Sunshine 100's Social Media Strategy: Challenges and Opportunities

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Management Communication
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Introduction
To: Paul Morgan, CEO
From: Jane Wilson, Social media director
Date: 1-May-2019
Subject: Guidelines for social media
When the sources use effectively, social media tool can be a very valuable addition to any
department communication. Several employees of Sunshine have expressed management
communication as an area of interest. Sunshine used the development and maintenance of social
media as management communication helps in the improvement of personal and professional
capacities. The development of crucial approaches and strategies are also useful for developing
effective corporate communication. The demographical communication structure of sunshine is
also designed by social media tool that they often use.
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Question 1 compare and contrast the challenges posed by social media and the use of right
tools and technologies.
 The development of a social media strategy is one of the biggest challenges that Sunshine
required to conquer. A social media strategy is the systematic strategy for what an
organization is going to do and discovery, and practices until the goals are achieved.
 The measurement of social media return on investment is a considerable function
performed by the managers of Sunshine. It is very basic for any organization to identify
goals and earn a strong or high return on investment (El Ouirdi, et. al., 2015).
Challenges of social media tools Challenges of traditional channels of
communication
 It doesn’t matter how the plan is
effective for management
communication, there is always some
factor distracts from the success.
 Social media about social. It is not
posting and getting results. The biggest
drawback can remove by discussing
innovation and bringing a new
customer.
 Face to face communication is often
used by the management in order to
make the communication effective as
well as useful.
 Identification of other media challenges
that control the business such as print
media, broadcast media and telephone
media is also necessary. They are less
expensive and digestible for the
utilization purpose (Jones, et. al.,
2019).
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Question 2 Impact of individual behaviour on brand to broader audiences
There is a drastic change can be seen by stakeholders, companies and shareholders. This implies
a mutual understanding of another's behaviour. The interconnections of social communication
are the fact that tilts Sunshine towards adopting the application and practicing the technology in
their daily routine. The use of advanced technology is the second generation of management
communication that commonly known by the term as social media. The analysis of individual
behaviour is also important that has been identified by the managers in order to reduce the
dreadful impacts on social media tool (Marion, et. al., 2014).
The delegation of responsibility often leaves significant image by establishing good or bad
effects. In order to establish a business in China, the promotional event can only be possible with
the help of effective social media tools. The use of social media helps Sunshine in order to
spread its brand awareness and reputation of its products and services. Decisions taken by
sunshine for establishing a business in the Chinese market was a good choice on the basis of
orientation of population, location and valuation of the customer. This decision helps to produce
higher and strong profitability (Nóra Obermayer,s 2018).
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3. What should social media interactions a company's social media policy cover?
The communication done on social media is really important and necessary for the companies
like Sunshine 100 in order to increase their customer reach and develop the sense of faith in
customer’s mind related to the product and services provided by the companies. The company or
an organisation will always try to keep themselves on the part of profit and create so much
helpful policies related to social media to make or keep their employees and customer free from
restriction to post and share anything they want and customers can also comment on anything
they want as per their suitability about the company (O'Connor, et. al., 2016).
There is no social media policy for the company which makes it very difficult and dangerous for
the company if anyone posted the wrong content about the company. But the company always
keep an eye on the content which has been posted on the net by their employees on social media.
A guideline has been given by the company Sunshine 100 to their employees according to which
they post about the company on the internet and social media. Social media and social media
policies are highly critical in nature because they can make or break the image of a company. It
can be used in both positive and negative manner and it will really help company because China
is highly advanced in technology and most of the people in China uses social media which makes
it very easy for the company to expand their business in that country (Odom, et. al., 2013).
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4. Using the communication plan template, device a communication strategy for the
Director of social media to communicate the social media policy to staff?
Communication plan template
1. Timing - 03.May.2019
2. Audience - Staff members
3. Sender - Communication director of Sunshine
100 (Wagner, 2012)
4. Key message - Usage of social media should benefit
the company or organisation
- The association of employees with the
company on the internet is allowed
- No private information should be
posted on the internet or social media
- Copyrights and references of laws
which are used on social media by the
employees must be authenticated.
- The discloser of the financial condition
of the company is not allowed to the
employees.
5. Desired outcome - Supportive behaviour is expected from
the employees by the director of the
company.
- Social media policies of the company
must be followed by the employees.
- The appreciation of employees is
desired by the company on the free
attitude of the company towards social
media policies.
6. Medium - Channel of communication which is
used by the director of the company is
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conferencing
7. Materials - Fear of loss
- Lazy attitude
- Competition fear
8. Frequency - When needed
- After query
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Conclusion
In this study, the discussion is done on the expansion of Sunshine 100 which they want to do in
China. Social media is playing a very big role in this expansion because it is less costly and very
efficient. The communication director of this company wants to create its own social media
policy so that they can post anything about a company within a norm. The communication plan
template is also created in this study so that the director of the company can exchange their
views with the employees of the company.
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References
 El Ouirdi, Asma, El Ouirdi, Mariam, Segers, Jesse & Pais, Ivana 2015, ‘Institutional
Predictors of the Adoption of Employee Social Media Policies’, Bulletin of Science,
Technology & Society, vol. 35, no. 5-6, pp. 134–144.
 Jones, Nickolas M, Thompson, Rebecca R, Dunkel Schetter, Christine & Silver, Roxane
Cohen 2019, ‘Distress and rumor exposure on social media during a campus lockdown’,
Proceedings of the National Academy of Sciences of the United States of America, vol.
114, no. 44, pp. 11663–11668.
 Marion, Tucker J, Barczak, Gloria & Hultink, Erik Jan 2014, ‘Do Social Media Tools
Impact the Development Phase? An Exploratory Study’, Journal of Product Innovation
Management, vol. 31, no. S1, pp. 18–29.
 Nóra Obermayer 2018, ‘Exploring the Relevance of Knowledge-Based Networking
(Social Media) Tools Among Family Businesses’, International Journal of Management,
Knowledge and Learning, vol. 7, no. 1, pp. 19–33, accessed from .
 O'Connor, Kimberly W, Schmidt, Gordon B & Drouin, Michelle 2016, ‘Helping workers
understand and follow social media policies', Business Horizons, vol. 59, no. 2, pp. 205–
211.
 Odom, Summer F, Jarvis, Holly D, Sandlin, M’Randa R & Peek, Cassidy 2013, ‘Social
Media Tools in the Leadership Classroom: Students’ Perceptions of Use’, Journal of
Leadership Education, vol. 12, no. 1, pp. 34–53.
 Wagner, Ronald 2012, ‘Social Media Tools for Teaching and Learning’, Athletic
Training Education Journal, vol. 6, no. 1, pp. 51–52, accessed from .
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