Sunshine 100: Social Media Problems

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

1SUNSHINE 100: SOCIAL MEDIA PROBLEMS
To: The director of communication
From: Director of social media, James Wilson
Date: 24th May, 2019
Subject: SUNSHINE 100 SOCIAL MEDIA ISSUES
Sunshine 100 has been facing certain obnoxious and negative issues and problems while
performing digital marketing and in social marketing arena, recently. The respective paper is an
analysis from the given case study of “Sunshine 100” Food Company about its social media
issues. The respective paper is a memorandum that has answers to four analytical questions
based on the role played by social media and digital world in shaping an organization and its
business.
Question 1
In order to answer the first question, the difference between traditional media and social
media has to be considered. However, before considering the difference appropriately, the
definition and significance of traditional media and social media has to be understood first.
Traditional media, which is generally called legacy media or old media, can be widely
termed as means or ways of communication or institutions of mass media that had been
established and present way before the birth of digital and information age. Some of the
prominent examples of traditional media are as print media, advertisement agencies, radio
broadcasting and television. Usually, traditional media is often called as the oldest form of media
in the history of mankind.

2SUNSHINE 100: SOCIAL MEDIA PROBLEMS
Social media is a kind of media which is the latest, new and an evolved form of media
that provides the users with portals or platforms which enables them to involve themselves and
practice interactive participation. It has been observed that, social media has been developing
itself into two different ages, which are broadcast age and interactive age. Social media can be
broadly defined as social media platforms that includes internet that helps connect people from
different parts of the world together in one platform or portal (Leonardi, Huysman, & Steinfield,
2013).
Social media has been responsible and accountable at the same time in completely
changing the concept of marketing despite all kinds of barriers and limitations it possess. The
most significant limitation of traditional media, unlike social media is that it is largely based on
broadcasting the messages to the consumers who can be afforded by the company. It is also not
to be forgotten that traditional marketing is limited to budget and technology. However, unlike
traditional marketing, social media marketing is cheaper and more cost and time effective. Social
media has the ability to grasp the whole market with targeting the ideal customers with the help
of different optimization tools (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.
Question 2
Social media platforms are being used differently in the global world for catering to
various needs and requirements of an organization, which includes recruitment process to digital
marketing, in the fierce global world. It is the help and assistance of social media that has
enabled in influencing and maintaining the stakeholders and investors. Therefore, it is proven