The Usage of Social Media by Jamie Oliver Organisation - Case Study Example

Social Enterprise The utilisation of social media platforms by social and commercial enterprises is increasing as these platforms provide unique opportunities for low-cost and easily targeted audiences that have never been seen before. However, many social enterprises use them without realising the significance it can make in their organisations. An inductive methodology was used to address the issue of social media usage in social enterprises organisations. Two main contributions are presented in this study. First, by collecting the secondary data, it was discovered that social media is used by the social organisations as a relationship building tool, informative as well as an educative tool. Secondly, the success of social enterprises due to social media usage is revealed. This study discusses the usage of social media by Jamie Oliver organisation as a representative model of best practice in social media usage by social enterprises. 1. Introduction Social media has offered organisations a new and essential ways of reaching customers (Lee 2014, p. 180). Social media is rapidly expanding and becoming a dependable resource for the organisations. Social media platforms have proliferated over the past few decades such that there are hundreds of different social media platforms. The advent of social media has heavily modified the market structure. Great transformation has been witnessed with the firm and consumers relationship being transformed from traditional Web 1.0 to the new interactive Web 2.0 environment where customers create, share, discuss and modify contents (Des Autels 2011). Neilsen’s 2012 report on social media indicates a recent explosion of usage: between 2011 and 2012, minutes spent using social media increased by 21%. Users still primarily connect to social media via a computer, but increasing technological advances in mobile applications have afforded more connections via mobile phones and tablets (Neilsen, 2012), allowing an ease of access that may help explain the recent growth in the popularity of social media. Businesses, too, are increasingly trying to harness the opportunities offered by social media, as well as adjust to the challenges that publicly posted consumer comments may pose to image and profit (Kaplan & Haenlein, 2009). This study discusses the usage of social media by Jamie Oliver organisation as a representative model of best practice in social media usage by social enterprises. It also discusses the use of social media by McDonald’s restaurants. Social Media Social media platforms are continually becoming an integral part of most people’s lives. This study will illuminate the differences and similarities of commercial enterprises and social enterprises with special focus on their usage of social media. Most social media platforms were established as a means of engaging people online and for fun. However, social media platforms are becoming ideal grounds for self-promotion and branding. Promotion of food in the social media is increasing at a very high rate. Most people are willing to participate in a digital food community. The food industry is providing community with a mixture of services. Some organisations in the food industry exist to maximise profits for their shareholders and expand their businesses. Others exist to ensure the well-being of the community through offering services to the community using the profits realised from their businesses. This study has discussed the motives of using the social media by both commercial enterprises and social enterprises. The study achieves its objective by discussing two different cases – a commercial enterprise and a social enterprise. Commercial Enterprises and Social Enterprises Social Enterprise Social enterprises focus more on maximising improvements in human life and the entire environmental well being. It also does not focus on maximising the profits of the external shareholders. In the United Kingdom, a social enterprise is supposed to have seven types of structure namely; cooperative, limited, company, trust, community interest company, charitably incorporated organisation, community benefit society, and unincorporated association. A social enterprise has the following characteristics: it changes the world; it creates new ways of solving old problems; it meets the needs in a community; and they have a legal structure that protects the community Jamie Oliver Jamie Oliver has created a hugely powerful brand based around his communication skills. He started by guiding the worlds of cooking and food production. Oliver has evolved from Oliver the man to Oliver the brand. In 2007, Oliver Holding Company recorded a profit of £3.07 million and in 2008, this figure doubled to £6.8 million (Clawson 2013, p. 17). In 2009, the Sunday Times Rich List estimated his wealth to be approximately £40 million. This wealth was recorded against the backdrop of 2007/2008 financial crisis that rocked the world of business. By the end of 2009, Oliver had employed 5,500 people. According to Clawson (2013), Jamie Oliver’s website is not the only point of online