BUSN5005: Digital Communication Strategies for Minor International PLC

This report provides an executive summary and detailed analysis of Minor International PLC's digital communication strategies. It explores the company's use of various digital channels like Facebook, Instagram, LinkedIn, and Twitter, and their impact on brand awareness, interaction, and trust. The report evaluates Minor International's identity, presence, and reputation on social media platforms, identifying key challenges such as online crises, negative opinions, misinformation, and fake news. The report also offers specific recommendations to address these challenges and enhance the company's digital communication efforts, including suggestions for managing social media, addressing misinformation, and leveraging digital platforms for growth. The assignment fulfills the requirements of a BUSN5005 report, as specified in the assignment brief, and adheres to key structural elements for business reports.

Assessment

Executive summary
In this report, the main concern is related to digital platform and different type of
channels. In this report the chosen organisation is a multi-national company which operated their
activities in majorly three parts which are hotels, restaurants and lifestyle products. This report
further include different type of channels and activities which are adopted by them in order to
manage different type of digital media platform activities. It further describe three main
challenges and recommendation to overcome that challenges within the company.

Table of Contents
Executive summary..........................................................................................................................2
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Digital communication channels.................................................................................................4
Digital communication activities................................................................................................4
Impression of company's identity, presence and reputation based on social media platform.....5
Social media challenges..............................................................................................................6
Conclusion.......................................................................................................................................7
Recommendation.............................................................................................................................7
References........................................................................................................................................8

Introduction
Digital communication is the process where data is transfer from one point to another and
or a single point to multipoint communication devices. Simply we can said that, digital
communication is an important tool which is related to organisational online communication
channels. In this assignment the chosen organisation is Minor International Plc, which further
include impact of social media on building brand awareness, interactions, trust and challenges
face by company (Blau and Eshet-Alkalai, 2017). This project is completed in four questions
which define the success and failure of chosen organisation due to digital platform. Detailed
evaluation on companies identity, presence and reputation based on their social media platform.
Main Body
Digital communication channels
Minor International Plc is a multinational company which is based in Bangkok. Which
have mainly three business operations which are hospitality, restaurants and different lifestyle
brands distribution. It was founded in 1978 and its headquarter is in Bangkok, Thailand. Minor
serve customers in more than 65 countries across world. The company has limitless opportunities
to thrive and achieve the success within the organisation (Ramos and Barbosa, 2021). Minor
International Plc use various digital platform like Facebook, Instagram, Link-din and Twitter.
These digital handles are useful for the company in order to attract more customers. Furthermore
these digital communication channels are effective in their use and help the company in future
growth and success.
Digital communication activities
Identity on social media: The identity of social media is clearly established in the
market. This company partly communicate through companies logo and brand image whereas,
other platform and channels are useful for computing high social media coverage. Another
important identity on social media which is build my minor international plc is they serve their
customers through social and digital media platforms (Büyüközkan and Göçer, 2018). In the
starting they started only hotels industry and further they expand their business in restaurants and
personal lifestyle brands. Hence, varieties of different platform help company to expand and this
will lead to earn revenue approx. 20% in restaurants, 70% in hotels and 5% in lifestyles products.

Presence of social media: Mainly, minor international plc, is a product focused
approaches to expand their business but recently they changes their ethical standards and culture
as now they focus on their customers. Their main mission is to delivering a good experiments
that satisfy the need of customers. Their core values are related to customers focused, result
oriented, people development, trying to be more innovative and experimental and more
partnership with their area of operation's industry. They try to monitor site trafficking and use
customer profile statistics. Furthermore they can update their B2B and B2C online campaign
which are helpful for them to expand their business profile in between the customers.
Analysing constitutions: A deep analysis of constitutions help the company to determine
about who are their constitutions and what they actually think about their company. The main
component of three of the sectors are; hotels, foods and lifestyle industry. This part involve three
sections which are primary, secondary and tertiary sectors. Primary sectors include companies
employee, customers, shareholders and different type of communities (Carretero and et.al.,
2018). While secondary sector include media, suppliers, creditors, governments and bloggers.
Third sector include; primary and secondary social media platform.
Impression of company's identity, presence and reputation based on social media platform
Social media platform influenced the detailed relationship in between the employer,
employees and their stakeholders. This platform help the company to make a strong connection
and connect them to project leadership, share information, products and services and build the
sustainable relationship. Easy access to the use of internet made this simple to the stakeholders
so that they can communicate independently. The arrival of social media has created various
impact on the company. Which can develop and spread its corporate identity. The increasable
growth of internet and social media platform which change the communication environment of
the company. In minor international plc, their stakeholder may use different type of opinion
related to company and its product. The regular rise of social media gives a new opportunities in
order to communicate easily within an organisation (Carty and Barron, 2019).
The importance of social media in reputation management can not be denied as there are
as such no matrices to measure the value which are associated with companies strategies. The
value of the company are rises with the help of social media platform. This will also increase the
presence of the company and increase the brand reputation in market. For making a strong
reputation it takes approx 45 years for the minor international plc. They can develop the

