Case Study of Valerie Lemmie

Valerie Lemmie: The Case of Ethical Dilemmas Happened in Dayton City, USA Case Study of Valerie Lemmie on the Basis of Ethical and Leadership Theories The following analysis involves a case study of ethical and leadership issues surrounding the decisions and actions of Ms. Valerie Lemmie, who was the City Manager of Dayton. It attempts to understand the various theories and models that can be applied to the ethical and social values involved in the decisions that had been taken during the period of 2001 to 2002 regarding the appointment of the new City Manager of Dayton. In the provided case study, there are various ethical issues that must be analyzed on the basis of Cooper’s model (Cooper, n.d.). The decisions made in this case study do not seem to conform to the acceptable ethical issues of the society. Ms. Lemmie was the City Manager of Dayton, and she controlled many administrative and financial responsibilities for the city. However, when Mr. Mike Turner lost the mayorship position in the general elections, many conundrums happened between December 2001 to January 2002 that are not considered ethical for the city and the government. The newly opted Mayor Rhine Mclin was unable to make a plausible decision in time for the sake of Dayton and its citizen. Another conundrum that happened was the leak of news that Ms. Lemmie was offered a post of Chief Executive Officer by Birmingham, England. This news should not have come out in local media and TV, that puts a bad image on the administration of Dayton and USA that they were not able to handle their administrative issues to themselves and forced a senior official of their country to look out for a good position outside their country. The newly elected Mayor and the Commissioners did not show their responsiveness to such a great issue just because Ms. Lemmie was connected to the opposition party and enjoyed a good relationship with former Mayor Mr. Mike Turner. They thought that this would put a negative impact on the citizens and their party officials. They took a long time to come to a decision of appointing a new City Manager for the city. The late decision made by the Mayor and the Commissioners put a negative impact on the citizens of Dayton and the financial condition of the city. Due to this late decision many lawsuits and interventions were pending and that cause a big loss to the Civil Service Board of the city. Many disputes occurred due to this late decision over closing a fire station of Downtown Dayton. There was a need to formulate the new City Budget for the session and resolve the difficult budget issues for the proper operations and service delivery of the city. There was a need to initiate new strategies for managing the on-going budget constraints of the city so as to prevent the fiscal situation going worse. Many issues like this one that were directly connected to the office of City Manager happened in this time frame. Consequently, the City met heavy financial losses. One of the ethical theories, which are applicable in this case is pragmatism. Under this theory is the concept of â€Å"dramatic rehearsal† where decision makers conduct a series of imaginary thought experiments to visualize how their decisions could turn out (Johnson, 2001). The famous Philosopher John McVea insisted that dramatic rehearsal differs in important ways from the calculative and deliberative approach, which is typically used in ethical decision making (Johnson, 2001). Dramatic rehearsal immerses the leader in the specifics of the situation instead of encouraging him or her to rely on abstract principles. In the case of Valerie Lemmie, the Mayor and the Commissioners have had to induce a dramatic rehearsal in the appointment of City Manager. The Commissioners are not interested to appoint Ms. Lemmie as the City Manager of Dayton just because she supported the former Mayor, Mike Turner. The Commission thought that appointing Ms. Lemmie as a City Manager would not be a plausible decision and would affect the future consequences in the politics. However, they had to consider the dramatic rehearsal theory and, thus, appoint Ms. Lemmie because she was arguably the most appropriate candidate for the job at a time. The decision impacted the financial and social condition of Dayton city to a great extent. Another Ethical theory that holds plausible in the case of Valerie Lemmie is Utilitarianism, which implies that any government or private department has to do the greatest good for the greatest number of people and it is based on the premise that ethical choices should be based on their consequences (Johnson, 2001). There are four steps involved in conducting a utilitarian analysis. First is to clearly identify the action or issue under consideration. Second is to specify all condition or group that might be affected by the action. Third is to determine the likely consequences both good or bad, and finally the fourth is to sum up the good and bad consequences (Johnson, 2001). In the case of Valerie Lemmie the newly elected Mayor and the Commissioners have to think about the issue of appointing a new City Manager in the context of this ethical theory (Mill, 2007). City Manager was responsible for the various managerial and financial issues of the Dayton city. Various community groups, urban problems, city policies, and government finances were under the direct supervision of City Manager. The Commissioners and Mayor had taken a long time of a whole