The Impact of Social Media on Telstra's Operations: A Research Report

This research report investigates the influence of social media and networking on the operations of Telstra Corporation, Ltd., a leading Australian telecommunications company. The study explores the impact of social media on customer relationships, brand building, sales, and engagement. It examines the policies implemented by Telstra regarding social media and evaluates their effectiveness. The research aims to provide recommendations for improving these policies to maximize the positive impact of social media while mitigating potential risks.

Assessment 3
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Contents
Introduction.................................................................................................................................................3
Research problem........................................................................................................................................4
Research Objectives....................................................................................................................................4
Research Questions.....................................................................................................................................4
Research Significance.................................................................................................................................5
Budget.........................................................................................................................................................5
Literature Review........................................................................................................................................5
Research Methodology................................................................................................................................8
Sources of data collection............................................................................................................................8
Research Questionnaire...............................................................................................................................9
Quantitative Research – Sample Description.............................................................................................10
Time Schedule (Research Plan).................................................................................................................15
Gantt Chart................................................................................................................................................16
Conclusion.................................................................................................................................................17
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Introduction
This report studies the impact of social media and networking on the workings of Telstra
Corporation, Ltd., an Australian telecommunication company which operates the networks of
telecommunication, internet services, mobile phones, and other services. The social media plays
a significant role in developing marketing strategies. For the development of any business,
building relationships with customers is very important. With the help of social media,
companies can run their business in a new and better way as it allows them to build personal
relationships with customers, target specific audience, run campaigns and build a customer base.
It may help in brand building, sales increment and engagement of customers. While all the
benefits of social media are promising a better business, there is a need to make sure the right
policies must be formed and followed to keep the impact positive. If unplanned policies are
implemented, such plans and policies my harm the business.
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Research problem
Social media is a topic which is multi-dimensional, it demands a lot of research as it necessary in
today’s era for any organization to run its business but at the same time if the policies framed for
its implementation are not appropriate, then it may have many negative impacts. To carry the
research on this topic, it is difficult for the researcher to find the data and work it out according
to the policies adopted by Telstra. The research here needs time which is limited to gather data
which is relevant.
Research Aim
The aim of the research here is to identify the impact and influence social media can have on the
performance of Telstra company and such impact must be evaluated in a manner that it benefits
the company in formulation of better policies. This research must be carried with due care and
keeping the policies of Telstra already in mind.
Research Objectives
The objectives of the research can be explained as follows:
 To determine the policies followed in Telstra in relation to social media and networking
 To evaluate the impact of such policies on the working of company
 To provide recommendations and suggestion for improvement of such policies to make
them more effective.
Research Questions
 Will the business be able to survive without social media in today’s era?
 Do you think that the social media marketing tools used by Telstra are effective?
 Is forming social media marketing policies important for the company?
 Is social media increasing brand awareness of Telstra?
 On which social networking platform have you read the most about the company Telstra?
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Research Significance
Marketing through social media is essential for businesses as it is cost effective, builds better
customer base and enhances personal interaction with customers. Such social media platforms
can also harm the company if not used smartly. Therefore, this research will help Telstra to
evaluate the impact of its policies on the specified customers and formulate better policies which
may be more efficient and effective. The other organizations of similar kind may also use this
research for formulation of better policies.
Budget
The budget of project is allocating the amount of money for the research and other uses of
project. The project budget is estimated by the manager of project. The budget of the project
here is $2500 which is brought forward by the project manager. The budget money was used for
the research. 30% of the budget money was allocated for the conduct of research through
primary sources. This includes collection of e-mail addresses of customers for sending the survey
questionnaire and contacting other websites for the conduct of survey through questionnaire.
55% of the money was allocated for the collection of secondary data. The money here was spent
on purchase of journals, newspapers, magazines and books for the research. Lastly, 15% of the
money was allocated for the personal expenses of the researcher. This money was utilized by
researcher for expenses incurred during research like travelling.
