (PHYSICAL AND MENTAL) AND WELL-BEING
1. Leadership
Native Assignment Help provides assignment help to assist students in research, writing and proofreading process.
The company, Transport Scotland has a wide and diversified portfolio that includes aviation, freight, canals and many other different departments. and helping in the proper delivering of inclusive economic growth and thus furthering the health and well-being of the entire people of Scotland (Cowie and Myers, 2021). The company has taken the necessary steps to ensure employee engagement. Measures have been taken to that everyone involved in this organisation is provided with equal opportunities and is respected throughout their course (Rambaldini-Gooding et al. 2021). The leaders of this organisation have taken necessary steps up to ensure that a hybrid form of leadership style has been approached in this organisation. It has been followed in the leadership to maintain an inclusive ambience in the workplace from the grass root level to the directorial stage and which emphasizes the involvement of the inclusive leadership style. It is a rather emerging style of leadership that focuses on proper diversity management and involvement of people, provided with equal opportunities (Randel et al. 2018). Subsequently, it focuses on the Laissez-faire approachof leadership for business development where the employees are trusted to carry forth their duties to the best of their abilities. It aids in carrying out and enhancing the capabilities of each and every individual of this organisation. These two approaches have been undertaken to attain the organizational aims and goals.
Figure 1: CO2 release in the transport sector
Change is the crucible on which the pillar of leadership is wrought. The company in partnership with “COSLA” have recently published a strategy to reduce car usage for a greener and healthier Scotland to nearly 20 per cent by the year 2030 (Cogan et al. 2022). This aspirational commitment will help the company to be in line with the greenhouse gas emission targets and provide a fairer environment. The leaders in this organisation have taken up a sustainable approach in modelling their structure of the work process and have adapted new strategies of the market to enhance the productive output of the organisation. (San Juan et al. 2021). A change in behaviour demonstrates a change in leadership. This is getting clear from the strategy set up by the company and the political masters. The strategy presented will change the vision of the transport system in the next 20 years (Parkes et al. 2021). This initiative will provide a sustainable, inclusive and safe transport system together with making Scotland more prosperous and business-friendly.
This aspect of work culture promotes inclusiveness in the workplace which has been ensured by the leaders of this organisation through an inclusive approach (Budzynski-Seymour et al. 2020). It will thus provide an active travel choice for people to improve their health and further reduce health inequalities.
2. Diversity
Transport Scotland has signed a diversity and inclusion charter to eradicate any type of racism and discrimination within its sector. The company is committed to striving for applying best practices in the process of recruitment and other career progressions (Hassan et al. 2022). It further supports the development of building effective inclusion practises and efficient diversity models. The sense of inclusiveness encourages people from all backgrounds to work effectively and give out their best towards the organizational goals and the stakeholders also perform in a collaborative approach (Chung et al. 2020). People involved with the workplace of this organisation are provided with fair opportunities to speak forth their minds about the workplace culture and thus get together are conducted to maintain an ambience of inclusiveness. The National Transport Strategy proposed by the company will help in making the transport system affordable and accessible to those that are part of different income groups (Thomas et al. 2021). The proposal of such a strategy that enables diversity and inclusiveness will enable everyone to have wide access to the services and thus they can realize human rights.
Figure 2: Diversity in transport sector
People having different needs and capabilities are also been taken care of while developing the strategy. The company ensures that the transport system will create minimum barriers to availing the transport system (Jennings and Bamkole, 2019). People in this organisation irrespective of their background are provided with equal opportunities to speak and provided feedback associated with the work process. Also, the management sits down with the employees to have a light-hearted conversation about the work culture. The Equality Act of 2010 by the company bars any forms of discrimination that include age, religion, disability, sex, race and sexual orientation. This act laid down by the UK government ensures that people in this organisation are provided with equal opportunities and proper benefits to ensure an inclusive atmosphere in the organisation. (Currie et al. 2021). The company recommended more insights into legal research so that any laws and policies brought by the company regarding diversity and inclusivity are well aligned with the policies of the company. The role played by the company in the field of diversity will reduce the rate of inequality and will help to deliver sustainable and more inclusive growth (Brown, 2019). It will further create jobs and increase the economic growth of the country and in better promotion of business growth. The inclusive nature of the organisation focuses on the effective diversity management being active in this organisation (Zumelzu and Herrmann-Lunecke, 2021). This work culture shows that an approach to inclusive differentiation has been followed in diversity management in the workplace. It recognizes individuals and groups of people however they do not stereotype or follow a biased approach in the provision of opportunities (business.uq.edu.au, 2022). These actions will certainly help to tackle the problem of poverty and more importantly child poverty.
3. Recommendations
Continuous practice and the desire to take the lead:
The Company has taken some important decisions through the publication of the National Transport Strategy and that needs to be fulfilled even if the outcomes seem unfavourable and don’t have the proper information. This will show that the leader taking the decision is very firm in his approach and provides timely actions (Sun et al. 2022). A business ambience that provides equal opportunities to the employees is guaranteed to enhance efficiency and thus facilities are to be provided to the employees to motivate them and encourage them to work inclusively toward the common goal and benefit of the organisation. Measures can be taken up by the organisation to implement achievable goals and targets. Upon completion, employees can be awarded to maintain their quality of work process. The strategy commits to aligning itself with the climate goals by the year 2030 and further by 2045.
