Business Research Methodology: Social Media and Telstra Analysis

This report presents a comprehensive analysis of Telstra's use of social media within its business operations. The introduction outlines the project's objectives, scope, and the chosen methodology, emphasizing the significance of social media in contemporary business promotion. A literature review explores the advantages and disadvantages of social media tools, focusing on connecting with customers, segmentation, and information sharing. The research design employs a qualitative approach, utilizing secondary data to investigate the research questions regarding the benefits and challenges of social media for Telstra. The report also addresses the limitations of the study, such as time constraints and data collection challenges, and provides a detailed time schedule for the project's completion. The conclusion summarizes the key findings and their implications for Telstra's social media strategy.

BUSINESS RESEARCH
METHODOLOGY

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
Project objective.....................................................................................................................3
Scope of project......................................................................................................................3
Literature review....................................................................................................................3
Research questions.................................................................................................................6
Research design and methodology.........................................................................................6
Research Limitations..............................................................................................................7
Time schedule........................................................................................................................7
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................10

INTRODUCTION
Social media in present era is one of the most significant ways to promote business
and its product or services. The usage of internet and various social networking sites has
increased to considerable amount. As a result, various business organisations are trying to
capture a large customer base through this medium. The said medium gives an appropriate
platform for promotion of goods and services and addressing right customers for stimulating
them to purchase the products (Boyd, 2014). The present report is based on making a study
on use of social media and its results for company. The chosen business firm for this purpose
is Telstra which is a well known brand of Telecommunications in Australia. The enterprise is
use to promote its various services of internet, voice, mobile, pay television and similar
entertainment products. The report will have a look over various advantages and
disadvantages of social media for business.
Project objective
The project has determined several objectives that will aid in fulfilling major aim of
the study. As per this, major objectives of the report are:
 To analyse the use of social media in business
 To analyse various tools of social media used in business
 To study various benefits and disadvantages of using social media for Telstra.
Scope of project
The present project has addressed the latest topic for research purpose which is related
to use of social media. Through the report, attempt has been made to develop the ideas related
to various benefits and disadvantages that can be devastating for any business firm (Curtis,
and et.al., 2010). Apart from this, the study done in present report will aid in developing the
secondary research data for further studies. Thus, the scope of present project will extend
from a general view to its application in a practical business world to enhance the
understanding about the topic.
Literature review
Social media is a tool that is being used widely at present time in every type of
business organisations. The stated method helps in developing a promotional method in an
advanced way that can cover a large number of customers at a time (Correa, Hinsley and De
Zuniga, 2010). Besides this, it is an effective tool that can aid in making contact with

customers to bring improvements within business. However, it is evident that misuse if such
effective tool can also prove to be a big disadvantage for the business. The literature review
section will make a deeper analysis of the current situation concerned with social media and
its use.
Social media and its use in business
With the advancement in technology within recent years, the usage of internet among
people has increased to a great extent. According to DeAndrea and et.al., (2012) a large part
of population spends their time on internet to browse different social networking sites,
Youtube, online shopping etc. Therefore every small to big business organisations have
started promoting their products and services through social media. The use of social media
for promotion is aimed at connecting with customers in a more personalised way so that they
can be informed about new products and services in market. Besides this, it is an effective
medium to monitor various customers’ choices and demands so that target customers can be
focussed upon. The telecom industry evidence a cut throat competition. Therefore to remain
within competition, the stated industry seeks aid of social media (Gerbaudo, 2012). This
makes communication between intended consumers and business firm easier. However, it is
also evident that the use of social media has its own pros as well as cons that must be
considered before implementing the social media tools.
Social media tools
The tools of social media are present in a large quantity which can be used by the
business enterprises for promotion of their products and services. These tools are prominently
useful for maintaining the business communication with the customers. Some of the major
tools of social media that are used by various entities are as follows:
 Social networking sites: Moran, Seaman and Tinti-Kane, (2011) says that there are
diverse social networkings sites on which a large number of people are active. The
business firms are also using sites like Facebook, Twitter and LinkedIn as a powerful
tool for promoting business and its products and services. These sites are very helpful
in maintaining contacts with large number of customers to attract them for purchasing
products.
 Social extranets: The social extranet provides an opportunity for establishing a private
network through internet so as to share significant business information with intended
parties like consumers, suppliers, retailers etc. (Keim and Noji, 2010).

 Employee networks: The employee networks are the medium which are established
for maintaining internal communication. Besides this the stated medium is an
effective way to contact service professionals by customers.
Advantages of social media
The major advantage of social media can be seen within Telstra network as a
powerful tool for connecting with the customers of external world. The customers can be
influenced deeply through these mediums for stimulating their urges for purchases of
products and services. The foremost advantages of social media for stated business can be
looked upon within below points:
Connecting world: According to Shirky (2011), social networking sites and internet presents
a medium, which provides a large platform for connecting with the entire world. The
respective medium not only gives an opportunity to Telstra for connecting with customers at
local level but also at global level without visiting them physically. Thus, it proves to be a
cheaper method of spreading wide networks.
Easy segmentation of the customers: The social media helps to connect through internet with
large number of people. As per Xiang and Gretzel, (2010), the medium can be very helpful in
identifying the customers with similar types of likes and interests. Besides this, it helps
mentioned company in promotion of innovative ideas and inventions among customers on the
basis of their expectations. Thus, it makes easier to categorise the consumers on the basis of
their common interests and preferences.
Quick information sharing: The social media sites include the facility of chats and messaging
through which any type of message can be shared among various persons instantly (Dabbagh
and Kitsantas, 2012). For stated venture, the exchange of ideas and information can be made
in very less time among a large group of persons. The business people can also utilise this
facility to make an interaction with customers to provide them information about their
products and service.
Disadvantages
Time intensive: In the views of Treem and Leonardi, (2013) the social networking is a time
intensive way as it aims to establish a long term relationship with customers. Thus, it is
essential to appoint a person who closely and regularly monitors the activities on social media
about customers’ responses and comments. Mentioned organisation is also facing this issue
as it has a large customer base with it.
Risk of fraud: Courtney (2013) states that with various types of advancements, there is an
increased possibility of theft and frauds that can be harmful for significant business

