Organisational Analysis: Case Study on Social Media Marketing Campaign

This case study delves into an organisational analysis of a social media marketing campaign, focusing on a company's attempt to improve its public image through charitable initiatives. The analysis explores the internal conflicts arising from the campaign, where some employees supported the initiative while others harbored reservations, ultimately leading to public backlash and the campaign's withdrawal. The study employs the neo-humanist and radical structuralist paradigms to understand the issue, examining the impact on individual employees and the organisation's relationship with society. The methodology section details the application of these paradigms, and the literature review provides a theoretical foundation. The solution development and proposal sections offer recommendations to address the identified risks, focusing on mitigating social isolation among employees and improving the organisation's relationship with the public. The study concludes with a critical discussion of the findings and proposed solutions.

ORGANISATIONAL ANALYSIS
(A Case Study Analysis on Social Media Marketing Campaign)
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ORGANISATIONAL ANALYSIS
Table of Contents
1. Introduction............................................................................................................................3
1.1 Problem Statement............................................................................................................3
2. Methodology..........................................................................................................................4
3. Literature Review...................................................................................................................6
3.1 Basic conception on the four paradigms..........................................................................6
3.1.1 Functionalist paradigm..............................................................................................6
3.1.2 Social relativist paradigm..........................................................................................6
3.1.3 Radical structuralist paradigm...................................................................................7
3.1.4 Neo-humanist paradigm.............................................................................................8
3.2 Significant roles of Neo-humanist and Radical structuralist paradigms..........................9
3.2.1 Neo-humanist paradigm in not letting individual employees support conflict..........9
3.2.2 Radical structuralist paradigm for predictable negative backlash from the public..10
4. Solution Development and Proposal....................................................................................11
5. Conclusion............................................................................................................................13
References................................................................................................................................14
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1. Introduction
In order to enhance the business, it is very important to have a large customer base. A large
customer base provides the opportunity to reach out to the maximum potential customers. A
company can take different kinds of initiatives for increasing its customer base such as
making advertisement on social media platforms, traditional advertisements making
charitable program.
1.1 Problem Statement
It is important to maintain good image to increase the customer base. From the study it can be
analysed that a company wanted to improve its image toward its customer. Therefore, the
company decided that it would do charitable work and this would be uploaded in the social
networking sites. The initiative was highly appreciated by some of the employees of the
company but some of the employees were against the initiative. However, they could not
protest as the initiative was supported by high level executives. As a result, some of them
decided not to protest and resign from the company but it was not possible to keep shut to all
the employee. After truing out the fact, the company was highly criticized for launching
campaign on social media. The company deleted its page from social media and withdraw the
campaign.
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2. Methodology
Paradigm is a set of assumptions which is adopted by professional communities that allow
the member of the community to share similar kinds of perceptions as well as engage in
commonly shared practices. The different kinds of Paradigm which are used are Functionalist
paradigm, Social relativists paradigm, radical structuralist and neohumanist paradigm. In this
study, radical structuralist and neohumanist paradigm has been chosen for the analysis of the
problem.
Radical structuralist paradigm focusses on the requirement to overcome the limitations of the
existing organizational as well as social arrangements. It emphasizes on the structure as well
as the analysis of the relationship economic power relationship. As opined by Callaghan
(2017), Radical structuralist paradigm advocates a radical change from the perspective of the
objectivist and shares similarities with the functionalist. However, the approach commits to
the radical change, potentiality and the emancipation with an analysis which focus on the
structural conflict, coordination, deprivation and modes of domination. Depending on the
paradigm, theorists can understand the structural conflict within a society which generates
constant changes through economic and political crisis. From the approach it can be stated
that the company were not effective in making appropriate strategies. A company can take
various kinds of initiatives to improve their image to the customer base. The best thing that
can be adopted by the business enterprise is to bring a balance between the price and quality
of the product. Many surveys have shown that it can be the most effective strategy among all
the strategies those are used by the companies. Apart from that, a company can take other
strategies to improve its image as well as to increase the customer base. The particular
paradigm emphasis on the requirements which are needed to be taken by an organization to
overcome the problems. The approach refers to the fact that a company can increase its value
by increasing brand awareness, building superior websites, building authencity and trust
between the brand and the existing clients.
For the analysis of the problem Radical structuralist paradigm has been chosen and for
getting information “Critical theory and contemporary paradigm differentiation” (Callaghan,
2017) has been selected. This is due to the fact that the requirements which are needed to
solve the issue by the application of the approach are appropriately described in this journal.
