Communication Strategies Of B Corporations In Australia And New Zealand On Social Media: An Analysis Through Twitter Posts

Research Questions

Question:

Identify the Significance of Social Media in Sustainability of the B Corporation.

The research paper is based on analyzing the communication strategies which is used by B corporations into both Australia as well as New Zealand throughout use of social media channels.

The main purpose of the organization is to provide profitability as well as fulfill the stakeholder’s objectives. The aim of this particular research paper is to explore as well as analyze of the methods which is used by B-corporations to communicate among the public throughout social media such as Facebook or Twitter (“Welcome | B Corporation”, 2017).

Use of communication channel such as social media improves the brand image as well as maximizes the revenue.  In this paper, Twitter posts are used. The identified research questions analyze different platforms used and provide impact of social media on Grey sector organizations. The research questions for this research paper study are:

How do B Corporations Australia and New Zealand communicate their social and environmental responsibility through social media?

What is the significance of social media in sustainability of the B Corporation?

This particular research paper is used of Twitter social media to observe five elements of the B score categories such as worker, customer, environment, community as well as governance (“What is a Benefit Corporation? | Benefit Corporation”, 2017).  It is conducted by finding frequency of post at estimated time. Data analysis is conducted based on various 20 companies and their twitter posts. The goal of this paper is to identify the social media’s significance into the B-corporations. This study will also discuss the methods used to analyze the data and provide the results from the collected data. 

Supancic et al., (2015) illustrated that research methodology helps the researcher to identify detailed methods as well as procedures used to undertake the study on scheduled time. It helps the researcher to identify the factors used into development of the research methods. Different approaches as well as methods are discussed to understand the entire research plan. Following are the research methods used:

Research Philosophy:

In this context of research study, various factors are analyzing to identify the significance of social media on B-corporations. The chosen research philosophy is positivism. It allows the researcher to reveal of hidden data relevant to the study (Burgess, Dudbridge & Thompson, 2016). Due to limited time allowed for the study, other research philosophies such as realism, Interpretivism are avoided.

Research Methodology

Research Approach:

According to Ott and Longnecker (2015), research approach is revealed with the needed format to conduct the data analysis of selected research topic. Meeker and Escobar (2014) divided the research approaches into three categories such as deductive, inductive and abductive. The selected research approach is deductive approach which determines validity of the assumptions. It is used for better understanding of the research topic. The researcher selected this approach for to conduct the study in proper manner. As in this paper, so such new concepts are proposed, therefore use of inductive and abductive are avoided (Mather & Tso, 2016). Apart from all this, the main criteria behind selection of deductive approach are that it used of the past data to conduct the study. In this paper, past data from the Twitter posts with period from 1/1/2017 to 31/10/2017 are taken to identify the significance of social media in sustainability of the B Corporation.

Research Design:

According to Schabenberger and Gotway (2017), research design helps to develop research framework for collecting and analyzing the data. There are three categorizes of research design such as Explanatory, Exploratory and Descriptive. In this research study, exploratory research design is used to make sure that better understanding of the topic is provided. This research design allows the researcher to define the requirements to conduct the research.

Data Collection Procedures:

While conducting this research study, data are accounted as most key importance information required for this work. Sensitive and helpful information are provided to meet with the research purpose. According to Dang, Lanjouw and Serajuddin (2014), accurate along with detailed data are assisted to deliver of accurate data analysis while maintain the research standard.

Data sources: In this particular research paper, secondary data sources are used. Secondary analyses are done to analyze of various case studies. The secondary data consists of research papers, journals along with peer reviewed journals to analyze the significance of the social media into the corporate social responsibilities. The data analysis consists of one method known as social constructivist theory (Miles, Huberman & Saldana, 2014). The data are collected from 20 companies those are members of the B-corporations through Twitter social media posting. The researcher looked at each of the posts of the company based on five elements categories of the B-corporations such as Environment, Workers, Customers, Community and Governance. The collected data i.e. the Twitter posts are taken from period from 1/1/2017 to 31/10/2017. The researcher collected the posts and copied and pasted it into the excel document for further analyzing. It provides with good score of how the company is performing online.

Research Philosophy

Data analysis technique: In this particular research paper, Qualitative data analysis is used to identify the patterns in the data for providing various dimensions of the research study. The data are obtained from the past journals and Twitter posts to conduct the study. Selected data analysis technique is used to interpret the data collected from the Twitter posts of 20 different companies (Liamputtong, 2013). The researcher performs of qualitative data analysis techniques to get the secondary data. The application of selected data analysis helps to provide theoretical concepts on B Corporations Australia and New Zealand communicate their social and environmental responsibility through social media. Its practical field is followed into past Twitter posts.