The planning should be done accordingly which shows the real commitment of the leader to successfully implement the goals. The next step could be breaking the vision into smaller steps and working towards achieving each step (Wood et al. 2022). This will finally help the successful accomplishment of the project and will show the leader that the vision that was thought was brought to realization. Successful realisation of any project or strategy requires good communication skills of the leader because that will help him to properly share his vision with others. Good communication is important for transferring important information strategically to his audience. The aforementioned aspects can be highly helpful in ensuring workplace productivity and the work culture of people. This would also enhance the productive output of the organisation as a whole maintaining a collaborative approach.
The vision of the top leadership of the company and the government to provide opportunities for increased well-being will only be possible if proper approaches are followed in the delivery of the strategy (Campbell and Gunning, 2020). This shows that creating a society that offers an equal opportunity for everyone for affordable transport is only possible if the leader delivers the promises as declared in the strategy.
Creation of a more inclusive workplace and enlarging the recruitment base:
A diverse workplace helps the company to amend the current policies of the company or creation of new policies according to the needs. This can only be done provided the recruitment is done on proper evaluation and system-wide. Diversity helps the company to know the needs of the population and whether the strategy that the company is planning to implement will provide any benefit to the people (Marselle et al. 2019). In this case study, Transport Scotland is planning the National Transport Strategy that prioritises the needs of the population and makes transport services affordable for every income group. This requires intense data collection from relevant sources. The signing of the charter of diversity and inclusion with the “Chartered Institution of Highways and Transportation (CIHT)” will promote inclusiveness and elimination of all forms of discrimination. This charter will ensure that affordable and quality transport services are available to every people irrespective of gender, caste, sex and religion.
The proper implication of the policies in the charter demands adopting best practices in the process of recruitment followed by diverse inclusion protocols. The successful implementation of the policy can only be followed properly if all stakeholders equally collaborate and take part in this. This can only happen if the recruitment base is properly aligned with the policies of the company. The flexible and accessible way to support the women's base identifies the equality, diversity and inclusivity that the company follows (McVean and Yuill, 2022). Necessary measures can be taken by the organisation to promote equality and diversity in the workplace. This can be done by developing engaging workplace activities to educate people regarding workplace diversity and promote a sense of inclusiveness in the workplace. This aspect is highly crucial to spread the essence of equality and a sense of collaborative approach that needs to prevail in an organisation. Transport Scotland has committed to collating and sharing the best practices together with the CIHT and other such signatories along with celebrating the contributions of the people to strengthen performance. The aforementioned methods will be highly effective in enhancing efficiency in the workplace and promote equality and diversity at the same time.
References
Journals
Brown, K., 2019. Museums and Local development: An introduction to museums, sustainability and well-being. Museum International, 71(3-4), pp.1-13.
Budzynski-Seymour, E., Conway, R., Wade, M., Lucas, A., Jones, M., Mann, S. and Steele, J., 2020. Physical activity, mental and personal well-being, social isolation, and perceptions of academic attainment and employability in university students: the Scottish and British Active Students Surveys. Journal of physical activity and health, 17(6), pp.610-620.
Campbell, M.A. and Gunning, J.G., 2020. Strategies to improve mental health and well-being within the UK construction industry. Proceedings of the Institution of Civil Engineers-Management, Procurement and Law, 173(2), pp.64-74.
Chung, H.C., Chen, Y.C., Chang, S.C., Hsu, W.L. and Hsieh, T.C., 2020. Nurses’ well-being, health-promoting lifestyle and work environment satisfaction correlation: A psychometric study for development of nursing health and job satisfaction model and scale. International journal of environmental research and public health, 17(10), p.3582.
Cogan, N., Kennedy, C., Beck, Z., McInnes, L., MacIntyre, G., Morton, L., Tanner, G. and Kolacz, J., 2022. ENACT study: What has helped health and social care workers maintain their mental well?being during the COVID?19 pandemic?. Health & Social Care in the Community.
Cowie, H. and Myers, C.A., 2021. The impact of the COVID?19 pandemic on the mental health and well?being of children and young people. Children & Society, 35(1), pp.62-74.
Currie, M., Colley, K. and Irvine, K.N., 2021. Outdoor Recreation for Older Adults in Scotland: Qualitatively Exploring the Multiplicity of Constraints to Participation. International Journal of Environmental Research and Public Health, 18(14), p.7705.
Hassan, T.H., Salem, A.E. and Saleh, M.I., 2022. Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach. International Journal of Environmental Research and Public Health, 19(10), p.5974.
Jennings, V. and Bamkole, O., 2019. The relationship between social cohesion and urban green space: An avenue for health promotion. International journal of environmental research and public health, 16(3), p.452.
Marselle, M.R., Stadler, J., Korn, H., Irvine, K.N. and Bonn, A., 2019. Biodiversity and health in the face of climate change (p. 481). Springer Nature.
McVean, S. and Yuill, C., 2022. The Digital Health and Wellbeing Needs, or otherwise, of a Deprived Scottish Community. Scottish affairs, 31(3), pp.345-365.
Parkes, T., Matheson, C., Carver, H., Foster, R., Budd, J., Liddell, D., Wallace, J., Pauly, B., Fotopoulou, M., Burley, A. and Anderson, I., 2022. A peer-delivered intervention to reduce harm and improve the well-being of homeless people with problem substance use: the SHARPS feasibility mixed-methods study. Health Technology Assessment, 26(14), pp.1-128.