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Literature Review
In words of Nair, (2017), literature review is the foundation of the theories and other key
concepts related to the topic involved in the research which is the influence of social media on
Telstra. An effort to explain the social media influence has been made in the literature review.
Social media has become an integral part for functioning of any business activities. According to
Fitzsimmons and Smith, (2013), Telstra has been named has a leading company which responds
to customer queries through social media platforms. They also explained the way in which
Telstra is shifting all the procedures of call-center to social media platforms. The marketing
department of Telstra has fully adopted social media as its customers service channel. The well-
known principle of customer is king is now made applicable to marketing policies and solving
customer queries. Customer service through social media is a trend which is customer driven.
According to Paterson, (2012), The Telstra connected with customers through Facebook and
Twitter initially. The perspective of customer about the channel of communication is assumed to
more important than the perspective of company. This helps in monitoring the views of
customers, solving their problems and queries. Connecting customers through social media is
also cheaper than the traditional customer care centers. The reviews given by customers on social
media can also be used as an effective tool for brand building. This also helps in informing
customers about the new product launch, promotions and other information of company
operations. Apart from twitter and Facebook, other platforms used by Telstra are LinkedIn and
YouTube. Telstra has almost highest followers on LinkedIn which is used by the company to
promote career opportunities in company. On YouTube, content giving information relating to
products, services and technologies are shown (Paterson, 2012).
According to Janis, (2013), many business organizations are using social media platforms for
communications and many other purposes without understanding the consequences in terms of
reputation, operations and legal matters that could be faced by them (Janis, 2013) In this report,
the research has been conducted on the risks that could be faced by companies by use of social
media. Due to the misuse of social media or inappropriate planning, major consequences can be
faced by companies. These consequences may include exploitation of goodwill or brand. Bad
reviews given by customers may also influence the company’s image. The customers when
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interacting with company through social media expects response in real time which when not
given may dissatisfy the customers. Any defamatory comments posted by customers, employees
or former employees or any false or misleading information posted may involve legal risks for
the company. Risk of disclosure of confidential and private information on social media
platforms is also there. Planning is very important in such situations. As cited by Janis, (2013).
The business must have plans of managing responses in case any negative comments are posted
by customers or employees on social media. In decided case of Sally-Anne Fitzgerald v Escape
Hair Design [2010] FWA 7358, the court has set the importance of guidelines or policy for an
employer relating to appropriate use of internet and social media. The court had this similar
opinion in case of O’Keefe v Williams Muir’s Pty Ltd T/A Troy Williams The Good Guys
[2011] FWA 5311. Therefore, employees must be given proper training relating to social media
and internet usage (Janis, 2013). Therefore, the research in this report is intending the companies
to understand, review and update the policies relating to social media.
In recent times, social media has helped businesses to become transparent and in creating new
challenges and outcomes. The days when one must wait for newspapers for any new products
launched by companies until next day are left past behind. Now, with the help of social media
people and customers can maintain personal relations with companies they are buying products
or dealing in any other way. Social media has the potential to let the customer compare any
products or services provided by companies at no or minimum cost. All these social media
marketing techniques have positive impact on business but only if these strategies and plans have
been applied effectively. There are certain drawbacks of social marketing such as evaluation of
Return on Investment (ROI). It is difficult to calculate the return on investments made in social
media marketing practices. The employees of the company represent the image of company and
it is very difficult to track their activities on social networks and therefore, it may affect image of
company. There is also very less control on the stuff shared. Any news once gone viral may be
difficult to delete or repair.
