MNG81001 - Sunshine 100 Case Study: Social Media Policy Analysis

This case study examines the impact of social media on Sunshine 100, a company specializing in responsible foods, particularly in the context of expanding into China. It compares the challenges of social media tools with traditional media, highlighting issues like misinformation and the difficulty of reaching a large audience. The study emphasizes the importance of employee behavior on social media and its effect on the company's reputation, stressing the need for a robust social media policy. It discusses key elements of such policies, drawing from examples like Intel, and proposes a communication plan to ensure effective implementation and regular updates. The analysis concludes that while social media offers benefits, a well-defined policy is crucial to mitigate risks and maintain a positive brand image. Desklib provides access to similar case studies and solved assignments for students.

Management Communication
5/6/2019

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Table of Contents
Introduction................................................................................................................................2
Comparison of challenges of social media tools and traditional media.................................2
Impact of employee's behavior or comment on social media has on the company's
reputation................................................................................................................................3
Social Media Interactions in Social Media Policy.................................................................4
Communication Plan..............................................................................................................4
Conclusion..................................................................................................................................6
References..................................................................................................................................7

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Introduction
The aim of this paper is to discuss the impact of social media in the workplace. It has been
analysed that today, people are more inclined towards using the internet at every place in fact
at the workplace. Involving at different social media sites at the workplace can have positive
as well as a negative impact on the productivity of the individual as well as organization. The
same is being discussed in this paper, which is based on a case study of Sunshine 100. The
paper is highlighting some key concerns related to social media and ways to manage its
impact.
Comparison of challenges of social media tools and traditional media
The widespread misinformation and rumours are never so easy in the life of a human. There
is yet no effective way to manage such type as decentralized phenomena (Lee 2011).
In comparison to social media, the information transferred through traditional media reaches
to customers very low.
It is one of the most critical as well as a difficult task for a business to design the strategy of
social media. When it is about the increasing use of social media by around 3 billion users
across the world, the marketers of social media definitely could not ignore it as one of the
maximum used channel of marketing (Siddiqui & Singh 2016).
Under traditional media, it becomes very tough to reach to a large number of audience due to
its low speed of transferring information
The biggest challenge that is experienced by every marketer of social media is getting more
followers. Brands are very much focused on increasing followers because they are considered
as future customers. When there are fewer followers, the business is considered as unpopular.

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Low follower count also means that your content is not reaching enough number of people
who would further share it in their circles thereby reducing the overall reach of your content.
One of the biggest challenges for traditional media is that the new generation is growing in
the environment of new media and do not have the habit of reading newspaper (Rajendran &
Thesinghraja 2014).
Impact of employee's behavior or comment on social media has on the company's
reputation
In a business organization, employees are the greatest as well as valuable assets and also an
essential business resource. From the planning phase to the execution of the strategies and
rules, employees are said to be the core ingredient. In order to make them effectively operate,
it is very important to develop a strong organizational culture. According to Raza, Anjum and
Zia (2014), Organization culture is a combination of the behaviours, norms, values, and codes
of conduct. It is comprised of different policies of the business. The positive behaviour or
comment of the employee on the social media highlights the strong and effective culture of
the organization, which helps business in framing a good image among public comprised of
different social communities, job seekers, and government. Whereas, the negative comment
or behaviour of the employee reflected on the social media highlights the absence of proper
policies such as social media policies at the workplace, which results in grabbing the
attention of different international social media bodies which enforce the adoption of strict
social media policies at the workplace. This can have a major negative impact on the image
of the company as the absence of proper policies can lead to high fine by international bodies.
Social Media Interactions in Social Media Policy
Intel is one of the operators which provide different guidelines that must be followed while
preparing social media policies. It encourages employees to get in context with others by
engaging at social media, comment and participate in the areas where they like to or are most

