CHINHOYI UNIVERSITY OF TECHNOLOGY

SCHOOL OF BUSINESS SCIENCES AND MANAGEMENT

DEPARTMENT OF ACCOUNTING

COURSE

: COMMUNICATION SKILLS

CODE

: CUACE101

STUDENT NAME: MATURURE REWARD TAKUDZWA

REG NUMBER

: C14123247M

LEVEL

: 1.1

PROGRAMME

: BACHELOR OF SCIENCE HONOURS

DEGREE IN ACCOUNTANCY (BSCAC)

LECTURER

: MR I. CHOTO & MR T. MUNGWARI

ASSESS THE BENEFITS AND CHALLENGES OF INTERNET BASED

SOCIAL NETWORK TO AN ORGANIZATION.
(25MARKS)
Internet is a computer network consisting of a worldwide network of
computer networks that use the TCP/IP network protocols to facilitate data
transmission and exchange. (http://wordnetweb.princeton.edu/perl/)
It can also be defined as means of connecting a computer to any other
computer anywhere in the world via dedicated routers and servers.
Social networks is defined as web-based services that allow individuals
to (1) construct a public or semi-public profile within a bounded system,
(2) articulate a list of other users with whom they share a connection, and
(3) view and traverse their list of connections and those made by others
within the system.
Mooney in 1990 defined organisation as a form of every human
association for the attainments of a common purpose.
Use of the internet and social media has grown substantially over the last
decade, and the use of these internet based social networks for work
related activities has been a major part of that. More interactive online
technology such as blogs, social networking sites such as Twitter and
Facebook and other innovations which are part of greater interactivity
have become more prominent.
A number of areas in connection with the use of social media
in the workplace, including its importance in the recruitment process, its
effect on productivity will be elucidated in the following passages.
Social networks facilitate open communication. Social networks give
managers opportunity to have chit-chat conversations with subordinates.
Managers were generally known as authorities who talk to employees
formally but internet based social networks bridged the gap for it is mainly
composed of informal communication. This help the management know
much about their employees personal life and also they may identify
strengths and weaknesses that need to be improved. For example, one
worker at an organisation updated his profile on Facebook saying :
eish guys its burning fire today and I can hardly concentrate on my
work. Other workers commented on the post crying of the heat too.
The management then identified that they was need for air-cons in the
workers offices to create a perfect working condition at the workplace.
The management however can act on this problem without any
complaints received from the subordinates. This will help management in

achieving the goal of motivating its employs since workers will be

motivated realizing that management care for them.
Workers and managers together talk to each other openly on the same
platform without fear that one is highly employed than the other hence
they talk openly. Furthermore heinous behaviours taking place on the work
place can be identified for the culprits or others who know about it will be
tempted to say about it during conversations someday. Even the most
cautious and well-meaning individuals can give away information they
should not.

Allows employees to discuss ideas, ask questions and obtain

feedback.
Workers who communicate easily, accurately and quickly have the best
chance at being productive and effective. Erin Joyce (17 Feb 2012).
Creation of internal social network is vital in an organization. This will help
in increased productivity and effectiveness. After introduction of the social
network, workers now got a platform to share their personal experience,
creating a close relationship among them. Workers can maximise the use
of social networks by discussing work related issues.
For example the Delta Chibuku organisation in Zimbabwe has created a
Microsoft blog were its employees socially chat on. On this blog an employ
facing difficulties on his or her computer does not have to call an IT expert
in his office but by only texting the problem then share desktop the
problem is fixed. Through this Blog, workers in different locations, cities
and/or provinces have been able to communicate to each other hence
enjoying the work place and their work.
Econet wireless company has a blog that its workers use to chat to each
other in the same way. It is on this blog were problems facing customers in
small towns which the branch assister cannot solve, can they attach a
document explaining the problem to the main offices and getting
feedback on the same blog.
Nevertheless, any disturbance on the internet connections or to the
internet provider will cause a pause and/stop to these social network use.
However if the workers were grounding their work on these networks it
means there is a slack in productivity to the firm.
Bullying, discrimination, and harassment. It has recently come a
common way that co-workers friend one another on Facebook, Whatsapp

and Mxit. An employee with a romantic interest in a co-worker, however,

can easily quickly cross the line between friendly conversations and
harassing conducts. And if work relations sour, social media can provide
an easy outlet for harassing, discriminatory or retaliatory conduct.
Consequently, certain online conversations about co-workers are
technically protected as a best practice, employers should discourage
employees from discussing other workers online.

Expand Market research. Social networks connect people from different

countries and continents. They are people on Facebook in USA, they are
also people on Facebook in SA, Zimbabwe and all other countries. Social
network will help an organisation globalise. That is an advertisement sent
on Facebook will attract customers also from outside the country and
continent.
For example recently the Samsung cellphone company released a new
model of a galaxy phone (Samsung galaxy 5). They posted photos of the
product on Facebook, Whatsapp and Twitter before the formal launch of
the product on the market, after obtaining the responds of the viewers the
company knew its expected sales from each country. Many people from
different countries knew of the Galaxy 5, and those who afforded it
ordered. It can also be seen that through these social networks, trade
can take place since this galaxy phone was sold to some customers via
this channel.
When people sign up on these social networks, their personal details are
captured that is their names, location, birthdays, family details, sex,
relationship status and what they like. This information will help an
organisation target the right people for their product or services.
For example, Powersales heard a special offer for kids clothing late last
year. Advertising this offer to single University students will be a worst of
resources since they will never need these products in the near future.
The Powersales marketing crew notified specific recipients who were likely
to need and/or want those products since this information was available
on the profile of each person.
The information provided by some people on these social
networks is false and misleading. Since social networks registration
do not ask for certified copies of the persons information, most people
choose not to disclose their information hence pretending to be who they
are not. On Facebook a 16year old person may be 102years or an O-level
student can lie that she or he is a manager at a big organisation like

Toyota company. When the organisation do its market research they

researches are therefore biased since they use this information.
One person can open as many accounts as he wants. On these
social networks one person may have as many accounts as he want with
different names and/or different information. When a market research is
done, the market researcher can conclude that he or she has captured
attention of many people yet he or she has just captured half of the
number of she or he has had. Others do open many accounts not to
tarnish their names therefore they open an account with their correct
information and the other with false details so as to behave monstrous on
the social network. If the organisation things it has reached about 5million
people on twitter as the assumptions say, it is then misleading since some
accounts are of the same users.