Apart from all this, the researcher collected the raw data into the secondary data sources to prove the validity of the developed research questions. Both reliability and validity are important to prove authentic and relevant of the collected data (Taylor, Bogdan & DeVault, 2015). When the reliability degree of collected data is high, then it provides with positive results for the research study. In order to get of accurate results, both validity as well as reliability is maintained.

Ethical considerations:

The researcher needed to consider of different concerns to maintain the ethics while conducting of collection of data as well as analyzing the gathered data. The ethical ground of academic and the business journals are to be maintained properly (Weiss, 2014). All the data are kept confidential. The ethical considerations that the researcher followed in this particular research study are as follows:

Legal and authorized access: The data as well as research reports which are stored into the archives are protected by strict codes. The researcher can able to access to the archive with different online data respiratory to access of sensitive and confidential data (Reed et al., 2013). Therefore, it is ensured that there is legal along with authorized access to the collected information. The researcher can follow of detailed policies and regulations to handle and use the data into digital form.

Application of collected data: The application of raw data is to be obtained from the secondary data sources such as posts from Twitter which results into violation of secrecy. The data along with the information which is used for the data analysis are kept secured with password protected into the laptop (Cao et al., 2015). Apart from this, the researcher makes sure that the collected data are not used commercially. The application of data is only limited to the academic research.

Research Approach

Data implication: There are different implications about renewed agreement among the initial researcher of secondary data along with the research which conducted into this particular study. The researcher ensured that the repetitive acceptance of the approval to collect the secondary data is not irritating the applicants. At the time of gathering of data from archives, the researcher ensures that there is no such inconsistency caused by the researcher (Gao, House & Xe, 2016). The data are obtained properly from the archive. The researcher selected the data from open sources and social media channels such as Twitter from the time period of 1/1/2017 to 31/10/2017.

Based on the ethical considerations, the researcher is able to provide as well as conduct of standard process while evaluating of selected research topic. The ethical codes are maintained to provide of research standard.

Results:

Clearance or messages:

Currie Communications	Most of the posts have come from the customers. The company has been seen to be congratulated and updates about their tasks.
Neometro	They are congratulated and praised for their interior designs, decoration and architectures (Nicholas & Sacco, 2016).
Squareweave	They are thanked by the customers and communities (Garcia, 2016). Here the maximum of the comments is found from the customers.
Carolyn Tate & Co	The customers and the communities are found to be excited. The company is felt to be loved and thanked by the various customers.
Inventium	They are highly praised and loved. They are mainly given attention because of their exciting initiatives and innovation (Kim et al., 2016).
Triskel Coaching Consultancy	There are no such posts recognized.
Vivid Accountants & Advisers	Only one post is found and only done from a community. However, the message was not clear (Winkler & Portocarrero, 2018).
The Lantern Legal Group	Here two posts are found. In the first one the customer has congratulated them, and in the second one, the community has appraised them.
League of Extraordinary Women	In most of the posts the agency is introduced, and they are felt proud of (Hiller, 2013).
The Story Boxes Pty Ltd	The community and customers are found to be highly satisfied with the initiative.
The School of Life	The Company is found to share significant learning experiences in two of the posts. However, the rest of the posts are unclear (Boyd et al., 2017).
August	There is one post, and the message is not clear.
ADAPT by Design	Te only two posts here reveals about what has been said by the CEO and the launch of a refreshed platform (Honeyman, 2014).
Bendalls	The only two posts are unclear from the community side (“How Investors Really Feel About B Corps – B the Change”, 2017).
Henley Club	Here in only one post, the community has invited about protecting and benefitting the business.
RetailOasis	There is only one post where a community replied about loving their fashion.
Third Spaces Group	The only one post left is not clear (Kim, Sung & Kang, 2014).
Bright green	There have been four posts from the community sides. All of them are unclear.
Better Life Mobile	Here in only one post, their plans are praised from the community side (Da Gbadji, Gailly & Schwienbacher, 2015).

The B Corps are regarded as the triple bottom line business. It has been setting principles for the performances regarding surroundings and society. The B Corp certifications have been throwing light on the companies that have been leading to the global movements. This has been including the individuals who have been using the business as the force for good. Currently, about five hundred companies throughout the world have been identified for the impacts on society and environment exceptionally (“B Corporation – Stonyfield”, 2017). In every year, the B Lab has been highlighting the Certified B corporations in the community of B Corp going above and below the pursuit of the positive effect. Every B Corps has been considering the “B Impact Assessment” and meeting the verified score necessities for becoming certified. In the data analysis, the 20 companies have been evaluated as per as the effects on the workers, environments, customer, communities and governance. They have also been meeting the top standards of the transparency and accountability (“An Entrepreneur’s Guide to Going “B””, 2017).

