MGT502 Report: Analyzing Coles Supermarket's Social Media Strategy

This report provides a comprehensive analysis of Coles Supermarket's digital communication strategy, with a focus on their social media communication strategy. It explores how Coles leverages social media platforms to connect with customers, build brand image, and enhance customer relationships. The report identifies both the benefits and challenges of implementing social media in the organization, including potential issues like decreased employee productivity, data security risks, and cyberbullying. It also discusses the importance of adapting to digital technologies to maintain a competitive edge in the market and concludes by highlighting the critical role of communication in the company's overall development and success. Desklib provides a platform to explore more such solved assignments and past papers.

Table of Contents
Assessment 2: Report......................................................................................................................2
Introduction......................................................................................................................................2
Social media communication strategy.............................................................................................2
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

Assessment 2: Report
Introduction
Digital communication technologies have been exploding all around the world and trying
for transforming the aspect of data and media. Various organizations have been maintaining a
firm strategy in their communication media fir maintaining a healthy approach to customer
(Westman 2018). Organizations need to be responsive and transparent to clients for better
services. Therefore, organization need to be precisely effective in their communication strategy.
Business organizations have been adapting several strategies for their development in the
organization. This report has focused on the digital communication strategy followed by the
Coles Supermarket. This Company have tried to use the social media communication strategy or
their development in the market. Although the company has successfully implemented social
media communication strategy, still there are some loop holes in it.
This report has focused on identification of challenges faced by the company in this
context. The shift to the digital communication has helped in changing the way of thinking and
expectation of people for engagement ad participation. The use of several social media
platforms have helped in connecting all over the world within a click (McClain & Neeley 2014).
Therefore, the rapid change in the technology has been creating a lot of opportunities for
business organizations in the market. This report has helped in providing a detailed information
about social media commutations strategy as a digital communication in Coles Supermarket.

Social media communication strategy
Social media has been developed over the last decade in all of forms of communication.
Social media has been a major tool and platform for communication purposes. Due to the
enhancement in the technological factors in the market, social media has able to gain attention of
maximum users and public in the market (Grayson, McLaren & Spitzeck 2017). Social media
has continuously effective for arising the communications many organizations. The use of social
media has been of both external and internal structure of an organization. Various researches
have shown instance in which social media has been increasingly incorporated with operational
behavior of an organization (Zappavigna 2018). In this report, Coles Supermarket has been
using the social media as tool for their digital communication strategy.
Coles has been benefitted by the use of the social media and have increased its business
in the market. The use of social media has been maintaining the change in the traditional
perspective of communication. The traditional communication systems was depended upon oral
and written communication skills. The draft into digital communication transformation has been
maintaining the change in the communication skills of the company officials. Customers gave
been always provided with highest priority in the product and service based industry (McGookin
& Kytö 2016). Customer satisfaction has been the most important agenda for the companies in
the market. Therefore, Coles has been focusing in the satisfaction level of the customers in the
market. The company has been working in its communication with the clients and customers to
make a better brand image than its competitors. Therefore, the use of the branding has been an
important factor of determining the success of the company (Buinac & Lundberg 2015). The use
of the social media has been maintaining proper communication with customers and clients. The
stakeholders of the company have focused on the development of customer relationship in the

market. The use of social media as a communication tool has helped in connecting with various
customers at different parts of the world. The website of the Coles Supermarket has been
helping in connecting with different customers. The website has a feedback portal that help
customers to input their comment regarding products and services of the company in the market.
However, the company has been curious for replying back to the comments provided by the
customers in the portal. The company has been continuously checking feedbacks of the clients
and customers in the market. Therefore, it took a longer time for communicating with a person
(Bauer 2016). The company has been focusing in the brand image and value of the company in
the market.
Communication in organizations has been always an important part as it helps in
connecting various people and group in the work environment. Communication is a critical
component in the organization as it depend on the identification of the organization in the
market. The brand values and image of the Coles Supermarket has been high in the market.
Therefore, there are little problems faced by the company. Most of the customers are online over
the social media platforms (Moscoso, Eldridge & Peck 2018). A both way communicating
between client and company helps in creating transparency in the relationships. The customer
relationship manager needs to be active in this field. There are various benefits of the social
media access in the company. For conducting the research, around 1800 personnel from an
insurance firm were chosen to assess their usage of social media for work purposes. The
employees are able to share their feelings and views over the website. This strategy has helped
the company to communicate with a large number of customers at a time. Therefore, it has
become easy for the company to communicate with them.