Rambaldini-Gooding, D., Molloy, L., Parrish, A.M., Strahilevitz, M., Clarke, R., Dubrau, J.M.L. and Perez, P., 2021. Exploring the impact of public transport including free and subsidised on the physical, mental and social well-being of older adults: a literature review. Transport reviews, 41(5), pp.600-616.
Randel, A.E., Galvin, B.M., Shore, L.M., Ehrhart, K.H., Chung, B.G., Dean, M.A. and Kedharnath, U., 2018. Inclusive leadership: Realizing positive outcomes through belongingness and being valued for uniqueness. Human Resource Management Review, 28(2), pp.190-203.
San Juan, N.V., Aceituno, D., Djellouli, N., Sumray, K., Regenold, N., Syversen, A., Symmons, S.M., Dowrick, A., Mitchinson, L., Singleton, G. and Vindrola-Padros, C., 2021. Mental health and well-being of healthcare workers during the COVID-19 pandemic in the UK: contrasting guidelines with experiences in practice. BJPsych Open, 7(1).
Sun, G., Choe, E.Y. and Webster, C., 2022. Natural experiments in healthy cities research: how can urban planning and design knowledge reinforce the causal inference?. Town Plan. Rev., 92, pp.1-23.
Thomas, G., Lynch, M. and Spencer, L.H., 2021. A systematic review to examine the evidence in developing social prescribing interventions that apply a Co-Productive, Co-Designed approach to improve well-being outcomes in a community setting. International Journal of Environmental Research and Public Health, 18(8), p.3896.
Wood, C.J., Polley, M., Barton, J.L. and Wicks, C.L., 2022. Therapeutic community gardening as a green social prescription for mental ill-health: Impact, barriers, and facilitators from the perspective of multiple stakeholders. International Journal of Environmental Research and Public Health, 19(20), p.13612.
Zumelzu, A. and Herrmann-Lunecke, M.G., 2021. Mental well-being and the influence of place: conceptual approaches for the built environment for planning healthy and walkable cities. Sustainability, 13(11), p.6395.
class="heading">Analysis
Threats
In the market of social media, there is the availability of multiple social media similar to Twitter, providing almost the same facilities to the users. Apart from this, one of the main causes of the increase in competition in the market is the rise of new entrants with better facilities for customers (Mietra and Wibowo, 2022). Another threat to Twitter is the laws developed by the government against not only platforms of social media yet rather the internet as well.
Opportunities
Twitter is mainly used for business purposes through Twitter, and it becomes easier for business representatives to communicate with customers easily. Therefore, it is counted to be the dominant way of communication as credit accounts are developed by business personalities.
Weaknesses
The main issue that is faced by Twitter is the increase in the number of fake accounts that are created by users of Twitter. The respective fake accounts are responsible for leaking the confidential data of different firms and individuals as well, leading to legislative problems (Gago et al. 2022).
Strengths
The total number of users is increasing day by day on Twitter, which resulted to almost 300 million in recent times. As a consequence of this, it is accepted by governmental bodies as well due to its high brand value and huge popularity.
Question 3b: Usability of SAF Strategic Model for Strategy
<h4
DEVELOPING A STRATEGY TO LEAD HEALTH (PHYSICAL AND MENTAL) AND WELL-BEING
1. Leadership
Native Assignment Help provides assignment help to assist students in research, writing and proofreading process.
The company, Transport Scotland has a wide and diversified portfolio that includes aviation, freight, canals and many other different departments. and helping in the proper delivering of inclusive economic growth and thus furthering the health and well-being of the entire people of Scotland (Cowie and Myers, 2021). The company has taken the necessary steps to ensure employee engagement. Measures have been taken to that everyone involved in this organisation is provided with equal opportunities and is respected throughout their course (Rambaldini-Gooding et al. 2021). The leaders of this organisation have taken necessary steps up to ensure that a hybrid form of leadership style has been approached in this organisation. It has been followed in the leadership to maintain an inclusive ambience in the workplace from the grass root level to the directorial stage and which emphasizes the involvement of the inclusive leadership style. It is a rather emerging style of leadership that focuses on proper diversity management and involvement of people, provided with equal opportunities (Randel et al. 2018). Subsequently, it focuses on the Laissez-faire approachof leadership for business development where the employees are trusted to carry forth their duties to the best of their abilities. It aids in carrying out and enhancing the capabilities of each and every individual of this organisation. These two approaches have been undertaken to attain the organizational aims and goals.
Figure 1: CO2 release in the transport sector
Change is the crucible on which the pillar of leadership is wrought. The company in partnership with “COSLA” have recently published a strategy to reduce car usage for a greener and healthier Scotland to nearly 20 per cent by the year 2030 (Cogan et al. 2022). This aspirational commitment will help the company to be in line with the greenhouse gas emission targets and provide a fairer environment. The leaders in this organisation have taken up a sustainable approach in modelling their structure of the work process and have adapted new strategies of the market to enhance the productive output of the organisation. (San Juan et al. 2021). A change in behaviour demonstrates a change in leadership. This is getting clear from the strategy set up by the company and the political masters. The strategy presented will change the vision of the transport system in the next 20 years (Parkes et al. 2021). This initiative will provide a sustainable, inclusive and safe transport system together with making Scotland more prosperous and business-friendly.
