Organizational Analysis Report: Risk of Social Media Campaign

This report provides an organizational analysis of a company's social media campaign, focusing on the risks associated with the initiative. The company planned a social media campaign to highlight its support for charities, aiming to improve its brand image. However, internal conflicts arose because some employees had reservations about the campaign, particularly regarding the ethics of using charitable activities for marketing purposes. The report employs neo-humanism and radical structuralist paradigms to analyze the situation, examining employee perspectives, the impact on brand reputation, and the potential for negative public backlash. The analysis explores the importance of employee involvement in strategic decisions, the ethical considerations of social media campaigns, and the need for thorough risk assessment. The report concludes with a discussion of the risks and provides recommendations for mitigating potential negative impacts, emphasizing the need for a comprehensive approach to social media marketing that considers both internal and external stakeholders.

Running head: ORGANIZATIONAL ANALYSIS
ORGANIZATIONAL ANALYSIS
Name of the Student:
Name of the University:
Author Note:

1ORGANIZATIONAL ANALYSIS
Table of Contents
Introduction................................................................................................................................1
Problem statement..................................................................................................................1
Methodology..............................................................................................................................1
Literature Review.......................................................................................................................1
Solution Development and Proposal..........................................................................................1
Conclusion..................................................................................................................................1
References..................................................................................................................................1

2ORGANIZATIONAL ANALYSIS
Introduction
Nowadays, social media is a unique platform that will allow getting to know the
customers in a better way. Almost every company is trying to gain the benefits of social
media; thus, they can increase their customer base for the business and can establish brand
recognition in the market. Implementing marketing strategies via social media helps the
company to grow customer base and expand the operational activities of the business.
In the present modern world, it is prevalent to use social media platforms for leisure
as well as for professional use. Even marketers are trying to conduct various surveys by
which they can take full advantage of the social platform to gain profitability for the company
(Sarabdeen 2014). Researchers have propounded that use of social media can give both
positive and negative results for the company (Alexander 2014). Various studies have done to
identify whether an ethical principle is used in the social media platform or not as it is a large
platform. Before heading towards any planning, the company must identify how people use
social media (Guo and Saxton 2014). By adequately evaluating each aspect of the social
media users and keeping in mind the risk associated with any social media campaign, the
marketing strategies must be prepared as it is evident that high profit attracts some amount of
risk (Beninger et al. 2014). Therefore, it is the responsibility of the company to use accurate
social media applications that will prove to be a success for the organization. Even the

3ORGANIZATIONAL ANALYSIS
company must ensure that relevant and acceptable campaign must be launched via social
media, as it is a platform that can be either boon or curse for the company.
Problem statement
In this report, we are going to discuss various risks related to social media campaigns.
The main issue that arises in the organization was that the management of the organization
decided to launch a campaign associated with donations related to charities, and this
campaign was agreed to start via a social media platform. The main problem statement in this
case study can the following reasons:
The company was well known about the fact that social media is continuously evolving and
playing an increasingly significant role in organization marketing communication strategy.
Due to inappropriate campaign, strategy that has been adopted by the firm there is huge loss
of brand reputation for the company and the whole management is extremely concerned
about the company brand image.
Even presently, the company is dealing with risk management issues related to employees, as
most of them were not in support of this campaign.
As social media applications are popular amongst the marketers because of their
interactive nature that allows collaboration and fast, efficient information collection (Valos et
al. 2016). Nowadays, even non-profit organizations are using social media tools for
contributing to democratic governance by representing the interest of citizens and promoting
changes in public policies. However, in this case, the company must try to evaluate the risk
associated with the campaign as this launch is related to the brand reputation of the company.
It is not ethical for any business to take the help of charitable activities to gain market
exposure and to build a strong customer base (Tuten and Solomon 2017).

4ORGANIZATIONAL ANALYSIS
Methodology
This report will reflect some specific points that need to be taken into consideration
for implementing a marketing strategy by using social media applications. The company must
frame a policy objective and then communicate it to all levels of the organization, as all the
employees must have their acceptance related to a specific strategy. In this report we are
going to focus on the neo-humanism and the radical structuralist paradigm for critically
evaluating the issues of the firm.
Neo-Humanism paradigm
The neo-humanism is known as radical humanism and is one of the anti-
organizational concept of the social studies. This particular concept mainly deals with radical
changes, deprivation, and many more other subjects. The concept of this paradigm is
developed by Manabendra Nath Roy. This paradigm state various ideology that an individual
human being exhibit irrespective of their macro distinctions (Bussey 2016). Researchers have
propounded that according to this theory human consciousness do not has the ability to
change the reality or cannot even bring any type of social change in the society. In this
concept of social studies, various views such as nominalistic, voluntaristic, and ideographic
are taken into consideration for evaluating different social conflicts. In this case, the neo-
humanism is used to study the reconciliation of social organization and personal freedom.
Neo-humanism concept reflects that behind every politics in an organization humanism plays
vital role that brings radical changes. Individual having neo-humanism perspective tends to
change their perception of reality and take actions based on existing scenario.
Methodology for avoiding individual employees from being partisan to this conflict:
In this case, the conflict that arises between the organization and the employees is one
of the reason that attracts negative brand image for the organization on social media. Because