year (from Dec 2001 to Jan 2002) to decide the appointment of new City Manager and the City has faced some major losses in finance and administration. An impasse on reforms was proposed by the Civil Service Board due to pending discrimination lawsuits and intervention by the US department of Justice. Due to this late decision some disputes had generated over closing a fire station in downtown Dayton. Due to this issue long-term strategies for managing the City’s ongoing budget constraints must be develope d and implemented to prevent the City’s fiscal situation going worse (Johnson, 2001) Finally, the ethical theory of Justice as fairness can also be applied to the Valerie Lemmie case. The theory of justice as fairness implies guaranteeing of equal rights and opportunities behind the veil of ignorance (Amartya Sen, 1982). American and other democratic societies have been facing many political issues since their independence. Today there are many questions we as a society are facing like is it just to give more tax breaks to the rich than to the poor? Is it fair for Native Americans to be granted special fishing rights? During the last third of 20th century, Harvard Philosopher addressed these kinds of questions in a series of books and articles. He set out to identify certain principles that would increase cooperation in society made up of free and equal citizens. According to him: (a) Each person has equal right to same basic liberties, (b) Social and economic inequalities are to satisfy two conditions as: They must be attached to positions open to all under conditio ns of fair equality and opportunity, they are to provide the greatest benefits to the least advantaged members of society (Rawls, 2001). In the case of Valerie Lemmie, the decision made by the Mayor and the Commissioners was rather pragmatic than ethical and not based on the ethical principle of justice as fairness for the sake of good to common people. On the other hand, Ms. Lemmie also approached a high position of another country, and media made this news a hike in the local newspapers and TV. This condition was not at all favourable for the City administration and Commission. In the coming passages, we will try to understand the various leadership theories that hold good in the Valerie Lemmie case (Justice as Fairness, 2001). Transformational leadership depends on the existence of a robust ethical background. A transformation-oriented leader aims to improve the standards of morality in an organization by adding to the ethical values of the people, nurturing a more moral environment, promoting independent action, and serve for the benefit of all people (Johnson, 2001). Ms. Lemmie built a good reputation based on her delivery of excellent service results. Before her appointment to the position of City Manager of Dayton, she had accumulated a wealth of work experience particularly serving in a similar position as the City Manager of Petersburg, Virginia. In addition, she had occupied other executive positions, which earned her the reputation of a highly competent and professional public administrator. Throughout her career, Ms. Lemmie was regarded as the epitome of change. She had managed to turn around the situation of the organization for the provision of service to the people in all her previous jobs. In the City of Dayton, she worked together with the local people through citizen and community groups, developed solutions to urban problems, oversaw the implementation of City policy, managed government monies, and provided continuity and support to the Mayor and the City Commission. Transformational leadership involves result-orientation. Leaders set out to achieve certain organizational goals using the resources available to them within a specific timeframe. In the five-year period working for the City of Dayton, Ms. Lemmie attained recognition; both locally and regionally for her effort towards improving public welfare. Such recognition depicts that she was a result-driven individual who believed on making a positive impact on the lives of all the people. Ms. Lemmie’s case indicates some aspect of authentic leadership theory (ALT). ALT generates a number of beneficial ethical outcomes that focus on its strong emphasis on the morality of actions (Johnson, 2001). Followers tend to follow the high ethical standards that authentic leaders set for them. For their part, authentic followers provide response that reiterates the ethical behavior of authentic leaders (Johnson, 2001). From the case, it is revealed that despite the infrequent disagreements and disputes over various policies, the citizens, employees and elected officials of the City of Dayton accorded Ms. Lemmie a great amount of respect and adoration. Authentic leaders instill the spirit of competence, positivity and resilience in their followers (Johnson, 2001). These attributes help to achieve the principal aim of creating positive change in the organization. As for the case in question, Ms. Lemmie created good working relationships with the Mayor and City Commissioners of Dayton. It demonstrates her ability to gain the support of work partners by inculcating the culture of moral perspectives, values, and strong character in her work. Enshrined in the case of Ms. Lemmie is the responsible leadership theory. At the center of the theory are the emerging issues of corporate social responsibility and the role of model character in leadership (Johnson, 2001). The theory suggests that leaders