This aspect of work culture promotes inclusiveness in the workplace which has been ensured by the leaders of this organisation through an inclusive approach (Budzynski-Seymour et al. 2020). It will thus provide an active travel choice for people to improve their health and further reduce health inequalities.
2. Diversity
Transport Scotland has signed a diversity and inclusion charter to eradicate any type of racism and discrimination within its sector. The company is committed to striving for applying best practices in the process of recruitment and other career progressions (Hassan et al. 2022). It further supports the development of building effective inclusion practises and efficient diversity models. The sense of inclusiveness encourages people from all backgrounds to work effectively and give out their best towards the organizational goals and the stakeholders also perform in a collaborative approach (Chung et al. 2020). People involved with the workplace of this organisation are provided with fair opportunities to speak forth their minds about the workplace culture and thus get together are conducted to maintain an ambience of inclusiveness. The National Transport Strategy proposed by the company will help in making the transport system affordable and accessible to those that are part of different income groups (Thomas et al. 2021). The proposal of such a strategy that enables diversity and inclusiveness will enable everyone to have wide access to the services and thus they can realize human rights.
Figure 2: Diversity in transport sector
People having different needs and capabilities are also been taken care of while developing the strategy. The company ensures that the transport system will create minimum barriers to availing the transport system (Jennings and Bamkole, 2019). People in this organisation irrespective of their background are provided with equal opportunities to speak and provided feedback associated with the work process. Also, the management sits down with the employees to have a light-hearted conversation about the work culture. The Equality Act of 2010 by the company bars any forms of discrimination that include age, religion, disability, sex, race and sexual orientation. This act laid down by the UK government ensures that people in this organisation are provided with equal opportunities and proper benefits to ensure an inclusive atmosphere in the organisation. (Currie et al. 2021). The company recommended more insights into legal research so that any laws and policies brought by the company regarding diversity and inclusivity are well aligned with the policies of the company. The role played by the company in the field of diversity will reduce the rate of inequality and will help to deliver sustainable and more inclusive growth (Brown, 2019). It will further create jobs and increase the economic growth of the country and in better promotion of business growth. The inclusive nature of the organisation focuses on the effective diversity management being active in this organisation (Zumelzu and Herrmann-Lunecke, 2021). This work culture shows that an approach to inclusive differentiation has been followed in diversity management in the workplace. It recognizes individuals and groups of people however they do not stereotype or follow a biased approach in the provision of opportunities (business.uq.edu.au, 2022). These actions will certainly help to tackle the problem of poverty and more importantly child poverty.
3. Recommendations
Continuous practice and the desire to take the lead:
The Company has taken some important decisions through the publication of the National Transport Strategy and that needs to be fulfilled even if the outcomes seem unfavourable and don’t have the proper information. This will show that the leader taking the decision is very firm in his approach and provides timely actions (Sun et al. 2022). A business ambience that provides equal opportunities to the employees is guaranteed to enhance efficiency and thus facilities are to be provided to the employees to motivate them and encourage them to work inclusively toward the common goal and benefit of the organisation. Measures can be taken up by the organisation to implement achievable goals and targets. Upon completion, employees can be awarded to maintain their quality of work process. The strategy commits to aligning itself with the climate goals by the year 2030 and further by 2045.
The planning should be done accordingly which shows the real commitment of the leader to successfully implement the goals. The next step could be breaking the vision into smaller steps and working towards achieving each step (Wood et al. 2022). This will finally help the successful accomplishment of the project and will show the leader that the vision that was thought was brought to realization. Successful realisation of any project or strategy requires good communication skills of the leader because that will help him to properly share his vision with others. Good communication is important for transferring important information strategically to his audience. The aforementioned aspects can be highly helpful in ensuring workplace productivity and the work culture of people. This would also enhance the productive output of the organisation as a whole maintaining a collaborative approach.
The vision of the top leadership of the company and the government to provide opportunities for increased well-being will only be possible if proper approaches are followed in the delivery of the strategy (Campbell and Gunning, 2020). This shows that creating a society that offers an equal opportunity for everyone for affordable transport is only possible if the leader delivers the promises as declared in the strategy.
Creation of a more inclusive workplace and enlarging the recruitment base:
A diverse workplace helps the company to amend the current policies of the company or creation of new policies according to the needs. This can only be done provided the recruitment is done on proper evaluation and system-wide. Diversity helps the company to know the needs of the population and whether the strategy that the company is planning to implement will provide any benefit to the people (Marselle et al. 2019). In this case study, Transport Scotland is planning the National Transport Strategy that prioritises the needs of the population and makes transport services affordable for every income group. This requires intense data collection from relevant sources. The signing of the charter of diversity and inclusion with the “Chartered Institution of Highways and Transportation (CIHT)” will promote inclusiveness and elimination of all forms of discrimination. This charter will ensure that affordable and quality transport services are available to every people irrespective of gender, caste, sex and religion.
The proper implication of the policies in the charter demands adopting best practices in the process of recruitment followed by diverse inclusion protocols. The successful implementation of the policy can only be followed properly if all stakeholders equally collaborate and take part in this. This can only happen if the recruitment base is properly aligned with the policies of the company. The flexible and accessible way to support the women's base identifies the equality, diversity and inclusivity that the company follows (McVean and Yuill, 2022). Necessary measures can be taken by the organisation to promote equality and diversity in the workplace. This can be done by developing engaging workplace activities to educate people regarding workplace diversity and promote a sense of inclusiveness in the workplace. This aspect is highly crucial to spread the essence of equality and a sense of collaborative approach that needs to prevail in an organisation. Transport Scotland has committed to collating and sharing the best practices together with the CIHT and other such signatories along with celebrating the contributions of the people to strengthen performance. The aforementioned methods will be highly effective in enhancing efficiency in the workplace and promote equality and diversity at the same time.
