Digital of Commonwealth Bank 1 Essay Example

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Digital of Commonwealth Bank

The Private Organization, Digital Media Relations and its Organization


When Red Pellet, a private restaurant introduced some of the new products last year, the company had to ensure that it got everything right and therefore it resorted to the use of social media. As a result, the private organization resorted to use an “internal social network” which resembled Facebook in order to teach its top personnel everything regarding best recipes and even fast ways of ensuring that they are made. In addition to that, instead of the private company mailing the spiral bound books, obtaining feedback or response during the sporadic visits to the stores by the business executives and taking a period of about 6 months in order to react on the advice emerging from the trenches, the organization’s freewheeling video and discussion network was capable of yielding best results within days. It can be genuinely be asserted that the initial public offering made by Facebook which actually became the largest to be offered by a technology firm is really a watershed moment for not only Red Pellets but on the side of the web for most of the consumers. However, it should be ascertained that the real economic impact of social networking for Red Pellet Organization indeed lies ahead as it plus other private organizations as well, learn on how best it can harness the social business tools (Winget, et al, 2011).

Beyond Facebook Advertisements

Beyond the adverts that are made on Twitter and Facebook, Red Pellets and other private companies as well are using numerous social networking tools in order to build teams. Teams that are capable of solving emerging problems at a faster rate are capable of better sharing vital information among their partners and employees. In addition, are capable of bringing clients’ ideas in order to come up with new product designs in order to carry out early marketing and be in a good position of redesigning all forms of Corporate software in Easy to Learn Facebook style.

On a very basic level, it can genuinely be ascertained that the use of Facebook is actually the most popular or famous application ever which approximately one billion people are capable of using it. For instance, use Chatter social networking applications which are used by approximately 15,000 organizations thus making the ability of accessing information to become much better since it is also easier to access it.

Embracing of Social Media

Despite a slow start, it can indeed be well ascertained Red Pellets has embraced the use of social media trough vigorous means. As a result, it is anticipated that the sales of the software designed to run the company’s social network is bound to grow by at least 61 % annually and by the year 2017; the business will definitely become a $7 billion business empire. According to research conducted, it has been genuinely asserted that the approximately two thirds of the big organizations or companies which were surveyed currently use web 2.o tools like blogs and social networks with the use of most internal social networks going up by about 50 per cent since the year 2008.

According to survey conducted, approximately 90 per cent agreed that they have achieved some measurable benefits due to the adoption of online social applications. Apart from that, it was also ascertained that the heavy utilization of the social tools has statistically indicated a significant correlation towards profitability. It was further proved that approximately 80 per cent of the respondents normally used social online tools for 3 major uses namely in order to reach their clients, in order to connect employees and also coordinate with the suppliers (Stair et al., 2011).

The use of the social web

Based on the Red Pellets performance, it can be adduced that the social web actually seems to be doing a job that is very different in Australia as opposed to the first generation web. In fact, during the late years of 1990’s, various companies like Wal-Mart were known to have used the internet in order to streamline their supply chains and also manage their inventories in a better way so as they can be able to hold down the prices. On the other hand, financial institutions like banks actually used the new internet technology in order to reduce the costs which are associated with mortgages processing to about two thirds through not only substitution of email for the expensive deliveries overnight but also through the elimination of the clerical workers.

While the aim of Web 1.0 was to automate the routine processes and warehouses, the web 2.0 technology regards the organization of design work and creativity as well. Indeed, the top management at Red Pellets have been pondering what will happen to online social networking once each individual has a Facebook Account. Red Pellets has learn that it is true that big ideas have been known to move from the market of the consumer and eventually into the enterprise markets and that innovation is a 2 way street or traffic. Based on the use of online social tools by Red Pellets, it was realized that when individuals see the things, they actual feel them and that when they feel the things, they ultimately change (Brown, 2009).

Use of Digital Media Relations to make connections

Red Pellets and other organizations in order to foster or enhance connections have used social networks. Thus, leading to organizations been in a good position of linking or matching the skills of individuals who work in different parts of the world to match each other so easily. It is therefore highly valuable for organizations that were built through acquisitions and whose managers or supervisors do not know each quite well.

Just like Red Pellets, there is also a collection of Supermarket chains, which range in different categories, which are involved in building of networks, which are aimed at connecting their executives and even managers. This makes it possible for such individuals to discuss issues regarding particular challenges. For instance, about 170 managers from the Red Pellets operating in different chains became joined to mull about common problems, which were associated with the operation of markets that are located in the college. While another bunch of 150 employees engaged together in order to discuss issues regarding the running of stores, which are located in beach communities and whose business operations are known to be always seasonal.

