This report analyzes a business case study focusing on the development of a social media policy for Sunshine 100, a company specializing in responsible foods and baby food, in response to negative consequences from employee social media conduct. The report, written as a memo from the Director of Social Media, Jane Wilson, to the CEO, addresses the importance of a social media policy to protect the company's brand image. It identifies challenges posed by both social and traditional media, and explores the impact of employee behavior on brand reputation. The report covers key aspects of a social media policy including the types of interactions to be covered (written posts, videos, comments), and outlines a communication strategy for effectively communicating the policy to staff, considering timing, target audience, key messaging, and appropriate media platforms. References are provided to support the analysis.
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