Social Media Campaign Case Study: Lessons Learned in Marketing

This case study analyzes a social media campaign launched by a company aiming to enhance its brand image and highlight its positive impact on the Singaporean community through charitable efforts. Despite initial positive reception, the campaign faced internal conflicts due to employee reservations, leading to resignations and feelings of disempowerment among remaining staff. Furthermore, the campaign received significant criticism on social media, accusing the company of hypocrisy and disrespect toward charity, ultimately leading to its closure. The paper employs Neohumanism and Radical Structuralism methodologies to identify potential threats, propose a risk management framework, and develop a solution plan. It emphasizes the importance of addressing management-employee conflicts, fostering employee involvement, and considering public perception in future CSR campaigns. The analysis highlights the need for a balanced approach to social media campaigns, considering both internal and external stakeholder perspectives to ensure success and avoid reputational damage.

Running head: CASE STUDY ON SOCIAL MEDIA CAMPAIGN
Case Study on Social Media Campaign
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1CASE STUDY ON SOCIAL MEDIA CAMPAIGN
Table of Contents
1. Introduction..................................................................................................................................2
1. 1. Problem Statement...............................................................................................................2
2. Methodology................................................................................................................................3
3. Literature Review........................................................................................................................4
4. Solution Development and Proposal...........................................................................................5
5. Discussions and Conclusion......................................................................................................11
References......................................................................................................................................14

2CASE STUDY ON SOCIAL MEDIA CAMPAIGN
1. Introduction
Social media campaign is deemed to be a coordinated marketing effort in attaining a
business goal employing more than one social media platforms. These social media campaigns
facilitate the companies in improving brand image before its target consumers through knowing
the preferences of the target audiences along with encouraging consumers to explain their
experience towards the brand (Wu et al. 2015). The objective of the paper is to analyze the case
study of social media campaign of a company that is intended to enhance its image to its target
consumer base. The paper will also evaluate the failed social media campaign and based on that
a risk management framework will be proposed through analyzing potential threats to the
organization and focusing on eliminating the impact of such risks.
1. 1. Problem Statement
From analyzing the case study it has been analyzed that the company intended to improve
its brand image before its target consumer base and considered to highlight the positive impact of
its business on the community if Singapore. Along with budgeting for donations the company
also developed a social media campaign in order to highlight their charity efforts. However, it
has been observed that in launching this social media campaign the company faced issues related
to the employees having personal reservations with this campaign causing conflict with the
supervisors. The employees that were not offered any opportunity by the company to voice their
concern entered into conflict with the company and resigned. However, other employees feel dis-
empowered and socially isolated. The company also faced criticisms on its social media
campaign were there increased high complaints regarding their disrespect towards charity and
being hypocritical in their intentions. Such issues resulted in the company to close its social

3CASE STUDY ON SOCIAL MEDIA CAMPAIGN
media page and withdraw from the campaign. After analyzing the case study it has been gathered
that there is a need for identifying potential threats to the company, minimizing such risks and
evaluating the successful implementation of future strategies (Aguinis and Glavas 2019).
Considering such issues, the paper will focus on developing a risk management and solution
development plan that can make the company aware of the causes of such issue that took place
and ensure that such situation can be avoided in future.
2. Methodology
In analyzing the issues faced by the company along with revealing the reasons for failure
of its social media campaign two selected paradigms are Neohumanism and Radical
Structuralism. Radical structuralism paradigm is deemed to be focussed on aspects related to find
a radical change for contributing to a society in a social order or for bringing in social change.
Neohumanism paradigm methodology is selected as it can facilitate in explaining ways that can
support avoiding individual employees from being partisan to his conflict (Aldrich 2017). The
two papers are cited for gathering information used for explaining these methodologies
application in the current case study. “The Importance of Social Capital in Building Community
Resilience” is selected for analyzing the Neohumanism paradigm and “The division of labor in
society” is selected for explaining radical structuralism methodology in dealing with identified
problem in the company. Radical structuralism methodology is employed in this paper as it can
facilitate in addressing the identified problem in the company through application of objectivist
view of the society and it focused on strengthening the position of working class that deals with
capitalist dominations (Durkheim 2014). On the other hand, Neohumanism paradigm is
employed as a suitable methodology in analyzing the company’s problem as it can facilitate in
evaluating human consciousness.

