Analysing Business Case Study That Chronicles Series Of Social Media Policy Assessment 3 Answer

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Question :

Assessment task 3 (weighting = 25%) 

The objective of Assessment 3 is to understand the concept of ‘analysis’ and learn how to analyse information efficiently and effectively using a business case study. 

According to Rosenwaser and Stephen (2009, p. 4), analysis is: 

More than just a set of skills, analysis is a frame of mind, an attitude toward experience. It is a form of detective work that typically pursues something puzzling, something you are seeking to understand rather than something you are already sure you have the answers to. 

Analysis finds questions where there seemed not to be any, and it makes connections that might not have been evident at first. A business case study ‘is a description of an actual situation, commonly involving a decision, a challenge, an opportunity, a problem or an issue faced by a person (or persons) in an organization’ (Erskine, J.A. and Leenders, M.R., Learning with Cases, © 1997, Richard Ivey School of Business). 

The case: The important of social media policies in the workplace 

Companies around the globe are embracing and adopting social media for many different reasons, including: customer service, marketing, internal communications, public relations, and corporate social responsibility. It is now a reality that social media is changing the way stakeholders and companies communicate daily, providing opportunities for collaboration, participation, interactivity, and engagement. 

A key issue for organisations concerns the development of social media policies in the workplace. With more than 15 million monthly Facebook users in Australia and an average of 35% of Australians using social media at work (iHR Australia 2018) the issue of social media and its role within the workplace is growing. As the boundaries between corporate life and private life become more blurred, employees’ actions have the ability to affect the organisation’s brand more than ever. It is therefore critical that organisations have a detailed policy on social media. 

Your task is to analyse a business case study that chronicles a series of social media events that had negative consequences for Sunshine 100, an organisation specialising in responsible foods. This case places you directly into the role of the Director of Social Media, Jane Wilson. 

The case highlights the need to: 

  1. Recognise the impact of social media on organisations can be serious with employers held vicariously liable for employees conduct on social media even when comments are made outside of the workplace and office hours. Organisations can also have their reputation and brand damaged by comments made by employees. 
  2. Evaluate how an organisation can develop a social media policy. 
  3. Devise appropriate strategies for communicating the company’s social media policy to staff. 

Please follow these guidelines to complete the assessment: 

1. Carefully read the case. 

2. Answer the following four (4) questions in your analysis: 

i. The introduction of social media tools across an organisation can pose significant challenges. Managing these challenges goes beyond installing the right tools and technologies. Compare and contrast the challenges posed by social media tools with the challenges posed by the traditional channels of communication. 

ii. What impact might an individual employee’s comments or behaviour on social media have on an organisation’s identity, image or reputation in the sense that it might be seen by broader and unintended audiences? 

iii. What social media interaction should a company’s social media policy cover? 

iv. Using the communication plan template, devise a communication strategy for the Director of Social Media to communicate the social media policy to staff. 

This is the communication plan template.


3. Use seven sources (academic journal) for evidence and evaluation. (Every paraphrased sentences must have page number of article).(Every in text citation must have the page number of an article). 

4.Refer to the Marking Criteria Guide and Marking Rubric located under Assessment Tasks and Submissions on the Blackboard. 

Submit Assessment 3 to Turnitin via the Blackboard site no later than the due date: Monday 6 th May, 9.00am (QLD time). 

PRIOS/CDT brief for Assessment 3: 

  1. Purpose: In response to Sunshine 100’s lack of social media policy develop a course of action that Jane Wilson can recommend to the organisation’s management. 
  2. Reader: Sunshine 100’s management (author: Jane Wilson). 
  3. Information: Based on seven sources for evidence and evaluation. 
  4. Organisation: Direct order approach. 
  5. Style: Formal. Be sure to proofread carefully to ensure that there are no sentence-level errors such as spelling mistakes, wrong word choice, incorrect punctuation, etc. 
  6. Channel choice: Written document. 
  7. Document design: Memo format. 
  8. Length: 1000 words +/-10% word count. I
  9. Submission: 6 th May 9.00am (QLD time).
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Answer :


Management Communication

Unit Code:MNG81001

Assignment No: 3

Assignment Title:Case study

Date: 5th May 2019

To: CEO of Sunshine 100

From: Jane Wilson, the Director of Social Media, Sunshine 100

Subject: To post or not to post: The importance of social media policies in the workplace

The usage of social media has been increased in the workplace; employee's engagement has been seen mostly sharing workplace activities, working process and other activities they are engaged in the workplace. However, as per the corporate managerial observation and perspective, the comments and posts in the social media regarding the workplace activities are a form of disclosing the working process in a platform which is open to the public through the internet, it also increase possibilities of employees harassments through the usage of social media (Mark et al. 2015, p. 325). The social media plays a vital role in communication, interaction and socializing for the individuals to decrease employees stress, pressure and target tensions for a few time. The management of the corporate world does not take the social media policies as casual, as it is a public forum any form of comments and disclosures might impact on the corporate decision making, personal information, activities, brand image and corporate privacy concerns.

