Effective Communication: Social Media Use in the Woolworths Workplace

This report analyzes the use of social media, particularly Facebook, in workplace communication, using Woolworths Ltd as a case study. The report is divided into two assessments. Assessment 1 focuses on the resources used, including academic journals, books, and website articles, evaluating their reliability. Assessment 2, comprising two parts (A and B), delves into the background of the issue, the purpose of the report, and the intended audience. It examines Woolworths' communication strategy, specifically the use of Facebook for internal communication, employee engagement, and information sharing. The report discusses how Facebook facilitates communication, enabling real-time feedback and interaction among employees. It concludes with recommendations for Woolworths to invest further in social media for internal communication and foster a culture that encourages employee participation. The report emphasizes the benefits of Facebook's communication tools, such as facilitating information flow, promoting employee interaction, and enhancing brand communication.

Running head: SOCIAL MEDIA IN WORKPLACE COMMUNICATION
Using Social Media in Workplace to Communicate
Name of the University:
Name of the Student:
Authors Note:

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Table of Contents
Assessment 1...................................................................................................................................2
1.1. Name of the Resource...........................................................................................................2
1.2. Type of Resource..................................................................................................................2
1.3. Summary on Each Resource.................................................................................................2
1.4. Reliability Tests on Each Source..........................................................................................3
Assessment 2...................................................................................................................................4
2a. Part A.........................................................................................................................................4
2a.1. Introduction.........................................................................................................................4
2a.2. Discussion...........................................................................................................................6
2a.3. Conclusion..........................................................................................................................7
2a.4. Recommendations...............................................................................................................7
2b. Part B.........................................................................................................................................7
2b.1. Introduction.........................................................................................................................7
2b.2. Discussion.........................................................................................................................10
2b.3. Conclusion........................................................................................................................13
2b.4. Recommendations.............................................................................................................14
References......................................................................................................................................15

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Assessment 1
1.1. Name of the Resource
The name of the resource that will be used in the current report is “social media use in
workplace for effective communications”. Resources on this topic will facilitate in explaining
communication strategies of organizations in 21st century (Coombs, 2014).
1.2. Type of Resource
Three articles are selected on the chosen topic along with three book resources. All these
resources are deemed beneficial within the report, as they are reliable and explain
communication strategy within selected organization in a better manner (Fuchs, 2017).
1.3. Summary on Each Resource “Social media: A critical introduction”- This is a book resource selected for utilizing in
the report as it provides an introduction on the available social media communication
platforms such as Factor, Google, YouTube, Twitter and Wikipedia along with its
implication on organizations. This book offers critical introduction on all the social media
communication strategies along with its benefits for organizations. “How Australia's Woolworths delivers the goods on social”- This is a website resource
that explains the social media communication tools used by the selected organization
“Woolworths” in facilitating smooth;-h flow of communication within the workplace.
The resource is reliable to use in this report as it elaborates effectiveness of the
company’s social media strategies in reaching out its diverse workforce. “Using social media to communicate employer brand identity: The impact on corporate
image and employer attractiveness”:-

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This journal resource is deemed reliable to be used in the report for the reason that this
source explains the way in which rise of social media platform has offered employers
with new communication channels in order to deliver job related data. Moreover, it has
also elaborated employer attractiveness within social media context. “Does social media usage matter? An analysis of online practices and digital media
perceptions of communication practitioners in Europe”- This is a journal resource that is
considered to be reliable to be utilized in the report as it explains that an organization’s
professional social media usage. Moreover, it also elucidates that active consumers and
employees on the social media platform are highly relevant gatekeepers of companies
along with signifying the appropriate social media strategies and instruments those are
not used often. “Bringing technological frames to work: How previous experience with social media
shapes the technology's meaning in an organization”- This is a journal resource that is
deemed reliable to be used in the report for the reason that it elaborates the expectations
of the workers regarding enterprise social media. Moreover, it has also indicated that
workers view on technology regarding the existing workplace communications
technology along with publically present social media communication channels.
1.4. Reliability Tests on Each Source
Academic journals on the selected topic such as “Using social media to communicate
employer brand identity: The impact on corporate image and employer attractiveness”, “Does
social media usage matter? An analysis of online practices and digital media perceptions of
communication practitioners in Europe” and “Bringing technological frames to work: How
previous experience with social media shapes the technology's meaning in an organization” are