information and data which can be entered through unauthorised access. The said entity must
maintain a high level of security system that can help in saving from such theft and fraud.
Research questions
The major objective of present research has been set to analyse the use of social
media in present time. With this objective, the selected company for this purpose is Telstra on
which the entire research has been done (Fisher and Clayton, 2012). As per the previous
objectives set in the above section, several research questions have been framed which are
mentioned below:
Is social networking always advantageous for various business purposes?
H0: The social media is not always beneficial for various business purposes.
H1: The social media is always beneficial for various business purposes.
Secondary questions
 What are the uses of social media in business?
 Which are the various tools of social networking mediums used in business?
 What are the advantages and disadvantages of social media in business?
Research design and methodology
The research design is a plan that provides a particular structure which can be
followed to move towards a particular direction for research purpose. The design of research
also mentions a specific methodology according to which the research will be carried out
(Whiting and Williams, 2013). The present research has been accomplished as per the
following structure and design:
Research design: The current research has embraced the qualitative method of research which
follows an observation method for making a deep study on chosen matter of social media use
in Telstra Company. The basic design of research follows the descriptive study so as to
describe the major points about the research and various findings related to it.
Sampling: The sampling is a process in which researcher makes an attempt to limit the size of
large population into smaller one so that a proper study can be carried out (Kavanaugh and
et.al., 2012). A proper sampling provides a right structure to entire research by making the
study precise and more result oriented. The present research has been undertaken by taking a

sample size of 5 managers of Telstra organisation who can provide information related to
effectiveness of social media for their business.
Designing: The current research has been designed and structured as per the qualitative
method in which secondary method of data collection has been adopted. The analysis part of
the research has been designed as per thematic assessment to generate the desired results.
Data collection method: The present research is based on collecting data through secondary
data collection (Brennan and Croft, 2012). The sources referred for this purpose are
newspapers, magazines, internet articles and various business reports of the mentioned firm.
These sources have proved to be of special significance for collecting concerned information.
Reliability and validity: The reliability is a basic characteristic of a good research which
refers to the consistency in the findings which can generate similar results each time if similar
instruments are applied. While, the Validity is a factor in the research, which maintains the
authenticity of the findings presented in the report. By maintaining these two constituents
throughout the report will aid in improving the quality and value of research.
Research Limitations
The limitations of a research can be understood as the constraints that may act as a
limit to the scope of study (Boyd, 2014). There are always some limitations in a report that
can restrain the scope of study. The current research has also some limitations like limited
time period. The study with wide scale of research scope cannot be completed as per the
allotted time period. Besides this, approaching managers of Telstra to collect relevant
information and gaining their permission to conduct a research on their company was a
complex task. As per this, the information collected for study and research purpose was
available in limited quantity. These limitations have affected the results of present study in
negative manner (DeAndrea and et.al., 2012).
Time schedule
Task Name Duration Start Finish Predecessors
Business research
methodology 13 wks Tue
8/29/17
Mon
11/27/17
Analysis of social media
in market 1 wk Tue 8/29/17 Mon 9/4/17
Identifying gaps in the 1 wk Tue 9/5/17 Mon 2

study 9/11/17
Setting aims and
objectives 1 wk Tue 9/12/17 Mon
9/18/17 3
Literature review 2 wks Tue 9/19/17 Mon
10/2/17 4
Selecting data collecting
method 1 wk Tue 10/3/17 Mon
10/9/17 5
Sampling 1 wk Tue 10/3/17 Mon
10/9/17 5
Collecting secondary
data 2 wks Tue
10/10/17
Mon
10/23/17 6,7
Analysis of secondary
data 1 wk Tue
10/24/17
Mon
10/30/17 8
Searching for alternative
solutions 1 wk Tue
10/31/17
Mon
11/6/17 9
Draft submitting 1 wk Tue 11/7/17 Mon
11/13/17 10
Making corrections as
per feedback 1 wk Tue
11/14/17
Mon
11/20/17 11
Final submission 1 wk Tue
11/21/17
Mon
11/27/17 12

CONCLUSION
The above research has been conducted with an aim of looking into social media
network for business purpose. This research concludes that Telstra Company is also using
this medium for business purpose which is proving to be of valuable service. While, the
report also articulates that there can be some disadvantages of social networking as well
which must be addressed to reap appropriate benefits.

REFERENCES
Books and Journals
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Courtney, K.L., 2013. The use of social media in healthcare: organizational, clinical, and
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Curtis, L., Edwards, C., Fraser, K.L., Gudelsky, S., Holmquist, J., Thornton, K. and Sweetser,
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Kavanaugh, A.L., Fox, E.A., Sheetz, S.D., Yang, S., Li, L.T., Shoemaker, D.J., Natsev, A.
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Xiang, Z. and Gretzel, U., 2010. Role of social media in online travel information search.
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