need to possess a character that indicates critical thinking skills, moral maturity, practice reflection, and can produce creative and ethical results. Leaders manifest their abilities in a myriad of unique roles that constitute stewardship, coaching, storytelling, change agency, good citizenry, and empowerment of culture (Johnson, 2001). The case depicts that Ms. Lemmie is a responsible individual. She managed to meet the expectations of all the positions that she occupied in her career. In the City of Dayton, she was put in charge of 15 City departments, a workforce of 3,000 full-time workers, and a budget of $700 million. Conversely, before working in the City of Dayton, Ms. Lemmie managed a group of 1,000 workers and served 37, 000 city residents in Petersburg, Virginia. These examples illustrate that leaders are held responsible for the common good of people; in this case, city residents and employees. If the newly appointed Mayor and his Commissioners approached the former Mayor, Mr. Mike Turner, then, the power vacuum in the position of City Manager could be avoided. Just because Ms. Lemmie had some healthy relationships with the previous Mayor, the Commissioners held their decision of appointing her as a new City Manager for the next session. This decision was not ethical at all and put a negative impact on the whole administration and commission of the city. The media intensified the predicament with the announcement that Ms. Lemmie had accepted a new position offered in Birmingham, England. The news tainted the image of the new city officials and should not have been leaked. It was the duty of new administration and commission to stop these kinds of rumours between the citizens. The administration and commission have had to come to a decision of appointing the City Manager as soon as possible, to stop any financial and social losses to the city. From the above-discussed analysis of various ethical and leadership theories, it can be concluded that there were major flaws in the overall incidents that had happened in the appointment of new City Manger for Dayton. Every official and administration knew that appointing a new City Manager as soon as possible was necessary for the overall controlling and equilibrium of city administration and policies. However, all of them have given it the colour of the political issue and had taken a long time of the whole year to come to a decision. References Amartya Sen, B. W. (1982). Utilitarianism and Beyond. Cooper, T. (n.d.). Understanding ethical decision-making. Retrieved October 20, 2014, from www.unf.edu: http://www.unf.edu/~g.candler/PAD6436/02.pdf Justice as Fairness. (2001). Retrieved October 17, 2014, from pages.uoregon.edu/: http://pages.uoregon.edu/koopman/courses_readings/rawls_JasF.pdf Mill, J. S. (2007). Utilitarianism . Rawls, J. (2001). Justice as Fairness: A Restatement. Stone, R. F. (2001). A Review of Servant Leadership Attributes: Developing a Practical Model. Johnson,  C.  E. (2001). Meeting the ethical challenges of leadership: Casting light or shadow (4th  ed.). Thousand Oaks, CA: Sage.

6 Smart Tips to See Your House the Way It Used to Look

Before old house restoration even begins, save time and money with a little investigation. Ever wonder what your home used to look like before modern improvements? Was there always a wall there? How could your Victorian home have such a modern kitchen? What is that exterior siding covering where the windows used to be?   Over the years, your home may have seen many remodelings. The larger and older your home is, the more opportunities the previous owners had for making substantial changes. Most homeowners like to leave their mark on property in the name of comfort and upgrades — everyone wants improvements. For whatever reasons, every next owner usually has different priorities. Like home ownership itself, remodeling is part of the American Dream for many people  and the opportunities for re-muddling increase as the age and square footage of the house increase. Many people want to restore a home to its original beauty, but how do you do that? Learning about the earliest design of your home can take many months. If you have no blueprints, youll need time to do some serious detective work. These handy tips will help you discover the origins of your old house, inside and outside. Tips to Discover Your Real Home 1. Begin with age. Homeowners think they are buying their own homes as personal property, but any property owner is really buying into a neighborhood of history. How old is your house? How old is the neighborhood? With a deed, the answer may be straightforward. Beginning with this information gives context to your house. 2. Your house is probably not unique. All architecture, including the common home, tells the story of time and place. Building and design are lessons in the history of populations. Put your house in context with how your country was populated. Where do people live in the United States? Consider this basic question: Why was your house built at all? What was the need for shelter at this time and at this place? What architectural style dominated the region at the time? If your home is in a line of houses, stand back across the street and look up — does your house look a little bit like the house next door? Builders very often built two or three houses in a row, efficiently using the same handed-down plans. 