CAT 1

Citing different social media, discuss how social media affects communication in an
organization (10 marks)
Social media consists of web-based internet networks where users can share information and
communicate with other users in a collective manner. It can also be defined as social interactions
using technology such as the internet and cell phones with any combination of words, pictures,
video, or audio. This interactive process allows users to communicate, socialize, sharing email,
documents, pictures, video, audio files, and do each in a number of different ways. Examples of
existing social media platforms include; Facebook, Twitter, LinkdeIn, My Space,Instagram,
WhatsApp, Youtube among others.
With increase in use of social media in the organization set up, there has been a lot of effects
arising both positive and negative.These effects include;
Reduction of cost- Social media technologies have drastically reduced the cost of content
creation, distribution and discovery methods. Organizations and individuals are able to create an
online presence easily and economically. This presence could produce a large following
depending on the interest in the content created and information shared. An online community is
the dream of every business in the social media arena given its relatively low cost and
instantaneous customer access. Therefore social media has made such costs as advertisement cost
way cheaper as this has been done through different social media avenues such as in Facebook or
Instagram.
Reaching a larger population instateniously - In 2008, Facebook, YouTube, LinkedIn, blogs,
Wiki and Twitter, to name few social media platforms, have become popular tools with corporate
marketing teams to spread the word about the products and services. The traditional word of
mouth marketing has become word of mouse, a digital marketing term used to describe
promoting products or services virally through the web. Companies realized that social media is
a powerful medium that is changing the way the world communicates. Its power stems from
crowd-sourced communities that allow the instant sharing of information between people with
related interests. However many organizations are often shocked by the impact of online
communities on their internal organization structure. The change stemmed from the speed at
which information travel in the social media arena.
Aside from all the positive impacts of social media there have been afew set backs brought about
by the negative impacts of social media. These are as discussed below;
Misinterpretation-Because most business communication is now done via e-mails, texts, instant
messaging, intranets, blogs, websites and other technology-enabled media the potential for
misinterpretation is growing. Rushed and stressed, people often do not take the time to consider
the nuances of their writing. Conflicts explode over a tone of an e-mail. When someone writes a

text in all capital letters, does it mean theyre yelling? Are one- or two-word responses a sign that
the person doesnt want to engage? On the flip side, does a smiley face or an acknowledgement
of agreement really mean theyre bought in and aligned? Conclusions are drawn on frighteningly
little information.
Transparency - this one of the main consequences of engaging in social media. Organizations
can no longer decide what information to share or not to share with the public; in most cases this
information has already found its way out through the employees, the customers or the suppliers.
The advantage of going viral and the speed at which information travel in social media, are also
the reasons many companies can no longer be two faced. Successes and failures are reported
within the brands community and broadcasted virally within days if not hours. The good news is
that organizations are forced to address their problems with a plan of correction, otherwise they
will risk losing their customers and reputation in their industry.
Understanding boundaries- Many are struggling to understand the boundaries between
personal and companys social media tools. One of the main issues is the ownership of the
content on the web. When an employees post on the company social sites, it could be considered
company owned content. However it is not clear when employees post on their personal sites
such as Facebook accounts, information pertaining to the company. The line blurs in terms of
liability and ownership. Similarly when the companys representative builds a following on the
companys site, it is not clear who has the ownership of such community, after all social media is
about building and enhancing relationships.
Hard time keeping up with arising social media platforms-In most cases, the information
environment outside the organization is changing far more rapidly than the information
environment internally. Customers, partners, prospects, and employees can find, access, and
share information in a way that corporate infrastructure, security, culture, and policies inhibit.
Organizations are having a hard time keeping up with never mind responding to or taking
advantage of these new environments. The path of information regarding the organization is no
longer just the role of the marketing department. Employees are online talking to customers,
colleagues, and suppliers who have become friends through various social networks. They are
sharing their experiences, impressions and expectations regarding their jobs, the organization and
management. The speed at which the information travels is beyond the control of the
organization. Every employee, customer and supplier has become a reflection on how the
organization functions and operates. The power has shifted from what the company wants to
relay to the public, to what employees, customers and suppliers say about the companyfor
better or worse.
ASSIGNMENT.

