1.Identify the Offensive/Defensive Strategy of the Organisation.
2.Examine the effectiveness of the TBL reporting, perceived transparency and accountability of the Organisation.
1.Offensive or defensive strategy of Facebook
Defensive strategy is adopted by Facebook where they are working best against the competitors for the future of social media in a fast-moving competitive world. Facebook had acquired both whatsapp and Instagram (Biedenweg, Monroe and Oxarart 2013). This move was defensive by nature as they wanted to disrupt Google as well as find ways to establish Facebook as the most dominant platform in the mobile app ecosystem.
Effects of ethical branding and corporate reputation
Facebook advertisements are treated as one of the powerful toll that aims at targeting wider audience within limited time. It is not possible to enhance any brand without proper or appropriate communication strategy. It is important to understand internet sales psychology as it help in engraining string and lead along. The advertisement campaign of Facebook can be quite frustrating and time taking sometimes. In order to build corporate reputation, Facebook need to create efficient campaigns that help in customizing the goals in an effective way. This can be done by increasing website traffic as well as building hype and enhancing the sales that automatically help in building brand awareness as a whole (Carroll and Buchholtz 2014).
Cultural or ethical shift within Facebook
It is more of a culture shift within the operations at Facebook as earlier there was not so much of a craze of using social networking sites for communicating with others. Nowadays, people have adopted these social networking sites and used this as a medium of communication and many more. It is not feasible to shout for ethics all the time within corporate structures as it is finding ways to prioritize economic gains (Facebook 2017).
2.Effectiveness of TBL reporting, perceived transparency and accountability of Facebook
Triple Bottom Line Reporting shows how business enterprise manages and writes about effect as well as conduct that relates to people. The effectiveness when Facebook paid special attention to TBL reporting as well as perceived transparency and accountability plays major role in re-building the image of the company (Akrivou and Bradbury-Huang 2015). This further shows that it is essential to consider TBL reporting as it help Facebook to become more socially as well as environmentally cautious that adds on possible benefits for the company both in terms of economic constraints and financial constraints. It is important to analyze the developmental stages of non-financial reporting especially in Business Corporation. This can be done by interpreting the views of different interviewees from some of the main ethical Corporation Body on matters relating to model of non-financial reporting. Triple Bottom Line Reporting links with the empirical data and shows how it helps Facebook progress at various stages when non-financial reporting is missing to large extent. It is noted that Facebook selects various sustainability indexes that is best adaptable in that area and have a TBL approach to non-financial reporting (Facebook 2017). On analysis, it is understood that Triple Bottom Line Reporting got Facebook to start with the journey of non-financial reporting but even aims at developing a more integrated approach for reporting financial performance within the business strategy as a whole.
Akrivou, K. and Bradbury-Huang, H., 2015. Educating integrated catalysts: Transforming business schools toward ethics and sustainability. Academy of Management Learning & Education, 14(2), pp.222-240.
Biedenweg, K., Monroe, M.C. and Oxarart, A., 2013. The importance of teaching ethics of sustainability. International Journal of Sustainability in Higher Education, 14(1), pp.6-14.
Carroll, A. and Buchholtz, A., 2014. Business and society: Ethics, sustainability, and stakeholder management. Nelson Education.
Facebook. 2017. Facebook – log in or sign up. [online] Available at: https://www.facebook.com [Accessed 22 Nov. 2017].