5ORGANIZATIONAL ANALYSIS
of some supreme level authorities, the employees are not able to put forth their opinion
related to the campaign. Neo-humanism paradigm state that human consciousness has the
ability to make some social changes. However, in this scenario some employees are not given
opportunity to give their views on the community practice problem. In this case, also because
of some political disagreement the employees did not support the campaign and it resulted in
an economic loss for the firm as this campaign attracts huge amount of negative reviews
leading to loss of brand image. So it is correctly said that to social changes not only depends
on the society structure instead an individual ideology can also contribute towards bringing
any type of social change in the society.
Radical structuralist paradigm
The radical structuralist mainly deals with the structure of the society. This paradigm
takes into consideration the macro elements of the society such as religion, class, race, and
many more other elements associated to society structure. This concept not only evaluate the
macro elements of the society instead includes various issues related to social identities,
differences between high class and low class population, and many more disparity related to
capitals and hierarchies (Günbayi and Sorm 2018). If in general this concept is to be,
evaluated one can say that radical structuralists focuses on the organizational context that
mainly consists of workforce and the manager level authority.
The predictable negative backlash from the public against this marketing campaign:
In the present modern scenario, social media influence almost all people. The use of
spocial media is rapidly increasing and it is affecting the social behaviour and even changing
the viewpoints of individual. Nowadays, people are judging the society based on social
media, whatever, they are seeing on social media they are assuming it real and correct and
even taking important decision based on that. In this case, the social media user backlash the

6ORGANIZATIONAL ANALYSIS
organization for using a charity matter for their profitable reason. According to them, this
type of campaign will spread wrong message in the social media and will harm their
humanitarian interest. Before launching, the campaign not even a single employee of the
organization has interacted with social media users and even the firm did not conduct any
type of survey before launching this campaign. It must be known to the firm that social media
is a platform where people are mainly interested to discuss about community service issue
and in this case, the firm launched a campaign related to charity that is a social community
practice. The mind-set of the community people must have been analysed efficiently after
that strategies must be prepared to launch the campaign in such a way that would have not
affected the people sentiments. Radical structuralists paradigm gives a clear idea about reality
of the community people as in social media it is quite evident that individual does not use
their own ideology rather follow and work as per the society.
Literature Review
In this case, study the organization had some internal conflicts related to the launch of
a campaign via social media, as some of the employees are not in favour of this strategy.
They were asked about their opinion, but they were well aware that the high-level authority
decided this campaign, and they are bound to expect that.

7ORGANIZATIONAL ANALYSIS
Some of them felt that they were not allowed to keep their viewpoint, and because of
this, many of the employees left the organization (Rokka, Karlsson and Tienari 2014). In this
case, neo-humanism tends to be one of the conflicts that arise in the organization as some
employees thought that using a charity matter for gaining customer base would discourage
both geo-sentiments and socio-sentiments of people in the society. Some employees were
unsure that donation activities must not be used for achieving profitability as in present time;
every organization must contribute some amount of profits towards the well-being of the
society to sustain in market for an extended period. However, the leading authorities were
extremely confident that by highlighting their supporting activities for charitable
organizations, they would increase the brand exposure of their company (Royle and Laing
2014). After this scenario, the company must have understood that having the consent of all
employees regarding a strategy is extremely important for its successful completion. It is
evident that for every organization workforce is the highest strength and equal contribution
from each employee will lead to attaining the ultimate goal. In future, the company must try
to avoid such conflict as this will led to a loss for the organization and the management must
ensure that before heading towards any campaign it must take consent of all employees, as it

8ORGANIZATIONAL ANALYSIS
is right of each employee to have the opportunity to put forth their opinion relating to a new
strategy (Goodyear 2017). When it comes to using social media tools for marketing activities,
it is necessary to take a view of each employee as this a vast platform and even has both
merits and demerits. By evaluating all opinions and ideas of employees, the management can
make innovative and more effective strategies that will work for the business and will carter
more customer satisfaction.
In this case, study the company must have known that if one non-profit organization
does campaign related to their organization, it will work in their favour as a charitable
organization is using the social media platform for influencing consumer responses,
particularly among young consumers (Wallace, Buil and De Chernatony 2017). However,
this particular organization is not a charitable organization, and it was using the charity to
gain more market share that is entirely against the ethical behaviour and even not acceptable
by social media users. If the company has done the charitable act to increase the amount of
donation, it would have been appreciated, but the social media campaign was to improve the
customer base within the community so, this initiative by the company was highly criticized.
In this case, radical structuralism is considered one of the conflicts that tend to arise in the
organization and even proves loss for the company. This term mainly reflects that the