contact. He indicates that Oliver can be found on Facebook, Bebo, Twitter, and MySpace. Jamie Oliver started a global campaign through social media. His campaign is not only about promoting his brand to maximise profits; rather, it is also meant to educate the social media community about eating healthy. According to Jo Creed, the Social Media & Food Policy Manager for Jamie Oliver Food Foundation, social media has helped the company to reach and engage people around the globe (Sale Force 2015). The enterprise focuses on food revolution. Through social media, the enterprise has managed to reach people far and wide and inform them about its mission of educating about food. For example, Food Revolution online provides the users with the information that they can take offline (Sale Force 2015). Jamie Oliver’s highest engagement is seen on both Twitter and Facebook. The users in these platforms share and refer Oliver to their friends who join-in in conversations. On Twitter, Oliver enjoys the support of popular celebrities who have big follow-up to help increase awareness and engagement. On Facebook, followers and supporters respond to each other questions, and also point each other towards Oliver’s resources. Every Jamie Oliver business outlet engages on social media on topics that are relevant to them in order to increase engagement. While, other restaurants offer their customers products according to their needs, Jamie Oliver offers its followers and users products that are helpful. McDonald’s UK McDonald’s uses social media to promote its brands. McDonald’s opened its first restaurant in Sweden in 1973. Since then, McDonald’s has become one of the most popular brands in the world. On social media platforms, McDonald’s has millions of likes. It features in social media platforms such as Twitter, Facebook, Pinterest, and Google. McDonald’s mission of engaging people via social media is to promote its brand and counter criticisms. Contrary to Jamie Oliver, McDonald’s receives a lot of criticism from health professionals, campaign groups and governments. Criticism is one of the major setbacks that McDonald’s has to deal with. Users add sarcastic and amusing comments to McDonald’s social media feeds. McDonald’s social media platforms serve as a marketing communication method. Despite the challenges that it has encountered, McDonald’s uses social media platforms as one of its most important marketing tools. The products are presented in different colours, designs and images in order to give the brand a recognisable image. Many restaurants have been found to increase their presence in the social media. The study conducted by Brandwatch (2012) indicated that there was a wide usage of social media by restaurants. The study further indicated that McDonald’s is viewed as a brand rather than being viewed as a restaurant. It further noted that McDonald’s social media platforms were dominated by tweets with a following that exceeds that of its competitors. However, there were numerous negative comments on their Facebook page. McDonald’s dominates in the restaurant category in social media. Compared to Jamie Oliver, McDonald’s is likely to receive much criticism regarding their foods. There are a number times that the business press has echoed bold proclamations such as: “Social media will change your business” (Baker and Green 2008). 1.1. Research Approach This study is based on the following approach: i. Application of relevant frameworks and models ii. A review of relevant academic literature on social media models iii. Where no academic literature exists, a review of relevant websites is offered iv. An analysis of available data to access the value created by different social media models 1.2. Research Objectives The intention of this study is to get a clear view of how charitable organisations utilise social media platforms such at Facebook, Twitter, and MySpace among others to promote their cause. The expected outcome of this study is an overview of appropriate strategies for social media usage. The results can be used by charitable organisations to define and measure the effectiveness of social media platforms in accomplishing their mission. 2. Literature Review Dholakia and Dholakia (1975, p. 252) use the term ‘social enterprise’ is used to distinguish marketing activities in state and cooperative enterprises from the private sector approaches. According to Ridley-Duff and Bull (2011, p. 64), a social enterprise is any business venture created for a social purpose; mitigating a social problem or a market failure. A social enterprise trades for social or environmental purpose. These enterprises usually have a clear sense of their social mission. That is, they have a specific difference that they intend to make, the subject it intends to help, and the procedure it will use to do it. Most of social enterprise’s income is generated through selling of goods and services. They also have defined rules about how it utilizes its profits. Mostly, it reinvests these profits to further social mission. By using the qualitative and quantitative data, Phethean (2012, p. 1) established that social media are currently