Sunshine 100’s Social Media Policy

Running head: SOCIOLOGY
Management Communication
Name of the Student:
Name of the University:
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To: Paul Morgan, CEO, Sunshine 100
From: Jane Wilson, Director of Social Media
Date: 5th May 2019
Subject: Sunshine 100’s social media policy
Mr. Paul Morgan,
This is to inform you that social media tools have posed significant challenges for organizations.
A comparison and contrast has been drawn between the challenges posed by the social media
and that of the traditional channels for giving you a better understanding.
Most news that reaches people on a day to day basis come from the various social media cites.
This has been found to impact the viewership and the readership of print as well as the television
media. The challenges of social media tools are that it often forward misinformation that gives
rise to serious problems within the society. Children are also found to spend a huge amount of
time on the social media sites not only has negative impact on their studies but also on their mind
as they remain exposed to things that are mostly inappropriate for their age. The advent of the
social media has also prevented people from meeting one another face to face. In other words,
social media has prevented the tradition of face to face communication amongst the people.
Compared to the social media, although traditional channels can help people in experiencing the
real world communication it comes with its own challenges. Adopting a traditional means of
communication would imply a one way process of communication. Besides, the aspect of the
word of mouth in the traditional media does not scatter the information that rapidly to a larger
audience and there is no feedback system. Traditional channels also lack the experience of the

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community as most often the viewers cannot identify them with the product or the brand.
Although advertisers spends huge amount of money in reaching the target audience but most
often the efforts are seen to fail.
Let me now provide you an overview of how the comments of the employees or their behaviour
have on the identity, image or the reputation of the organization when viewed by the broader and
the unintended audience. It has been found that over 2 million people across the world have been
the users of the social media thereby making it one of the logical platforms for the companies
attracting the potential employees and engaging the consumers with the brand. Besides, sharing
of information on the brand activities through the social media accounts or pages, organizations
have also allowed employees in engaging in private social media activities. In the professional
space an employee comment or behaviour on the social media both acts as a risk and opportunity
for the organization. Negative comments of the employees on the brands or the industry where
in which they operate are believed to have a credible impact on their contact network. Based on
the substance of the remarks the impact on wider audience can be positive or negative. Research
showed that the opportunity of using the employees as the brand ambassadors has only been
partially tapped. Most often it has been found that the employees expects the younger employees
in following the employers brand on the social media, sharing the appropriate links, recommend
not only the products but also the job opportunities of the candidate which has been met with a
lower brand engagement on the social media.
In devising a social media policy, companies must consider the five components of the social
media interaction. This includes: