Sunshine 100 Case Study: Optimizing Social Media for Business Growth

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MANAGEMENT COMMUNICATION - CASE STUDY
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Table of Contents
Memo...............................................................................................................................................3
Introduction......................................................................................................................................3
Social media tools & comparison....................................................................................................4
Impact of employees’ comments & behavior on the business organization in the context of social
media................................................................................................................................................5
Things to be included under social media policy............................................................................5
Communication template.................................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
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Memo
To: Paul Morgan, CEO, Sunshine 100
From: Jane Wilson, Director of Social Media
Date: 5th May 2019
Subject: Sunshine 100’s social media policy
The high level of organizational brand reputation can be increased with the help of the effective
implementation of social media policies so that the sharing of relevant messages & information
can be enhanced effectively & efficiently.The negative implications of the case study include the
using of online internet applications by all the organizational employees for their personal work
& entertainment because of which the professional organizational growth was hampering. The
business managers & directors of Sunshine 100 can effectively communicate & launch their
innovative initiatives with the help of social media policies. Along with the effective analysis &
comparison of different social media tools, the impact of employees’ behavior is also being
known effectively. Various activities are also being illustrated which are necessary to be
included under the social media policies.
Social media tools & comparison
Various online internet applications such as Google, Instagram, Facebook, WhatsApp, linkedin,
youtube, Twitter & many more are being included under the different social media tools. The
applications of facebook& twitter were being used by the managers & employees of Sunshine
100 in order to promote & launch their respective business innovative initiative “KidsEats”. This
initiative includes the providing of fresh food to the small children without any kind of added
flavors or unnatural things leading towards the enhancement of healthy eating.
The traditional channels of communication are completely different & involve the face to face
promotion or video conferencing, written documents, addressed documents, telephone, etc.
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These mediums are being enhanced in the hierarchical form from the richer to the leaner
mediums (Pedersen and Paul 2014, p. 139).
Maximum numbers of people can be reached by the business managers of Sunshine 100 with the
help of social media channels, but the only targeted audience can be reached with the help of
traditional channels of communication. The published information cannot be changed through
the traditional channels of communication. On the other hand, the shared information through
social media channels can be enhanced effectively as these are versatile & not fixed (Felix, et.al.
2017, p. 120). The traditional media channels are only one way, whereas, the social media
channels are to two-way conversation & enhance the effective interaction.
Impact of employees’ comments & behavior on the business organization in
the context of social media
The whole business organization of Sunshine 100 is being influenced & impacted strongly
byboth the positive & negative comments, thoughts and the behavior in relation the social media
channels. The brand image & organizational reputation can be either increased or damaged in a
very bad manner. The organizational employees can either use social media channels in a
positive manner or in a negative manner (Filo, et.al. 2015, p. 170). The employees of Sunshine
100 used the online application for their personal use because of which they forget to concentrate
on professionally achieving the goals & objectives of the business organization. The
organizational productivity & proficiency of Sunshine 100 can be increased when the employees
are able to use internet applications in an effective manner.
The effective training sessions should be conducted & executed by the business managers for all
the employees of Sunshine 100 in order to make them realize about the importance of being
professional during the working hours & leading towards the effective accomplishment of goals
& objectives. With the help of these effective sessions of training, the potential customers can
get attracted to the company for a longer period of time. All the employees should be understood
about using social media tools in a professional manner only during their respective working
hours (Guo, et.al. 2014, p. 75).
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Things to be included under social media policy
In order to enhance the effective utilization of the social media policies, there are certain things
& activities which are to be considered effectively by the business managers & directors of
Sunshine 100 for promoting & launching the innovative initiative of “KidsEats”. Some of the
effective guidelines are being demonstrated & illustrated by the business managers of Sunshine
100 for the effective utilization of social media channels & tools. Those standard guidelines
include the high thinking about the needs of all the customers along with the organizational
reputation & image before posting anything on the internet, avoiding the revealing or sharing of
personal information through the social media tools which is not at all effective, enhancing the
positive & favorable attitude towards the effective utilization of all the social media tools
&respecting the copyright (Munar, et.al. 2014, p. 50). All these guidelines or the things are to be
considered effectively & efficiently while posting or launching any kind of new strategy or the
initiative on the internet.
Communication template
The template of the communication plan of Sunshine 100 is being described below for
effectively using the social media tools & channels by all the organizational employees in the
effective & in an efficient manner:
Timing Time:
Date: 4 May 2019
Audience Organizational employees are the audience
Sender The sender includes the business managers &
directors of Sunshine 100
Key message The employees should use social media tools
or channels in a professional manner only
rather than using those channels in a personal
manner or for their entertainment (Killian,
Ginger & Mcmanus & Kristy 2015, p. 545)
Desired outcome The desired outcome includes positive
behavior in case of the utilization of social
media channels professionally
Medium The online applications along with the
internet websites are the social media
channels which should be used as an effective
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medium for communication
Frequency Frequency should be high & all the people
should be communicated effectively with the
help of these media channels (Tsimonis, et.al.
2014, p. 340). Also, the updated information
should be shared continuously by the business
managers of Sunshine 100
Conclusion
All the social media channels should be used for enhancing effective communication to all the
people in an effective manner. Traditional channels are not as effective as social media channels.
The professional utilization of internet applications should be enhanced among all the employees
of the business organization which is very essential for increasing the organizational productivity
& profitability in an effective manner.
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References
Felix, Reto, Rauschnabel, Philipp A. &Hinsch, Chris 2017, ‘Elements of strategic social media
marketing: A holistic framework’, Journal of Business Research, vol. 70, no. C, pp. 118–
126. Link: http://www.sciencedirect.com/science/article/pii/S0148296316302843
Filo, Kevin, Lock, Daniel &Karg, Adam 2015, ‘Sport and social media research: A
review’, Sport Management Review, vol. 18, no. 2, pp. 166–181. Link:
https://scu.primo.exlibrisgroup.com/discovery/fulldisplay?
docid=proquest1683900742&context=PC&vid=61SCU_INST:61SCU&search_scope=M
yInst_and_CI&tab=Everything&lang=en
Guo, Chao & Saxton, Gregory D 2014, ‘Tweeting Social Change: How Social Media Are
Changing Nonprofit Advocacy’, Nonprofit and Voluntary Sector Quarterly, vol. 43, no.
1, pp. 57–79. DOI: 10.1177/0899764012471585
Killian, Ginger &Mcmanus, Kristy 2015, ‘A marketing communications approach for the digital
era: Managerial guidelines for social media integration’, Business Horizons, vol. 58, no.
5, pp. 539–549. DOI: 10.1016/j.bushor.2015.05.006
Munar, Ana María& Jacobsen, Jens Kr. Steen 2014, ‘Motivations for sharing tourism
experiences through social media’, Tourism Management, vol. 43, pp. 46–54.
DOI: 10.1016/j.tourman.2014.01.012
Pedersen, Paul M 2014, ‘A Commentary on Social Media Research From the Perspective of a
Sport Communication Journal Editor’, Communication & Sport, vol. 2, no. 2, pp. 138–
142. DOI: 10.1177/2167479514527428
Tsimonis, Georgios&Dimitriadis, Sergios 2014, ‘Brand strategies in social media’, Marketing
Intelligence & Planning, vol. 32, no. 3, pp. 328–344. DOI: 10.1108/MIP-04-2013-0056
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