Challenges of social media as channels of communication 

The actual problem that is introduced by social media is a distraction of the employees; in general, every individual is habituated towards using social media in their daily routines. It has observed that the individuals usually distracted and focusers over their work are reduced as 30-35% of the employees use social media during the workplace. This declines the performance level of the employees in the marketplace (Nicole & Kai 2015, p.293). The negative contents about the workplace and other comments related to the organisation is another challenge of usage of social media during the workspace activities, any form of updates from the workplace might be negative for the company image which could reduce the brand value of Sunshine 100 in the marketplace. The challenge of social media is poor customer satisfaction and loss of customers; it has observed that comments and negative feedbacks of the customers in the social media about the products of Sunshine might impact on the performance of other products in the market. The social media is a public portal, which is followed by end number of peoples; any form of negative reviews from the consumers might lead to loss of consumers for the company (D'Urso & Rains 2008, p. 492).  The measurement of social media return on investment is uncertain; there is end number of consumers in the market using social media liking as well as disliking products, the changes of consumers preference in the social platform is uncertain. Thus, the measurement of return on the investment made over the social media promotion or advertisement for Sunshine 100 products might be uncertain for the individuals in the market.

Impact of individual employee’s comments or behaviour on social media

In Sunshine 100, the management of the organisation faced issues over an employee's social media posting on Facebook about junk foods and its disliking referring to the food products promoted and presented by Sunshine 100.  It has become so sensational that many of the social media community has picked up the particular story, which has affected the brand value and brand image negatively in the marketplace (Praveen, Alexander & Kumar 2018, p. 988). Every individual in their own life has every right of behaviour, attitude towards food and other things, although this behaviour might be in negative productive could provide big issues to the companies while it relates to the company product and services. The social media posting about negative comments or behaviour firstly impact on the consumers, the consumers in the market reduce to stops taking products as soon as they learn something wrong with the product proposed by the organisation. This decreases sales, customer value, customer dissatisfaction (Nyaribo & Munene 2013, p.145). In addition, social media is a public platform, the stakeholders acknowledge in this fact that reduces their investment for the business, the postings and negative behaviour sprats one negative comment which affects reduction in sales, revenue falls, performance of the company decreases. The posting on social media shifts and blur the personal and professional life of an organisation (McDonald. & Thompson 2016, p.72).

Social media interaction policy 

There are different social media interaction policies could be introduced by the company to reduce or limit the stage or comment over workplace activities of employees in the social media pages and platform. As per the Sunshine 100, the employees required to provide proper training and development regarding their actions and results of the actions as well as penalties related to such negative behaviour approach to use social media as a tool to damage company reputation in the market (Baccarella et al. 2018, p.432). The policies require to include are developing a positive attitude of employees towards their roles, responsibilities and engagement towards their working process. It has been observed that every employee require to be curious, courteous, humble, friendly and polite while there are communicating or comment on the social media as a representative of the organization. This helps to increase their learning about things to be considered to not to do in the public forum. Every employee of the organization requires to think properly and choose their words wisely while commenting on Facebook and other social media as an employee of the organization, they are required to respect the copyright of company brand and imager as well as avoid to spoil any information to their parties about company information without any authority.

Communication strategy 

Communication Plan Template  Sunshine 100 
Timing 15th May 2019-20th May 2019
Audience Employees and other stakeholders of the organization required to be an audience
Sender Director of social media, CEO, Executive, managerial heads
Key Massage 
  • Be aware of your actions about updates of the workplace in the social media platform
  • No to share any workplace information on social media 
  • Be true and worthy representative while being in a social media interaction
  • Follow every rule regarding social media usage in the workplace to avoid plenties
Desired outcome Employees will understand the outcomes of social media comment and posts, might limit their usage of social media during with working hours 
Medium Email, Conference and Seminar  
Materials Online sources, data and information and experience sharing from the expertise
Frequency High 

Yours Faithfully

Jane Wilson, 

The Director of Social Media 

Sunshine 100


Therefore, from the above analysis on the use of social media in the workplace, it becomes quite clear that every organisation needs to be have a robust social media policy that also applies to the employees. Employees can share their own information in social media, but cannot share information related to the workplace in the social media platform without the consent of the organisation as it may hamper the image and confidentiality on the work process of the organisation. The development of a social media policy and its proper implementation seems to be inherent in this context.