Analysis of Sunshine 100's Social Media Policy and Employee Conduct

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SOUTHERN CROSS UNIVERSITY
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Organizational Social Media Effect
To: Paul Morgan, CEO, Sunshine 100
From: Jane Wilson, Director of Social Media
Date:
Subject: Sunshine 100’s social media policy
This experiment will look towards different aspects of social media in organisations. Further,
we will discuss the Sunshine 100 social media posting event and take the scenario into
consideration and find new policies that define the use of social media by employees in
company.
Merits and demerits of social platforms today in organisations.
Merits of social media in organisations
Social media is a platform that has the potential to provide information to a mass of your
target information. In another way social media tool let Sunshine 100 to provide information
to customers, send them a message, communicate and guide them with queries. Social media
platform could provide a platform to organisation to be found over internet through SEO that
in turn improves your rank in the search results. Other than that, companies could benefit
from social media through research platform that it provides and could gain interest of the
masses through proper surveys (CM van Der Bank & Marjoné van Der Bank 2015).
Demerits of social media in organisations
Social media in spite being the most powerful media present today one can mess up the
Sunshine 100’s image by posting something that could hamper its image in a big way or if
the message being delivered is not appropriately self-explanatory and masses could take its
meaning in a totally different sense. Social media puts you in front of the world of internet
and the message you want could be of value in one country and could be violating some
values in another country. Hence, Social Media’s Director has to carefully choose what
Sunshine 100 need to put up is appropriate for a global audience (CM van Der Bank &
Marjoné van Der Bank 2015).
Adidas Boston Marathon
Adidas in 2017 sent the most insensitive email to its customers where they were advertising
their latest apparels for Boston Marathon
Email received by the user said that “Congratulations you have survived the Boston
Marathon”. This is not the case but the message that it conveyed was in relation with the

2013 bombing at Boston marathon and just after one day of 2017 marathon which leads to the
inappropriate image for the company. Though one should congratulate another when
surviving a 26-mile run but message was sent at the almost inappropriate timing as seen in
the image below.
Employee’s action over social media and its impact over a company’s image over
unintended and broader audiences.
Pros
It helps in taking reach of Sunshine 100 to a new customer base. Suppose a company
designed a banner or advertisement video with company banner and named embedded into it
and you ask each of your employees to share it online to their social media.
Social media could also prove to be the tool that rather being used to connect with customers
and their queries. It could also be implemented to establish a connection within the Sunshine
100 so that each employee knows each other and further it creates a harmony within the
Sunshine 100 you want to create. Can depict which employee is most involved in company’s
business interest which could further prove to be promotional key for the employee in the
future (Iwanski, John 2015).
Cons
Social media could also prove to be crucial for the company privacy as one employee could
also post some information online and all that requires is a bad day for an employee, leading
towards controversies and a further decrease in Sunshine 100’s goodwill. Employees
advocacy is most important as its really time taking to post content online and should
regularly communicate with the persons working in this field. If advocacy is conducted
poorly, it could also result towards drastic marketing mishap. So, person handling marketing
should be well trained (Cawsey, Timothy & Rowley, Jennifer 2016).
Policy regarding employee’s social media actions and their guidelines
Sunshine 100 must provide violations policy and state the actions being taken in case of
violation of company’s integrity and privacy policy. Director of Social Media of Sunshine
100 should explain about social media to aware employees about the policy objective towards
company and its usage guidelines. It should also cover social media policy benefits over
organisation. Mention clearly about the privacy policy, trade information and any type of
sensitive information not to be shared over social media. Other companies’ reference to
policy conduct and its behaviour over social networks. To show a positive and loyal impact

over social media whenever any information about company is posted. What impact it could
lay over potential customers and existing customers towards brand image laid in public.
Educating employees is at most necessary and they should know that what can go wrong if
they even clicked on a link and could hamper company data. (Hootsuite 2018)
What makes good policy
Only authorised personnel within Sunshine 100 should be allowed to post content and
respond with company accounts. No employee should create a company branded account
without permission. Be sure of what’s being posted, avoid uploading of confidential
information. Be careful about that no customer information is shared.
Legality and accuracy of content: Employee is directly responsible for what they are posting
online about company. So they should be aware about Sunshine 100’s copyright policy
correctly. Making sure employees tone is professional: Employees should maintain a
professional tone whenever they are communicating with customers. (Anon 2013)
Communication Plan
Timing It should be made in according to Sunshine 100’s junk food mail.
After the posting of employee.
Audience The communication plan is devised and planned for the employees
and is designed keeping them in mind
Sender HR Director Brian Jones, Director of Social Media Jane Wilson,
CEO Paul Morgan, Director of Communication Alice Jones.
Key message How to use social media in Sunshine 100 by employees
Timing for using social media
Considering company policy of social network sharing and integrity
Desired Outcome Respecting Sunshine 100’s data copyright
Be nice when sharing company data online
Medium Here we will inform about the social networks that an employee
could use to share content online like LinkedIn, Facebook,
Instagram.
Material Sharing of Sunshine 100 information by an employee over their
private network without permission or proper authority.
Frequency Telling employees about the excess time that they spend online
during work hour and their effects. Thus social timing to less than
half hour per day

Conclusion
During assignment, we have learnt about effects of social media from the Sunshine 100’s
perspective view and then we have learnt about the policies that are employed when a
security breach. Then further we defined the policy that acts on employee’s social media
usage with respect to company guidelines. We defined the benefits and demerits of social
media that’s possible.
Figure 1: What's social media

Figure 2: Social media policy
Figure 3: Need of social media policy

Figure 4: What makes an effective policy
Figure 5: Consequences of security breach

Figure 6: References
References
Affleck, P (2017) Social media: Professionalism. British Dental Journal. [Online] 222 (2),
68–69. [online]. Available from: http://search.proquest.com/docview/1862119680/.
Anon (2013) Social media; legal risk and corporate policy. Reference and Research Book
News 28 (4). [online]. Available from: http://search.proquest.com/docview/1416240994/?pq-
origsite=primo.
Cawsey, Timothy & Rowley, Jennifer (2016) Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning. [Online] 34 (6), 754–776.
CM van Der Bank & Marjoné van Der Bank (2015) The impact of social media: advantages
or disadvantages. African Journal of Hospitality, Tourism and Leisure. 4 (2), . [online].
Available from: https://doaj.org/article/64531a21bf5a475180eec3667e335211.
Greysen, S. et al. (2010) Online Professionalism and the Mirror of Social Media. Journal of
General Internal Medicine. [Online] 25 (11), 1227–1229.
Iwanski, John (2015) Social Media - and Its Impact on the Workplace. Access : the
Newsmagazine of the American Dental Hygienists’ Association. 29 (10), 19–20. [online].
Available from: http://search.proquest.com/docview/1752516941/.
Weber, Ryan (2013) Constrained Agency in Corporate Social Media Policy. Journal of
Technical Writing and Communication. [Online] 43 (3), 289–315.