University Report: MNG81001 - Sunshine 100 Social Media Analysis

This report, prepared for the Director of Communication, analyzes the social media issues faced by Sunshine 100, a food company. It begins by differentiating between traditional and social media, highlighting the advantages of social media marketing in today's globalized world. The report then explores how social media impacts organizations, emphasizing the importance of employee conduct and the need for social media policies. It defines social media policy and outlines key areas such policies should cover. Finally, the report includes a communication strategy template, detailing content, frequency, and target audience for various departments within Sunshine 100. The report draws from various academic sources to support its analysis and recommendations.

Running head: SUNSHINE 100: SOCIAL MEDIA PROBLEMS
SUNSHINE 100: SOCIAL MEDIA PROBLEMS
Name of the student
Name of the University
Author Note

1SUNSHINE 100: SOCIAL MEDIA PROBLEMS
To: The director of communication
From: Director of social media, James Wilson
Date: 24th May, 2019
Subject: SUNSHINE 100 SOCIAL MEDIA ISSUES
Sunshine 100 has been facing certain obnoxious and negative issues and problems while
performing digital marketing and in social marketing arena, recently. The respective paper is an
analysis from the given case study of “Sunshine 100” Food Company about its social media
issues. The respective paper is a memorandum that has answers to four analytical questions
based on the role played by social media and digital world in shaping an organization and its
business.
Question 1
In order to answer the first question, the difference between traditional media and social
media has to be considered. However, before considering the difference appropriately, the
definition and significance of traditional media and social media has to be understood first.
Traditional media, which is generally called legacy media or old media, can be widely
termed as means or ways of communication or institutions of mass media that had been
established and present way before the birth of digital and information age. Some of the
prominent examples of traditional media are as print media, advertisement agencies, radio
broadcasting and television. Usually, traditional media is often called as the oldest form of media
in the history of mankind.

2SUNSHINE 100: SOCIAL MEDIA PROBLEMS
Social media is a kind of media which is the latest, new and an evolved form of media
that provides the users with portals or platforms which enables them to involve themselves and
practice interactive participation. It has been observed that, social media has been developing
itself into two different ages, which are broadcast age and interactive age. Social media can be
broadly defined as social media platforms that includes internet that helps connect people from
different parts of the world together in one platform or portal (Leonardi, Huysman, & Steinfield,
2013).
Social media has been responsible and accountable at the same time in completely
changing the concept of marketing despite all kinds of barriers and limitations it possess. The
most significant limitation of traditional media, unlike social media is that it is largely based on
broadcasting the messages to the consumers who can be afforded by the company. It is also not
to be forgotten that traditional marketing is limited to budget and technology. However, unlike
traditional marketing, social media marketing is cheaper and more cost and time effective. Social
media has the ability to grasp the whole market with targeting the ideal customers with the help
of different optimization tools (Kumar, Choi & Greene, 2017). Therefore, in today’s global
world with cultural, ethnic and international amalgamation, the usage of social media marketing
rather than traditional media marketing is appropriate and apt.
Question 2
Social media platforms are being used differently in the global world for catering to
various needs and requirements of an organization, which includes recruitment process to digital
marketing, in the fierce global world. It is the help and assistance of social media that has
enabled in influencing and maintaining the stakeholders and investors. Therefore, it is proven