4CASE STUDY ON SOCIAL MEDIA CAMPAIGN
3. Literature Review
Chin, Hambrick and Treviño (2013) stated that enforcing Corporate Social Responsibility
(CSR) on the businesses might result in its manipulation for advancing corporate organizations
totally towards the self-interested ends rather than practicing certain intrinsic philanthropic
activities for ensuring good towards the society. Considering such issues faced by the businesses
related with CSR it has been identified that there are certain paradigms that can followed in the
companies in directing concern for businesses towards social prosperity rather than attaining just
self-interested profit motive. Masaka (2008) added that a business is completely relied on a
society as stable and well-organized community makes it highly possible for them to get actively
involved in business. These reasechers defines CSR to be the performance or non-performance
of the conducts by a corporate organization for the objective of enhancing social well-being of a
community without expecting any direct economic gain or loss. Budd (2008) indicated that
CEO’s political ideologies impacts their organizations’ CSR activities through hypothesizing that
liberal CEOs will focus on CSR more the the conservative ones and liberal CEOS will focus on
CSR activities irrespective of their high or low financial performance in comparison to
conservative CEOs.
Wang et al. (2016) explained Neohumanism paradigm as a radical humanism that do not
explain the structural conflict concept but the anti-organizational theory concept. The major
implementation of this paradigm is to develop a system that rational discourse or debate supports
emancipation of several deprived individuals or people groups. This paradigm follows a dualistic
approach towards problem solving through implementing positivism and realism in order to
attain technical control as well as mutual understanding. On the other hand, Gond et al. (2017)
elaborated radical structuralism paradigm to be relied on an objectivist view of the society d

5CASE STUDY ON SOCIAL MEDIA CAMPAIGN
considering that radical change can be a part of social reality. This paradigm analyses societies
based n structural relationships and proposes solutions based on the assumption that radical
change is developed within the structure and nature of the contemporary society. This approach
assumes that a prior knowledge exist along with an objective economic reality. Rao and Tilt
(2016) confirmed that the Neohumanims and radical structuralism paradigm implementation
perceives that the most vital characteristics of organizational learning is implementation of
suitable strategies for supporting changes and decreasing change resistance.
4. Solution Development and Proposal
Risk
Identification
Risk Analysis Risk Response
Planning
Perspective in
Developing Risk
Solutions
Risk Monitoring
and Control
Employees
feeling dis-
empowered and
socially isolated
Internal conflicts
took place in the
company
between the
employees and
the executives.
These employees
felt that they
were not offered
with other
opportunities
like other
In ensuing that
future CSR
campaign of the
company attains
success it must
ensure
addressing the
management-
employee
conflict (Wu et
al. 2015).
Development of
Neohumanitism
perspective must
be followed in
ensuring
successful
implementation
of the risk
response plan as
it focuses on
addressing
conflict among
employees
There might be
certain risks in
case the
Neohumanatarism
approach is not
followed in the
risk solutions plan
that can be related
with existence of
corporate
biasness in
workplace,

6CASE STUDY ON SOCIAL MEDIA CAMPAIGN
employees to
raise their
concerns on
biasness towards
few employees
that was taking
place in the
company. The
executive level
personnel did not
offer the
employee with
adequate
opportunity to
present their
views on the
CSR campaign
and was
dominated by the
higher
management
level for not
saying anything
suitable conflict
resolution
program is
necessary
through
encouraging
executives to be
more liberal in
their approaches
(Wu et al. 2015).
In addition, the
company must
also consider
offering equal
chance to all
employees
within the
decision making
process along
with setting a
common goal for
the employees
and the
through avoiding
any biasness
taking place in
the workplace.
Neohumanism
perception
considers that
solving conflicts
between the
employees and
the management
as skills that can
be learned in an
organization (Wu
et al. 2015). The
company must
consider giving
importance to the
Neohumanistic
values through
developing social
systems within
the workplace
ignorance of
social and
workplace needs
of employees and
lack of increased
involvement of
employees in
future CSR
campaigns. In
addressing such
risks, the
company must
consider
developing a
training program
for employees
were they will be
made aware of
the CSR
initiatives that are
to be
implemented by
the company and

7CASE STUDY ON SOCIAL MEDIA CAMPAIGN
about the
campaign.
executives. This
is for the reason
that if employees
feel they are
working towards
attaining same
goal, they will
not resist change
and will work
effectively in
training the
common goal
(Wu et al. 2015).
with the potential
to make the
employee
independent
from repressive
social and
workplace
conditions (Wu
et al. 2015). This
can contribute to
realization of
human needs and
encouragement
of employees
within the CSR
campaign
initiates as well
as decision
making process
of the company.
involve them in
deciding their role
in making such
campaign a
success (Günbayi
and Sorm 2018).
Moreover, the
executives’
effectiveness in
maintaining
cordial workplace
situations and
unbiased
relationship with
employees will be
evaluated through
their approach of
increasing
priority towards
developing a free
enterprise,
healthy
competition