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deemed to be reliable. This is for the reason that they are peer-reviewed and are highly credible
than the articles from renowned trade journals as these pass through rigorous process of repeated
review. Moreover, as they are peer reviewed it ensures the quality of that journal.
Book resource on the current topic such as “Social media: A critical introduction” is
deemed to be reliable to use as this can offer a focused view on a major concern. Moreover, text
books facilitates in offering highlights on major features of lengthier works along with offering
with bibliographic references. It is reliable as it can offer broad view on a study field long with
explaining the relationships among theoretical perspectives on the particular subject.
Reliability of a website source such as “How Australia's Woolworths delivers the goods
on social” can be tested through checking that this website belongs from established institutions
and contains recently updated information.
Assessment 2
2a. Part A
2a.1. Introduction
Background of Issue
It has been evident from the cases of numerous organizations that several employee
engagement initiatives fail just not due to its poor design but because of ineffective
communication with the workforce. Considering such issue, any organization that desires to
enhance its engagement needs must make sure that the organization has effective means of
employee communication tools (How Australia's Woolworths delivers the goods on social,

6SOCIAL MEDIA IN WORKPLACE COMMUNICATION
2017). With the growing issue of poor workplace communication in Woolworths Ltd, the report
will explain that certain developments have been made in social media platforms where the
employees are developing effective internal communications channels. The report will also
explain that Face book can serve as effective tool for sharing relevant information and interacting
more easily that is not likely observe in case of top-down communication in the company.
Topic of Report
The topic of the report is “social media use in workplace for effective communications”.
Purpose of Report
The major purpose of the report will be to consider Woolworths Ltd as an example and
explain the ways in which Face book the company as an efficient corporate communications tool
can use social media channel.
Intended Audience
The report that will be prepared is intended to be beneficial for the employers of
Woolworths Ltd along with other researchers (Kissel & Büttgen, 2015). This is for the reason
that the report will provide the target audiences with an insight regarding effective use of social
media communication tools in communicating with employees for increasing their engagement.
Organization Background
Woolworths Ltd is positioned as a retail company that has its business operations in
seven segments. Geographical segments covered by the company are Australia and Africa
(Moreno et al., 2015).

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Communication Strategy for Implementation
The communication strategy that is selected as most effective for the workplace of
Woolworths Ltd is Face book (Moreno et al., 2015). This is for the reason that Face book
facilitates the company in communicating with its consumers easily along with offering relevant
information to the workforce in desired time.
2a.2. Discussion
Use of Facebook Pages in Woolworth’s Communications Process
Woolworth’s workplace communication process is observed to take place through
Facebook pages. Regular organizational communication takes place through this social media
channel as Facebook facilitates it to share relevant information with its entire diverse workforce.
This channel is used by the company for facilitates the company in sharing several positive facts
regarding the organization along with positive effect of working life toward lives of the
workforce (Moreno et al., 2015).
Enabling Flow of Communications through Face book
Woolworths Ltd is made sure to focus on diverse demographics of their workforce
population and reflect on the way in which employees engage with technology outside the
workplace through Facebook (Moreno et al., 2015). Woolworths in form of Face book that
further advances its existing communication methods implement effective internal
communications strategy.
Enabling Employee Interactions through Face book

