Douglas M Hayes Business Report for Anthony's Orchard July 25, 2021 Communication for Leaders and Managers INSTRUCTOR: PETTIS PERRY Introduction I think that Anthony's Orchard should look into social media account. There are three main reasons behind my recommendations: 1) they increase the notoriety of your business, 2) potential partnership, 3) social media can link you to your clients. All of these opportunities are increased with the use of social media. "it isn't just a strategy for big businesses with large audiences. A reported 77.6% of small businesses use social media for promotion, and doing so offers impressive benefits." (Boogaard, 2019) Background Anthony's Orchard is a family-run business that grows two types of apples. They growBraeburn and Honeycrisp apples, and They make apple pie filling and applesauce, Cookbooks, Apple presses, peelers, corers, and other apple merchandise.The company has a net income of $371,147 last year, and they are going to buy an apple press for next year, which will expand their marketability. Right now, they only have a website, but no other social media platforms are in use.  Findings The first reason they should think about using social media is to bring notoriety to their business. You say in your strategic planning, "We continue to search for new orchards throughout the country so that we may diversify the types of apples we produce. "(Anthony's Orchard). Anthony's Orchard shows a vision for the future of your business into the future. Social media will increase your notoriety to potential businesses and clients. You mention on your Strategic Plan that you would like to increase your "Our 2015 revenue goal is to exceed $25 million dollars, which will involve either acquiring new orchards, or expanding our line of products" (Anthony's Orchard). This can be done by increasing your presence on the internet. "Consider that 83 percent of Instagram users say they discover new products on the platform. When Stillhouse Spirits ran a Facebook campaign to increase brand awareness among outdoor enthusiasts, the company achieved a 17-point lift in ad recall. "(22 Benefits of Social Media for Business) Secondly, social media will expand your online presence. In your strategic planning, you also say that you want to "acquire new orchards" by 2015. A social media account will allow them to find selling orchards or to partnership with other growers. This will also allow you to partner with significant distributors like Kroger or Walmart potentially. They say in their development plan that they want to grow to 25 million by the year 2015 and "In 2012, the Company is hoping to purchase an apple press, which would allow us to start a new line of prepared apple products – apple juice" (apple orchard)  Lastly, social media can connect you to your clients. according to "45% of customers say that social media is the first channel they turn to when they have questions or issues, and 21% say they'd rather messag ...

1. Douglas M Hayes
Business Report for Anthony's Orchard
July 25, 2021
Communication for Leaders and Managers
INSTRUCTOR: PETTIS PERRY
Introduction
I think that Anthony's Orchard should look into social media
account. There are three main reasons behind my
recommendations: 1) they increase the notoriety of your
business, 2) potential partnership, 3) social media can link you
to your clients. All of these opportunities are increased with the
use of social media. "it isn't just a strategy for big businesse s
with large audiences. A reported 77.6% of small businesses use
social media for promotion, and doing so offers impressive
benefits." (Boogaard, 2019)
Background
Anthony's Orchard is a family-run business that grows two
types of apples. They growBraebur n and Honeycrisp apples, and
They make apple pie filling and applesauce, Cookbooks, Apple
presses, peelers, corers, and other apple merchandise.The
company has a net income of $371,147 last year, and they are
going to buy an apple press for next year, which will expand
their marketability. Right now, they only have a website, but no
other social media platforms are in use.
Findings
The first reason they should think about using social media is to
bring notoriety to their business. You say in your strategic
planning, "We continue to search for new orchards throughout

2. the country so that we may diversify the types of apples we
produce. "(Anthony's Orchard). Anthony's Orchard shows a
vision for the future of your business into the future. Social
media will increase your notoriety to potential businesses and
clients. You mention on your Strategic Plan that you would like
to increase your "Our 2015 revenue goal is to exceed $25
million dollars, which will involve either acquiring new
orchards, or expanding our line of products" (Anthony's
Orchard). This can be done by increasing your presence on the
internet. "Consider that 83 percent of Instagram users say they
discover new products on the platform. When Stillhouse Spirits
ran a Facebook campaign to increase brand awareness among
outdoor enthusiasts, the company achieved a 17-point lift in ad
recall. "(22 Benefits of Social Media for Business)
Secondly, social media will expand your online presence. In
your strategic planning, you also say that you want to "acquire
new orchards" by 2015. A social media account will allow them
to find selling orchards or to partnership with other growers.
This will also allow you to partner with significant distributors
like Kroger or Walmart potentially. They say in their
development plan that they want to grow to 25 million by the
year 2015 and "In 2012, the Company is hoping to purchase an
apple press, which would allow us to start a new line of
prepared apple products – apple juice" (apple orchard)
Lastly, social media can connect you to your clients. according
to "45% of customers say that social media is the first channel
they turn to when they have questions or issues, and 21% say
they'd rather message a brand on social media than call a
customer service department." (Boogaard, 2019) You already
have an impressive technological department, but they are only
made of three people. Receiving calls can be tedious and cost
expensive with the phone lines and hours of receiving calls.
Social media can do that for you, and one person can have
multiple conversations through messaging at one time.

