Sunshine 100’s Social Media Policy: Advantages, Disadvantages, Impact of Employee Comments, Communication Strategy

Memo
To: Paul Morgan, CEO, Sunshine 100.
From: The Director, Social Media, Sunshine 100.
Date: 4 January 2019
Subject: Sunshine 100’s social media policy
The enhancing use of the technology has caused a tremendous growth of the business
organizations worldwide. The internet and social media are the outcomes of the technology. The
process which has been thoroughly affected by the use of technology is communication. The
social media has transformed the way organizations communicate. This memo discusses the
succession of the social media events which had negative significances for the company. The
memo also includes the advantages and disadvantages of the social media used by the
organizations. The memo also comprises the impact of the employee’s comments on the social
media and organization’s brand. Further, the kind of social media interaction are covered in the
organization’s social media. At last, the communication plan of the Sunshine 100 is covered.
Advantages and disadvantages of using social media
It is well recognized that the social media is used by the organizations to expand their market
with the products and services. The brand initiatives are accomplished with the help of the social
media. The organization can attain benefit with the help of the social media as it helps to
generate organizational awareness. The organization can easily engage users and share relevant
content on the social media channels. It is also helpful in reaching a great number of prospects
and attain enhanced awareness of the organization (Scott, 2015). The organization can even
attract new members by featuring member interactions. Add on, the relationships can be built
with the members. The members of the organization can also be engaged in the real time
conversations with the assistance of the social media. It is also helpful in answering questions
and sharing relevant content. The organization can build appropriate member connections and
boost long term loyalty. On the other side, it is also considered that the social media inspires
people to initiate action and get involved. It even allows organization to efficiently raise support
and stimulate new member aspirants (McCann & Barlow, 2015).

There are also several number of the disadvantages which govern the use of the social media at
the organization. The organization is required to commit resources in order to manage social
media presence reacting to feedback and generating new content. The organization is required to
hire and train staff regarding the use of the social media. It necessitates investment in the
advertising and costs of creating videos. The social media has disadvantage if it is used in
effectively. If the organization fail to respond to the negative feedback than it results in
damaging the reputation. The special media also results in inappropriate behavior on the site
(Roth, et al. 2016).
Impact of the employee’s comments on the social media and organization’s brand
The social media has increased the opportunity to the individuals to voice their opinions. The
satisfied employees and customers leave the positive feedback on the social media platform.
Sometimes, the unsatisfied employees and customers create threat for the organization. The
employees or customers are free to express their opinion on the social media platform (Cao,
Duan & El Banna, 2018). But sometimes they take unnecessary advantage of it. Their insulting
comments on the social media about the organization affects to the image of the brand. Also
when the employees of the organization do not function under the social media policy of the
organization than it affects the interest of the organization (Hussain, Khan & Shah, 2015).
Kinds of social media interaction
The content on the social media can be used by the users to share and engage. The organization
makes use of the user generated content. It is an efficient way to increase engagement. The
podcasts is also used by the organization. It creates static image and place the podcast audio. The
live streaming on the Facebook is also assisted by the organization (Ashley &Tuten, 2015). This
content can also be used to be available afterwards. The info graphics is also the significant
content which is used by the organization. It is attractive and informative which results in the
more engagement.
Communication strategy
Conduct a situation analysis- It should be conducted to evaluate where organization stand in the
terms of the communication.

Define organizational objectives- After gathering all the information. The objectives are defined
the organization want to achieve (Stevens, et al. 2017).
Define key audiences- The organization need to know whom the messages are delivered.
Classify media channels- The plan to communicate messages is decided through the multiple
media channels.
Establish timetable- The timetable is established in order to attain communication objectives.
Evaluate results- The results are evaluated to measure the outcome of the objectives (Kumar, et
al. 2016).