8SOCIAL MEDIA IN WORKPLACE COMMUNICATION
Woolworth Ltd’s effective social media communication strategies such as Face book
facilitate its employers and its employees to remain involved in real-time feedback rather than
waiting for annual appraisal. With increased use of Facebook Communication, employees of
Woolworth’s Ltd expect immediate interaction with its employers (Treem et al., 2015).
2a.3. Conclusion
Completion of the report on social media use in workplace, for effective communications
in Woolworths Ltd will conclude that use social media communications tool such as Facebook in
Woolworths Ltd will facilitate employers in effective brand communication. The report will also
conclude that the company offers full freedom to its employees in using Facebook for
communication within the workplace.
2a.4. Recommendations
From the findings of the report, Woolworths Ltd will be recommended to invest more in
facilitating social media channel use within workplace for internal communication. Moreover,
the company will also be recommended to build good culture in order to encourage the
workforce to share opinions and develop communication plan on social media platform.
2b. Part B
2b.1. Introduction
Issue Background
It is observed that in several companies the employee engagement initiatives fail just not
due to its poor design but because of ineffective communication within workforce. Considering
such issue, any organization that desires to enhance its engagement needs must make sure that

9SOCIAL MEDIA IN WORKPLACE COMMUNICATION
the organization has effective means of employee communication tools (Fuchs, 2017). With the
growing issue of poor workplace communication in Woolworths Ltd, certain developments have
been made in social media platforms where the employees are developing effective internal
communications channels such as Face book.
Report Purpose
The objective of the report is to explain the use social media in workplace of Woolworths
Plc for effective communications. The report explains that Facebook generates opportunity for
Woolworths Ltd in to connect with employees all through the organization (Treem et al., 2015).
The report intends to encourage the company for investing more in Facebook communications
platform as online collaboration through this social media communication channel can enhance
the ease of finding appropriate resources, connecting with experts along with dealing with
business concerns.
Organization Background
Woolworths Ltd is an established Australia based retail company that has its business
operations in Australian and New Zealand Food, Endeavour drinks AND Hotel segments. The
company has more than two, 02,000 employees and operates around 184 countdown
supermarkets along with engaging in wholesale operations. The company also offers financial
services like credit cards, gift cards and master cards (Treem et al., 2015).
Communication Strategy for Implementation
"Facebook workplace" communication strategy implementation is considered most
suitable for Woolworths Ltd. This is for the reason that Facebook facilitates the employees of

10SOCIAL MEDIA IN WORKPLACE COMMUNICATION
Woolworths Ltd in generating events that facilitate them to share relevant information in a
particular place along with offering all invitees access to the events (Moreno et al., 2015).
Moreover, “Facebook Workplace” communication strategy has a rich content messenger
application. This application facilitates the workers of Woolworths Ltd to ensure one-one chat
with colleagues or generate a group chat in order to communicate quickly with diverse group of
employees (Moreno et al., 2015). Moreover, “Facebook Workplace” communication strategy
also comes with video call function that can facilitate online meeting with colleagues.
Figure 1: Workplace Communication Application of Facebook
(Source: Coombs, 2014)

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2b.2. Discussion
Facebook Pages Use in Woolworth’s Communications Process
As an employer, Woolworths Ltd makes sure that it makes efficient use of Facebook as
social media communications tool in order to attract all its future employees along with
informing consumers regarding their weekly specials and store openings. Through creating
facebook pages, the company makes sure that its employees are easily interacting, sharing and
collaborating. Use of Facebook enterprise communication tools are engineered focusing on
Woolworths Ltd’s employees as the company’s employee base and needs are unique. In order to
maintain highly successful internal communications employees in the company has generated
and maintained Facebook dashboard (Moreno et al., 2015). This shares information internally
regarding new product launches, organizational events, announcements along with internal status
update stream in which employees can post whatever they feel like and discuss topics with their
colleagues in an open framework.

