b'FACULTY HIGHLIGHTSThrees Company: TRIO OF EXTENSION FACULTY MEMBERS JOIN TRULASKE COMMUNITYBy Stephen SchmidtThree of the newest faculty members of the TrulaskeMcCaulley credits his current role largely to the College of Business community have made theirexperience he had while working at a payday lender way to Cornell Hall by way of the former MU Collegefor a year as an undergraduate. of Human Environmental Sciences (HES). It was clear to me that the model was not Pay your All three share the same MU Extension mission ofloan off and see you later. The model is, youreDEALING WITH DISAPPROVAL INenhancing the lives of Missourians by providinghooked and youre staying hooked, McCaulley said. programs that foster economic opportunity, educa-tional access, and health and well-being, with grantHe would go on to take several service-learningTHE ERA OF SOCIAL MEDIAsupport totaling close to $4 million. courses which helped form a mantra for deter-mining his career path: I dont just want to make Trulaske has worked diligently to partner with MUmoney. I want to help people.Extension over the last several years to open addi- In a similar vein, McCaulley is teaching AdvancedIn the social media era, constituents disapprovalsensational and attention-grabbing. Firms need to tional pathways to interdisciplinary collaboration atProfessional Development Principles (BA 3500).of firms can spread faster, with more negativebecome their own fact checkers andsometimesMU, extend the presence of the college within ouremotions, and involve more interconnected constit- call out those who spread false information about state and proactively engage with and support theMarco Pantojauents. Thus, firms have to identify and deal withthem. Influencers often have a large, active group Andrew Zumwalt citizens of Missouri. Personal Financial Planning Extension Instructor negative posts before they go viral said Xinranof followers, many of whom adopt monikers to iden-Learn about their individual stories below. After nine years as a U.S. Marine and three years in(Joyce) Wang, an Assistant Professor in thetify themselves as part of a prominent constituents the Pacific Northwest, Marco Pantoja, BS HES 15,Management Department at the Trulaske Collegecommunity, such as Swifties (followers of Taylor Andrew ZumwaltMS 20, knew he wanted to return to his home stateof Business. In Wangs publication appearing on theSwift) and Beliebers (followers of Justin Bieber). Associate Extension Professor to finish his undergraduate degree. Academy of Management Review and her recentNot only do they have more followers who see the Andrew Zumwalt BS BA, BS 04, MS 06 directsIt was not until a conversation in 2013 with Alexpapers resubmitted to the Strategic Managementinitial post, but these followers are also more likely the MoTax program, the Missouri Taxpayer Educa- Embree, the former senior student services coordi- Journal, she provides suggestions of how firmsto share posts to attract more attention. As such,Joyce Wangtion Initiative that is the University of Missourisnator at HES, that he realized his vocational calling,manage disapproval in the social media era: Wang suggests firms know these influencers, and arm of the federal Volunteer Income Tax Assistancegiven his combined interests in both personalConsidering Twitters adverse impact on wide- when possible, building relationships with them may program.finance and working directly with people. spreading disapproval, Wang recommends firmshelp manage constituents disapproval of the firm. Since 2006, the program has prepared approxi- respond slowly and only after investigating theNowadays, even seemingly small events can spread mately 90,000 federal tax returns, saving MissouriShe told me all about personal financial planninginitial events and why constituents are upsetwidely on Twitterthey relate to hot-button issuesFirms haveGraham McCaulley and I said, Yes, this is what Ive been looking for,constituents care about, Wang said. For example, residents close to $18 million. said Pantoja. about it. Firms must then explain the actions theywe doubt that the United Airlines passenger was theto identifyare taking to correct the situation and prevent it Zumwalt also teaches Human Resource Manage- Whilepursuinghismastersdegree,Pantojafrom happening again. Wang gave this example:first passenger who refused to give up his seat andand deal with ment (MANGMT 4020). became the interim director of the Office of Finan- In 2017, a social media video of a United Airlineswas dragged off the plane by the airports securitynegative posts He said that one of his missions as a new membercial Success. He held that position for three yearspassenger being forcibly removed from a planeguards. But that wasnt a newsworthy event in the past. Today, it is as most stakeholders have socialbefore theyof the Trulaske family is to make the college a morebefore becoming a financial educator/counselorwas viewed more than 6.8 million times within a tangible entity for families across the state throughand later a member of the HES Extension facultyfew days. Uniteds CEO hurriedly issued at leastmedia accounts to post it, and it bounces aroundgo viral. community interactions on multiple platforms. in the spring of 2019. two statements that led to negative reports aboutFacebook or Twitter until it becomes a trending story.Joyce WangEngagement is really hot on campus, and its aboutEverything that I have done has basically beenthe initial event spreading more quickly and gener-bringing that engagement to the communities, hetowards that end of talking to people about money,ating additional negative constituent responses.By analyzing billions of tweets, Wangs award-win-said, and highlighting Trulaskes role. trying to prevent financial services from preying onAs a result, the airline lost over $1 billion in marketning research found strong evidence that social Marco Pantoja Graham McCaulleythem, he said. value following these announcements. While Uniteddisapproval of firms expressed by international needed to respond at some point to events thatconstituents leads to the reduced market value of Associate Extension Professor Pantoja is teaching a section of the Principles ofgenerated social disapproval, the firm might havefirms, and such influence is amplified by national During his academic journey at the UniversityManagement (MANGMT 3000W) course, alongfared better if managers had taken time to learn theanimosity and pride. Her working projects also of Missouri, Graham McCaulley BS HES 06, MAwith Shannon Breske and Christie McCullough, andfacts and understand constituents points of viewinvestigate, due to the echo-chamber effect of 08, PhD 14, picked up a business minor from thethe online version of the BA 3500 course. before responding. Twitter, how exogenous policy shocks (e.g., migra-Trulaske College of Business. Wang also suggests firms watch for fake newstion policy) and macro tensions (e.g., #MeToo) influ-and influencers: False information spreads fasterence the outcomes of IPOs, strategic alliances, and and wider on social networks because it is moredeglobalization strategies.24 MANAGEMENT MATTERSMANAGEMENT DEPARTMENT 2022 ANNUAL REPORT 25'