Impact of Social Media on Organization Image and Competitive Strategy

This presentation explores the impact of social media on the image of the organization in case of lack of monitoring on the social media activities of their employees and understanding up to which level this impact can affect the competitive strategy of the organization. It discusses the potential advantages and disadvantages of social media for Sunshine 100, the impact of individual employee messages on organization reputation, and the social media interaction that company’s social media policy must cover. The presentation also suggests a communication strategy for organizations to guide their employees about the importance of message timing and clear messaging.

Management communication
From: Student Name

In very short span social media has really gained heights in
marketing segment (De Vries, Gensler and Leeflang, 2012). But
when it comes to organization, there must be some policies which
must describe the role and responsibilities of employees who are
using this platform in order to form unique image of the company.
Purpose
Explore the impact of social media on the image of the organization
in case of lack of monitoring on the social media activities of their
employees and understanding up to which level this impact can
affect the competitive strategy of the organization.
Introduction

 Advantage
Social media would have benefited the organization in terms of
cost optimization related to promotion. It would have helped the
organization in increasing their reach related to potential
customers (Chavez, 2008). This social media platform would have
helped the organization in creating positive impression on the
mind of potential customers.
Disadvantage
Sunshine 100 organization came in to trouble before the launch of
their healthy children food product because one employee
displayed a photo of junk food which was covered by many media
companies. This negative social media impact had actually
disturbed monthly effort and money that had already invested in
this launch
Potential advantage and disadvantage of social media for Sunshine 10

 In this case, one of the employees of Sunshine 100 had
displayed one message on their Facebook post “Junk food
everywhere” without any wrong intention Which is negatively
focused by medias channels.
 Employees are generally seen as the face of the organization
and are also been connected to the behavioural attitude of the
organization.
 It is known that the organization does not run its own; it
needs people to govern its operations. Hence, whatever
attitude will be displayed by these employees in the
community in which this organization is an operation, the
same attitude will be linked with the image of the
organization.
Impact of individual employee message on organization
reputation

 while posting any messages or pictures related to the
organization which is directly or indirectly linked with the
organization, the employee has to take permission from the
higher authority of the organization (Aula, 2010). Rules must
also cover the thin line between perceptions and perceived
related to sharing any message on the social media platform.
The employee must be careful while mixing their personal and
professional life on social media platform because there is
always a possibility that their personal message can be linked
with the image of the organization.
Social media interaction that company’s social media policy
must cover

 Present marketing is making more use of social media as
compared to other approaches because they are aware of the
power of social media and its benefits. Social media has very
wide reach along with cost efficiency which provides this
platform both advantage as well as disadvantage. Hence, in
the case of promotion every organization must understand the
real meaning of the message which they are going to display
on this platform.
Conclusion

 In this strategy, the organization must guide their employees
about the importance of message timing. The employees must
understand which audience must be impacted by their
message. Also, it becomes one of the important
responsibilities of the sender to the outcome of their message
and hence must arrange the exact words for their message.
The message which is to be delivered must be clear and must
position their words in the minds of their target audience. The
message must be capable of giving the same impact, which
was predetermined at the time of creation.
Communication Strategy

 Aguinis, H.and Kraiger, K. (2009). Benefits of training and
development for individuals and teams, organizations, and
society. Annual review of psychology, 60, pp. 451-474.
 Aula, P. (2010). Social media, reputation risk and ambient publicity
management. Strategy & Leadership, 38(6), pp.43-49.
 Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D. (2012) Marketing
meets Web 2.0, social media, and creative consumers: Implications
for international marketing strategy. Business horizons, 55(3),
pp.261-271.
 Chavez, C. (2008) Conceptualizing from the inside: Advantages,
complications, and demands on insider positionality. The Qualitative
Report, 13(3), pp.474-494.
 De Vries, L., Gensler, S. and Leeflang, P. S. (2012) Popularity of brand
posts on brand fan pages: An investigation of the effects of social
media marketing. Journal of interactive marketing, 26(2), pp. 83-91.
References