12SOCIAL MEDIA IN WORKPLACE COMMUNICATION
Figure 1: Employee Communication Process in Facebook
(Source: Moreno et al., 2015)
Flow of Communications in Woolworth’s through Facebook
Use of “Facebook Workplace” facilitates free flow of internal communications in the
workplace of Woolworths Ltd. A major advantage that this social media communication tool
provides Woolworths Ltd is that it can decrease excess dependence on the middle managers

13SOCIAL MEDIA IN WORKPLACE COMMUNICATION
those often fails to maintain free flow of information down the organization. In maintaining free
flow of communications between its diverse workforce, Woolworths Ltd makes sure that it
focuses on diverse demographics if its workforce through Face book. In increasing connectivity
among employees, the company has made great attempts in encouraging its employees to use
Facebook mobile applications (Moreno et al., 2015). Enabling this facilitates the employers to
engage with the employees, provide them information regarding any place they need to visit and
facilitate employees receives work messages on their smart phones. Facebook ensures free
communication flow among Woolworth Ltd’s employees through providing them the capability
to send push notifications so that they are always aware of recent updates.
Employee Interactions in Woolworth’s through Facebook
“Facebook Workplace” serves as most effective interaction tool in Woolworths Ltd, for
collaboration and information distribution for the employees in the company. This social media
communication channel serves as an effective way to involve the brand ambassadors and
employees all levels and positions within the company with purpose of sharing important work
related information, news and resources (Moreno et al., 2015). Facebook ensures smooth
interaction among diverse employees of the company those are working together from distant
offices or nations. Woolworths Ltd generates a Facebook group for the company and generates
smaller groups for accomplishing a specific project or for use of a particular department (Treem
et al., 2015). Employees of the company also use Facebook messages for quick communication.
Along with communicating through Facebook, in order to maintain high quality communication
network Woolworths Ltd uses special used business social networks such as social cast that
offers similar functions liked Facebook with decreased chances of security issues.

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Figure 1: Employee Interaction and Professional Use of Facebook
(Source: Fuchs, 2017)
2b.3. Conclusion
The report concluded that Woolworths Ltd uses social media communications tool such
as Facebook that can facilitate employers in effective brand communication. It is gathered from
the report that Facebook workplace communication strategy implementation is considered to be
most suitable for Woolworths Ltd. This is for the reason that Facebook facilitates the employees
of Woolworths Ltd in generating events that facilitate them to share relevant information in a
particular place along with offering all invitees access to the events. The report also explained
that Facebook can serve as effective tool for sharing relevant information and interacting more
easily that is not likely observe in case of top-down communication in the company.

15SOCIAL MEDIA IN WORKPLACE COMMUNICATION
2b.4. Recommendations
Based on the findings of the report, Woolworths Ltd is recommended to use other
communicating applications associated with Facebook that can further increase employee
engagement within the workplace. Investing more in modifying its Facebook applications can
advance the communication process within the organization. For instance, Woolworths Ltd is
recommended to implement Facebook Live video-streaming app that can facilitate employee to
ensure that all relevant information are immediately shareable. Employees must be encouraged
to login Facebook from a mobile device the can enhance usability and reliability for internal
communications regarding sharing vital work-related information in workplace.

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References
Coombs, W. T. (2014). Ongoing crisis communication: Planning, managing, and responding.
Sage Publications.
Editor, R. (2017). Woolworths feels the love on social media - Retail World
Magazine. Retailworldmagazine.com.au. Retrieved 8 November 2017, from
https://www.retailworldmagazine.com.au/woolworths-feels-love-social-media/
Fuchs, C. (2017). Social media: A critical introduction. Sage.
Kissel, P., & Büttgen, M. (2015). Using social media to communicate employer brand identity:
The impact on corporate image and employer attractiveness. Journal of Brand
Management, 22(9), 755-777.
Moreno, A., Navarro, C., Tench, R., & Zerfass, A. (2015). Does social media usage matter? An
analysis of online practices and digital media perceptions of communication practitioners
in Europe. Public Relations Review, 41(2), 242-253.
Treem, J. W., Dailey, S. L., Pierce, C. S., & Leonardi, P. M. (2015). Bringing technological
frames to work: How previous experience with social media shapes the technology's
meaning in an organization. Journal of Communication, 65(2), 396-422.