References
Journals
Brown, K., 2019. Museums and Local development: An introduction to museums, sustainability and well-being. Museum International, 71(3-4), pp.1-13.
Budzynski-Seymour, E., Conway, R., Wade, M., Lucas, A., Jones, M., Mann, S. and Steele, J., 2020. Physical activity, mental and personal well-being, social isolation, and perceptions of academic attainment and employability in university students: the Scottish and British Active Students Surveys. Journal of physical activity and health, 17(6), pp.610-620.
Campbell, M.A. and Gunning, J.G., 2020. Strategies to improve mental health and well-being within the UK construction industry. Proceedings of the Institution of Civil Engineers-Management, Procurement and Law, 173(2), pp.64-74.
Chung, H.C., Chen, Y.C., Chang, S.C., Hsu, W.L. and Hsieh, T.C., 2020. Nurses’ well-being, health-promoting lifestyle and work environment satisfaction correlation: A psychometric study for development of nursing health and job satisfaction model and scale. International journal of environmental research and public health, 17(10), p.3582.
Cogan, N., Kennedy, C., Beck, Z., McInnes, L., MacIntyre, G., Morton, L., Tanner, G. and Kolacz, J., 2022. ENACT study: What has helped health and social care workers maintain their mental well?being during the COVID?19 pandemic?. Health & Social Care in the Community.
Cowie, H. and Myers, C.A., 2021. The impact of the COVID?19 pandemic on the mental health and well?being of children and young people. Children & Society, 35(1), pp.62-74.
Currie, M., Colley, K. and Irvine, K.N., 2021. Outdoor Recreation for Older Adults in Scotland: Qualitatively Exploring the Multiplicity of Constraints to Participation. International Journal of Environmental Research and Public Health, 18(14), p.7705.
Hassan, T.H., Salem, A.E. and Saleh, M.I., 2022. Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach. International Journal of Environmental Research and Public Health, 19(10), p.5974.
Jennings, V. and Bamkole, O., 2019. The relationship between social cohesion and urban green space: An avenue for health promotion. International journal of environmental research and public health, 16(3), p.452.
Marselle, M.R., Stadler, J., Korn, H., Irvine, K.N. and Bonn, A., 2019. Biodiversity and health in the face of climate change (p. 481). Springer Nature.
McVean, S. and Yuill, C., 2022. The Digital Health and Wellbeing Needs, or otherwise, of a Deprived Scottish Community. Scottish affairs, 31(3), pp.345-365.
Parkes, T., Matheson, C., Carver, H., Foster, R., Budd, J., Liddell, D., Wallace, J., Pauly, B., Fotopoulou, M., Burley, A. and Anderson, I., 2022. A peer-delivered intervention to reduce harm and improve the well-being of homeless people with problem substance use: the SHARPS feasibility mixed-methods study. Health Technology Assessment, 26(14), pp.1-128.
Rambaldini-Gooding, D., Molloy, L., Parrish, A.M., Strahilevitz, M., Clarke, R., Dubrau, J.M.L. and Perez, P., 2021. Exploring the impact of public transport including free and subsidised on the physical, mental and social well-being of older adults: a literature review. Transport reviews, 41(5), pp.600-616.
Randel, A.E., Galvin, B.M., Shore, L.M., Ehrhart, K.H., Chung, B.G., Dean, M.A. and Kedharnath, U., 2018. Inclusive leadership: Realizing positive outcomes through belongingness and being valued for uniqueness. Human Resource Management Review, 28(2), pp.190-203.
San Juan, N.V., Aceituno, D., Djellouli, N., Sumray, K., Regenold, N., Syversen, A., Symmons, S.M., Dowrick, A., Mitchinson, L., Singleton, G. and Vindrola-Padros, C., 2021. Mental health and well-being of healthcare workers during the COVID-19 pandemic in the UK: contrasting guidelines with experiences in practice. BJPsych Open, 7(1).
Sun, G., Choe, E.Y. and Webster, C., 2022. Natural experiments in healthy cities research: how can urban planning and design knowledge reinforce the causal inference?. Town Plan. Rev., 92, pp.1-23.
Thomas, G., Lynch, M. and Spencer, L.H., 2021. A systematic review to examine the evidence in developing social prescribing interventions that apply a Co-Productive, Co-Designed approach to improve well-being outcomes in a community setting. International Journal of Environmental Research and Public Health, 18(8), p.3896.
Wood, C.J., Polley, M., Barton, J.L. and Wicks, C.L., 2022. Therapeutic community gardening as a green social prescription for mental ill-health: Impact, barriers, and facilitators from the perspective of multiple stakeholders. International Journal of Environmental Research and Public Health, 19(20), p.13612.
