University Report: Management Communication Strategies

This report, addressed to the Senior Operations Manager of Sunshine 100, examines the negative consequences of inadequate social media policies on workplace productivity and brand image. The report, written by the Director of Social Media, Jane Wilson, highlights a case where an employee's inappropriate social media post damaged the company's reputation. It emphasizes the need for a clear communication strategy, including policy dissemination, employee training, and regular reviews. The report proposes a detailed communication plan, including the timing, audience, key messages, and desired outcomes, along with recommended mediums such as social media and policy documents. The report underscores the importance of maintaining alignment with legal standards and incorporating feedback mechanisms to strengthen the customer base and protect against information leakage. It provides references to support its analysis and recommendations, advocating for a proactive approach to manage social media's impact on the organization.

Running head: MANAGEMENT
Management communication
Name of the student:
Name of the university:
Author note:

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To: Senior Operations Manager of Sunshine 100
From: Jane Wilson, The Director of Social Media, Sunshine 100
Subject: Negative consequences of social media policies on the productivity
Date: 5th May 2019
Respected Sir/Madam,
This is in reference to the negative consequences of improper social media policies on the
workplace. You must be knowing the significance of social media in terms of
revolutionizing the business operations. I would specifically like to point out the benefit in
terms of increasing the trafficking of the audience towards the brand image. I would
particularly draw your attention to the case of Sunshine 100, where social media policies
include the elements of positive approach, courtesy, thoughtfulness, copyright and
maintenance of confidentiality.
Challenges in the traditional channels of communication
The company, Sunshine 100, intended to launch a campaign, KidEats for promoting
healthy eating options among the school children. According to the campaign, the
personnel conveyed the information that the recipes are handmade through the usage of
fresh and frozen products. Along with this, the food items are pure and is devoid of any
preservatives, over-processing, canned, jarred or pouched. The launch promoted the items
like sausage sizzles, crisps, ice cream, donuts and chocolate chip cookies. One of the staff
members took pictures of the eateries and posted them on his Facebook page. Under the
picture of the sausage sizzle, he expressed his reaction as “Junk food, junk food
everywhere’. This was because of the lack of understanding regarding the proper
utilization of Facebook [1]. This was done privately, without the knowledge of the
manager and the higher authorities, which can be considered as an unethical approach,
contradicting the aspect of professionalism, enhancing the corporate image.

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Impact of the negative behaviour on the organization’s identity
When the issue came to the notice of the higher authorities, the managers were concerned
about the spoilage on the brand image. Paul spoke with the lawyers, planning to terminate
Alice. However, I do not think termination would be an effective option. Alice committed
this action, as she was unaware of the proper utilization of the social media. No doubt her
approach stained the reputation of Sunshine 100. On the other hand, it reflects the careless
approach of the managers regarding providing training to the employees regarding proper
handling of the access provided for using the social networking sites [2].
According to the workplace rules and regulations, this type of behaviour is against the
workplace ethics. Violation of the rules and regulations reflects negative approach towards
the traditional core values. Carelessness towards this direction indicates stained reputation.
Carelessness include incapability towards managing the access to use the social networking
tools like Facebook. Incapability towards managing the utilization of the social media
platforms arises the situation of information leakage for the confidential data and codes,
resulting in stained reputation [3]. For this, there needs to be strictness in implementation
of the social media policies.
Communication strategy
There needs to be a proper communication strategy for disseminating the policy to the
personnel. For this strategy formulation, templates are fruitful in terms of covering all of
the parameters needed for developing the social media policy [4]. In case of Sunshine 100,
the social media policy covers all of the aspects catering to the mutual interest of the
stakeholders and shareholders.
Timing 15th May 2019
Audience Managers of Sunshine 100
Sender Jane Wilson

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Key message “The foods prepared are fresh, pure and are handmade. Lab tests are
conducted for ensuring that the food items are devoid of any
additives, impurities and are over processed.”
Desired outcome Strengthening the customer base through disseminating appropriate
information about the total quality management.
Medium Social media
Materials Policy documents and papers
Frequency 6 months intervals for reviews and audits of the policies.
Social media policy
The departmental units of the company needs to be informed about the formulation of the
policy related to the usage of social media for the execution of the business operations in
an efficient and effective manner. Sending drafts regarding the prepared template to the
Board of Directors would be effective in terms of conducting reviewing and audits
regarding total quality management [5]. Interactive sessions for conducting the reviews is
apt for reducing the concerns and worries of the customers regarding the standards and
quality of the food items. Uploading the messages on the social media and social
networking sites is an effective option for increasing the trafficking of the audience
towards the brand image. Within this, consciousness is needed in terms of averting the
cases of information leakage through installation of software cookies and policies [6].
Sessions with Fairwork Australia would be effective for Sunshine 100 in terms of ensuring
whether the formulated policy is in alignment with the latest version of the statutory laws
and legislations. Maintaining frequency in organizing these sessions is effective in terms of
taking the business operations to the standards and codes specified in the Working
Ombudsman [7]. In the sessions, verification of the policy papers and documents is

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beneficial for detecting the presence of any irrelevant aspects, which can stall the business
processes. Maintaining frequency in the executing the sessions is assistance in terms of
mapping the outcomes. Clarity in the messages to be delivered is essential in terms of
making the audience understand the key operations, which is conducted by the company,
Sunshine 100. Seminars and lectures regarding the quality management would be effective
for enhancing the awareness of the stakeholders regarding the customer relationship
management [8].
Surveys and feedbacks are one of the essential means for gaining an insight into the
approaches of the customers towards the levied advertisements. Uploading the survey and
feedback forms on the social networking sites would be fruitful in terms of strengthening
the customer base. Rationality in this case would be measured from the incorporation of
Data Protection Act (1998) and Computer Misuse Act into the social media transactions.
Instructing the employees to adhere to the standards and codes of these legislation would
be effective in terms of reducing the misutilization of the organizational resources.
Training needs to be conducted for making the employees aware of the dynamics regarding
the operations of the social networking sites.
I would be highly obliged if you look into the matter with due consideration.
Regards
Jane Wilson
___________________

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References
1. Cardon, P. W., & Marshall, B. (2015). The hype and reality of social media use for
work collaboration and team communication. International Journal of Business
Communication, 52(3), 273-293.
2. Chaudhri, V. (2016). Corporate social responsibility and the communication
imperative: Perspectives from CSR managers. International Journal of Business
Communication, 53(4), 419-442.
3. Crane, A., & Glozer, S. (2016). Researching corporate social responsibility
communication: Themes, opportunities and challenges. Journal of Management
Studies, 53(7), 1223-1252.
4. Knoll, J. (2016). Advertising in social media: a review of empirical
evidence. International Journal of Advertising, 35(2), 266-300.
5. Razmerita, L., Kirchner, K., & Nielsen, P. (2016). What factors influence knowledge
sharing in organizations? A social dilemma perspective of social media
communication. Journal of Knowledge Management, 20(6), 1225-1246.
6. Roshan, M., Warren, M., & Carr, R. (2016). Understanding the use of social media by
organisations for crisis communication. Computers in Human Behavior, 63, 350-361.
7. Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-
214.
8. Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What
messages to post? Evaluating the popularity of social media communications in
business versus consumer markets. Industrial Marketing Management, 62, 77-87.