3. Learn about the history of your community. Ask your local historian or  ask a reference librarian where to look in your local public library. Does your town or city have a historic district with a historic commission? Anyone interested in houses, including real estate agents, often know a great deal about local builders and housing styles. Visit your neighbors and different neighborhoods. Their homes may mirror yours. Make maps of where houses were built in relation to local businesses, including farms. Was your house part of a farm whose land was split up? What major industries were nearby that may have affected rapid population growth? 4. Find floor plans for your old house. Remember that your old house may never have had blueprints. In the early 1900s and before, builders rarely drew up detailed specifications. The entire process of building was handed down from generation to generation. In the U.S., architecture didnt become a profession until the 19th century and building codes and regulations were rare until the 20th century. Still, research before restoration could ultimately save a lot of time. 5. Look under the rug. Remember the concept of hiding something under the rug or sweeping secrets under the carpet? Its good to remember that much of your homes history is right there in front of you with very little effort — if you know where to look. Unless remodeling was done by a master craftsman, evidence is left behind. Pull up some baseboard or molding to see the finished (or unfinished) flooring edges or wall heights. Measure the thickness of the walls and try to determine if they were built upon each other. Go into the basement and look at the under-flooring to see if its been patched when a new central heating system was installed. Where is the plumbing — is it all in one area, in an addition when a bathroom and kitchen were added? Many complex older homes started off as simple structures and were added to over the years. The architecture of a house can evolve over time. 6. Define your project. What are your project goals? Knowing what you want in the end will help you find a path to get there. Note that many of the words we use to describe the actions we take on a structure begin with the prefix re- which means again.  So, here we go again. Which Method Is Right for You? Remodeling: This often-used word describes a process of making changes to a house with little regard to the history of the home and its environs. The model chosen is at the whim of the current homeowner. Before you remodel your home, establish a checklist for your remodeling dreams. Renovation: Novus means new, so when we renovate we want to make our home like new. This term is generally used to fix a home in disrepair. Rehabilitation: Often abbreviated as rehab, rehabilitation is to restore or fix-up a property while keeping its architectural value. According to U.S. Secretary of the Interior standards and guidelines, you can do this through repair, alterations, and additions while preserving those portions or features which convey its historical, cultural, or architectural values. Restoration: Coming from the Latin word  restauratio, restoration brings the architecture back to a certain time period. The Secretary of the Interiors working definition includes words like accurately depicting the form, features, and character of a property as it appeared at a particular period of time. Methods include the removal of features from other periods in its history and reconstruction of missing features from the restoration period. Does this mean you rip out the kitchen sink and build a new outhouse? No. Even the federal government says its okay to keep code-required work. Source Preservation Terminology, Secretary of the Interiors Standards and Guidelines As Amended and Annotated, https://www.nps.gov/history/local-law/arch_stnds_10.htm

Essay on Relationships with Holden in The Catcher in the Rye

Relationships with Holden in The Catcher in the Rye ‘The Catcher in the Rye’ is written from a first person narrative to be able to convey to the reader Holdens thoughts and feelings and this makes his character seem more believable. Holden describes what he himself sees and experiences, providing his own commentary on the events and people he describes. It takes the form of, perhaps, a session with a psychoanalyst or a one sided conversation with the reader during which Holdens attitudes to other people emerges. We learn that he finds it very difficult to maintain relationships with people and I will be examining Holden’s relationship with adults and with his sister and how they differ. Holdens attitude towards adults is†¦show more content†¦Life is a game that one plays according to the rules†. However, Holden reacts negatively to this statement and although he does not say it he thinks; â€Å"Game, my ass. Some game. If you get on the side where all the hot-shots are, then it’s a game, all right—I’ll admit that. But if you get on the other side, where there aren’t any hot-shots, then what’s a game about it? Nothing. No game.