9ORGANIZATIONAL ANALYSIS
organization is committed to radical change, and it views the natural and social world
materialistically (Arora, Arora and Palvia 2014). In this particular scenario, without even
understanding and discovering the characteristics of social regularities and patterns, the
company decided to launch the charity campaign on the social media platform (Habibi et al.
2015). The company must have thought that it a charitable activity and using it for some, and
many people might not accept sufficient reason (Roberts and Marchais 2017). Some of the
employees already predicted that this campaign would be a disaster for the company, and
thus, they did not give any opinion regarding this campaign (Shareef et al. 2019). They were
quite sure that using the social media platform for gaining market exposure hat too, by taking
help of charity, would not work for the company. Some employees are well aware of the fact
that in present time’s internet plays a pivotal role in accommodating and often shaping
communication to fit changing economic and socially hectic circumstances in our lives
(Mano 2014). Giving donation or doing charity is a noble work and must not be used for
sufficient reasons. If the company would have done the charity and have not highlighted that
in social media, it would have gained more reputation in the society.
Solution Development and Proposal
After analyzing all the relevant facts and information, it is the responsibility of the
management to be ready for any future project that will use the social media platform as a
marketing strategy (Felix, Rauschnabel and Hinsch 2017). The leading authorities must be
prepared to ensure that the opinion of all employees is taken into consideration; thus, there
will be no internal conflict in the organization, and even the company can work towards
achieving the pre-set objective that will give profits to the company (Ashley and Tuten 2015).
The management must prepare a questionnaire that will help them to know different opinions
and ideas of each employee that they can implement in the entire planning process. Some of
the research questions are as below:

10ORGANIZATIONAL ANALYSIS
What is the vision of the company towards corporate responsibility, and is the organization is
clear enough about its strategies and objective?
Is the new strategy will be beneficial for long-term and can give profitable result for an
extended period?
Who is the target customer, and what are multiples ways by which the company can reach
them?
How the social media platform fit in the marketing strategy and why it will be profitable as
compared to any other marketing tool?
What is the ultimate goal, and are they can be measured?
What are the possible strategies that our competitors might use to expand their customer
base?
What are the competitive, innovative ideas that need to be used by which the targeted
customers get attracted to our campaign?
What should be the optimization process after the campaign is launched on the social media
platform?
What strategies are our competitors using in social media marketing?
All these above questions will help the company to frame more innovative plans that will be
beneficial for the company (Blaschke 2014). Social media is used by almost all organizations
in their marketing strategies. However, using this tool needs lots of research activities as this
platform is vast and used by numerous people (Zhu and Chen 2015). Each has their
viewpoint; thus, a company needs to portray their idea and opinion in such a way that will not
harm anyone’s sentiments or will disobey any ethical norms of the people. By taking into
consideration the present situation that is being faced by the organization because of its

11ORGANIZATIONAL ANALYSIS
inappropriate marketing strategies, the organization must develop a solution proposal that
will help them in their future campaigns.
How corporate social responsibility
must me managed that will led to
positive brand image of the
organization?
How use of social media is equally
important as compared to both the
social and economic performance of
a firm?
All the levels of the organization
must be included in the process that
is being conducted to attain the
corporate social responsibility.
Involvement of all employees is
essential for getting successful
outcomes and management must
make sure that all employees are
giving their full efforts towards the
social responsibility.
Social media plays a vital role in
attracting more customer base and
building a better brand image for the
organization. Thus, the management
must ensure that a capable team is
formed to make all decision relating to
social media campaign. Even team
members must have diverse ideology
as collection of multiples innovative
ideas led to favourable corporate
culture.
It is the management responsibility to
ensure that all employees are getting
equal opportunity to put forth their
opinion related to corporate social
responsibility and even other matters
where use of social media is
involved. Even adequate training and
engagement workshop must be
conducted for all employees so that
they become more efficient and
productive.
Appropriate regulatory policies of
social media must be used before
launching any campaign in social
media platform. It is always beneficial
for organization to use more than one
social media tool and even the
management must ensure that the team
is continuously monitoring the social
media activities of the firm.
Conclusion
Lastly, this report concludes that social media platform is hugely a fantastic tool that
can results in higher profitability for the company if used efficiently. In this case, the social
media tool has not been appropriately utilized. Thus, the company had to face massive
criticism in the market, and some employees left the organization because of the irrational
behaviour by the supreme level authorities of the company. The report consists of the
methodology that needs to follow by the company for any type of planning that will be done
in future and states the importance of each employee in the organization. Not only in case of