Zumelzu, A. and Herrmann-Lunecke, M.G., 2021. Mental well-being and the influence of place: conceptual approaches for the built environment for planning healthy and walkable cities. Sustainability, 13(11), p.6395.
class="heading">SAF Strategic Model
In the case of formulating the strategies, for Twitter, the most important activity that is needed to be performed is selecting the best strategy. As mentioned by Tanzil et al. (2021), the most difficult part is assessing and implementing the strategies appropriate for Twitter such that they become useful as well as effective for the respective organization. Therefore the first thing that needs to be performed is making use of proper approaches by considering three fundamental aspects such as feasibility, suitability, and acceptability. According to the view of the experts, the strategy primarily needs to justify the adobe mentioned three important aspects. As a result of the justification and use of proper strategy, the SAF strategic model is used by Twitter to select the best strategy for them.
The factor sustainability in the SAF strategic model plays an important role in the identification of strategy as it is responsible for decelerating whether the respective chosen strategy is appropriate for Twitter or not. As stated by Pamu?ar and Savin (2020), for assessing the strategy's sustainability, the primary activity that needs to be performed is asking questions related to the strategy's strength and its capability to benefit the organization. Other important questions that are generally assessed regarding sustainability are whether the strength has the potential to overcome the challenges that are faced on Twitter in recent times. As a consequence of this, another suitability aspect of the selected strategy is its efficiency in fulfilling the goals and objectives and Twitter.
The acceptability factor of the strategic model, SAF, is responsible for providing information related to the measurement of returns stakeholders' reactions and risks that occur from a particular strategy. According to Ivascu and Cioca (2019), the expectations of stakeholders from the strategy are the reason based on which the returns are generally measured. The expectations of stakeholders are not only fixed on financial aspects; rather, they can be non-financial as well as dependent on the decisions of stakeholders. The final aspect of the SAF model is feasibility, which makes the clear decision of clearly making the strategy or breaking it down. The key to the success of Twitter depends on the availability of resources, abilities, and aptitude of the organization in the implementation of the strategy. As a result, financial feasibility is assessed through analyzing as well as forecasting cash flows, different financial tests, and performing break-even analysis.
<h4
DEVELOPING A STRATEGY TO LEAD HEALTH (PHYSICAL AND MENTAL) AND WELL-BEING
1. Leadership
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The company, Transport Scotland has a wide and diversified portfolio that includes aviation, freight, canals and many other different departments. and helping in the proper delivering of inclusive economic growth and thus furthering the health and well-being of the entire people of Scotland (Cowie and Myers, 2021). The company has taken the necessary steps to ensure employee engagement. Measures have been taken to that everyone involved in this organisation is provided with equal opportunities and is respected throughout their course (Rambaldini-Gooding et al. 2021). The leaders of this organisation have taken necessary steps up to ensure that a hybrid form of leadership style has been approached in this organisation. It has been followed in the leadership to maintain an inclusive ambience in the workplace from the grass root level to the directorial stage and which emphasizes the involvement of the inclusive leadership style. It is a rather emerging style of leadership that focuses on proper diversity management and involvement of people, provided with equal opportunities (Randel et al. 2018). Subsequently, it focuses on the Laissez-faire approachof leadership for business development where the employees are trusted to carry forth their duties to the best of their abilities. It aids in carrying out and enhancing the capabilities of each and every individual of this organisation. These two approaches have been undertaken to attain the organizational aims and goals.
Figure 1: CO2 release in the transport sector
Change is the crucible on which the pillar of leadership is wrought. The company in partnership with “COSLA” have recently published a strategy to reduce car usage for a greener and healthier Scotland to nearly 20 per cent by the year 2030 (Cogan et al. 2022). This aspirational commitment will help the company to be in line with the greenhouse gas emission targets and provide a fairer environment. The leaders in this organisation have taken up a sustainable approach in modelling their structure of the work process and have adapted new strategies of the market to enhance the productive output of the organisation. (San Juan et al. 2021). A change in behaviour demonstrates a change in leadership. This is getting clear from the strategy set up by the company and the political masters. The strategy presented will change the vision of the transport system in the next 20 years (Parkes et al. 2021). This initiative will provide a sustainable, inclusive and safe transport system together with making Scotland more prosperous and business-friendly.
This aspect of work culture promotes inclusiveness in the workplace which has been ensured by the leaders of this organisation through an inclusive approach (Budzynski-Seymour et al. 2020). It will thus provide an active travel choice for people to improve their health and further reduce health inequalities.
2. Diversity
Transport Scotland has signed a diversity and inclusion charter to eradicate any type of racism and discrimination within its sector. The company is committed to striving for applying best practices in the process of recruitment and other career progressions (Hassan et al. 2022). It further supports the development of building effective inclusion practises and efficient diversity models. The sense of inclusiveness encourages people from all backgrounds to work effectively and give out their best towards the organizational goals and the stakeholders also perform in a collaborative approach (Chung et al. 2020). People involved with the workplace of this organisation are provided with fair opportunities to speak forth their minds about the workplace culture and thus get together are conducted to maintain an ambience of inclusiveness. The National Transport Strategy proposed by the company will help in making the transport system affordable and accessible to those that are part of different income groups (Thomas et al. 2021). The proposal of such a strategy that enables diversity and inclusiveness will enable everyone to have wide access to the services and thus they can realize human rights.
