Evaluating Facebook as a Business Communication Tool for Schools

This report analyzes the use of Facebook as a business communication tool, specifically within a school management context. It evaluates ten sources, including journal articles, research papers, and websites, to assess Facebook's impact on internal and external communication strategies. The report explores the advantages of using Facebook for school communication, such as easy and cost-effective interaction with stakeholders, including parents, teachers, and organizations. It also addresses challenges related to privacy, security, and brand image. The analysis covers topics such as incorporating Facebook into service-learning projects, using it for educational purposes, and managing customer engagement. The report concludes that while Facebook offers significant benefits for school communication, careful planning and strict guidelines are essential to mitigate potential risks and maximize its effectiveness. The report also highlights the importance of managing privacy and addressing potential marketing challenges, providing recommendations for effective implementation.

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Contents
Introduction...........................................................................................................................................2
Article 1= Incorporating Facebook and Twitter in a service learning project in a business
communication course..........................................................................................................................3
Article 2 Social Networking and Business Communication Pedagogy: Plugging Into the Facebook
Generation............................................................................................................................................3
Article 3- A review of research on Facebook as an educational environment.......................................3
Article 4 Spreading the word through likes on Facebook......................................................................4
Website 5 Using Facebook to Improve School Communication Webinar Q&As....................................4
Article 6- Friend or not to friend: Co-worker Facebook friend requests as an application of
communication privacy management theory........................................................................................5
Article 7- Engaging customers on Facebook: Challenges for e‐retailers................................................5
Article 8- The Implications of Facebook Marketing for Organizations...................................................5
Article 9- The impact of brand communication on brand equity through Facebook.............................6
Website 10 Facebook for business........................................................................................................6
Summary and conclusion.......................................................................................................................6
References.............................................................................................................................................8

Introduction
This report aims to identify the developing technologies in the field of marketing and their
impacts over the business and its success. Managing internal and external communication in
an organisation require an effective strategy to make the business familiar and famous at the
broad level of the society. Hence, this report will evaluate 10 sources including journal
articles, research papers, and websites to meet the aim of evaluating and planning effective
use of social Media Website focusing to Facebook as business communication strategy for an
organization. I have chosen my present managed school setting (Aydin, 2012).
School and may educational institute perform their operations in the competitive and
challenging market. Facebook is a societal networking website that permits users to:
 collection of information, images and videos to share with each other
 Keep in conversation with many people.
Facebook is a popular and easy means of communication allows the users to make
intersection in private and open messages; one using the Facebook can post attractive pictures
and videos to make new connections and add family and known members. In my school
management, I will apply effective uses of Facebook to interact with the parents, teachers,
organisations and many other stakeholders.
This report will use articles and website to discuss the positive and favourable impact of the
Facebook allowing our school management easy and cheap but reliable source of
communication. in addition this report will also discuss the impact of Facebook challenging
for the privacy, safety and brand image of school as well.

Article 1= Incorporating Facebook and Twitter in a service learning project in a
business communication course
Crews, T. B., & Stitt-Gohdes, W. L. (2012). Incorporating Facebook and Twitter in a service-
learning project in a business communication course. Business Communication
Quarterly, 75(1), 76-79.
Author suggest that as in the field of education and development a school administration can
use the effective communication method by the Facebook as to attract the non-profit
organisations to take interest in the activities. Posting pictures on the wall can make the
others aware about interesting features of the school. This allows user who is added to access
and tag the pictures one like to share and it leads the indirect communication to the invisible
customer (Crews & Stitt-Gohdes, 2012).
Article 2 Social Networking and Business Communication Pedagogy: Plugging Into the
Facebook Generation
Dyrud, M. A. (2011). Social networking and business communication pedagogy: Plugging
into the Facebook generation. Business communication quarterly, 74(4), 475-478.
According to author’s findings and comments a business engaged in the educational series
can make effective communication with the parents, teachers and other relevant people.
Many teenagers use Facebook to communicate with other student, shares file and post
pictures of school activities on their wall. This is indirect communication through the
activities and interest if the students. I will allows aces of student to tag any relevant picture
they like because it is profitable for the organisation (Dyrud, 2011).
Article 3- A review of research on Facebook as an educational environment

Aydin, S. (2012). A review of research on Facebook as an educational
environment. Educational Technology research and development, 60(6), 1093-1106.
Author finds that Facebook is becoming a platform of the conversation and changing the
ideas among the students to make the study easy. They share new ideas and ta their friends to
solve any issue, sometimes in the examinations seasons teachers have no access to meet than
they can share relevant and useful material via social networking (Aydin, 2012).
Article 4 spreading the word through likes on Facebook
Swani, K., Milne, G., & Brown, B. P. (2013). Spreading the word through likes on
Facebook. Journal of Research in Interactive Marketing.
Authors in this article discuss the suitability of the social networking site for making the
organisation famous in the society , in the present era of social networking and connectivity
no person is far from the Facebook. Hence I can implement this platform to make the likes
and comments of the parents favouring the school and any suggestions they deliver is useful
to meet the expectations (Swani, Milne, & Brown, 2013).
Website 5 Using Facebook to Improve School Communication Webinar Q&As
Copper, Jay; Using Facebook to Improve School Communication Webinar Q&As. Retrieved
at https://www.campussuite.com/blog/using-facebook-to-improve-school-communication-
webinar-qas/ on 20/March/2020
Copper suggest the guidelines to manage the use and access to the school Facebook home
page to the students and parents. Opening access to all can lead the issues to the privacy and
security hence organisation using Facebook can use it wisely to favour the organisation
(Copper, 2015).