Discuss practical conflict resolution mechanisms in Northern Kenya (10 marks)

Conflict is a manifest in structural inequity and unequal distribution of power. It is a situation
with at least two identifiable groups in conscious opposition to each other as they pursue
incompatible goals. Conflicts are common phenomena in many regions of the world, especially
in dry lands, that are endowed with scare natural resources, Northern Kenya being a perfect
example. Climate related environmental changes have been observed to be among the major
causes of the conflicts. Conflicts among the pastoral communities are largely caused by
competition over control of and access to natural resources particularly water and pasture. Other
causes of conflicts include historical rivalry, deep-seated cultural values, land issues, political
incitements, idleness amongst the youth and proliferation of illicit arms
Conflict prevention - In order to curb conflict in Nothern Kenya, a good start could be made by
taking measures directly aimed at conflict prevention such as developing mediation and conflict
prevention capacities of the communities involved and establishing projects in support of
pastoralists need to strategically invest in awareness raising (early warning for early action),
training and indigenous peace building processes. Displaced groups must be rehabilitated and reoriented into mainstream society by aiding them with alternative livelihoods e.g. promotion of
eco-tourism, small-scale business enterprise, basketry and provision of social amenities such as
schools, health facilities and water.
Peace building- this is defined as any activity undertaken with the purpose of preventing,
alleviating, or resolving conflict, is a regular practice amongst the warring communities. This
could be put in practice in Nothern Kenya as a means for resolving conflict between the Turkana
community and Pokot. They should engage women in peace building, as women experience
conflict differently than men and their participation in the peace process can increase its
effectiveness and sustainability. In addition, their multi-group kinship ties, primarily noncombatant status, and vulnerability as individuals, mothers and wives, can enable them to enlist
the support of the elites, traditional leaders, warriors, elders and the governments in resolving
conflict in ways not open to other actors. Peace building programmes can also build on the
ceremonial roles and duties of women, like e.g. in blessings. At local levels, for instance,
disputes over lost crops and access to water and pastoralists routes should be carried out by
council of elders.
Development programmes - this should aim at enhancing the efficiency and productivity of
existing livelihood strategies; they should also attempt to diversify the mix of livelihood options
available to communities. Development programmes often have a negative impact on pastoral
communities as they support settlement and provide services, which are not adapted to mobile
lifestyle. It is therefore important that strategies are demand-driven by the communities and
integrated into existing local development plans. Examples are enhanced access to and fairness
of pastoral product marketing mechanisms, and strengthened pastoral participation of men and
women in policy decisions.
Foster regional approaches and harmonisation of treatment across borders. The migratory
nature of pastoralism collides with national or international borders, as rangelands are often

frontier lands, and pastoral movements as well as exchanges often cross geo-political
demarcations. Legal harmonisation and special rights of passage need to be negotiated across
state lines, and monitoring mechanisms need to be put into place to ensure equitable treatment.
Expand the mix of available livelihood options this can be done by identifying and absorbing
surplus labour, diversify income streams, and reducing exposure to shocks. Financial assets, such
as community micro credit schemes and urban-to-rural remittances can be useful means to
promote diversification
Reinforce synergistic relationships among different land users - Enhancement of croplivestock interactions such as the manure contract between herder and farmer communities,
increased trade, intermarriage, animal and other exchanges can help to strengthen positive
relationships between groups and facilitate peaceful dispute resolution in times of crisis. Comanagement of development projects between diverse stakeholders, enhancing communication
opportunities (e.g. radio networks and transportation routes), and establishing shared public
services (e.g. animal health).
Restore or ensure access to resources fundamental to livelihoods and coping strategies.
Resource access rights to pastures, migratory corridors and water are often interlinked and
are vital to pastoral survival. Access rights to some resources may involve competing users and
change from one season to another. Thus policies and laws (land use rights) which allow pastoral
communities to maintain their way of life need to be developed.