If such viral gone stuff includes any negative comments or news about the company, then it
would be difficult to take back and the goodwill of company may be impacted. The rectification
of such mistakes is very hard. It is a misconception about social media that it is free, but the truth
of the matter is that it is not free. It consumes a lot of time and time is surely not free. There is no
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doubt about the positive impact of social media on any business. It helps in reaching the targeted
customers, build more and better customer base everyday and build better brand image but a
business can take advantage of these benefits only when the company is aware of the best ways
to handle these social media platforms professionally and actively. According to Ciprian, (2015),
Social media platforms are game changer for companies involved in customer service, marketing
or sales and providing services which may require direct interaction with customers (Ciprian,
2015). Telstra is a company which require customer interaction daily and therefore, social media
plays an important role in its brand enhancement and providing customer services.
The research under this report is conducted to help business organizations understand that they
must not completely depend upon social media. As cited by Ciprian, (2015), the companies must
pay attention in selecting the platform they are choosing for achieving their goals. Those
platforms must be chosen which help the companies to reach their goals more effectively and
with greater transparency.
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Research Methodology
The research methodology is related to the approaches used by the researcher to ensure that the
report is concluded effectively and efficiently. The methods used for the conduct of research are
Qualitative method and Quantitative method. Qualitative method is a method in which data
collected is not presented in numbers whereas in quantitative method, data can be presented in
numerical. In this project, both the methods have been used for conducting the research.
Therefore, hybrid method of research has been used. The data under these methods can be
collected through two sources. These two sources are primary and secondary. Primary source is a
source through which firsthand information is collected. It is the information collected directly
from the source and is collected for the research in hand itself whereas in secondary source, the
data collected in primary source is usually explained, interpreted and evaluated. Here, the data
may be collected from journals, websites, books and many more.
Sources of data collection
The data for the research is collected through primary and secondary sources. The questionnaire
is used for the research as a primary source of data. The research using the questionnaire was
conducted through sampling. Secondary source data is the data which was previously collected
by any other person and is used by the researcher. Here, in this report, the secondary data is used
to carry out the research. The sources through which this secondary data is collected are books,
articles, websites, journals and magazines.
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Research Questionnaire
1. Will the business be able to survive without social media in today’s era?
a) Yes
b) NO
c) Uncertain
2. Do you think that the social media marketing tools used by Telstra are effective?
a) Yes
b) No
c) Can’t say
3. Is forming social media marketing policies important for the company?
a) Yes
b) No
c) Can’t say
4. What kind of impact does social media have on brand awareness of Telstra?
a) Positive
b) Negative
5. On which social networking platform have you read the most about the company
Telstra?
a) Facebook
b) Twitter
c) LinkedIn
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Quantitative Research – Sample Description
The quantitative research adopted by the researcher in form of questionnaire is represented
hereinunder in form of charts. The findings as mentioned in the charts below have resulted from
the survey conducted through questionnaire and the analysis of the same is done.
Question 1:
Will the business be able to survive without social media
in today's era?
Yes No Uncertain
The first question asked the possibilities of survival of business without social media. The above
chart is explaining the chances of such survival as interpreted from respondent’s views. The
majority respondents strongly had the opinion that the business shall not be able to survive
without social media. Only 8% of the respondents believed that there are chances of survival of
business without social media and 12% of the respondents were neutral about their opinion.
According to them, it was uncertain, and the business may or may not survive without social
media. Therefore, it can be evaluated that social media has become important for businesses to
operate and majority of companies are opting to social media for developing their business.
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Question 2:
Do you think that the social media marketing tools used
by Telstra are effective?
Yes No Can't say
The chart here shows that the respondents have a mixed view about the social media marketing
policies and techniques used by Telstra. Among all the respondents, 45% of the respondents are
of the view that social media marketing policies adopted by Telstra are effective, the other 30%
are of the view that these policies are not effective and needs to be improved. The remaining
25% couldn’t say much about the matter. Overall, it is recommended that the company must
work on its policies for better results. These policies have serious impact on brand enhancement,
goodwill, product marketing and development and therefore, these policies must be efficient
(Nair, 2017)
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Question 3:
Is forming social media marketing
policies important for the company?