† This indicates to the reader his silent dislike for adults and is shown by the mocking of Mr Spencer. We also see how alienated he feels; he clearly identifies with those on the â€Å"other side† of the game, and he feels as though he is alone and that the world is against him. Mr Spencer continues to talk to Holden about his academic life which irritates Holden as he does not like talking about it and would prefer to avoid the issue. Holden then begins to wish he had not come and whilst Mr Spencer is lecturing him Holden’s mind begins to wonder about the ducks in Central Park. This shows how he is reluctant to admit to his problems and how he prefers to avoid issues that he does not want to discuss. His wandering thoughts are also an effort to avoid Spencer’s questions, especially when he asks, How do you feel about all this? The truth is that Holden, even though he is constantly thinking, is trying desperately not to feel anything. Holden characterises Mr Spencer’s behaviour as vindictive and mean, but his is clearly justShow MoreRelatedCatcher in the Rye-Holdens Relationship with Women1530 Words   |  7 PagesHolden’s Relationship with Women The novel â€Å"The Catcher in the Rye† by J. D. Salinger is about a 17-year-old boy named Holden. Holden gets in a very bad condition after his younger brother Allie dies from Leukemia. He gets mentally ill and suffers from serious depression. Holden goes through tough times in which he has a lot of trouble finding friends and keeping good relationships. Relationship and sexuality are big motifs in the novel, which come up very often. 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My Field Experience At S Bryan Jennings Elementary

My field experience took place at S Bryan Jennings Elementary in Mrs.Reid s second grade classroom for a little over a month. During my time within the classroom I observed the subjects: reading, mathematics, and phonics, science, and writing. I also observed a teacher planning period. When I was within the classroom I observed the techniques the teacher used in the subjects, the programs used, the children’s abilities with the subject and/or topic, the students struggles within the subject and/or topic, the teachers struggles with students who did not understand, and the stereotypes that applied and/or did not apply to the classroom, teacher, and students. Within this dissertation, I will describe and focus on these observations in a more specific way following with observed examples. Mrs. Reid has 16 students consisting of five females and eleven males. One of the five females was a minority; she was Asian. Five of the eleven males were also minority decent, such as oriental, African American, ect. On a side note, within the second grade class there was also Hattian decent students. Five of the eleven males left at some point during the week for more specific teachings to their ability, such ESE, ELOS, or gifted; the same five minority males were NOT the same five that left during the week. Only one of the five males that left during the week was for gifted; he was Caucasian. The other four that left were of the minority. None of the four were Asian. My first subjectShow MoreRelatedDeveloping Management Skills404131 Words   |  1617 Pagesbuilt-in pretests and posttests, focus on what you need to learn and to review in order to succeed. Visit www.mymanagementlab.com to learn more. DEVELOPING MANAGEMENT SKILLS EIGHTH EDITION David A. Whetten BRIGHAM YOUNG UNIVERSITY Kim S. Cameron UNIVERSITY OF MICHIGAN Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul SingaporeRead MoreLibrary Management204752 Words   |  820 PagesCongress Subject Headings: Principles and Application, Fourth Edition Lois Mai Chan Developing Library and Information Center Collections, Fifth Edition G. Edward Evans and Margaret Zarnosky Saponaro Metadata and Its Impact on Libraries Sheila S. Intner, Susan S. Lazinger, and Jean Weihs Organizing Audiovisual and Electronic Resources for Access: A Cataloging Guide, Second Edition Ingrid Hsieh-Yee Introduction to Cataloging and Classification, Tenth Edition Arlene G. Taylor LIbRaRy and InfoRMaTIon

Bullying Is A Serious Issue - 852 Words

Of the many issues we face in society, I strongly believe there is a serious issue that is commonly overlooked. This issue happens to be bullying. Many people would be led to believe that bullying is something that only takes place in schools, commonly among younger children. Contrary to what many may think, this is extremely inaccurate. Bullying takes place before our eyes each and every day. Bullying can take place at school, work, and online. This issue is something that should be addressed by everyone and should be avoided at all costs. What is bullying? Bullying is defined as â€Å"repeated acts of aggression by individuals who have more power than their victims.† Bullying can be done in many ways, including verbally, physically, socially, or emotionally. Bullying can be dangerous for many reasons, but I think the biggest reason is the fact that it can go unnoticed with ease. 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The word â€Å"bully† derives back from as far as the 1530’s. In 1838, the novel, Oliver Twist, exhibited the first use of bullying within literary work. Years later, in 1862, the first account of bullying was reported. Over one hundred years following this, the first proposition of an anti-bullying law was constructed. As time has persisted, the issue has began to proliterate,R ead MoreBullying Is The Third Leading Death Cause For Young People1256 Words   |  6 PagesINTRODUCTION Bullying is defined as a physical or mental victimization of a person by another person or group. Bullying is a major problem among teens in the United States today. During the 2007 -2008 school year over thirty-two percent of the nation’s students had reported a case of being harassed or abused by a fellow peer. Bullying causes a rapid declination is the victim s mental health. They suffer drastic, and dangerous behavior changes, mental issues that are similar to these could result

