Challenges of Social Media vs Traditional Communication Channels

i. The introduction of social media tools across an organisation can pose significant
challenges. Managing these challenges goes beyond installing the right tools and
technologies. Compare and contrast the challenges posed by social media tools
with the challenges posed by the traditional channels of communication.
The technological progress has advanced the establishment of digital platform which
has revolutionised the way people communicate in the modern world and also
transformed the way organizations interact with its clients. Though the benefits
accruing from the use of social media is galore, there are also certain disadvantages
arising from it if the channel is not well managed. In this section, the challenges posed
by social media tools will be compared and contrasted with the challenges posed by
the traditional channels of communication.
The social media platforms are numerous and it is difficult to determine on which
media the customers are more active. In the case of traditional media, there are only
few mediums that are popular and advertising on those will prove effective.
A challenge with social media is that there are numerous accounts which are fake or
inactive. The traditional media also is not followed by all, and the time when the
advertisement are being telecasted could be the time when the customers are not
viewing the channel or miss the message. (Hausman, 2014)
The reach of social media is wider and it is suitable for business for any size or shape.
However, there are certain content or product whose marketing on the digital platform
is complicated, such as those of alcohol, healthcare plans, finance schemes and others.
Traditional media have dedicated slots and segments which are meant for certain
sector of audience. Thus, the content appropriate for the particular audience will be
telecasted in the respective channels. (Kasturi & Vardhan, 2014)

The content posted on the social media are often difficult to be monitored, and this
gives rise to numerous controversy and scandal if the employee posting on the social
media is not responsible. The content telecasted on traditional media is one by
organisations and the content are well-planned and thought out. It is not possible for
any individual or employee to post on the traditional media. However, the traditional
media is a one-way communication channel and does not present the opportunity to
have the feedback on the customers, which is possible on the social media.
ii. What impact might an individual employee’s comments or behaviour on social
media have on an organisation’s identity, image or reputation in the sense that it
might be seen by broader and unintended audiences?
As the popularity of social media is increasing, more and more people are interacting
and using the social media platform to express their views and opinions. Employee’s
comments or behaviour on social media can have direct bearing on the organisation’s
identity, image or reputation as they represent the values and motto on which the
organisation is based. (Maria, 2019)
The views that they express might be their own personal, but the public might
misconstrue it to be that representing the organisation culture. In case the opinion
shared is positive, it can add values to the organisation reputation and image.
However, in case the employee shares certain objectionable or comment on ant
controversial subject, it adversely impact the reputation of the organisation in public.
(Horn et. al, 2015)
Further, the social media gives the opportunity to its user to follow certain pages or
celebrities they admire or are interested in. If the employees follow the products of
rival companies or pages which are conflicting with the culture of the organization, it
can dampen the confidence of the customers on the company motto. Additionally, the