Throughout history paradigm shifts in communication have changed the way people not only communicate, but organize and create culture. Bakke Graduate University (BGU), a graduate school of ministry, did not respond to the profound changes in online communication and social media by taking advantage of early opportunities for adaption. As a result it was finding it increasingly difficult to communicate its message and market its programs effectively and to be discovered through online networks of discovery. A protocol for engaging BGU in social media outreach predicated on creating community, building culture and increasing its online identity was implemented. The transformation of BGU through the implementation of this protocol was measured against the five elements of Randy Dobbs blueprint for transformational leadership.
Results of this study indicate that by implementing this protocol a culture of online engagement was built, the organizational esprit de corps was improved, there was a greater sense of issues and actions being communicated, the school generated increased revenue as a result of this protocol and a cadre of future leaders within the organization were prepared to continue this work both within this organization and in other businesses and ministries. This study determined that a protocol focused on community, culture and identity can create significant organizational change and result in meaningful transformation in an institution of Christian higher education.