reputation through different use of digital media platform and words of mouth. The social media
platform are helpful for the company's reputation with the help of different partial platform.
Sometimes this will make a wrong impact on the company or can be increase reputation risk if
the planning of the company is not well planned or the engagement of the company is not
strategically used. Different proactive measures are used and prepared in order to maintain the
corporate social responsibilities within the organisation. Undoubtedly, not all the companies
have been successful in managing and implementing social media platform and their access in
the right manner. This is one of the major responsibilities to top management in order to make
some successful activities related to social media platform.
Social media challenges
In the minor international plc, there are three main challenges are evaluated while
discussing about social media challenges. These challenges are considered in order to manage
the negative effect of social media platform (Casilli, 2017). There are mainly three important
challenges which are faced by company. The online faces of crises, online opinions and
misinformation and fake news which are face by company.
The online face of Crises: In this, the company face different type of social media
challenges in all of them one is online face of crises. Here minor international face different
situation as the media is not in favour of the company and use some major issues which are
related to the online platform (Manovich, 2018). This is an imperative management plan, as
every company need to be ready, proactive and organised. And for this company has to need to
implement major steps which are useful for the company and reduce online crises.
Online Opinion: Louder than ever: Furthermore, it is seems that online opinion is very
important for the youth. The impact of social media is make a louder impact comparing with
others. Online opinion is make a clear picture in public and people may easily influenced through
the outcome and decision of online platforms.
 Anti corporate communities There are various companies which are become the enemy
of minor international plc (Ismagilova and et.al., 2017). So if they want they can to spoil
the image of company in the society. Then they can easily manipulate the data and
audience with the help of anti corporate communities and online data and platform.
 Use of technology to fuel a crises: All the social media technologies are helpful and
useful for the company. But most of the time these technologies are act as a fuel and

make crises in the media and on digital platform access. So to use digital technologies, It
is very important to work in the ethical manner so that it would be effective of the
company and for the society also.
Misinformation and fake news: Another biggest challenge for the minor international
plc is that while using social and digital media platform they are facing many misinformation
and fake news which effect the growth and brand image of the company (Kraidy, 2017). All
these information are related to company and depend on the image either good or bad. So
misinformation and fake news are very critical approach to analysis minor international
approach.
Conclusion
From the above report it is concluded that social media platform are so important for the
company as it will help the company to make the brand image in market. The importance of
social media usages will be considered for the good of the company. The main fact which are
evaluate from the aspect of social media and its impact are good for the company but at the same
time it will create major challenges which are related to company. To avoid those challenges in
the respected company, there are various strategies are adopted.
Recommendation
For the minor international plc, they have to adopt different type of recommendation
which are related to the growth and success of company (Loonam and et.al., 2018). They have to
adopt right digital platform in order to manage the challenges. Furthermore they have to appoint
a department which main function is to manage the issues related to digital platform.

References
Books and Journals
Blau, I. and Eshet-Alkalai, Y., 2017. The ethical dissonance in digital and non-digital learning
environments: Does technology promotes cheating among middle school
students?. Computers in Human Behavior, 73, pp.629-637.
Büyüközkan, G. and Göçer, F., 2018. Digital supply chain: literature review and a proposed
framework for future research. Computers in Industry, 97, pp.157-177.
Carretero, S., and et.al., 2.1: The Digital Competence Framework for Citizens with eight
proficiency levels and examples of use (No. JRC106281). Joint Research Centre (Seville
site).
Carty, V. and Barron, F.G.R., 2019. Social movements and new technology: The dynamics of
cyber activism in the digital age. In The Palgrave handbook of social movements,
revolution, and social transformation (pp. 373-397). Palgrave Macmillan, Cham.
Casilli, A.A., 2017. Global Digital Culture| Digital Labor Studies Go Global: Toward a Digital
Decolonial Turn. International Journal of Communication, 11, p.21.
Ismagilova, L.A., and et.al., 2017. Digital business model and smart economy sectoral
development trajectories substantiation. In Internet of Things, Smart Spaces, and Next
Generation Networks and Systems (pp. 13-28). Springer, Cham.
Kraidy, M.M., 2017. The projectilic image: Islamic State’s digital visual warfare and global
networked affect. Media, Culture & Society. 39(8). pp.1194-1209.
Loonam, J., and et.al., 2018. Towards digital transformation: Lessons learned from traditional
organizations. Strategic Change. 27(2). pp.101-109.
Manovich, L., 2018. Digital traces in context| 100 billion data rows per second: Media analytics
in the early 21st century. International journal of communication, 12, p.16.
Ramos, I. and Barbosa, H., 2021. Designing for Cinema Trindade: Graphic Communication in
Contemporary Portuguese Cinemas. In Perspectives on Design and Digital
Communication (pp. 17-33). Springer, Cham.