being used primarily as relationship building tools, with little focus on fundraising. Social media is believed to be a medium that organisations use to achieve their goals and improve their overall performance and relationship with supporters (Quinton and Fennemore 2012, p. 49). The study found out that there are diverse motives that drive the charitable organisations to adopt online social platforms. They concluded that the most significant reasons include regaining control of a brand, external pressures and gaining new audiences. Various studies have established that developing relationship, reaching the public, providing opportunities for fundraising and increasing collective action are assumed to be desired on social media (Quinton and Fennemore 2012, p. 49). Another study indicated that 90 percent of the social enterprises use social media to increase awareness of their mission (Barnes 2010). Barnes (2007; 2008; 2009) tracked the social media usage by social enterprises for four years. A research study conducted by Barnes (2007, p. 1) indicated that the large non-profit making enterprises were leading large and small commercial enterprises as well as educational institutions in their usage of social media. One year later, another study revealed that the non-profit making enterprises were still leading, and the newly introduced non-profit organisations assumed the trend of the existing ones (Barnes 2008, p. 1). A third study by Barnes (2009, p. 2) indicated that a remarkable 97 percent of social enterprises were using some form of social media. Theoretical Framework The theoretical framework in this study uses literature and academic articles in the area of charitable organisations and social media marketing. This section contains models and theories that are relevant to this study. Social media are closely related to mediated communication, which is built upon interpersonal communication theories. Tactics alone, without strategies, are not enough to manage complex issues. Research methodology This research used an inductive methodology whereby the views and findings of the data collected from the secondary sources were used to build theories around how social media are utilised in social and commercial enterprises. Inductive reasoning moves from fragmentary details to a connected view of a situation (Gray 2013, p. 16). An inductive approach is based on a variety of individual cases and argues that a link that has been observed in all these cases also is valid (Alvesson and Skolberg 2008, p. 54). Secondary data is the data that is existing and can be used in the investigation process to gain knowledge about the problem in order to draw conclusions. The data was collected from the academic literature materials as well as company websites and reviews. The secondary data consists of observations of the case enterprise’s social networking platforms. After the collection of data, it was analysed to establish whether patterns emerge that suggests a relationship between the success of charitable enterprises and the use of social media in their campaigns. This study moved towards discovering a binding principle while taking care not to jump to hasty conclusions. Through the process of gathering data, this study attempted to establish patterns, consistencies and meanings. The research study is also descriptive and explanatory. 3. Analysis McDonald’s is popular for its Golden Arches logo and burgers. Through the social media, McDonald’s has extensively been scrutinised with people questioning it health-unconsciousness. These criticisms have been appearing for discussions in the social media. To counter these criticism, McDonald has set up campaigns such as #McDStories which is one of its campaigns to counter negative comments about it. Assumingly, these criticisms appear because McDonald’s does not educate its customers first before placing their products in the social media. On the other hand, Jamie Oliver’s mission to help the community with information about foods before selling it has made it escape criticisms. Jamie Oliver uses social media to campaign for healthier food. For example, the Jamie Oliver Food Foundation has a social media team that engages people in the social media and explains to them about the current food statistics and what they encounter as well as how to be involved. JO Food Foundation social media campaign reached over 70 million people via Twitter’s hashtagFRD13 (www.salesforcemarketingcloud.com). The spirit of social engagement permeates throughout the organisation. Contrary to other food companies, Oliver social media fans chat and exchange recipes over the social media. Oliver’s social media site has a personal blog function that allows registered users to start-up a personal journal. It has features such as recipe shares and competitions which are aimed at maintaining the interests of users and at the same time drive repeat visits. 