Article 6- Friend or not to friend: Co-worker Facebook friend requests as an
application of communication privacy management theory
Frampton, B. D., & Child, J. T. (2013). Friend or not to friend: Coworker Facebook friend
requests as an application of communication privacy management theory. Computers in
Human Behavior, 29(6), 2257-2264.
Many organisation can face challenges to use the Facebook as sharing of the illegal and
biased information among the staff, sometimes parents and students disturbs the teachers by
sending the unnecessary messages causing the issues to them hence selection of friends in
this sector is challenging to manage (Frampton & Child, 2013).
Article 7- Engaging customers on Facebook: Challenges for e‐retailers
Harris, L., & Dennis, C. (2011). Engaging customers on Facebook: Challenges for e‐
retailers. Journal of Consumer Behaviour, 10(6), 338-346.
Customers in the schools are related to students, parents, many other organisations that meet
the challenging situation to aces the school page. Hence organisation of school face issue to
manage the intersection with a huge number of complaints and it cusses internal challenges
to the teachers and students. This situation is very challenging for the school management,
because Facebook is not safe as it is demanded by the users (Harris & Dennis, 2011).
Article 8- The Implications of Facebook Marketing for Organizations
Ramsaran-Fowdar, R. R., & Fowdar, S. (2013). The implications of Facebook marketing for
organizations. Contemporary Management Research, 9(1).
Many organisation use Facebook, it allows the access to any one but it also leads the issues
by leading the challenges in the completive market. Marketing via Facebook is not authentic

because many news and advertisings are available, some of them are not authentic and fake
that leads the issues to the management and business marketing (Ramsaran-Fowdar &
Fowdar, 2013).
Article 9- The impact of brand communication on brand equity through Facebook
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing.
Customers affect the overall scenario if the business and school administration deal with the
challenges that cause the issues to the teachers. School can post important information on its
wall to aware the changes or important meeting but many parents have issue and they
directly contact the teachers and contact to the other parents who are tagged in the other
parents as well (Schivinski & Dabrowski, 2015).
Website 10 Facebook for business
Info business; Facebook for business Advantages and disadvantages of Facebook for busines,
retrieved at https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-
facebook-business; 20/March/2020
Facebook leads many favourable discussion points to the user, as I have evaluated from the
website it provides the challenges associated to the use of Facebook without concerning the
negative effects. Many sources connected through the Facebook are not authentic and leads
the issues to the privacy and security of the school information. This issue have legitimacy
affect sometimes and causes damage to the organisation. Hence I support and accept the
Facebook as the important and effective communication but many issues are associated that
are also essential to manage (Business, Info;).

Summary and conclusion
The determination of this report was to represent an evaluation of Facebook as source of
communication, as research on its use within education organisation is relatively new. The
study is categorized into three sections identifying the usability and profitability for the
Facebook users; reasons school use Facebook; harmful effects of Facebook in the school and
business; Facebook as an scholastic marketing and support ; Facebook’s special effects on
values, and education; and the connection between Facebook and user’s interest. Here the
report examines the evaluation and suitability of the Facebook for the school and business
communication. Additionally, the report associates Facebook usage in positive and
challenging manner that concluded that use of Facebook’s profitable for the organisation as
my school can gain many advantages from the use but is it comes to challenges they are also
high and need effective assessment from the users.
I evaluate that use of Facebook as source of communication in an organisation is very
profitable but I have to plan strict guidelines for the users and people associated with it
including the staff members, teachers, parents, and student as well.

References
Aydin, S. (2012). A review of research on Facebook as an educational environment.
Educational Technology research and development, 1093-1106.
Business, Info;. (n.d.). Facebook for business Advantages and disadvantages of Facebook for
business. Retrieved March 19, 2020, from www.nibusinessinfo.co.uk:
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-facebook-
business
Copper, J. (2015, November 4). Using Facebook to Improve School Communication Webinar
Q&As. Retrieved March 20, 2020, from Campus Suite:
https://www.campussuite.com/blog/using-facebook-to-improve-school-
communication-webinar-qas
Crews, T. B., & Stitt-Gohdes, W. L. (2012). Incorporating Facebook and Twitter in a service-
learning project in a business communication course. Business Communication
Quarterly, 76-79.
Dyrud, M. A. (2011). Social networking and business communication pedagogy: Plugging
into the Facebook generation. Business communication quarterly, 275-478.
Frampton, B. D., & Child, J. T. (2013). Friend or not to friend: Coworker Facebook friend
requests as an application of communication privacy management theory. Computers
in Human Behavior, 2257-2264.
Harris, L., & Dennis, C. (2011). Engaging customers on Facebook: Challenges for e‐retailers.
Journal of Consumer Behaviour, 338-346.

Ramsaran-Fowdar, R. R., & Fowdar, S. (2013). The implications of Facebook marketing for
organizations. Retrieved March 20, 2020, from s3.amazonaws.com/:
https://s3.amazonaws.com/academia.edu.documents/32622036/2013_THE_IMPACT
_OF_BRAND_COMMUNICATION_ON_BRAND_EQUITY_DIMENSIONS_AND
_BRAND_PURCHASE_INTENTION_THROUGH_FACEBOOK.pdf?response-
content-disposition=inline%3B%20filename
%3D2013_THE_IMPACT_OF_BRAND_COMMU
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing.
Swani, K., Milne, G., & Brown, B. P. (2013). Spreading the word through likes on Facebook.
Journal of Research in Interactive Marketing.