Organisational Analysis: Risk Management Framework for Social Media Campaigns

ORGANISATIONAL
ANALYSIS

Introduction
The present dynamic business environment exposes numerous challenges to the management
of the organisations, both in the form of external and internal challenges. One of the
significant aspects of the organisational operations is the interaction with the external
stakeholders, mainly the customers of the enterprise, with the development and usage of the
social media campaigns. The social media does not only facilitate the businesses in branding
and advertising activities, rather also aid in the corporate communications and grievance
resolutions (Babatunde and Adebisi, 2012).
The following report is aimed reviewing the important points of the social media campaign of
the enterprise which formed the chief cause of the failure. In addition, the executives would
be proposed a risk management framework that is imperative to be employed at the planning
stage itself for the social media campaigns. In addition, the report would make use of the
conflict based perspectives of Neohumanism and Radical Structuralist to assist the
management in the development of future social media campaigns.
Problem definition
One of the most significant concepts of the modern business functioning is the concept of
“social capital.” The social capital denotes a positive product of human interaction (Malecki,
2012). Certain elements that are comprised therein are the innovative ideas, information, and
future opportunities. The internet technology allows the formulation of the global social
connections and networks in many variations, in the light of the chief objective of the
business (Rodriguez, Peterson and Krishnan, 2012). The following picture is descriptive of
the chief characteristics of the social capital.

The social capital can have both negative and positive impacts. In the present scenario, in an
attempt to build on the social capital, the company has suffered backlashes for the social
media campaign. While the company had an aim to build a sense of shared values and mutual
respect, the key objectives of the mining business and the social media campaign did not go
hand in hand for the company, resulting in failure of the social media campaign. The two
main questions that are being raised in this scenario are stated as follows. Firstly, how a
business strategy can be successfully implemented internally, here in light of the social media
campaign. And secondly, how to mitigate risk from internal and external reactions?
Discussion of the problem and the related concepts
It is imperative for the businesses be socially and environmental accountable as well, apart
from being economically accountable, in the light of the principles of the corporate social
responsibility (Cheng, Ioannou and Serafeim, 2014). The said CSR principles call for an
entity to be considerate of the interests of the various shareholder groups, including the
environment and the community while aiming for the revenues (Kim, Park and Wier, 2012).
The said considerations are imperative as a means of deriving the various resources for the
conduct of the business. Some of the rising environmental concerns in the light of the mining
business of the entity are carbon emissions, inefficient waste disposal, carbon reporting and
others. In orders to succeed in long run, the businesses must pay attention to the above
mentioned social issues and incorporate them in the business objectives. Yet another vital
concept in the business functioning is the building of the employee social capital that are
imperative to implement the new business strategies in the organisation. As per the current
policy of the organisation, there is a lack of internal employee partisanship. Accordingly, the
company is suggested to indulge the employees in the various business strategies.
There have been prescribed four perspectives for the purpose of the analysis of the
organisations and various aspects of the functioning of the businesses (Burrell and Morgan,
2017). These are functionalism, social relativism, radical structuralism and neo humanism, as
suggested by Burrell and Morgan. According to the functionalism principle, a society is seen
as a structure with interrelated parts aimed at meeting the social needs of the individuals in
that society. The main aim of this approach is that a system should be developed that fulfils
the objectives of the decision-making and control purpose (Wellstead, Howlett and Rayner,
2017). The social relativism perspective is aimed at understanding the societies or the
organisations from the view points of the actors in societies Thus, the individual