Social Media Issues: Sunshine 100

Running head: SOCIAL MEDIA ISSUES: SUNSHINE 100
SOCIAL MEDIA ISSUES: SUNSHINE 100
Name of the student
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Author Note

1SOCIAL MEDIA ISSUES: SUNSHINE 100
The respective paper is a case study of Sunshine 100, a food company based in Sydney,
Australia which has faced certain obnoxious and negative issues in the social media marketing
arena. Sunshine 100 is a famous Australian food producing as well as processing company which
experiments with different recipes to bring out most authentic, remarkable and unique flavors of
different continental cuisines (Sunshinefoodco.com.(2019). The company is operating in
Australia for more than twenty years and has become popular throughout the country. The
respective paper focuses on the problems the company faced with its social media marketing
process instrumentally as well as in intrinsic way. The case study comes with four questions
which are answered in the respective paper.
Question1
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.
Before comparing social media with traditional media of communication in case of
digital marketing, the definition and significance of social media and traditional media should be
known and explained first.
Traditional media, which can also be called as old media or legacy media, are the
mediums of communication or mass media institutions that were established and present before
the information age. They can be widely classified as print media, advertisement agencies, radio
broadcasting and television. Traditional media can be defined as the oldest form of mass
communication mediums. Social media can be defined as new and latest, evolved form of media

2SOCIAL MEDIA ISSUES: SUNSHINE 100
that provides and involves interactive participation at its portal or platform (Obar & Wildman,
2015). Social media has developed itself with the help of two different ages, which can be
broadly termed as the broadcast age and the interactive age (Felix, Rauschnabel & Hinsch,
2017). In broader sense, social media can be defined as social networking platforms that include
the use of internet that connects people from different parts of the world together in one platform
or portal.
Social media, despite of all kinds of barriers and limitations it possesses, has completely
changed the concept of marketing. Traditional marketing, unlike social media, is largely based
on broadcasting the messages to the consumers who can be afforded by the company. The
traditional media marketing is limited to budget and technology. However, social media
marketing is cheaper, easy, time as well as cost effective. Social media can easily grasp the
whole market with targeting the ideal customers with the help of, optimization tools along with
other tools and software that helps in mass awareness including unintended audience in a greater
form (Kumar, Choi & Greene, 2017). Therefore, in today’s global world with cultural, ethnic
and international amalgamation, the usage of social media marketing rather than traditional
media marketing is appropriate and apt (Holsapple, Hsiao & Pakath, 2014).
Question 2
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?