Research Project: Social Media Impact on Stakeholder Relations

This research project investigates the impact of social media tools on stakeholder relations, focusing on Morrison's. The objectives include identifying social media tools used by Morrison's, determining the significance of stakeholder relations, and assessing the influence of social media on these relations. Data analysis employs a thematic approach, examining customer use of social media, time spent on these platforms, and opinions on Morrison's communication strategies. Key findings highlight the importance of social media in communication, its role in bridging the gap between companies and stakeholders, and its overall positive influence on public relations. Recommendations suggest that Morrison's should enhance its social media presence, aggressively promote its brand, and develop interactive platforms for stakeholder engagement. The research references academic works on public diplomacy and social media advocacy to support its analysis and conclusions.

Research Project
(Impact of social media tools on stakeholder relationship-study on
Morrison’s )

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.

Research objectives
 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.

Data analysis
 This part is interpret the collected data and interpret in an
appropriate manner.
 There are Thematic approach has been used.

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

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

Theme 3 Customer opinion on Morison using social
media.
A) Agree B) Highly agree C) Disagree D) Highly Disagree
0
5
10
15
20
25
8
20
3 4

Theme 4 Customer opinion on different social
media significant for overall communication.
11%
43%29%
17%
A) Flicker
B) Social Networking
C) Micro Blogging sites
D) Any other

Theme 5 Customer opinion on social media
plays a vital role in communication.
Yes No
0
5
10
15
20
25
30
35
32
3

Theme 6 Customer opinion in relation
between social media and tradition media.
A) Agree B) Highly agree C) Disagree D) Highly Disagree
0
5
10
15
20
25
22
8
2 3

Theme 7 Customer opinion social media
enhanced public relation
A) Satisfied B) Highly satisfied C) Dissatisfied D) Highly dissatisfied
0
5
10
15
20
25
10
21
2 2

Theme 8 Customer thinking on social media
reducing gap between company and its stakeholder.
71%
14%
6%
9%
A) Agree
B) Highly agree
C) Disagree
D) Highly Disagree

Theme 9 Customer opinion on social media
influence in public relation.
A) Positive B) Negative
0
5
10
15
20
25
30
35
40
34
1

Recommendation
 Morrison’s need to increase their presence on the social
media and promote their brand aggressively.
 They need to develop a system which provide a facility to
interact with their stockholders through social media.

References
 Zhong, X. and Lu, J., 2013. Public diplomacy meets social
media: A study of the US Embassy's blogs and micro-
blogs. Public Relations Review. 39(5). pp.542-548.
 Obar, J. A., Zube, P. and Lampe, C., 2012. Advocacy 2.0:
An analysis of how advocacy groups in the United States
perceive and use social media as tools for facilitating civic
engagement and collective action. Journal of information
policy. 2. pp.1-25.

Thank You