MNG81001 Management Communication: Sunshine 100 Social Media Policy

This report analyzes the potential advantages and disadvantages of social media for Sunshine 100, focusing on the impact of employee comments and behavior on the organization's brand. It discusses the importance of a robust social media policy to defend against security risks and legal issues, outlining key components such as access control and effective information sharing. The report further details a communication strategy to ensure employees are aware of the social media policies, including timing, audience, key messages, desired outcomes, and frequency of updates. It emphasizes the need for privacy procedures to safeguard customer information and maintain confidentiality, concluding that these policies are crucial for every member of the organization to mitigate risks and enhance brand reputation.

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Management

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To: Paul Morgan, CEO, Sunshine 100
From: Jane Wilson, Director Social media
Date: 12th January 2019
Subject: Social media policy for sunshine 100
Social media has offered ways through which employees in an organisation can modify the
way in which processes are completed. Social media has affected processes in Sunshine 100
in both positive and negative way. Social media also help employee to safeguard and
improving brand reputation (Chadwick and Dennis, 2017). The issue that was faced by
Sunshine 100’s was leakage of information and security breach.
Potential advantages and disadvantages faced by an organisation when using social
media
Social media is a medium that allow users to share information and have an interaction.
Social media has become an integral part of organisation as they help the firm to improve
brand image and reach to more customers (Cawsey and Rowley, 2016). It is beneficial for
companies as they allow analysing the feedback gained by the customers.
Advantage- Social media offers cheaper and easy way for advertisement and promotion of
services as compared to other traditional methods. It offers worldwide connectivity by
accessing services in real time. It is a way of sharing information in real time by saving the
time and money (Alalwan, Rana, Dwivedi and Algharabat, 2017). It is a tool used for
conducting meetings and generating interaction. It is a best to improve engagement between
customers and allow team coronation from remote location.
Disadvantage- The disadvantage of using social media is negative feedback as it can degrade
brand image. It also increases the chances of cybercrimes as it makes the information

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available publicly that could be used by authorised user. It also has a negative effect on
productivity as it keeps user busy on social networking sites for a longer time (Allcott and
Gentzkow, 2017). Social media cannot be used as a business communication tool as if the
information can be leaked and be misused.
Impact on organization brand due to social media
Social media affects the brand image of an organization as it is used for promotion and
advertisement of services. The positive feedback from client’s can help in gaining more
customers and building trust. On the other hand, negative feedback can spoil brand image can
cause conflicts among customers. The profile over social media can also be misused by users
for building false image. Social media boost up the visibility of organization and help them to
reach to wider audience (Roshan, Warren and Carr, 2016). It is a significant part for creating
awareness among customers and improving brand image. Increasing brand awareness in turn
increases number of clients.
Social media enhances brand reorganization by exploring the services of company to wider
audience. It also increases trust among customers by making them sure that services offered
is authenticated and confidential (Sarker, et. al, 2015). Social media in turn increases sale by
increasing clients and awareness among them.
Social media policy
The social media policy on Sunshine 100 should cover defend against security risk and legal
issues. These policies are used to robust the functions and by keeping the employees out of
trouble and security concerns (Panagiotopoulos, Shan, Barnett, Regan and McConnon,
2015). The policy also allows unlocking benefit of employee by offering them a plan to deal
with credibility of risk. Social media policies make user that information remains protected
and it is accessed only by authorized user (Chung, Andreev, Benyoucef, Duane and O’Reilly,

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2017). An access control list needs to be defined so that only valid user can access the
information. Social media policy focuses on sharing the information in an effective manner.
Communication strategy
The communication strategy is created in an organisation so that employees in the
organisation become aware about the social media strategies used (Stamati, Papadopoulos
and Anagnostopoulos, 2015). Some of the communication strategy parameter is:
 Timing- The awareness is spread as soon as the policies are designed.
 Audience- The members of an organisation and the management tea are considered as
audience.
 Sender- The messages are forwarded by the communication leader.
 Key Message- The impact of social media and its importance for improving the
functions are discussed.
 Desired Outcome- The outcomes of using social media are discussed.
 Medium- It is transferred by the means of email, memo and other messaging tools.
 Materials- The rules and guidelines designed by the government and code of conduct.
 Frequency- It needs to be monitored and updated regularly.
From the research and analyses the impact of social media on an organization are
discussed. Social media has both positive as well as negative impact and the impact of
policy on employees is also discussed. The privacy procedures were described so that
customer information can remain secured. These policies are applicable to every member
in the organization (Stamati, Papadopoulos and Anagnostopoulos, 2015). The social
media policy covers the ways in which employees should maintain security by keeping
the information confidential. This helped in creating secure passwords so that malicious
attacks could be controlled.

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References
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), pp.1177-1190.
Allcott, H. and Gentzkow, M., 2017. Social media and fake news in the 2016
election. Journal of Economic Perspectives, 31(2), pp.211-36.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning, 34(6), pp.754-776.
Chadwick, A. and Dennis, J., 2017. Social media, professional media and mobilisation in
contemporary Britain: Explaining the strengths and weaknesses of the Citizens’ Movement
38 Degrees. Political Studies, 65(1), pp.42-60.

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Chung, A.Q., Andreev, P., Benyoucef, M., Duane, A. and O’Reilly, P., 2017. Managing an
organisation’s social media presence: An empirical stages of growth model. International
Journal of Information Management, 37(1), pp.1405-1417.
Panagiotopoulos, P., Shan, L.C., Barnett, J., Regan, Á. and McConnon, Á., 2015. A
framework of social media engagement: Case studies with food and consumer organisations
in the UK and Ireland. International Journal of Information Management, 35(4), pp.394-402.
Roshan, M., Warren, M. and Carr, R., 2016. Understanding the use of social media by
organisations for crisis communication. Computers in Human Behavior, 63, pp.350-361.
Sarker, A., Ginn, R., Nikfarjam, A., O’Connor, K., Smith, K., Jayaraman, S., Upadhaya, T.
and Gonzalez, G., 2015. Utilizing social media data for pharmacovigilance: a review. Journal
of biomedical informatics, 54, pp.202-212.
Stamati, T., Papadopoulos, T. and Anagnostopoulos, D., 2015. Social media for openness and
accountability in the public sector: Cases in the Greek context. Government Information
Quarterly, 32(1), pp.12-29.