The B Lab is a non-profit organization. They have been responsible for certifying agencies by the way they generate value for the non-sharing stakeholders. For example, the environment, local communities and employees are considered here. As the firm crosses a particular threshold of performance on the dimensions, it has been making the amendments to the corporate charter for incorporating the interests of every stakeholder (“Becoming a B: What Is The Difference Between a B Corporation and a Benefit Corporation?”, 2017). This has been on the fiduciary duties of the officers and directors. The steps illustrate that the 20 companies have been following the different primary philosophy than the conventional corporation of stakeholders.

Research Design

The recognition of the 20 companies as any B Corp is the way publicly claiming the identity as the companies have been interested in both the success of the stakeholders and shareholders. Possessing the clear identification has been helping the firms to communicate the values to the customers. This has been especially advantageous as the 20 companies claim to be different from the norms of the industry (“We’re a B Corp”, 2017). A study has shown that how the simple non-confronting identities among those beneficially of the hedge funds have been influencing the capital allocation decision of the investors. These investors have been rewarding the nonconforming funds with higher investment after the success in short terms. Further, they have been penalized for the poor performances.

Worker: The relationship with the workforce and the focusing on the entire work environment is focused on the messages. This also included the health, safety, flexibility, on the creation and managerial relationships (DesJardins & McCall, 2014).

Customer: The proven ability to generate professional and engaging relationships, attaining great details and ability to do tasks in the quick-paced scenarios are achieved (“Why Companies Are Becoming B Corporations”, 2017).

Environment: The posts have recognized to create the positive environmental effects. The companies have earned high environment scores.

Community: The communities of the business leaders are found to come in various shapes and sizes representing the actual industrial cross-section (Einwiller & Steilen, 2015).

Governance: The B Corp on the assessments on the companies has mostly concerned about governance practices. Thus the legal necessities beyond the certification had vital implications for the other functions and board processes of corporate governance.

The data analysis has been unique, but the process of an application shows the advantages of being B Corps certified. There have been various causes for the 20 companies to be approved.

First of all, the analysis showed that the marketing was great. The becoming of B Corp of the 20 companies has proclaimed who they have been and what has been meaningful to the firm. From the social media posts, the people have aware of the integrity and health of the environment and humans (“Why Companies Are Becoming B Corporations”, 2017). The open-minded partners, prospective employees, partners and customers have been looking at the 20 companies. This has been helping the familiar people to find the companies.

Next, it is found that not only they were good at marketing but also respecting and sharing with others. This is good for the business and ecology of the economy that is socially responsible. Moreover, the posts suggested that it has been making them more turning to be much better. Since the B Corp certifications have been providing a various set of standards to the 20 companies for making them better in what they have been already setting out to do (“What are the basic pros and cons of a B Corp (Benefit Corporation)? – LawTrades”, 2017).

Data Sources

Further, the posts proved that they have been supporting and including them in a thriving moment. The companies have been showing to be deciding the best instead of the shareholders. The companies proved their dedication in valuing different interests of their stakeholders as much as that of the shareholders (Wilburn & Wilburn, 2014). Thus the B Corporations has been showing to enable few protections against the pressure coming from the investors. The 20 companies have made the shareholders clear to the shareholders from getting going that the bottom line would always incorporate the profit, planet and people. Thus, there has been no time like the current one to provide the company with advantages of turning to be a B Corp and they have been not letting the future to pass by them.

Some of the discussions on the findings that are found from the results are illustrated below.

The pros of 20 companies	Discussion
Being B Corp has been a useful marketing tool	The organizations have been possessing quick credibility as it came to the reason that they have been trying to support. Some of the agencies have claimed to be “going green” and “supporting the scenario”. This is done through various accreditations that might be or might not be a reality (“8 Pros and Cons of a B Corp – BrandonGaille.com”, 2017). The status of the B Corp has been letting the customers know that the mission has been taken seriously. Thus the companies could back their claims with actual proofs.
The companies must use the built-in perquisites of B Corp that are needed to be followed	As there have been various shareholders included in the companies, the core query regarding the best course of action for supporting has been time-consuming and stressful (Wilburn & Wilburn, 2015). The organizations have been delivering the various built-in mechanisms helping to dictate the path the agencies should undertake. Further, there have been multiple standards that are needed to be met. Though the random audits have been utilized for assuring every rule should be made abide by.
The various ways to get involved	People supporting the mission of the company have been winding up contributions that could be tax deductible. Multiple firms on the list have been qualified for the B Corp status due to the mission has been maintaining or create the excellent reason under their local communities (“Is Becoming a B Corp Right for Your Business?”, 2017). As all the B Corps has been permitted to gather fundraising, charge the annual fees and the additional non-profit tasks inviting to the investors.
Fellowship has been found on the B Corps sharing resources	There have been various member resources available to the B Corp that is allowed to form. The status of the corporation has been permitted for the quick networking with the same owners of business. They have identical goals in the individual local communities (Worrell, 2016). This has fellowship has allowed sharing in the advantageous way mutually that the various other corporations have always been having.