Fedex free essay sample

If you were the HR Head of a major competitor of FedEx: a) List down the 3 HR practices which you would emulate of FedEx. Explain reasons for the same. Ans) * Leadership Evaluation And Awareness Process (LEAP) This policy gave FedEx’s Non-Managerial Employees an opportunity to seek Managerial Positions. LEAP created the chance for Non Management Employees to try out their Managerial Skills. LEAP helped Employees of FedEx check whether they were capable of managing Organizations or not. It also gave a chance to FedEx to check out the leadership and managerial skills of its internal Employees. * â€Å"Guaranteed Fair Employee Procedure† (GFTP ) Via â€Å"People –Service-Profit â€Å" (PSP) Philosophy – One of the major HR practices which made FedEx a success story was the Guaranteed Fair Employee Procedure where all type of Employee Grievances were taken care of. The philosophy of â€Å" People-Service-Profit† where Employees were kept before the company’s profit making motives lead to more motivated employees ,leading to more profits in the long run . We will write a custom essay sample on Fedex or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page It was believed that people before profits were would lead to more efficient work on behalf of the employees to the customers , thus strengthening the brand image of FedEx. * Succession Planning Executive Education (SPEED) – The SPEED program introduced at FedEx were done mainly to give feedback to the high level employees reporting directly to the CEO or to the top management of FedEx. Feedback was given periodically n order to rate the skills and promotability of the people who were likely to replace them in the near future. Such Employees were suggested which areas they needed to work on to improve their skills for their new positions some years down the line. b) If you had to attract top Talent from Fedex, what would be your strategy for this, assuming compensation and role were not the key factors for attracting talent from Fedex? Develop your response based on the case study (identifying areas where Fedex may not be as good) and state your assumptions, if any. Ans) To lure top Talent from FedEx, we can go in for the following strategies: * Fringe Benefits * Perks * Job Enlargement And Enrichment More Exciting Job Opportunities Q2. Based on the industry FedEx is in and on the nature of its business, list down 1 or 2 competencies which you think are core to the organization (across functions and levels) and which are essential for employees to possess in order for the organization to succeed. Justify your answer suitably Ans) * Recruitment Focusing on Entrepreneurship The recruitment style followed by FedEx is to hire people who have a mind for new Entrepreneurial ventures. They have to be creative in nature and have the ability to think out of the box. This Recruitment strategy has worked well for FedEx. * Employee Centricity and Retention – FedEx Core Competency lies in the fact that all the Employees are treated equally and every grievance are taken care of. No stone is left unturned to see to it that all problems faced by employees are always addressed to before the company objectives. Q3. What do you think would be the top 5 measures the CEO of FedEx would want his HR Head to measure and report on an ongoing basis.

Social Media in NAB Samples for Students †MyAssignmenthelp.com

Question: Discuss about the Social Media in NAB. Answer: Overview The National Australian Bank (NAB) is world famous bank providing services in 10 countries approx the world. It was established in 1858 in Dockland Australia. The bank has around 40,000 employees and 1714 service centers along with its branches. The bank provides its services to 8.3 million banking customers including 2.3 million wealth management customers around the world. It is the most successful bank in the Australia (National Australia Bank, 2017). The use of social media in NAB is described below. Social media audience National Australian bank targets the customers on social media based on market segmentation i.e. geographic, demographic and behavioral market. Demographic Segmentation- Each generation has different outlook, values and needs. Based on the age, the population is divided in to various segments based on similar characteristics. NAB deals in the financial terms so it focuses on the income, occupation and the educational level of the customers. By identifying their needs, NAB displays ads related to banking products on the social media platforms. In present time, the total numbers of fans of NAB on Facebook are 46,887. Along with this, NAB has an average of 29,569 fans having an engagement rate. Geographic Segmentation Geographic segmentation is targeting the customers based on the area and location. It is well known that social media has no limited area. Social media uses every public and digital avenue from the various social media platforms i.e. TV and YouTube series. NAB has strong customer base on social media as compared to its other banks. NAB has also followers on Twitter. There are 29,079 followers on the Twitter page of NAB. Behavioral segmentation- National Australian bank is the leading bank in the Australia. The bank is also leading in the competition with others in terms of social media having number of followers on its social media platforms. The NAB target the customers based on behavior segmentation