As argued by Beri (2017), implementation of social media in the organization might led
to degrade in the quality of products and services provided to customers. Employees might get
indulge with the social media platforms including Facebook, Twitter, Instagram, Pinterest and
LinkedIn. Employees might waste their time in these social media platforms rather than working
in the office. This become a huge loss to the company. Therefore, implementation of social
media might be a loss for the company. As argued by Judie (2015), employees might upload
some official documents and information over the social media platform that might be personal
in the company’s point of view. Therefore, this create a hacky moment for the company over the
internet. However, there have been various cases on social media account hacking for collecting
data. Therefore, many employees provided their some valuable data about the company over the
social media, which is not safe. The use of the social media needs to be done properly under
specific conditions. A new generation system helps in maintaining a keen approach to study.
Various challenges related to the implementation of social media in the organizational behavior
(OSAZEE-ODIA 2017). The use of social media in the organization has been a positive
movement with some challenges. The shareholders might up be agree with the implementation of
social media in the company, The use of the social media can be hazardous for the development
of the company as discussed early. The use of the social media might get public over the
internet.
Various digital technologies have been adopted by many small and medium sized
organization. Therefore, the competition has been increased in the market related to the sales of
products and services offered by the company. The managerial cost of the company needs to be
updated with the latest digital technology in the market for the updating their software and
hardware (O’Loughlin & Hogan 2016). The company has been working in its communication

with the clients and customers to make a better brand image than its competitors. Therefore, the
use of the branding has been an important factor of determining the success of the company. The
use of several social media techniques have been helping in collecting data and information for
the business organization in the market. Therefore, social media as a communication toll has
been an effective way to communicate with other customers at a time. The use of social media
has been maintaining the change in the traditional perspective of communication. The traditional
communication systems was depended upon oral and written communication skills. Therefore, it
took a longer time for communicating with a person. The draft into digital communication
transformation has been maintaining the change in the communication skills of the company
officials (Kampf & Stolero 2015). The company has been increasing its brand value in the
market. The current practice of the social media in the Coles Supermarket has been leading to the
development of the company in the market. The use of social media as communication tool have
been beneficial for the customers. Most of the users are uploading their personal details over the
social media that might be lost. However, social media might help in improving the social
awareness about the products and services provided by the company in the market.
Customers can provide feedbacks, comments and reviews of any products and services
provided by the Coles Supermarket over the social media including Facebook. Therefore, this
help in providing a clear approach to other customers in the market. Digital fluency in the
workforce has been maintaining a proper approach to the development of communication skills
(Huang 2015). Social media has been one of the best platform for enhancing communication
among employees and customers. The impact of the digital technology on the employees will be
discussed in the proposal. Social media platforms including Facebook, Twitter, Instagram and
Linked In have been helping in consulting with clients and stakeholders of the company. The

digital communication strategies have been maintaining a better approach to development of
company. The review system of the company has been helping in creating a transparent image of
the company in the market. The marketing strategy of the company has been depending in the
customers approach (Young, 2014). This helps in providing a positive outcome to the customers
in the market. The use of social media in the company has been helping in gaining the trust of
the customers in the market. Coles have been advertising their products and services over the
social media platform including Twitter, Facebook and LinkedIn.
As argued by Beri (2017), there has been various challenge in the implementation of the
social media including cyber bullying and hacking. Cyberbullying is one of the major problems
in the social media. There has been so many fake profiles in over the internet that might create
havoc in the society. In the organizational context, various fake profiles might bulky the
employee of the company fir any amount money or breaching out any kind of data and
information over the internet. This might be a great loss to the company as the personal data and
information might get leaked I the public. Hacking has been another major problem in the social
media communication strategy. There are various hackers that are targeting various companies in
the market for the breaching out data and information form theme. They used to hack any social
media account and breach out data related to the company (Young, 2014). Therefore, this has
been great loss for the company both in financial and business out of context.
Conclusion
It can be concluded that communication has played an important role in the development
in the company in the market. The proposal has described about the digital communication
strategy of the Coles Supermarket. A brief company overview has been provided in the
proposal. The importance of the social media as a digital communication strategy has been

discussed in the report. The concept of social media and implementation in the Coles
Supermarket has been explained. The social media communication strategy has been examined
in this report. A critical analysis of the literature has been provided in this report. The use of
social media in the business context has been discussed in this report. The impact of the social
media as digital communication strategy on Coles Supermarket has been analysed.

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