However, some of the things must be reminded of the companies. There have been various drawbacks found.

The status of B Corp has been as active as they are maintained	As the companies have been able to keep their status of B Corp status through bypassing the random audits. They have been transparent regarding their mission (Wilburn & Wilburn, 2015). They have possessed the beneficial experience with the B Corp. In this case, the loosing of the certification has been argued, and the built-up network has been destined to be failed.
The accountability though being a good thing is also the headache	The decisions made by the B Corp have been hard. The audits have been allowing the third-part expertise to indulge and reveal that they have been right or wrong. In few cases, the 20 companies have been bound to go for the answers that anyone can judge to be inappropriate (“Becoming a B What Is The Difference Between a B Corporation and a Benefit Corporation?”, 2017). One could be making what they have been thinking to be the most effective decision for the organization. The 20 companies should me making what they believe to be the most effective decision of their agency.
The B Corps has not been the corporation status available everywhere	Since these twenty companies have been new, this has not been the process to incorporate which is permitted at every state currently. This has not been identified at a national level. However, they require checking with the local state officials before filing the articles of the incorporation for seeing as that has been available to them (Hiller, 2013). Further, it is recommended that an S Corp must be needed to be formed then the transition to the B Corp status must be made available locally.
There have been no benefits of corporate tax to the status	Still, there has been no status of tax-exempt related to the B Corp, the 20 companies have been going to be liable to pay the same taxes like any other company. There have been no extra benefits of tax related to the status (Kim, Sung & Kang, 2014).

Thus the above advantages and disadvantages denote that it has been ultimately beneficial to the 20 companies qualifying to the structure. The process of qualifying has been complicated. However, it could also be worthwhile.

Limitations of the research study:

During development of the research study, the researcher comes across various limitations which provide impact on the structure of research study and data analysis. The limitation of this study is that primary data analysis is not conducted; only secondary data collection method is used. Due to limitation of time, the researcher has conducted a cross sectional study. This particular study has limited the researcher to conduct of detailed analysis along with evaluation of hidden details of the selected research topic. Due to limitation of the time, the researcher has conducted this study based on only one social media channel such as Twitter. Further, this study is based on secondary data sources only.

The raw data are collected from the Twitter posts of 20 different companies’ considered under B corporations. It requires clarification on reliability in addition to validity (“B Informed: FAQ About “B Corps””, 2017). In order to obtain of data for the purpose of analysis, the researcher used of secondary data sources which are available from the open sources. This research study is also provided with limitation of budget which restricts the research scope. Under tight budget, the researcher limits the study to secondary data only and use of only one social media channel.

Data Analysis Technique

Recommendations of the study:

Following are the recommendations suggested to the organizations for their future perspective:

Communication plan for stakeholders: Due to rate of changes in project scope and requirements, there should be a proper communication plan among the project team members and stakeholders. Within the communication of stakeholders, recognition of target audiences is most important. There should be team collaboration among them to support the research work. As communication is most important within the organization, therefore weekly meeting should be conducted. The organization can identify if the posts will help them in improving their business as per customer’s demands in addition to requirements.

Improvement plan: The organization should require of improvement plan to develop the internal operations of their business. Free guides of practices should help to implement it. When the organization identifies their business issues, then improvement plan is being implemented for mitigating the issues. When the organization is able to improve their internal business operations, then the organization should able to gain future importance. From the past posts of Twitter on 20 organizations, all the organization can able to identify their faults, areas of issues which they will recover based on customer’s feedback. The organization can gain of profitability as well as fulfill the stakeholder’s objectives by the organizational improvement plan.

Conclusion:

It is concluded that entire research study is based on analyzing the posts from the Twitter of twenty different organizations. This paper evaluates the governance sector such as overall simplicity, responsibility, and ethics in addition to mission. The division of the worker demonstrated that the contribution of the organizations includes of benefits, compensation, safety, ownership and job flexibility. It is observed that the social media emerges the platform to promote of organizational practices along with interaction with the customers within the marketplace. Social media channels are used to gain of competitive advantage within the market. Corporate social responsibility provides better images into the market. Therefore, the social media provides the organization to achieve of competitive advantage into the marketplace with impact the community a lot.  This entire research study is based on secondary data sources means the data are collected from the Twitter posts of various organizations. The study provides various dimensions with wider view of the practices of the B Corporations within both Australia and New Zealand. Various platforms are identified along with impact of the social media on selected organizations. The organization is incorporated of triple bottom line of the business model with providing of equal significance to the corporate social responsibility as the initial bottom line of the selected organization.    

Ethical Considerations

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