The use of Blogs and social websites in order to listen to clients

Red Pellets and other organizations be it private or public can easily use social sites and blogs in order to bring the clients into the design process of the organization. For example, Dell through the use of its “IdeaStorm Site”, has now absorbed more than 16,000 ideas for its improved or new products and it has even adopted about 500 of them which also includes the backlit keyboards which are known to give better performance especially when one is worked on the airplanes. On the other hand, Dell sometimes places its own ideas on the site (Ideastrom) during the storm session in order to achieve feedback before proceeding with any of its plans (Anduiza, 2012).

A good example is when Dell placed a plan on the Ideastrom, which described a specialty laptop that had been proposed, the upgrading of the existent machines in order to target individuals who wrote wireless web based software and applications with the Linux operating variation system known as “Ubuntu”. As a result, within some few days, clients had posted almost 83 different ideas aimed at refining the machine as had been posted on Ideastorm. The ideas were known to have covered particular software bugs that were intended at broadening issues like for example as to whether the screen should either be shiny or not. As if that was never enough, about 35,000 individuals were known to have visited the web posting regarding the new laptop and this was actually ten times more as opposed to any other postings, which have been so far, been made. As a result of the ideas, the new laptop is now bound to hit the market by the end of this year and the Dell Company has since asserted that the idea process leads to the production of more detailed feedback as opposed to the conventional focus groups and thus constructs links towards a vital group of clients.

The social web and the boosting of Red Pellets’ Productivity

So far, it can be ascertained that the social web has positively transformed Red Pellet’s operations positively through the adoption of web-based social tools. However, it has been proved that new technology takes approximately 5 years in order for it to show its complete or full influence or on the organizations that have deployed them. On the other hand, however, it was further revealed that social networking takes only 2-3 years. It can therefore be proved from the case study of Red Pellets that it, together with other companies are not only tinkering with technology but also with their own businesses. In addition, their related processes as well in making attempts aimed at trying to seek for means to match or link them up in order to achieve the most effect and also learn how unorganized data can be interpreted by the users who opt to disclose more regarding themselves on the social online sites (Kavoori, 2010).

The Creation of IPO

Due to the trends in the use of online social tools, this has eventually led to the creation of one particular IPO for one smaller organization known as Jive Software, which deals in the selling of social networking online tools to numerous companies. It should be noted by all and sundry that indeed, Facebook has not pursued the online social business market actively but however, it has let other firms like for example Jive and Yammer to mimic its feel and look since being capable to make Facebook like features has helped Facebook leadership to become cemented. This is because the use of social media by Red Pellets has the potential of being important towards the broader economy since more of the business related information and the related technologies such as cloud computing and mobile phones.

Challenges arising from the use of Digital Media Relations by Red Pellets

There have been numerous challenges that have been encountered by Red Pellets due to the adoption of online social tools. For instance, there have been legal risks, which have been associated with the use of social media tools by the employees, and there have also been concerns about privacy regarding how to handle the workers found misusing the electronic communications. Indeed, the use of some of the media applications like social networking, blogs and the sharing of video have soared their popularity and as a result, they are now a common feature in each and every workplace.

There have been various legal risks that have been associated with the use of social media by employees of Red Pellets. For instance, there have been claims of discrimination and hostile work environments because of the expansion of social media’s potential to enable employees to interact beyond their official work hours and physical locations.

On the other hand, claims of discrimination occur when employers may be forced to face liability in circumstances in which their workers use social media tools to collect more information regarding employees and the job applicants other than what they are formally allowed to have access to. This may occur through offline application, traditional and processes of internal investigation. It is therefore quite apparent that any given employer who gains access to social media with an aim of collecting information regarding the employees or the job applicants may definitely expose their companies to wrongful claims of termination or even failure of hiring depending on the way such information has been utilized by the employer. In addition to that, employers may also face defamation liability especially when their workers use social media with an aim of disseminating gossip, rumour and other offensive wrong statements regarding the supervisor or their fellow workers.


Anduiza, E. (2012). Digital media and political engagement worldwide. New York: Cambridge University Press.

Brown, R. (2009). Public relations and the social web. New York: Kogan Page Publishers.

Kavoori, A. (2010). Digital media criticism. New York: Peter Lang.

Stair, N., & Bal, O. (2011). Impact of e-business technologies on public and private organizations. New York: IGI Global.

Winget, M., & Aspray, W. (2011). Digital media: Technological and social challenges of the interactive world. New York: Scarecrow Press.