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passionate. Intel says that social media interactions can support employees in the organization
in creating stronger and productive business relationships. The way social interactions must
be used is dependent on the company. Besides this, Dangelo (2019) stated that, it is important
to add value in the social conversation. If the business desire to maintain a strict presence in
the market and ignore casual interactions, then it must assign social media interactions to
particular members of staff and offer then training accordingly.
The social media interactions must be split into two groups that are private and public. For
instance, Facebook is placing its major focus on groups and offering features on the site for
more specific discussions as opposed to the public discussion. The social media policy of the
company must be comprised of social media interaction that allows the user to decide which
post must be shared to which type of audience or contact. For example, Instagram is offering
a feature of spitting the messages into its own separate application, further allowing the
public and private elements separate in order to reduce the effect of negative elements like
rumours and miscommunication (Hudson & Huang 2016).
Communication Plan
Activities Planning
Timing 1/7/2019 to 31/1/2020
Audience International bodies, government, investors,
customers, and employees
Sender Director of Social Media
Key Message To safeguard the organization from frauds
and damages through social media
Desired Outcomes The implementation of the policy enables the
productive use of social media for the

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development of the business. It safeguards
identify an image of the company.
Medium Email, annual report, instant messages,
company’s website, and Sustainability
Report, which will explain the drawbacks of
social media and energy used through the use
of social media on different devices.
Materials Productive use of social media and
drawbacks to the business due to social
media.
Frequency After every six months
The above communication plan is planned for communicating the social media policy among
all the stakeholders of the company. It will help the business in adopting an organized
procedure to interact with the employees regarding the policies (Lesko 2011). The social
media policy will be upgraded and reviews after every six months such that business can be
updated with the changes in the policies and trends.
Conclusion
The above paper is discussing the impact of social media on the image of the business. From
the analysis, it could be concluded that social media can have both positive as well as a
negative impact on the productivity and reputation of the business. Hence, to reduce the
negative impact of ssocial media, it is very essential to have an effective social media policy
in the organization system.

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References
Dangelo, K 2019, 5 Great Corporate Social Media Policy Examples, viewed 6 May 2019,
<http://blog.hirerabbit.com/5-great-corporate-social-media-policy-examples/>
Hudson, S. & Huang, L 2016 ‘The influence of social media interactions on consumer–brand
relationships: A three-country study of brand perceptions and marketing behaviors’,
International Journal of Research in Marketing, vol. 33, no. 2016, pp. 27-41.
<https://www.researchgate.net/publication/282628990_The_influence_of_social_media_inter
actions_on_consumer-brand_relationships_A_three-
country_study_of_brand_perceptions_and_marketing_behaviors>
Lee, P.Y 2011, ‘Social Media Challenges for Advertising Business and Creatives
Management in the Social Media Era’, International Journal of Research in Business Studies
and Management, vol. 1, no. 1, pp. 1-11. < https://www.ijrbsm.org/pdf/v1-i1/1.pdf >
Lesko, C.J 2011, ‘A New Approach to Communications Management Planning Through 3D
Web and Semantic Web Technologies’, Journal of Management and Strategy, vol. 2, no. 3,
pp. 25-34. < http://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.1011.2359&rep=rep1&type=pdf>
Rajendran, L. & Thesinghraja, P 2014 The Impact of New Media on Traditional Media,
Middle-East Journal of Scientific Research, vol. 22, no. 4, pp. 609-616. <
https://www.researchgate.net/publication/309014723_The_Impact_of_New_Media_on_Tradi
tional_Media>
Raza, H., Anjum, M., and Zia, S.M. (2014) The Impacts of Employee’s Job Performance
Behavior and Organizational Culture on Organizational Productivity in Pharmaceutical

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Industries in Karachi. Interdisciplinary Journal Of Contemporary Research In Business,
5(12), 385-400.
Siddiqui, S. & Singh, T 2016 Social Media its Impact with Positive and Negative Aspects,
International Journal of Computer Applications Technology and Research, vol.5, no.2, 71-
75. < http://www.ijcat.com/archives/volume5/issue2/ijcatr05021006.pdf>