3SUNSHINE 100: SOCIAL MEDIA PROBLEMS
that social media plays a vital role in functioning, maintaining, growth and development of an
organization. The mannerisms, code of conduct and behavior of employees on social media can
affect positively as well as negatively to the organization. Any undesirable or negative
mannerism or code of conduct of the employees in social media portals can be obnoxious for the
organization and their reputation in front of the customers, stakeholders, suppliers and investors
can be diminished, resulting in utter chaos and regression. Therefore, social media policies must
be included for the companies that work digitally (Holsapple, Hsiao & Pakath, 2014).
Question 3
Social media policy is defined as certain business guidelines and corporate code of
conduct recommendations which provides the employees of a corporate concern with guidelines
who are functional in social media directly as well as indirectly as a part of their profession. The
social media policy should cover the areas of communication by imposing code of conduct and
regulations on social media etiquettes and should be given more stress to behavioral pattern
regulations on digital platforms. The employees who work digitally should be made well aware
of their social media communication etiquettes for the sake of maintaining an amicable and
cordial relationship by the organization with the outer world (Felix, Rauschnabel, & Hinsch,
2017).
Question 4
Communication Template is devised hereafter.
Timi
ng
Audience Sender Key
message
Desired
outcome
Mediu
m
Materials Frequency
10th Functiona Marketing Content The Written Informati Messages

4SUNSHINE 100: SOCIAL MEDIA PROBLEMS
June l
Customer
s
department:Di
gital marketing
experts
regarding
the new
recipes of
French
delicacies
and dishes
in social
media
platforms
content
should
reach
target
customers
as well as
non
targeted
general
public
as well
as
audio-
visual
content
s with
pictures
of the
new
recipes
and
videos
of the
process
of
cooking
.
on of new
food
recipes.
and
contents
should be
posted
after an
interval of
every two
hours in
the page
of our
organizati
on.
12th
June
Prospecti
ve
Customer
s
Marketing
department.
(Digital
marketing
experts)
Content
regarding
the new
recipes of
Italian and
Indian
The
content
should
reach the
targeted
as well as
The
content
should
be
visual,
graphic
Informati
on of new
and latest
food
recipes.
The
messages
and the
content
should be
posted

5SUNSHINE 100: SOCIAL MEDIA PROBLEMS
dishes in
social
media
platforms.
the
potential
customers
via social
media
platforms
uniformly.
, and
literary
as well
as
audio
visual.
There
should
be
written
content
about
the
recipe
in
colloqu
ial
languag
e with
images
of the
food as
well as
after an
interval of
every two
hours.

6SUNSHINE 100: SOCIAL MEDIA PROBLEMS
audio-
visual
videos
of the
process
of
cooking
.
14th
June
Distributo
rs and
retailers
Employees
(digital
marketing
experts)
Contents
regarding
retail
outlets,
addresses,
contents
about
sales and
marketing
skills
The
content
should
reach the
retailers,
suppliers
as well as
the
distributor
within the
arena of
social
media
platforms.
The
messag
es and
content
s
should
be
written
in
simple
and
colloqu
ial
languag
e with
Informati
on
regarding
retail
shops and
outlets,
address,
area.
The
messages
and
contents
should be
written
and
updated at
an interval
of one or
two days,
according
to the
convenien
ce.

7SUNSHINE 100: SOCIAL MEDIA PROBLEMS
proper
audio-
visual
mediu
ms to
increas
e
clarity
and
precisio
n.
16th
June
Employee
s within
the
organizati
on
Digital experts
and website
content
managers
Contents
regarding
the
whereabo
uts of the
organizati
on, its
policies,
plans,
strategies
and
practices
Contents
should
reach the
employee,
profession
als and
experts
inside as
well as
outside
the
organizati
Content
s
should
be
written
along
with
audio
visuals
and
images.
Informati
on
regarding
policies
and
strategies
within the
organizati
on
Contents
should be
written
and
updated
every
week
along with
the
updates
occurring
within the

8SUNSHINE 100: SOCIAL MEDIA PROBLEMS
at its
official
website.
on organizati
on.
Communication Strategy Template of Sunshine 100

9SUNSHINE 100: SOCIAL MEDIA PROBLEMS
References:
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Holsapple, C., Hsiao, S. H., & Pakath, R. (2014). Business social media analytics: Definition,
benefits, and challenges.
Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional
marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science, 45(2), 268-288.
Leonardi, P. M., Huysman, M., & Steinfield, C. (2013). Enterprise social media: Definition,
history, and prospects for the study of social technologies in organizations. Journal of
Computer-Mediated Communication, 19(1), 1-19.