Yes No Can't say
75% of the respondents strongly agree that the policies for social media marketing are very
important. 5% of the respondents believe that marketing through social media can be managed
without established policies. The other 20% of the respondents had no opinion about the policies
that the company needs for social media. They though that it may or may not be important.
Social media surely have positive impact on business but only if they are managed through
policies. If social media platforms are left uncheck, then they may harm the business (Nair,
2017). Therefore, believing the opinion of majority of respondents, the business must have
policies for managing marketing through social media and they must keep updating those
policies time to time.
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Question 4:
What kind of impact does social
media have on brand awareness of
Telstra?
Positive Negative
Businesses are spending a huge amount of time and energy on social media as it impacts the
business in both positive and negative ways. Respondents during the research were asked about
their opinions on how the business of Telstra is impacted because of social media. It was found
that majority of respondents were of opinion that the business was impacted by social media in a
positive way. 75% of the respondents had positive opinions about social media impact on
business but 25% of the respondents believed that the business may be impacted negatively
because of social media if the platforms are not used wisely and smartly. Therefore, marketing
through social media must be done with proper care.
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Question 5:
On which social networking platform
have you read the most about the
company Telstra?
Facebook Twitter LinkedIn
Social media platforms like Facebook, Twitter, LinkedIn are used by Telstra for marketing and
promotion of its products and services. They help the company to communicate all important
information about the company to its customers. Such customers were asked about the social
media platform through which they heard the most about the company. It was found that Telstra
55% of respondents heard about the company from Facebook, 30% of respondents heard the
most about company from Twitter and 15% came to know about the company through LinkedIn.
Facebook is most widely used social networking platform. Marketing through Facebook if done
with care and set policies could be beneficial for the company in a major way.
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Time Schedule (Research Plan)
A time schedule is presentation of activities performed for the research purpose in a systematic
manner. This schedule states the time taken for various activities for performing the research.
Activities Preliminary data Close date Time utilized
Selection of research
topic
17 May 2018 18 May 2018 2 Days
Preparing the budget
for research
19 May 2018 19 May 2018 1 Day
Identification of the
resources required for
research
20 May 2018 21 May 2018 2 Days
Collection of primary
and secondary data
22 May 2018 25 May 2018 4 Days
Evaluation of the data
collected
25 May 2018 27 May 2018 3 Days
Conclusion and
Analysis
28 May 2018 29 May 2018 2 Days
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Gantt Chart
It is the pictorial presentation of the time schedule of activities undertaken for conducting the
research. It must be made in accordance with the time schedule mentioned in time table.
Activities Time taken (Days)
No. of days 1 2 3 4 5 6 7 8 9 10 11 12 13
Selection of
research
topic
Preparing the
budget for
research
Identification
of the
resources
required for
research
Collection of
primary and
secondary
data
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Evaluation
of the data
collected
Conclusion
and Analysis
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Conclusion
From the analysis of above report, it can be understood that social media marketing can benefit
the company in a vital manner in long run. It is a cost-effective marketing technique (Smith,
2017). Businesses are now aware of the power of social media and they have accepted social
media as part of their marketing strategies. At the time of using social media for marketing,
businesses must pay attention to the platforms used by them for such marketing. It must ensure
that such platforms are helping the company in generating sales and with greater visibility
(Ciprian, 2015). Majority of the companies now are using social media platforms to personally
contact their customers and satisfying their needs.
The findings of the research under this report can be used as a guide for using social media
platforms and marketing tools to ensure correct and safe use of such platforms. Social media is
undoubtedly a boom for companies but may impact its privacy, operations, image and goodwill.
Therefore, marketing through social media can impact both positively and negatively. The
companies must ensure that the impact is only positive. Even if it received any negative
comment or opinions, it must have a specialized team to deal with such matters and ensure that
the customer or employee giving negative opinions are satisfied enough. Therefore, it can be
concluded that social media must be used as marketing strategy but with due care and precaution
and with well planned policies.
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