Figure 2: Diversity in transport sector
People having different needs and capabilities are also been taken care of while developing the strategy. The company ensures that the transport system will create minimum barriers to availing the transport system (Jennings and Bamkole, 2019). People in this organisation irrespective of their background are provided with equal opportunities to speak and provided feedback associated with the work process. Also, the management sits down with the employees to have a light-hearted conversation about the work culture. The Equality Act of 2010 by the company bars any forms of discrimination that include age, religion, disability, sex, race and sexual orientation. This act laid down by the UK government ensures that people in this organisation are provided with equal opportunities and proper benefits to ensure an inclusive atmosphere in the organisation. (Currie et al. 2021). The company recommended more insights into legal research so that any laws and policies brought by the company regarding diversity and inclusivity are well aligned with the policies of the company. The role played by the company in the field of diversity will reduce the rate of inequality and will help to deliver sustainable and more inclusive growth (Brown, 2019). It will further create jobs and increase the economic growth of the country and in better promotion of business growth. The inclusive nature of the organisation focuses on the effective diversity management being active in this organisation (Zumelzu and Herrmann-Lunecke, 2021). This work culture shows that an approach to inclusive differentiation has been followed in diversity management in the workplace. It recognizes individuals and groups of people however they do not stereotype or follow a biased approach in the provision of opportunities (business.uq.edu.au, 2022). These actions will certainly help to tackle the problem of poverty and more importantly child poverty.
3. Recommendations
Continuous practice and the desire to take the lead:
The Company has taken some important decisions through the publication of the National Transport Strategy and that needs to be fulfilled even if the outcomes seem unfavourable and don’t have the proper information. This will show that the leader taking the decision is very firm in his approach and provides timely actions (Sun et al. 2022). A business ambience that provides equal opportunities to the employees is guaranteed to enhance efficiency and thus facilities are to be provided to the employees to motivate them and encourage them to work inclusively toward the common goal and benefit of the organisation. Measures can be taken up by the organisation to implement achievable goals and targets. Upon completion, employees can be awarded to maintain their quality of work process. The strategy commits to aligning itself with the climate goals by the year 2030 and further by 2045.
The planning should be done accordingly which shows the real commitment of the leader to successfully implement the goals. The next step could be breaking the vision into smaller steps and working towards achieving each step (Wood et al. 2022). This will finally help the successful accomplishment of the project and will show the leader that the vision that was thought was brought to realization. Successful realisation of any project or strategy requires good communication skills of the leader because that will help him to properly share his vision with others. Good communication is important for transferring important information strategically to his audience. The aforementioned aspects can be highly helpful in ensuring workplace productivity and the work culture of people. This would also enhance the productive output of the organisation as a whole maintaining a collaborative approach.
The vision of the top leadership of the company and the government to provide opportunities for increased well-being will only be possible if proper approaches are followed in the delivery of the strategy (Campbell and Gunning, 2020). This shows that creating a society that offers an equal opportunity for everyone for affordable transport is only possible if the leader delivers the promises as declared in the strategy.
Creation of a more inclusive workplace and enlarging the recruitment base:
A diverse workplace helps the company to amend the current policies of the company or creation of new policies according to the needs. This can only be done provided the recruitment is done on proper evaluation and system-wide. Diversity helps the company to know the needs of the population and whether the strategy that the company is planning to implement will provide any benefit to the people (Marselle et al. 2019). In this case study, Transport Scotland is planning the National Transport Strategy that prioritises the needs of the population and makes transport services affordable for every income group. This requires intense data collection from relevant sources. The signing of the charter of diversity and inclusion with the “Chartered Institution of Highways and Transportation (CIHT)” will promote inclusiveness and elimination of all forms of discrimination. This charter will ensure that affordable and quality transport services are available to every people irrespective of gender, caste, sex and religion.
The proper implication of the policies in the charter demands adopting best practices in the process of recruitment followed by diverse inclusion protocols. The successful implementation of the policy can only be followed properly if all stakeholders equally collaborate and take part in this. This can only happen if the recruitment base is properly aligned with the policies of the company. The flexible and accessible way to support the women's base identifies the equality, diversity and inclusivity that the company follows (McVean and Yuill, 2022). Necessary measures can be taken by the organisation to promote equality and diversity in the workplace. This can be done by developing engaging workplace activities to educate people regarding workplace diversity and promote a sense of inclusiveness in the workplace. This aspect is highly crucial to spread the essence of equality and a sense of collaborative approach that needs to prevail in an organisation. Transport Scotland has committed to collating and sharing the best practices together with the CIHT and other such signatories along with celebrating the contributions of the people to strengthen performance. The aforementioned methods will be highly effective in enhancing efficiency in the workplace and promote equality and diversity at the same time.
References
Journals
Brown, K., 2019. Museums and Local development: An introduction to museums, sustainability and well-being. Museum International, 71(3-4), pp.1-13.
Budzynski-Seymour, E., Conway, R., Wade, M., Lucas, A., Jones, M., Mann, S. and Steele, J., 2020. Physical activity, mental and personal well-being, social isolation, and perceptions of academic attainment and employability in university students: the Scottish and British Active Students Surveys. Journal of physical activity and health, 17(6), pp.610-620.
Campbell, M.A. and Gunning, J.G., 2020. Strategies to improve mental health and well-being within the UK construction industry. Proceedings of the Institution of Civil Engineers-Management, Procurement and Law, 173(2), pp.64-74.
