Developing Social Media Policy in Sunshine 100

This document discusses the challenges and impacts of social media in Sunshine 100 and proposes the development of a social media policy for the organization. It analyzes the benefits and challenges of using social media as a marketing tool and highlights the impacts of social media behavior on corporate identity. The document also covers the scope of interaction covered by the social media policy and provides a communication plan for implementing the policy.

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Name of the student
Name of the university
Author note

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To: the Director of Sunshine 100
From: HR manager
Date: 5th May, 2019
Subject: Developing social media policy in Sunshine 100
Introduction
Analyzing the situation in Sunshine 100, Social media tools have become one of the
important marketing media for enhancing the positive growth in an organization (Tuten and
Solomon 2017). With the effective uses of social media, it has become easier for individuals to
access information conveniently and make proper communication between the internal and
external stakeholders. Analyzing the situation in Sunshine 100, it has been identified that in order
to expand its business in Chinese market, in that case, enhancing the workplace facilities, the
company aims to encourage its employees towards accessing the social media tools so that the
business networking system can be reinforced. In order to increase the workplace productivity, it
can be said that based on social media tools, speed of communication can be enhanced, which
can ensure the ultimate engagement of employees towards achieving the organizational goals.
Challenges of social media tools
Although the social media tools have brought various opportunities in the business
environment, but it cannot be denied that it has also brought various challenges in the market.
Analyzing the emerging business trends in 2018, it can be said that the social media has also
brought weird challenges in case of developing an effective marketing strategy (Ramanathan,
Subramanian and Parrott, 2017). Due to economic and social cultural changes, needs and
demands of the customers have got increased. In this situation changes have become constant in

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business. It is true that with the effective social media influences, time, resources and knowledge
can be properly utilized.
Analyzing the traditional marketing initiatives, it can be said that traditional media has
played an important role for creating business exposure from thousands of years. However, with
effective use of internet, search engine marketing, content marketing, process for sharing the
knowledge has become easier. It is true that cost is one of the important barrier, which creates
the huge gap between traditional and social media marketing processes. In this study, it is
mentioned that social media is much chapter than the traditional marketing processes adopted by
the companies (Agnihotri et al. 2016). Incorporating the traditional elements into social media
marketing campaigns communicating with the customers can be much easier.
Analyzing the social media marketing challenges, it can be said that incorporating thee
social media in marketing process can be highly complicated for different organizations. The
regulated industries like beverages, financial institutions government and healthcare can face
high threat in case of introducing social media marketing (Alalwan et al. 2017). On the other
hand, in the emerging business environment, maintaining the originality has become one of the
important challenges for social media marketing management process. It is true that in case of
promoting own brand, generating the attention of the audience is important challenge of social
media tools. In order to enhance the creativity as well as productivity in the workplace, creating
high quality visual plays a crucial role. However, due to increasing visual challenges, sharing the
social media in much higher position has become challenging for the companies.
Impacts of social media behavior on corporate identity

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In case of increasing the social support and reinforcing the real-world relationship, social
media uses are being highlighted. After rapid growth in technological environment, social media
has made important contribution in case of driving the human behavioral aspects. Social media
marketing behavior has significant impact in case of driving the positive corporate image in
competitive business environment (Felix, Rauschnabel and Hinsch, C., 2017). Based on the
visual listening techniques the brand qualities as well as the visual listening techniques can be
improved. In order to analyze the impacts of social media behavior in brand awareness, it can be
said that with the effective implementation of structural equation modeling, thee social media
marketing activities can be highlighted. Based on the social media behavior, both the emotional
and logical appeal of customers can be satisfied. On the other hand, it is true that with effective
uses of different media channels such as Instagram, Facebook, twitter and many more, brand
performance data can be shared with the audience, which not only helps to gain the competitive
advantage, but also it plays an effective role for ensuring standard corporate identity. By making
the brand available to the customers, the social media marketing helps to maintain the
transparency between the employer and customers. It cannot be denied that although social
media brings various positive growth in the business environment, but it is also true that negative
promotion in the social media also make the negative corporate identity in the market, which can
indirectly influence the marketing behavior.
Scope of interaction covered by social media policy
The social media policies are being developed based on relevant legislative frameworks.
Using relevant regulations and laws, fair use, functional disclosures and deformation can be
ensured in the company. The social media marketing legislation also prohibits the plagiarized
contents (Sajid 2016). The social media marketing process it can be said that social media

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policies are being developed in case of ensuring the authenticity of the information which re
being shared with the audiences. As social media marketing also influence in case of developing
the marketing reputation, in that case, introduction of legislative frameworks of social media the
company can focus on improving the customer relationship management process. By developing
an effective interaction process through different mediums, social media marketing focuses on
satisfying the needs of the customers in proper manner.
Communication plan
1. Timing: 26th May, 2019
2. Audience: Teenagers and aged people
3. Sender: Marketing manager
4. Key message: Eat healthy, live healthy
5. Desired outcome: Strong brand awareness and positive contribution of customers towards the
business productivity
6. Medium: Email, Facebook, Instagram and Twitter
7. Materials: Computer and internet connection
8. Frequency: Message should be sent with the 1 week of intervals
Conclusion
It can be concluded that with the effective uses of social media, it has become easier for
individuals to access information conveniently and make proper communication between the
internal and external stakeholders. Analyzing the traditional marketing initiatives, it can be said

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that traditional media has played an important role for creating business exposure from
thousands of years. In that case, introducing new communication policies in the workplace we
can be able to improve the business practices.
Thank You
HR manager

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Reference list and bibliography
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing:
A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-
1190.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations
& Production Management, 37(1), pp.105-123.
Sajid, S.I., 2016. Social media and its role in marketing.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.

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Appendix