Research Project: Social Media and Stakeholder Relations at Morrison's

This research project examines the impact of social media tools on stakeholder relationships, using Morrison's as a case study. The report includes an introduction outlining the importance of social media in modern business and the significance of stakeholder relationships. It explores factors influencing research selection, provides a literature review on social media and public relations, and details the project's specifications, aims, objectives, and research questions. The methodology, including qualitative and thematic interpretation, is discussed, along with the project plan. The report also covers the resources used, including primary and secondary data collection methods, and provides a sample questionnaire. The project aims to understand how social media can enhance organizational performance and build competitive advantages for businesses like Morrison's. The report concludes with recommendations for building effective stakeholder relations using social media approaches.

Research Project

Table of Contents
TASK 1.................................................................................................................................................3
1.1 Introduction...........................................................................................................................3
1.2 Factors selecting in research selection...................................................................................3
1.3 Literature review..........................................................................................................................4
1.4 Project specification...............................................................................................................5
1.5 Project plan............................................................................................................................6
TASK 2.................................................................................................................................................7
2.1 Resources used in research..........................................................................................................7
2.2 Research report investigation.......................................................................................................8
2.3 Data variables............................................................................................................................10
TASK 3...............................................................................................................................................11
3.1 Research evaluation techniques.................................................................................................11
3.2 Data analyses tools....................................................................................................................12
3.3 Recommendation.......................................................................................................................16
TASK 4...............................................................................................................................................16
4.1 Appropriate media.........................................................................................................................16

TASK 1
TITLE: Impact of social media tools on stakeholder relationship-study on Morrison’s
1.1 Introduction
In the modern era, the role of social media plays a vital role in building relation with the
public at large. Because, there are millions of people who use social media such as Facebook,
You Tube, Instagram, Twitter etc. Building a good relationship with stakeholders is one of
the key aim of each and every business firm (Zhong and Lu, 2013). Thus, all firm are
concentrate on increase their presence on social media and directly interact with customer
and identify their issue in an effective way. Stakeholders are refers those people who having
direct or indirect interest in the company. it involves customers, suppliers, banking
institutions, employees, investors and government. Therefore, large business enterprises are
engaging with their stakeholders on by using a variety of communication tools. Because,
there are a positive relationship between business performance and stakeholders. In this way,
all companies installed separate department which is known as public relation (Obar, Zube
and Lampe, 2012). The present report is based on the Morrison’s which is a retail business
unit and conduct their operation in to UK and other part of the world. But, in the recent time
due to tough competitive from their competitors their market shares and revenue. In order to
sustain their business, they need to increase their presence on social media and create
harmonies long term relationship with them. This report helps to understand all social media
approaches and how to use these in enhanced organizational performance in a more effective
way (Saxton and Wang, 2014). So that cited firm can sustain their business and present an
ideal image in the community and stakeholders. it helps to build a competitive advantage in
the market which is too significant in the modern business environment.
1.2 Factors selecting in research selection
There are various factors which influence in the selection of research topic which is crucial
for the project manager. Therefore, researchers required that to analysis and evaluate various
topic and identify a suitable study (Freberg and et. al., 2013). In this way, Morrison’s which
is retail business firm and conduct their operation inn UK and other European countries. They
having a good market share and growth rate which helps to maintain their profits in the long
run. But, in the recent time, the growing trend of social media and its use in the business
become more critical for each and every enterprise (Broersma and Graham, 2012). There is
large amount of information uploaded every time and these data helps to make a company

become superior in the market. Such tools play a vital role developing brand awareness and
customer loyalty. Additional it also helps to get the real time information and updating of
data which can help to change strategy and make decision more effective to make business
successful in the future. Thus, Morrison’s project manager selects this topic which help to
meet their future changes in a much better way and also provide a competitive superiority
over other firms in the retail industry.
1.3 Literature review
Social media and Public relation:
Social media is a web based communication tool for networking which provide connectivity
between user. Today, there are large number of people using social media networking sites
and share their ideas, culture, values etc. This tool can be including Facebook, You Tube,
Instagram, Twitter and so on. These methods generate a large number of data about the
customer, competitors, market, investors and community (Freberg, Palenchar and Veil,
2013). Every day more than 500 million Tweets, 5 billion likes on Facebook and other data
uploaded. It shows that the majority of the people are active on such networking site. It also
provides an opportunity for the business organization is to increase their presence on these
sites and make a good relation with them. On the other hand, public relation is a systematic
approach to maintain a long term relation and develop image of the company in the society at
large. According to the Brown, and Billings, 2013.(), it is integral part of strategic
communication with their customers through Blogs, micro blogs and other social sites. With
the help of these tools they can provide relevant information to its customer which helps to
meet its long term goals and target. Mass media campaign is more important for project
because it helps in maintaining public relation for long time period. It evaluates the
effectiveness of the public relations research. Mass media fragmentation is also more
effective for increasing in outlets of media which is related to the channels of the
communication process. In the ago time research of public relation executes through
newspaper as well as television which is more effective in that time but now days it is very
dominant outlets of media (Heinonen, 2011). Now days the social media is more effective
which were used by every stakeholder in order to update their knowledge about particular
products and many more things. For example, the customers increase their awareness about
the particular product which wants to buy to satisfy their needs so that in it social media play
important role with stakeholders. There is various type of social media which aid in
communication process with customer’s suppliers and other stakeholders like Facebook and