Target a wide audience. Social networks give business a fantastic

opportunity to widen their cycle of contacts. Most people using internet
are on social network/s. A organisation advertising on, taking part or with
a page on the social networks has therefore caught attention of many
internet users.
For example the Japanese ex-used car selling company Be-forward
opened a page on Facebook, the page has now thousands of followers
world over. Adverts of available vehicles are posted on the page and
interested customers indicate and buy the cars via same platform.
The Be-forward car dealers contact has increased as result of using
internet based social network Facebook.
Improve business reputation. This depend on how much your
employees wants to work for you and how much motivated they are in the
organisation. An motivated and enjoying member of an organisation will
always updated his or status positively on social networks.
The NGO, World Food Programme (WFP) in Zimbabwe sent a delegation to
SA and Mozambique in January this year to carry on some surveys. Just
before their departure one of the delegates updated her Facebook Gonna
be working out of the country for the next few weeks,amazing,will miss u
guys
This shows how organisations can be professional and yet a joy to work in.
Employees are a critical link to consumers and prospective employees, as
they post positively on the profiles or as they chat positively with their
friends more customers and possible employees are attracted.

Negative comments from employees about the organisation will

cause a bad reputation. If the employees are not pleased by how they
work or with the work place in the organisation they will be posting
negatively on their posts about the organisation hence tarnishing the
organisations reputation. An employee may post on a Sunday evening on
his Facebook profile starting a five day prison again, oh how I hate week
days. The message articulates a meaning that the organisation cannot
treat their workers well and some customers may decide on disassociate
themselves with the organisation. That is they may choose not to use the
organisations products and opt for other substitutes. Henceforth Prospect
employees will fear to join the organisation.
Keep informed. For updates of general organisations internal events
and news posting on the social network will let most people know about
them and is updating if there be any changes. For example death of one
worker in a big organisation like Delta can be posted in their blog and
everyone within the Delta Corporations be it CHIBUKU or Castle lager
division is informed of the loss.
Also the organisation can use social networks to inform their customers
of new products, new services, or product advancements. This
implies that social networks are advertising platforms which organisations
can use to get more customers.
Work place morale. Workers feel trusted if allowed access to social
networks on the work place. This will help managers satisfy the social
need of its which is a third step up the Maslows Hierarchy of need.
Opens possibility for hackers to commit fraud and launch spam
and virus.
Hackers are attracted to social networking sites because they see the
potential to commit fraud and launch spam and malware attacks.
(Kellerher D.2009)
Allowing use of social networks on workplace is a risk to the organisation
since hackers waiting for opportunity may find one as a result.
Nonetheless the organisation can set passwords and firm measures that
will ensure security and provide no room for hackers to launch their
naughtiness.
People may end up falling prey to online scams. There is a risk that
people will end up practicing immoral practices in the work place which
are a crime within the society. The people may be sewed and the
company charged a fee or even forced to shut down by the authorities.

For example: Midlands States University (MSU) had students suspended

and others dismissed because of an pornographic scam they were
included in on twitter. The same issue got a ZBC presenter Maneta got
evicted from the organisation since they had been some pornographic
videos of her posted on twitter.
Organisations if allowing use of social networks on the workplace should
limit this to acceptable use, meaning that the type of sites that
employees can access need to be acceptable and ethical.
Potentially results in lost productivity. Without a good environment,
employees wont love their work and that that will mean a business failed.
Workers on the work place concentrate much on updating their profiles
hence placing minimum time to their tasks and duties, will cause a fall in
the productivity of the organisation. A balance is needed for use of Social
networks and performance of tasks and duties at work.
Esteem or ego. Workers will have a better esteem among friends and
relatives. Egotistical workers often try to be high achievers and of a better
quality than all other employees within or in other organisations. Allowing
such workers to access their Facebook, We Chat, Whatsapp at the work
place, will boost their morale. Hence workers are further pushed up the
Maslows Hierarchy of needs as part of the Esteem or ego is satisfied.
Employers do have the right to simply ban all computer activity that is not
work-related. But this approach may not yield optimal results since
connecting to social networks via mobile is fast and accessible, and has
bb\ecome as common a communication as the telephone and email. I
believe optimal use of Social networks can increase productivity. When
the stress at work gets overwhelming, sometimes all you need is a break,
Play a Facebook game or watch a couple of funny YouTube videos to take
your mind off work for a while. In conclusion, if employees are to be
allowed access to social networks platform, then a comprehensive and
well-defined policy should be established to prevent abuse.

REFERENCE LIST
Gamble T. K. and Gamble M. (2010) Communication works, 10th edition,
McGraw-Hill
Pearson J., Nelson P., Titsworth S., and Harter L. (2008)Human
communication, 3rd edition, McGraw-Hill
Eisenstein A. (2013/08/05) 5 important ways Social Media can go mobile in
the workplace www.tlnt.com

Hamer S., Michelman & Robinson LLP (2013/07/29)Practical employer

www.workforce.com
Weigel M. (2013/04/11)Journalist Resource journalist
resource.org/studies/society/