Neohumanist paradigm advocates the emancipation, radical change and potentiality. It
emphasizes the role that different organizational and social forces which play an important
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role to understand the change. The paradigm mainly focuses on all kinds of barriers
especially psychological compulsions, power and ideology and recommend a solution for
overcoming the issues. The paradigm is mainly used to analyze the issues which are conflict-
based perspective. From the given study it can be known that the initiative taken by the
company have created two different perspective to the customers, the initiative was highly
appreciated by a group of people, on the other hand a large number of people were against the
fact. As the initiative was apricated by the higher executives, most of the employees who
were against the initiative could not protest. In order to successful the initiative the company
needed to be taken some steps. From the analysis of the issues of the company by using the
approach it can be stated that before taking the initiative of making charity, especially before
the launch of videos in social networking sites, the company needed to discuss about the
matter with all its employees. It can be estimated that the company could take other initiatives
instead of making campaign and posting those on the social networking sites. In this way, the
company could build a good image towards its customer.
For the analysis of the problem Neohumanist paradigm has been selected along with Radical
structuralist paradigm. For the better analysis of problem “Relationship between Information
system- Development paradigm and methods (Nabende, Ahimbisibwe and Lubega, 2019) has
been chosen because the journal can better explain the importance of the particular paradigm
in the context of solving problem of a company.
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3. Literature Review
3.1 Basic conception on the four paradigms
3.1.1 Functionalist paradigm
The functionalist paradigm is associated with describing a stable society. As opined by
Popova-Nowak and Cseh (2015), the paradigm is involved in describing several mechanisms,
which make sure to maintain social stability. In accordance with the paradigm, social
structure is responsible in case of all the stabilities and instabilities. The reason is revolving
around the role of social structure in taking care of the social balance (Manroop, 2015).
Figure 1: Functionalist paradigm
(Source: Popova-Nowak and Cseh, 2015)
3.1.2 Social relativist paradigm
Social relativist paradigm is based on explaining the realm of both individual subjectivity and
consciousness. As stated by Butowski et al. (2019), such a paradigm makes sure to focus on
the frame of the social actor in order to present an opposite aspect to the active observer. In
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this case, the social institutions and roles are two of the key areas in order to express the
meaning, people attach to the world.
Figure 2: Social relativist paradigm
(Source: Vitus, 2016)
3.1.3 Radical structuralist paradigm
The radical structuralist paradigm is revolving around the emphasis regarding the need of
either transcend or overthrow the limitations. According to Tonelli and Zambaldi (2017),
such type of paradigm is utilised in order to place the limitations on the arrangements of
existing organisational or social activities. One of the essential core factors regarding radical
structuralist paradigm indicates that there is a significant requirement of primarily focusing
on the structure (Scannell, 2015). After focusing on it, the analysis of economic power
relationships takes place. The radical structuralist paradigm acts as the societal macro
elements, such as, social class. Such a paradigm is involved in focusing on the objective
reality regarding societal structures (Tonelli and Zambaldi, 2017).
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Figure 3: Radical structuralist paradigm
(Source: Scannell, 2015)
3.1.4 Neo-humanist paradigm
Neo-humanist paradigm is based on the holistic theory of philosophy. According to Grant
(2016), the key purpose of such paradigm is indicative of the promotion of both collective
and individual progress. One of the most significant aspects of the paradigm is associated
with universalism, which plays an important part. Neo-humanist paradigm does not focus on
reflecting grouping intention. Such a paradigm is indicative of few specific aspects, such as,
emancipation, radical change as well as potentiality. As opined by Sağsan, Medeni and
Medeni (2016), neo-humanism is involved in reflecting the role of both organisational and
social forces in case of the required change.
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Figure 4: Neo-humanist paradigm
(Source: Grant, 2016)
3.2 Significant roles of Neo-humanist and Radical structuralist paradigms
3.2.1 Neo-humanist paradigm in not letting individual employees support conflict
In accordance with the current scenario of the company in Singapore, the aspects of the neo-
humanist paradigm can be interlinked. As discussed earlier, such a paradigm is associated
with promoting both collective and individual progress (Sağsan, Medeni and Medeni, 2016).
In addition, with the help of this paradigm, universal aspects play a crucial role, and it
indicates that some of the ideas carry universal applicability. However, it does not promote
grouping agendas of humanism. In order to make alignment of these key aspects with the
case scenario, the overall matter can be fragmented (Grant, 2016).
In case of the conflict situation of individual employees for the social media marketing
campaign of the company, the key noticeable area is that such employees have felt social-
isolation. In order to reduce the conflicts, the paradigm can be helpful in promoting
individual perceptions of the employees. However, simultaneously, through this paradigm,
the significant requirement of the collective or cooperative approach of the employees can
also be promoted. Such a factor is capable of not letting those individual employees support
conflicts (Sağsan, Medeni and Medeni, 2016).
Another area that can be observed from the given scenario is regarding universal thought
process. For instance, the employees, who have supported the approach of the company, are
concerned about the brand awareness of the organisation. However, the ones, who have not
supported the marketing campaign, are much aware of personal though process (Grant,
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2016). Hence, there is a lack of universal applicability in non-supporting individual
employees. As a consequence of it, the internal conflicts have taken place within the
organisation.
