Analyzing Social Media's Impact on Business Growth

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MANAGEMENT COMMUNICATION
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Contents
Introduction.................................................................................................................................................3
1 Compare and contrast the challenges posed by social media tools with the challenges posed by the
traditional channels of communication........................................................................................................4
2 Impact of individual behavior on the brand to broader audiences.............................................................5
3. What should social media interactions a company's social media policy cover?.....................................6
4. Using the communication plan template, device a communication strategy for the Director of social
media to communicate the social media policy to staff?..............................................................................7
Conclusion:.................................................................................................................................................9
References.................................................................................................................................................10
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Introduction
To: Paul Morgan, CEO
From: Jane Wilson, Social media director
Date: 2-May-2019
Subject: Importance of social media
Social media tool can be an important aspect of the growth of the business. Many employees of
Sunshine have shown their interest in management communication. Management communication
has been used by the Sunshine in order to develop the personal and professional skills of the
employees. With the help of a social media tool, Sunshine design the demographical structure of
the company. Social media tool can be useful in the development of the company if this tool used
in the right manner.
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1 Compare and contrast the challenges posed by social media tools with the challenges
posed by the traditional channels of communication.
 The biggest challenge for Sunshine is to develop the strategy of social media in the
company. In order to accomplish the goals of the company, social media strategy can be
utilized as this strategy determines the various aspects and needs of the company (Moro,
et. al., 2016, pp. 3341).
 Sunshine can identify the goals and objectives of the company with the help of a social
media tool. This will allow the company to earn high profits on investments.
Challenges of social media tools Challenges of traditional channels of
communication
 There will be a lack of face to face
communication and as a result,
communication takes place through
social media will not be as much
effective as a face to face
communication.
 For the proper communication through
social media tool need a proper
internet connection, lack of internet
connection can disturb the important
communication
 In order to make the communication
more effective, face to face
communication is used by the
management.
 Other traditional channels of
communication are telephone,
broadcast media and print media.
These are the other mean of
communication which is less costly
and edible.
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2 Impact of individual behavior on a brand to broader audiences
With the evolution of technology and the presence of many communication techniques, there is
an extreme change which can be seen in many companies, shareholders and the stakeholders.
Because of the various benefits of social communication (Jones, et. al., 2015, pp. 611). Sunshine
using the technology in order to enhance the growth of their business. Social media is the second
generation of management communication which is the use of advanced technology. It is also
essential to examine individual behavior which is identified by the managers in order to decrease
the impacts on social media.
In order to expand its business in China, it is necessary to have a promotional event where the
company can promote its products to the public of China (Drummond, et al., 2018, pp. 68). The
promotional event can only be done effectively with the help of social media tools. With the help
of social media tools, Sunshine will be able to spread their brand products and their services in
the market of China. On the basis of valuation of the customers, locations and the orientation of
population, it was the good decision took by the Sunshine in order to expand their business in the
Chinese marketplace. This decision will not only enhance the growth of the Business globally
but also create a big image of Sunshine in the country like China.
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3. What should social media interactions a company's social media policy cover?
In order to enhance the development of the business, it is essential for Companies like Sunshine
100 to use the platform like social media for the purpose of communication. This technique will
build new customers as well as develop trust among the customers for the products and services
of the company (Odom, et. al., 2013, pp. 35). A company can use the platform of social media
for the purpose of advertising the products of the company. Due to which many new customers
get to know about the products and services of the company. Sunshine will be able to make more
profits by promoting their products on the platform of Social media. Customers can also ask the
various questions about the products and can give their feedback about the products on social
media which will be helpful for the development of the company.
The challenges of using a platform of social media in promoting the products are that there is no
such social media policy which allows the customers to post anything about the product and
about the company which can be risky for the development of the company. In order to
overcome this challenge, employees of the company can take a look at the content posted by the
customers. Employees of the company can remove those content so that it will not affect the
image of the company especially in the new market of China (Nóra Obermayer,s 2018, pp. 20).
China is the country where a large amount of population uses social media, thus it will be
beneficial for Sunshine 100 to use the platform of social media
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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 - 04.May.2019
2. Audience - Employees
3. Sender - Director of social media
4. Key message - Social media will be beneficial for the
growth of the company
- Employees of the company can use the
internet in order to promote the
products on social media
- It is important for the staff member
not to post any personal information
about the company on social media (El
Ouirdi, et. al., 2015 pp. 135).
- Employees cannot reveal the financial
condition of the company on social
media.
- Employees must authenticate the
several copyrights and references of
laws used on social media
5. Desired outcome - Employees must know their
responsibility towards the company
and show positive behavior towards
the director.
- Employees must follow the social
media policies and promotes the
products of the company according to
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the policies of social media.
- The company should appreciate their
employees and motivate them more
towards their work on social media.
6. Medium - Conferencing is used by the director of
the company in order to have
communication with their staff
members
7. Materials - Expansion of business
- Competition fear
- Lazy attitude
8. Frequency - After query
- When needed
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Conclusion:
In this study, the expansion of the business of Sunshine 100 in the market of China has been
concluded. Importance of social media has been concluded in this segment which can make the
difference in the success of Sunshine 100. Various aspects of social media have been concluded
in this study and the impact of social media on the employees and on the growth of the company
has also been concluded. In order to exchange the views between the Communication director
and the staff members of the company, Communication plan template has been created in this
study.
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References
 Drummond, C., McGrath, H. and O'Toole, T., 2018. The impact of social media on
resource mobilisation in entrepreneurial firms. Industrial Marketing Management, 70,
pp.68-89.
DOI: https://doi.org/10.1016/j.indmarman.2017.05.009
 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.
DOI: https://journals.sagepub.com/doi/abs/10.1177/0270467615623885?journalCode=bsta
 Jones, Nory, Borgman, Richard & Ulusoy, Ebru 2015, ‘Impact of social media on small
businesses’, Journal of Small Business and Enterprise Development, vol. 22, no. 4, pp.
611–632, accessed from .
DOI: https://search-proquest-com.ezproxy.scu.edu.au/docview/1732337162?
accountid=16926&rfr_id=info%3Axri%2Fsid%3Aprimo
 Moro, S., Rita, P. and Vala, B., 2016. Predicting social media performance metrics and
evaluation of the impact on brand building: A data mining approach. Journal of Business
Research, 69(9), pp.3341-3351.
DOI: https://doi.org/10.1016/j.jbusres.2016.02.010
 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.
DOI: https://ideas.repec.org/a/isv/jouijm/v7y2018i1p19-33.html
 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.
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DOI: https://eric.ed.gov/?id=EJ1133863
 Schaarschmidt, M. and Walsh, G., 2018. Social media-driven antecedents and
consequences of employees' awareness of their impact on corporate reputation. Journal
of Business Research.
DOI: https://doi.org/10.1016/j.jbusres.2018.11.027
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