Management Communication

Running head: MANAGEMENT COMMUNICATION
MANAGEMENT COMMUNICATION
Name of the Student
Name of the University
Author Note

MANAGEMENT COMMUNICATION1
1. Introduction and comparison of challenges of social media tools with traditional
communication challenges
Social media communication has become a significant factor in determining the
communicational aspects of organizations in the present corporate scenarios. It is presently
utilized organizations for various reasons such as marketing, public relations, customer service,
CSR and various other important communicational needs of the organizations. The major
challenges that can be faced due to the usage of the social media tools can be related to the
vulnerability to be misused (Bharati, Zhang and Chaudhury 2015). One significant criteria is that
social media can be targeted by various malevolent groups that can spread false or misleading
information about a given group or organization. Another criteria here is the threat of
dissemination of the wrong information about the company if not properly managed.
Additionally, social media can easily be mis-utilized for collecting and distributing confidential
data about the organization (Toledano and Avidar 2016).
In contrast the traditional organizational communication mediums are also affected by
different types of challenges. Magazines, fliers, newsletters in the past have posed challenges in
regards to wrong presentation or data, lack of simple language or lack of relevance. The
challenges are related to the changing of the messages in accordance of the mediums used (Sajid
2016). Another significant challenge is related to reaching the most number of people through
the message. These traditional mediums often had lower reach. One significant criteria can also
be said to be the challenge of this medium in gathering attention of the audiences. Managing
these challenges along with the right amount of tools require effective coordination and strong
gatekeeping and negativity detection approaches to be implemented.

MANAGEMENT COMMUNICATION2
2. Impact of individual behavior on social media on the organization
Individual behavior on social media can determine the negative or positive effects of the
same on the organization. In case of the KidsEat social media campaign of Sunshine 100 a
similar incident occurred. A positive effect of employee behavior is that the organization may
actually attract future employees to the organization. The member may actually make a post that
proves that he is happy within an organization and this can make others develop better sensibility
towards the organization.
The negatives comments can hamper the goodwill, reputation and brand image of the
organization. In this case member wrote a misleading comment stating that junk food was
everywhere on a post that was actually supposed to promote healthy foods. This kind of incidents
create much more problems for organizations as the people making the controversial comments
are actually the people belonging to the organizations. This raises further questions in the minds
of the target audiences in regards to the validity or reliability of the message that is being shared
by the organization. It sometimes becomes easier for them to spread the miscommunications
among a much wider audience. Media and other organizations can quickly enter the scenario and
actually accuse the organization of discrepancies (Razmerita, Kirchner and Nielsen 2016).
Hence, it can be seen that a wide number of stakeholders can be affected due to immature and
unwanted social network behavior from the part of the employees of any organization. The
impact if not controlled effectively can jeopardize the entire campaign and communication of
any organization.