Further, the observing area is that the individual employees focus on making their group to
support internal conflicts. However, with the help of this paradigm, grouping agendas of
humanism do not get promoted. As a whole, the individual employees, who have not
supported the marketing campaign, will be capable of not supporting the conflicts (Sağsan,
Medeni and Medeni, 2016).
3.2.2 Radical structuralist paradigm for predictable negative backlash from the public
In case of radical structuralist paradigm, the key observing area is that there is a significant
requirement of focusing on the structure first. Further, the analysis of relationships regarding
economic power will take place. Another two major measurements of the radical structuralist
paradigm are indicative of societal macro elements and objective reality. In case of making
alignment of these key aspects with the case scenario, the overall matter can be fragmented
(Tonelli and Zambaldi, 2017).
For instance, there is a requirement of focusing on the structure, which means the purpose of
the marketing campaign of the company. On that note, the main aspect is that there are more
than one purposes that have made the company focus on the marketing campaign (Scannell,
2015). They include increased brand exposure and market share. After that, the attention gets
diverted towards economic power. For instance, if the marketing campaign would have been
successful, then the market share could have been highly competitive. In addition, if the
brand exposure would have been effective, then the customer base and as a whole, the overall
annual revenue generation and profit margin could have been improved (Tonelli and
Zambaldi, 2017).
Further, in case of the societal macro elements, the important aspect is that due to the extreme
level of show-off regarding donation on the social media platform, the public has made the
predictable reaction. As a result of it, the societal impact is viable on the business of the
company. Hence, overall, the radical structuralist paradigm is linkable with the situation of
predicable negative backlash from the public (Scannell, 2015).
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4. Solution Development and Proposal
Developing a structure for risk proposal
In order to resolve the non-estimated risk within a project, the development and the
implementation of the project risk management plan is essential. It can consider the possible
scenario, and proper execution of the project as well. For this particular process, following
steps need to be considered:
Figure 5: Development of the framework for risk proposal
(Source: Eriksson, Björkman and Klapwijk, 2017)
perspectives need to be considered risk plans
In order to avoid the risk, a company can take plans which consist of multiple stages such as
identification of the probable risk, assessing those risk, creating risk management plan and
implementation. Among all the stages, the reader needs to give special focus on the
identification of the risk as well as implementation of the risk. It has been observed that a
company cannot figure all kinds of problem within a short period of time so it needs enough
time for figuring out all the risk especially the biggest risk. On the other hand, many
companies cannot properly implement the risk plan due to lack of enough knowledge about
the market (Eriksson, Björkman and Klapwijk, 2017).
Perspective added to the solution
The above said problem can be mitigated if a company have the proper knowledge of the
market as well as the competitor. In order to enrich knowledge, the company can hire
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specialist or analysist for understanding the actual condition of the market. With the changed
environment, a company needs to give much focus on hiring experts to understand market
accurately because the determinates of the demand are changing rapidly at the same time
various kinds of risk are arisen with that (Bromiley et al., 2015).
Selected perspectives appropriate for the problem
The selected perspective is important for addressing and solving the problem because it helps
to mitigate the problem of the company. In the short run, the perspective may not be effective
but in the long run this will definitely help the company to overcome the problem. In order to
solve the problem, it needs to identify all the risk which are associated with company
especially. At the same time, many times company faces problems in the process of
implementation, therefore, it needs to be focused equivalently (Teece, Peteraf and Leih,
2016).
Risk of not using the perspectives in developing the risk solution
Developing risk solution is very essential for a company because it helps to identify the
possible risk and identifying the problem assists a company to avoid large finical issues.
Proper risk management allows a business to establish the procedure for avoiding finical risk
well as organisational risk. A company may face different kinds of problem like over
consumption of time, people and assets and increasing the threat of possible legislation.
Moreover, a company can face competition problem from its rival companies if appropriate
risk solution is not taken by the companies (Hajmohammad and Vachon, 2015).
Steps need to be taken to avoid or mitigate the risk
In order to avoid the risk in the business, a accompany needs to take a six-step approach. The
approach includes identifying the risk, analysis the risk which are identified, identifying the
risk triggers, developing ideas about risk solutions and responsibility and accountability of
the risk.
5. Conclusion
From the above analysis, it can be concluded that, the customer base has been justified as the
major contributor towards the growth and sustainability of a company. In that factor, this
study focuses on the initiatives a company can take for sustaining a large customer base in the
market. In the initial part of the study, the discussion has been based on the paradigms,
adopted by companies to minimize the conflict resolution factors within the organisational
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structure. Various methodological approach has been adopted to demonstrate the critical
analysis of the study along with the solution development process as well. In the later part of
the study, the discussion has been based on the basic conception of the four paradigms.
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