Developing a Social Media Strategy for Sunshine 100

Desklib provides past papers and solved assignments. This report details Sunshine 100's social media policy.

To: Paul Morgan, CEO, Sunshine 100
From: Jane Wilson, Director Social Media
Date: 16 January 2019
Subject: Social media policy for Sunshine 100
In an organization, social media is one of the major communication channels. In this online
technology, reaching to a big crowd without having necessarily met through social media serves
as a spotlight in this era. For conducting business efficiently, reduction of costs and increment in
income are the major aspects which can be achieved through social media branding.
But the purpose of this report is to establish a social media policy for the employees of Sunshine
100 to maintain the brand identity in the social world. As social media has the ability to make or
break a brand, so media policies have to be introduced in Sunshine 100 for maintaining their
brand equity.
1.
Pros of social networks in an organization
In an organization, social media performs the publishing and branding of the products produced
by the organization. It’s all about building a relationship and not just promoting the product. So,
social networking enables users to create a community to connect. In a Similar way, social media
can help the Sunshine 100 to promote their brand as well at a very low price as only on the
internet. Social media platforms like the facebook page, telegram channel or Twitter platform are
sufficient for advertising the brand of the organization and promoting their brand. Apart from
advertisement, the social media platform also proves beneficial for the employees of the
organization by building their friendship level, way to share the necessary information and also
to get a response (Anonymous 2015, p. 4). By posting social content on the page directly boosts
links to the company website which helps in improving the demand and sales value of the
organization (Mutuku 2017, p. 3). Hence the social media have many benefits stated below:
 Awareness about the brand of Sunshine 100
 Sunshine 100 Brand reputation

 Effective cost for advertisements for responsible foods
 Social learning and knowledge sharing platform
 Direct interaction of customers
 Target the relative audience
Cons of social media in an organization
Apart from various advantages, there also exist many disadvantages of using social media in an
organization. The major drawback of using social media platform at the organizational level is
harassment (Kelly 2018). This is so because any involvement of the employees with our co-
workers with harassing behavior on social media severely damages the reputation of the
organization. Posting contents which sound negative on social media by the employees or any
other authority also affect the brand reputation. Also, social media provides a platform of
distractions to the workplace and is being used excessively nowadays. So, there are many
chances that the employees will get engage on social media. This problem will directly challenge
the production of the Sunshine 100 (Errignton 2018).
2.
Impact of employee’s behavior or comments through social media on brand reputation
As employees are the primary members of an organization to deal with customers, suppliers and
other partners. So, the actions of the employees have the ability to make or destroy the
organizational reputation. Their behavior and actions can reflect and influence the positive and
negative effects on the organization. As social media provides the employees with a platform to
raise their voice in the real and social world. There can be various possibilities through which the
employer’s and organizational reputation is at great risks like negative comments posted by the
employees for their employers, or abusive behavior with any co-employee viral on social media,
any video upload about the internal work processes by the employees. These actions and
behavior can severely destroy the reputation of the organization on the virtual social world
(Constantinides 2015, p. 3.2).
3.

Social media interaction covered by the policy of social media
As social media is also a part of the business environment. As everyone in this world is
connected to each other through social media. Since, has many pros and cons, a proper social
media policy should be introduced which defines the employees of Sunshine 100 how to behave
in a social environment (Shrm 2018, p. 5). A well-defined social media policy should have the
following interactions:
 Privacy laws: The policy will be such that it will defend the security risks and the legal
issues in Sunshine 100 by implementing privacy laws among the various employees.
 Empowerment of staff: These policies should highlight the practices of maintaining the
right voice on social media by the employees and suggests them how to speak on the
behalf of Sunshine 100 on social media and maintaining the limits of which type of
information should be restricted at any cost.
 Protects the brand: These policies must hold the practices through which the customers of
Sunshine 100 will become loyal fans and ambassadors by their reliability and consistent
delivery flow.
 Provide a plan for conflict: As the conflicts escalate on social media very quickly. So, in
case of any disagreement to the customer, these policies make sure the employees of
Sunshine 100 that how to deal with these conflicts by the customers and give them a level
of satisfaction.
 Personal account guidelines: As the employer is not able to handle everything the
employee does, so it’s important to show the employees of Sunshine 100 that why their
behavior on personal profiles affects the Sunshine 100 brand. So proper guidance and
facts should be shown to the employees (Carter 2018).
4.
Communication Strategy
Title Information
Timing Evening time from 4 to 5 pm on 17 January 2019 is suited
Audience These social media policies are intended for the employees of Sunshine

100
Sender These policies will be delivered by the Director of Social media for
Sunshine 100
Key message Through these policies, the aspects and attitudes of employees showed
towards the Sunshine 100 can be categorized. How their positive
mindset will be necessary for the company’s growth and how to handle
any conflict or disagreement of customers on social media will be
discussed.
Desired Output After the implementation of these policies, the authorities of Sunshine
100 wants from employees to behave positively on social media and to
not abuse any employer or co-worker based on personal issues.
Medium The medium is a Facebook page and Twitter channel of Sunshine 100
Materials Pamphlets and policy covers should be displayed on the display board
of Sunshine 100
Frequency We should send the message through a very polite way to the
employees
Conclusion
In this report, I have concluded that there is no business without communication. And for this
communication whether between employee to employee or between customers to the employee,
social media plays a vital role. It has the capability of either making or destroying the brand
value of the organization. Hence, on the behalf of the relevance of research of Sunshine 100
study, the report is concluded by the various social media policies of ensuring the employees for
their positive attitude and behavior towards the organization and maintaining the brand value of
Sunshine 100.
REFERENCES
Mutuku C. 2017, Advantages and Disadvantages of Using Social Networks in Business, Munich,
GRIN Verlag, viewed 16 January 2019, https://www.grin.com/document/388758
Anonymous, 2015, The Social Networks’ Opportunities for Companies, Munich, GRIN Verlag,
viewed 16 January 2019, https://www.grin.com/document/439382
Kelly J. 2018, SOCIAL MEDIA IN THE WORKPLACE – SOUND MANAGEMENT THE KEY,
Professionals Australia, viewed 16 January 2019,

http://www.professionalsaustralia.org.au/blog/social-media-in-the-workplace-sound-
management-the-key/
Horn I, Taros T, Dirkes S, Huer L, Rose M, Tietmeyer R and Constantinides E 2015, Business
Reputation and Social Media: A Primer on Threats and Responses, IDM Journal, viewed 19
January 2019,
https://www.researchgate.net/publication/270958570_Business_Reputation_and_Social_Media_
A_Primer_on_Threats_and_Responses
SHRM 2018, Social Media: What are the pros and cons of using social media in the workplace?
What should we include in a policy? Society for Human resource Management, viewed 16
January 2019, https://www.shrm.org/resourcesandtools/tools-and-samples/hr-qa/pages/
socialnetworkingsitespolicy.aspx
Carter R. 2018, your guide to creating a social media policy, sproutsocial, viewed 16 January
2019, https://sproutsocial.com/insights/social-media-policy/
Errington K. 2018, Social Media Pros and Cons: The Top 10, Equinetmedia, viewed 16 January
2019, https://www.equinetmedia.com/blog/top-10-social-media-pros-and-cons