4. Discussion of the Findings According to the above analysis, social enterprises use social media platforms to campaign for their noble cause. Jamie Oliver was found to be an ideal model for other social enterprises. According to The Guardian (2012), starting out in social media can seem difficult to social organisations. However, Jamie Sport observes how the volume of information passing through the organisation is boosted by the social media. Social media has opened wonderful way for the Jamie Oliver to engage its wide base of followers and users. 5. Conclusion and Recommendations Currently, social enterprises are maximising the possibilities of social media services and the internet to stimulate giving. The awareness of the possibilities may be low. Social enterprises may also make assumptions that they could not safely and securely manage the social media platforms and the handling of the information. However, social media offers a good arena to engage and educate the followers. Social enterprises have a greater opportunity to engage their audiences in meaningful conversations within the social media than commercial enterprises. Trust in social media is important among social media users. Users can trust organisations that educates them about a product before selling it to them. Nowadays, people do not work for the company necessarily for money; rather, they work for the companies with attractive forces that act as the glue that holds people together. This force is the sense of opportunity. People want to work for organisations that offer them opportunities to feel good about what they are doing, feel good about the contributions they are making, and feel good in general about the quality of their lives. The social enterprises usually employ individuals with great social skills. The best way to find these individuals is by looking on social networking platforms. The social enterprise views its employees as representatives of the company brand. Barlow and Thomas (2013, p. 49) observe, “an army of social employees can act as a multiplier force. Social employees spread the word about new products and services much more efficiently than any marketing or PR campaign. Social enterprises’ concerns for the environment or human rights are not driven by the intention to comply with the law, protect their brand or maximise profits. In conclusion, social enterprises should use social media in their interactive communications because it allows them to educate the audiences and create a two-way communication. This communication is helpful to both the audiences and the organisation. It can also help strengthen the identity of the enterprise, build confidence for the enterprise as well as create relationships. Utilisation of social media is an inexpensive technique to reach many people around the globe. References Alvarez S. and Barney, B. 2007. Discovery and creation: alternative theories of entrepreneurial action. Strategic Entrepreneurship Journal, 1(1–2): 11–26. Barlow, M. and Thomas, D. 2010. The Executives Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business. New Jersey: John Wiley & Sons. Brandwatch. 2012. McDonald’s: UK and Ireland Community management health-check. Retrieved from http://www.brandwatch.com/wp-content/uploads/2012/10/McDonald%E2%80%99s-Community-management-health-check.pdf Campaign 2013. Facebook users witness a stabbing with Red Cross app. http://www.campaignlive.co.uk/news/1211407/ Clawson, T. 2013. The Unauthorized Guide To Doing Business the Jamie Oliver Way. New Jersey: John Wiley & Sons. Dholakia, N. and Dholakia, J. 1975. Marketing Planning in a Social Enterprise A Conceptual Approach. European Journal of Marketing, 9(3), pp.250 – 258 Gray, D. 2013. Doing Research in the Real World. SAGE. http://www.sagepub.com/upm-data/58626_Gray__Doing_Research_in_the_Real_World.pdf Harding, R. 2004. Social enterprise: the new economic engine? Business Strategy Review, 15 (4): 39–43. KC Business. 2014. Lightstream broadband powers Facebook house party for British Red Cross. http://www.kcbusiness.co.uk/uploads/generic/force_7_for_web.pdf Lee, I. 2014. Integrating Social Media into Business Practice, Applications, Management, and Models. Hershey: In. IGI Global. Phethean, C., Tiropanis, T. and Harris, L. 2013. Rethinking Measurements Of Social Media Use By Charities: A Mixed Methods Approach. University of Southampton England, UK. Quinton,  S.  and  Fennemore,  P.  2012. Missing  a  strategic marketing  trick?  The  use  of  online  social  networks  by  UK  charities. International  Journal  of  Nonprofit  and  Voluntary  Sector  Marketing. Ridley-Duff, R. and Bull, M. 2011. Understanding Social Enterprise: Theory and Practice. California: SAGE. Sales Force. 2013. Case study: Jamie Oliver Food Foundation Jamie Oliver Food Foundation uses marketing Cloud to campaign for healthier food. Retrieved from http://www.salesforcemarketingcloud.com/wp-content/uploads/2013/07/Jamie-Oliver-Food-Foundation.pdf Sales Force. 2013. Using social media to start a global campaign: The story behind Jamie Oliver’s Food Revolution Day. Retrieved from http://www.salesforce.com/uk/socialsuccess/social-media/jamie-oliver-food-foundation-interview.jsp The Guardian. 2012. Social media can be a powerful tool – if you know how to use it [February 2012] http://www.theguardian.com/voluntary-sector-network/2012/feb/28/social-media-powerful-tool-use Read More