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The first step for KFC’s Generation Z ambassador program is defining the Gen Z audience based on behaviors, interests, and online participation rather than just age. KFC should identify key subgroups such as food-focused creators, college students, and lifestyle content creators who are already active on platforms like TikTok and Instagram. These segments matter because Gen Z engages with brands through entertainment, relatability, and peer recommendations rather than traditional advertising. (for example, students lean towards influencer’s recommendations rather than a generic commercial on television). KFC should recruit authentic micro‑creators (influencers) who already show genuine engagement with their followers and naturally align with the brand. Choosing ambassadors who already enjoy or regularly talk about food helps ensure the program feels unique and credible, which is critical for earning the trust of Gen Z followers. From a personal standpoint (as a Millenial), I prefer watching YouTube vlogs on “food reviews” to hear personal recommendations and the detail of each food product. Especially at Walt Disney World! 

Once ambassadors are selected, KFC should prioritize co‑creation over strict message control. Ambassadors should be encouraged to present the spicy chicken and lemonade in their own voice through content such as reaction videos, challenges, taste tests, or everyday food moments. The creative freedom allows content to feel natural and appropriate for the platform rather than promotional. To strengthen the program, KFC should actively support ambassadors by reposting their content, using a branded hashtag, and offering recognition such as early product access, exclusive experiences or even compensation. A strong ambassador program like Hootsuite’s serves as a useful model because it emphasizes long‑term relationships, shared values, and community building rather than one‑time sponsored posts.

For the local bakery, the main target should be community members who are already active on Instagram and TikTok who enjoy sharing food-related content. This includes local foodies, micro‑influencers, college students, and nearby residents who frequently post dining experiences or support small businesses. These audiences are especially valuable because they are more likely to visit the bakery in person and influence others through word‑of‑mouth and tagged posts. Targeting local users can help the bakery maintain a strong sense of place and relevance within the community rather than trying to appeal to a broad, unfocused audience.

The bakery should focus on authentic content and visually engaging posts that align with Instagram’s strengths. This includes behind‑the‑scenes baking videos, oven product reveals, limited‑time specials, and reposted customer photos. Using Stories, Reels, and interactive features such as survey polls or questions can encourage personal engagement and make followers feel involved rather than trying to be “sold” products. This approach can build a strong local following and shows that the bakery is a welcoming, community‑centered business rather than just another brand advertising on social media.

A SWOT analysis is a strategic planning tool used to identify an organization’s Strengths, Weaknesses, Opportunities, and Threats. It’s simple but powerful because it helps you see both the internal factors you can control and the external factors you need to respond to.

Strengths: In social media this could be things like strong brand recognition, high engagement, or a strong content team. Internal advantages for the organization.

Weaknesses: This involves inconsistent posting on all platforms, low-quality visuals, or gaps in platform knowledge.

Opportunities: Possibilities that help the organization grow. New platform trends, emerging audiences, or influencer partnerships.

Threats: External risks you can’t control but need to prepare for. This may include algorithm changes, competitor growth, or declining audience interest.

But why is SWOT important?

Social media is constantly changing. Current trends shift, algorithms update, and audiences evolve daily. A SWOT analysis helps social media professionals stay grounded and advance their social media metrics. SWOT analysis is a clear understanding of what’s actually working, insight into problem areas, new opportunities for growth, awareness of outside pressures and a foundation for better strategy.

Working in recruitment for the largest healthcare organization in the Midwest, if my leader said “Monitoring is too expensive” I would explain how reducing monitoring creates higher long-term expenses. As our company recently merged with Atrium (healthcare organization in the Carolinas) it’s crucial to have a strong appearance on all social media platforms for hiring potential clinicians. Chapter 6 emphasizes that monitoring serves as the cornerstone of a social media strategy—it enables us to comprehend performance, pinpoint risks, and link content to business results. In its absence, we are merely speculating rather than strategizing.

Monitoring helps to avoid unnecessary spending by revealing which strategies are ineffective. It also protects the brand from potential crises—since one cannot address issues that were never anticipated. Most importantly, it provides the means to validate ROI. If management seeks to determine the value of social media investments, monitoring is the true method to provide that insight. Rather than discarding monitoring, a more effective strategy would be to optimize tools or modify the workflow. Removing monitoring capabilities prevents informed strategic decision-making, defeating the purpose of a well-considered social media strategy.

Healthcare recruiting has reached a point where social media monitoring is essential for hiring. Clinicians and Physicians spend a great amount of time online (whether it’s attending virtual conferences or research purposes) and their conversations give real insight into what they value in an employer. In a competitive market, the organizations that see digital conversations and engagement will be the one to make quick hires and attract the right talent.

Welcome! My name is Emily Borkowski, and I am thrilled t be a part of this graduate program as I work towards earning my master’s degree in Corporate Communications. I’m passionate about connecting people, building relationships, and creating meaningful experiences – a theme that has followed me throughout my personal and professional journey.

I am an Advanced Clinician Recruiter for Advocate Aurora health, where I focus on hiring highly skilled providers who deliver exceptional care across our healthcare system. Recruiting in healthcare is fast-paced and always evolving. I love the challenge of finding the right talent to support strong patient outcomes and thriving clinical teams. Before entering the healthcare field, I spent several years at Walt Disney World as a Guest Service Leader and Disney College Program Recruiter. Disney is where I developed my passion for service, storytelling, and creating memorable interactions — values I still carry into my work every day.

I am a proud UW-Whitewater Alum and received my bachelor’s degree in Corporate and Health Communications with a minor in Human Resources Management. My undergrad experience shaped so much of who I am — academically, professionally, and personally — and it’s exciting to be returning to the academic world now to deepen my communication expertise.

When I’m not recruiting or studying, you’ll most likely find me moving. I’m an avid runner and a committed Burn Boot Camp member, both of which keep me grounded and energized.

But the role I’m most proud of is being an IVF mom to my daughter, Lilly Mae. My IVF journey taught me resilience, gratitude, and the beauty of community — lessons that influence how I approach leadership, communication, and life as a whole.

As I work toward my master’s degree, I’m excited to strengthen my strategic communication skills, explore new ways to connect with audiences, and grow as a leader. I’m looking forward to learning from all of you and bringing these experiences back into my work within healthcare.

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