twitter. Number of Facebook users also define the effective suggestion which impact on
public relation and also increase the awareness of the brand, market research and promotion
activities which is used by the media to develop better relation among public as well as
stakeholders (Ngai, Tao and Moon, 2015). One of the best advantage of social media is it
allow stakeholder to connect online and give better solution in any kind of decision making
and get appropriate solution. Now days social media users continuously increased because
they use online way to communicate with one person to another in order to maintain their
relation with each other’s. On other hand it also includes some communication channels like
mass communication and micro communication which contribute in sharing all the
information to various peoples (Chi, 2011). So that social media is more important for every
type of stakeholders in order to maintain their relationship with company and public to aware
about all the action which perform in the country.
1.4 Project specification
This part of the report has been explained about the summary of the overall report and what
the researcher wants to discuss in order to solve their issue in an effective manner. This is a
mini research where researcher provide relevant information and increase its effectiveness.
Background of the report
Technological development and growth proving new ways for a business to increase their
performance and expand operations at global level. On the other hand, the role of public
relation and sustain a good relation with various stakeholder such as investors, suppliers,
staff, also become crucial and complex (Pieczka, 2011). The present report helps to create a
relation with social media with stakeholder’s relations. This will help to bridge the gap
between company and their interested parties which develop their image in the global market
and leads to increase loyalty. This report is based on Morrison’s PLC and tries to achieve
their desirable goals and target.
Research Aims:
This part is providing the research aims which has been selected by the researchers in order to
solve their issue at Morrison’s
“Impact of social media tools on stakeholder relationship-study on Morrison’s”
Research Objectives:

There are following objectives of the present research:
 To identity various social media tools and techniques in the context of Morrison’s.
 To identify the significance of stakeholder relation.
 To determine the influence of social media and its impact on stakeholder relation.
 To recommend suitable approaches for building stakeholder relations.
Research Question:
There are following research of research question:
 What are the different social media tools and techniques in the context of Morrison’s?
 What is the significance of stakeholder relation?
 What is the influence of social media and its impact on stakeholder relation?
 What recommendation suitable social media approaches for building stakeholder
relations at Morrison’s?
Research methodology:
This part of the research project is too significant for project manager. It explains all methods
which are going to be used in the proposed research and make an effective and suitable
conclusion to meet researcher aims in an appropriate manner. This report is a qualitative
approach which helps to understand the behavior of customer regarding social media (Austin,
Fisher and Jin, 2012). There are both primary and secondary techniques will be applied and
construct a suitable recommendation. The role of data evaluation is too significant for the
researchers and in the context of given case study qualitative and thematic interpretation are
going to be used. The sample size will be 35 which is cover the overall population.
1.5 Project plan
A project plan is a systematic approach where project manager categorizes their overall
project in to small part (Best Uses of Social Media: Public Relations and Marketing, 2017).
The main objectives of this division is to increase implementation of the activities and finish
a project in a limited period of time. There are following project plan is given below:

Figure 1Gantt Chart
Figure 1 Activities
TASK 2
2.1 Resources used in research
This part of report contains information about the resources and methods used by the
researcher to make the report more effective. It required different type of resources like
human, finance and information about material. Researcher used various data to make
effective information so that they include primary and secondary data to collect all the
relevant information. Primary information is an important part of the research which evaluate
and define appropriate situation. So that it is main duty of project manager to identify their
sample structure which is related to the given population. This information of primary data

involves various methods such as observations, interview and questionnaires which is used
by the researcher to collect all relevant data. One of the best advantage of this information to
evaluate all relevant research needs in appropriate manner. On other hand, the another
method of collect information is secondary data which include research articles, online books
and journals in order to develop conclusion of the project. This information is already collect
by other sources so that project manager easily implements it in their process to find the
appropriate answers. The main advantage of secondary data is to provide high quality of
information to project manager. Therefore, it is an important responsibility of the project
manager to provide proper funds in order to carry out a research in effective manner. In this
human resources also play an important role to gathering relevant information.
2.2 Research report investigation
Collecting information from various sources is to crucial for researcher and investigate in a
proper manner. There are two types of data which has been used primary and secondary. For
primary data, project manager using questionnaire survey and design a set of question for
their proposed respondents.
Questionnaire
Name:
Age:
Email:
Gender:
Q.1 Which social media tool you are using?
A) Facebook
B) Instagram
C) You Tube
D) Twitter
E) Any other
Q.2 How much time you spend on social media in a day?
A) 1 hour
B) 1-2 hour
C) 2-3 hour
D) more than 3 hour
Q.3 Do you think Morison is using social media?

A) Agree
B) Highly agree
C) Disagree
D) Highly Disagree
Q.4 How social media significant for overall communication?
A) Flicker
B) Social Networking
C) Micro Blogging sites
D) Any other
Q.5 Do you thing social media plays a vital role in communication?
A) Yes
B) No
Q.6 Do you thinks there is a relation between social media and tradition media?
A) Agree
B) Highly agree
C) Disagree
D) Highly Disagree
Q.7 In your opinion social media enhanced public relation?
A) Satisfied
B) Highly satisfied
C) Dissatisfied
D) Highly dissatisfied
Q.8 Do you thing social media reducing gap between company and its stakeholder?
A) Agree
B) Highly agree
C) Disagree
D) Highly Disagree
Q.9 In your opinion, social media influence in public relation?
A) Positive
B) Negative
Q.10 Please recommend your opinion.

2.3 Data variables
This part is belonging to the setting collected data in a structured way and make finding on
the basis of these information.
Q.1 Which social media tool you are using? Frequency
A) Facebook 12
B) Instagram 13
C) You Tube 5
D) Twitter 3
E) Any other 2
Q.2 How much time you spend on social media in a day? Frequency
A) 1 hour 10
B) 1-2 hour 15
C) 2-3 hour 6
D) more than 3 hour 4
Q.3 Do you think Morison is using social media? Frequency
A) Agree 08
B) Highly agree 20
C) Disagree 3
D) Highly Disagree 4
Q.4 Which social media significant for overall communication? Frequency
A) Flicker 4
B) Social Networking 15
C) Micro Blogging sites 10
D) Any other 06
Q.5 Do you thing social media plays a vital role in
communication?
Frequency

Yes 32
No 03
Q.6 Do you thinks there is a relation between social media and
tradition media?
Frequency
A) Agree 22
B) Highly agree 08
C) Disagree 2
D) Highly Disagree 3
Q.7 In your opinion social media enhanced public relation? Frequency
A) Satisfied 10
B) Highly satisfied 21
C) Dissatisfied 2
D) Highly dissatisfied 2
Q.8 Do you thing social media reducing gap between company
and its stakeholder?
Frequency
A) Agree 25
B) Highly agree 05
C) Disagree 2
D) Highly Disagree 3
Q.9 In your opinion, social media influence in public relation? Frequency
A) Positive 34
B) Negative 01
TASK 3
3.1 Research evaluation techniques
Research evaluation one of the essential tool where researcher need to analysis collected
information and develop their recommendation. There are two types of data evaluation

methods- qualitative and quantitative. In the first approach related with examine the behavior
of an individual through their response. On the other hand, the second tool helps to present
historical and numerical data to and construct in an effective manner which facts and figure.
In this study, thematic analyses will be used to represent interpretation and meet research
aims and objectives.
3.2 Data analyses tools
Theme 1 Use of social media by customer.
A) Facebook B) Instagram C) You Tube D) Twitter E) Any other
0
2
4
6
8
10
12
14
12 13
5
3 2
Interpretation: On the basis of above figure, there are 12 customers who use social media, 13
respondents are using Instagram, 5 are generally using You Tube and rest of them are using
other networking sites. It shows that the majority of respondents are using social media tools.
Theme 2 Time spend by customer on social media in a day.
A) 1 hour B) 1-2 hour C) 2-3 hour D) more than 3 hour
0
2
4
6
8
10
12
14
16
10
15
6
4