including the loyalty response and usage rates. By the Facebook, Twitter, Google Plus and YouTube, NAB is able to promote every product which is suitable to meet the needs of the products. the popularity of NAB can be seen in the figure (Lee, 2011). Figure 1: Comparison of followers (Source: Lee, 2011) Social Media Technology Social media technology is important in current marketing trends to engage the customers with the brand. There are many popular technologies in the social media which are very effective to attract the customers. In case of National Australian Bank, there are many social media technologies used by the bank. Bank is active on facebook, Twitter, Google plus and GitHub (Chiodi, 2016). Google Plus NAB uses Google Plus to stay connected with around 5,600 followers. The page of NAB on Google Plus displays various information from budgeting tools to debt consolidation and special offers from the third parties. The Google page of NAB shows and posts the photos of various events and many other innovations such as Bank in the box concept which has received 1,75,000 views. Basically, by Google plus, NAB has maintained a social presence among the customers in the banking industry. It is very important to understand the value of business by which bank can provide a brand presence across the social media networks. Facebook In the facebook page of National Australian Bank, there are many subscribers who logon on the site and access unlimited information related to the banking services of the bank. The subscribers can easily connect with the bank by tapping on the site and can view the informational updates. The bank updates its facebook page timely with the useful information. Social media has eliminated the face-to-faced banking and inquiry (Yap et al, 2010). By the facebook platform, NAB is able to generate and distribute the valuable and useful information to the customers with no cost. So, Facebook is better marketing tool than other forms of promotional media. Youtube NAB is also using Youtube to post the various and digitalized motions and pictures messages to the general public. Along with this, NAB also includes promotional advertisements and management speeches in YouTube to market and promote the banking products. Further, bank provides the facility to the subscribers to follow and like. Youtube pages include facial information and speeches which are informative for the subscribers (Lovelock, Patterson Wirtz, 2014). Ethics, Privacy and security In National Australian bank, the bank encouraged the people to make appropriate use social media. According to NAB, customers must act lawfully and be responsible while interacting with others. While using the social media, people must read and comply with the social media guidelines and policies of NAB. Ethics The code of conduct of NAB provides the standards of responsibility and ethical conduct that are expected to follow by directors, contractors, employees and consultants. NAB is committed to get sustainable performance and providing value to the shareholders, customers without compromising with the trusted reputation (NAB, 2017). Privacy Bank takes proper measures to ensure that it is engaged securely with the customers. There is the privacy policy in the bank including its subsidiaries which include fund management, banking, financing insurance and e-commerce. There is NAB group credit rating policy which covers the additional information. The policy focuses on that information which is gathered by at the time of credit related operations. The policy ensures the safety and security of the customers during use of social media. Security The bank works with integrity, fairness and honesty. Along with this, NAB meets the regulatory and legal obligations internal standards and voluntary commitments. There is anti-fraud policy for the internal controls to prevent the fraud activities. Along with this, all the employees are alert to the unusual customers activity and follow the correct procedure to prevent the banking operations form the fraud and subsequent risk in the social media. There is security team in bank that measures customers to protect them (NAB. (2017). References Chiodi, M. (2016). Creating an Effective Social Media Strategy in Financial Services. Retrieved on 8th May 2017 from https://blogs.akamai.com/2016/03/creating-an-effective-social-media-strategy-in-financial-services.html Lee, J. (2011). CBA, Westpac, ANZ, NAB compete for Facebook fans, Twitter followers. Retrieved on 8th May 2017 from https://www.news.com.au/finance/cba-westpac-anz-nab-compete-for-facebook-fans-twitter-followers/news-story/1446eefa78e7c3642273f5698b6a87d9 Lovelock, C., Patterson, P. G., Wirtz, J. (2014). Services marketing. Pearson Australia NAB. (2017). NATIONAL AUSTRALIA BANK LTD CODE OF CONDUCT. Retrieved on 8th May 2017 from https://www.nab.com.au/about-us/corporate-governance/national-australia-bank-limited-code-of-conduct NAB. (2017). CUSTOMER SECURITY. Retrieved on 8th May 2017 from https://digdeeper.nab.com.au/our-approach/customer-security.html National Australia bank, (2017). Our values. Retrieved on 8th May 2017 from https://www.nab.com.au/about-us/corporate-responsibility/responsibility-management-of-our-business/high-performing-diverse-and-inclusive-workforce/our-values Yap, K. B., Wong, D. H., Loh, C., Bak, R. (2010). Offline and online banking-where to draw the line when building trust in e-banking: International Journal of Bank Marketing. 28(1). 27-46