8CASE STUDY ON SOCIAL MEDIA CAMPAIGN
system and a
string impartial
state (Wu et al.
2015).
CSR campaign
launch of the
company faced
several criticisms
on social media
The company
faced numerous
criticisms from
several groups of
people on social
media at the
CSR campaign
launch. The
company was
accused that it is
dictating
disrespect
towards charity
and the business
has intentions of
just increasing
their market
shares. The
community
The company
must focus on
highlighting its
efforts towards
support for their
charities in order
to enhance their
image before its
target consumer
base (Wu et al.
2015). The
company must
be completely
aware the best
possible ways
they can be
responsible
towards the
community. In
Radical
structuralism
perspective must
be followed by
the company in
ensuring
successful
implementation
of this risk
response
solution. This is
for the reason
that this
perspective can
support in
analyzing the
reasons for
increasing
negative
Certain risks can
take place in
absence of
Radical
structuralism
perspective
implementation
within the risk
solutions plan that
can be in the form
of affected trust
between
community and
company and lack
of company’s
approach in
realizing social
needs before
designing any

9CASE STUDY ON SOCIAL MEDIA CAMPAIGN
criticized that the
company has no
intentions of
addressing social
concerns to
which the
business could
not responds and
shut down their
social media
page along with
the CSR
campaign.
addition,
focusing on
charity conducts
irrespective of
having poor or
better financial
performance can
increase
goodwill and
reputation of the
company in the
social media.
Moreover, the
company must
also focus on
developing social
relations through
social media
website where
they can focus on
communicating
with a broad
range of
backlash from
the community
regarding
marketing
campaign of the
company for
addressing such
concern in the
future CSR
campaigns (Wu
et al. 2015).
This perspective
implementation
can facilitate in
analyzing the
sociological
paradigm related
with the changes
taking place in
the society along
with their views
regarding the
CSR campaigns
future CSR
campaign. To
mitigate such
risks the company
must consider
developing a CSR
policy that can
guide the
company in
recognizing the
importance of
CSR campaign fir
the society
following which
it can attain better
reputation and
credibility
towards business
(Carveth 2016).

10CASE STUDY ON SOCIAL MEDIA CAMPAIGN
consumers
regarding issues
faced by them
and make active
attempts in
addressing the
through its CSR
campaign. This
can facilitate in
building trust
between
consumers and
the company.
launched by the
company. Before
launching any
CSR campaign
the company
must follow this
perspective and
make sufficient
attempts to
analyze the
causes and moral
implications of
their launched
campaign.
Implementation of Neohumanism and Radical structuralism perspective is considered in
the risk management plan above that can support the company in developing a successful CSR
campaign in future. This can be ensured as the solutions developed with focus on these
perspectives can facilitate in addressing issues related with partial treatment of employees in
workplace and lack of realizing community expectations from the company’s CSR campaign
(Reveley 2018). Moreover, the selected perspectives are deemed to be appropriate for solving the
issues faced by the company as these perspectives aims at transforming the welfare state and the

11CASE STUDY ON SOCIAL MEDIA CAMPAIGN
social work initiatives by the organization through liberalizing executive viewpoints towards the
employees and the society.
5. Discussions and Conclusion
From developing solutions for the issues faced by the company it has been gathered that
implementation of Neohumanism and radical structuralism paradigm is important for dealing
with issues related with conflict taking place between the executive and employees concerning
the CSR campaign. From preparing the risk management plan it has also been gathered that not
effectively following the selected perspectives might result in failure of certain issues faced by
the company (Hong, Li and Minor 2016). This is for the reason that risk management plan
developed from the perspective of Neohumanism can facilitate the company in avoiding
individual employees from being biased to the conflict taking place in ineffective
implementation of the charity campaign. In addition, it has also been evident from the case study
and development of the risk management plan that radical structuralism perspective based
solution plan can facilitate in addressing any predictable backlash from the public against any
marketing campaign developed by the company. This is for the reason that this perspective
focuses on developing solutions to such issues through focussing on the objective reality of
societal structures. Following the perspective the company can develop CSR campaign fir the
benefit of the society and as per their needs and not focussing on attaining any direct economic
gains from such campaign. Following such initiative can support the company in attaining good
public image within the community (Knights 2018).
Moreover, the radical structuralism their based risk management plan considers
development of CSR campaign through realising the underlying reality of the society and