Chung, H.C., Chen, Y.C., Chang, S.C., Hsu, W.L. and Hsieh, T.C., 2020. Nurses’ well-being, health-promoting lifestyle and work environment satisfaction correlation: A psychometric study for development of nursing health and job satisfaction model and scale. International journal of environmental research and public health, 17(10), p.3582.
Cogan, N., Kennedy, C., Beck, Z., McInnes, L., MacIntyre, G., Morton, L., Tanner, G. and Kolacz, J., 2022. ENACT study: What has helped health and social care workers maintain their mental well?being during the COVID?19 pandemic?. Health & Social Care in the Community.
Cowie, H. and Myers, C.A., 2021. The impact of the COVID?19 pandemic on the mental health and well?being of children and young people. Children & Society, 35(1), pp.62-74.
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Hassan, T.H., Salem, A.E. and Saleh, M.I., 2022. Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach. International Journal of Environmental Research and Public Health, 19(10), p.5974.
Jennings, V. and Bamkole, O., 2019. The relationship between social cohesion and urban green space: An avenue for health promotion. International journal of environmental research and public health, 16(3), p.452.
Marselle, M.R., Stadler, J., Korn, H., Irvine, K.N. and Bonn, A., 2019. Biodiversity and health in the face of climate change (p. 481). Springer Nature.
McVean, S. and Yuill, C., 2022. The Digital Health and Wellbeing Needs, or otherwise, of a Deprived Scottish Community. Scottish affairs, 31(3), pp.345-365.
Parkes, T., Matheson, C., Carver, H., Foster, R., Budd, J., Liddell, D., Wallace, J., Pauly, B., Fotopoulou, M., Burley, A. and Anderson, I., 2022. A peer-delivered intervention to reduce harm and improve the well-being of homeless people with problem substance use: the SHARPS feasibility mixed-methods study. Health Technology Assessment, 26(14), pp.1-128.
Rambaldini-Gooding, D., Molloy, L., Parrish, A.M., Strahilevitz, M., Clarke, R., Dubrau, J.M.L. and Perez, P., 2021. Exploring the impact of public transport including free and subsidised on the physical, mental and social well-being of older adults: a literature review. Transport reviews, 41(5), pp.600-616.
Randel, A.E., Galvin, B.M., Shore, L.M., Ehrhart, K.H., Chung, B.G., Dean, M.A. and Kedharnath, U., 2018. Inclusive leadership: Realizing positive outcomes through belongingness and being valued for uniqueness. Human Resource Management Review, 28(2), pp.190-203.
San Juan, N.V., Aceituno, D., Djellouli, N., Sumray, K., Regenold, N., Syversen, A., Symmons, S.M., Dowrick, A., Mitchinson, L., Singleton, G. and Vindrola-Padros, C., 2021. Mental health and well-being of healthcare workers during the COVID-19 pandemic in the UK: contrasting guidelines with experiences in practice. BJPsych Open, 7(1).
Sun, G., Choe, E.Y. and Webster, C., 2022. Natural experiments in healthy cities research: how can urban planning and design knowledge reinforce the causal inference?. Town Plan. Rev., 92, pp.1-23.
Thomas, G., Lynch, M. and Spencer, L.H., 2021. A systematic review to examine the evidence in developing social prescribing interventions that apply a Co-Productive, Co-Designed approach to improve well-being outcomes in a community setting. International Journal of Environmental Research and Public Health, 18(8), p.3896.
Wood, C.J., Polley, M., Barton, J.L. and Wicks, C.L., 2022. Therapeutic community gardening as a green social prescription for mental ill-health: Impact, barriers, and facilitators from the perspective of multiple stakeholders. International Journal of Environmental Research and Public Health, 19(20), p.13612.
Zumelzu, A. and Herrmann-Lunecke, M.G., 2021. Mental well-being and the influence of place: conceptual approaches for the built environment for planning healthy and walkable cities. Sustainability, 13(11), p.6395.
class="heading">Strategies for Twitter to Pursue in the Future
The best marketing strategy that can be used by Twitter is using chatbots that were not used by them previously. According to the view of Pérez-Soler et al. (2018), the respective digital tools such as chatbots cannot only resolve issues rather than communicate with customers without the necessity of any kind of human interruption. Chatbots are noticed to be integrating with platforms, and customers can be more comfortable in making interactions through Twitter. The Artificial Intelligence Chabot, namely Chatty people, can be implemented by Twitter as it has the efficiency to provide advantages such as no need for any kind of coding knowledge. All the doubts, as well as questions that are asked by customers, can be easily and shortly answered by chatbots, along with having the capability of taking orders directly from comments.
Conclusion and Recommendations
Based on the above study it can be concluded that there is a huge importance of strategic management within the respective business because it helps to set proper goals for Twitter to improve its brand value. In addition to this, the respective study highlights the importance of deliberate approaches as well as an emergent approach within the respective discussed organization in the above-mentioned study. Moreover, the concerned study has a clear discussion about the limitations of both the approaches which are discussed in the concerned study. Based on the above-discussed study it can be stated that there is a huge importance of strategic management in the industry of social networking as well as its importance in the part of micro-blogging.
The strategic management of the above-discussed organization can be improved by formalizing the process properly to make appropriate aims as well as objectives for the concerned organization. In addition to this, they can define the proper criteria for decision-making as well as keep a focus on the growth of opportunities for the concerned business. Moreover, it is recommended that appropriate research needs to be done on the present market to visualize the strategies that the other social media platforms are following to make progress within the competitive market.
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