3. Numerous companies use this to answer their customer services
like Microsoft and Google. Also, social media does not cost you
a thing. You can connect to all of your customers using social
media over Facebook, linked in, and Snapchat for no additional
cost to you.
Some of the concerns that apple orchard should be aware of
using social media are security and maintenance of their social
media accounts. The largest of these are security and wi th the
added attention of good potential clients is the risk of attraction
of hackers. Steve Nicholls suggests in his book to "Work with
your IT department or hire a professional to ensure proper
privacy and security settings are in place. This is critical to
protect confidential information, to avoid having your account
hacked, or falling victim to cyber theft. Higher profile
companies will need more sophisticated security systems.".
(Top five risks companies face when using social media).
Anthony's Orchard has a terrific and experienced Information
Technology department. Ted Schaeffer director, Bob O'Malley,
Systems Manager, and Martin Erlich, Website Manager, should
create an IT security system for Apple Orchard. Use their
expertise to fill in any holes in your security. The team should
also develop policies and procedures to keep your social media
accounts up to date with the most relevant information.
Conclusions
To sum up, using social media will be an excellent opportunity
for you to expand your business. You can increase your
notoriety, increase possible partnerships, and increase your
availability to your customers. These are only a couple of great
benefits of using social media, and there are many more. The
most important one is that your customers will be happy, and
your business can save money.

4. References:
22 Benefits of Social Media for Business. Social Media
Marketing & Management Dashboard. (2021, June 29).
https://blog.hootsuite.com/social-media-for-business/.
Anthony's Orchard. (n.d.). https://mym.cdn.laureate-
media.com/2dett4d/Walden/MMSL/6115/02/anthonys_orchard_
website/strategic_plan.htm.
Boogaard, K. (2019, November 22). Social media marketing for
small businesses: 22 bite-sized steps to master your strategy.
QuickBooks. https://quickbooks.intuit.com/r/marketing/social-
media-marketing-for-small-businesses/.
Top five risks companies face when using social media.
TechXB. (2014, October 23). https://techxb.com/top-five-risks-
companies-face-when-using-social-media/.
Running head: Communication Portfolio
2
Communication Portfolio
Communication Portfolio – Short Business Report
Natasha Mills
Professor Perry
MMSL - 6115
July 20th, 2021

5. Abstract
Communication is one of the core foundations of organizational
excellence. This is because communication is always at the
center of the interpersonal relationships within an organization,
and thereby the determinant of positive work cultures that lead
to company success. Therefore, it is critical for members of an
organization, particularly leaders, to consider communication
and all its components as an avenue towards the creation of
economic value and attainment of the desired results. This paper
explores the various dynamics of the usage of social media as a
communication channel, including the upside of the channel, as
well as the risks involved within the context of Anthony’s
Orchard.
Communication Portfolio – Short Business Report
Why Anthony’s Orchard Should Consider a Social Media Page
Communication channels present one of the four primary
domains of modern organizational research due to its growing
importance in organizational communication and effectiveness
(Hahn et al., n.d). Social media is a communication channel

6. whose usage by organizations has been on a dramatic rise in the
contemporary workplace. Hence, it is logical to conclude that
social media is a fundamental communication channel in today’s
organizations. From this perspective, the reason why Anthony’s
Orchard should consider a social media page is apparent.
Consequently, today’s generation has significantly shifted to the
internet space. In other words, social media harbors a large
audience with which any organization intending to expand its
brand image can engage. Statistics show that at least 80% of
young adults use social media in a single day (Klassen et al.,
2018). With such numbers, Anthony’s Orchard stands a chance
of expanding its brand image by promoting its products,
messages, and programs to a broader audience and target
customers. This is another reason why the company should
consider a social media page.
Benefits of this Type of social media
The Director of Marketing and Anthony’s Orchard as a company
can benefit from this type of social media by converting it into
a platform for engaging a wider customer base regarding its
products, services, and programs (Joo & Teng, 2017). This
means that the Director of Marketing and Anthony’s Orchard as
a whole will be able to realize its mission of enhancing
consumer’s awareness of apples and apple orchards to a greater
extent than they already are doing.
Further, owning and using a social media page will help the
company achieve its vision of generating returns for its
shareholders while enhancing the wellbeing of the community
through its products. Simply, this type of social media will
substantially help the Director of Marketing and Anthony’s
Orchard as a company reinforce its mission and vision
statements. Therefore, the Director of Marketing and Anthony’s
Orchard will accomplish the crucial business communication
objectives of persuasion, as well as formulation and execution
of plans using social media (“The purposes of business
communication objectives,” 2018). As a result, the company
will create more economic value and achieve more than its

7. desired results.
Issues that could Arise with a Social Media Page
Whereas social media is a useful communication and marketing
tool in contemporary organizations, it has its own share of risks
that could jeopardize the brand image of Anthony’s Orchard.
For instance, a social media page has the benefit of creating
new pathways of social cohesion between the company and its
customers (Joo & Teng, 2017). On the one hand, this social
cohesion could have a positive impact on the brand reputation
of Anthony’s Orchard, especially through positive feedback
provided on the social media page. On the other hand, the social
cohesion tenet could lead to an increased risk of a negative
brand image for Anthony’s Orchard stemming from even a
single negative feedback posted by a customer on the social
media page.
In many cases, negative feedback on a company’s social media
page is inevitable. Nonetheless, the Director of Marketing could
prevent the negative feedback from ruining the brand reputation
of Anthony’s Orchard through effective customer engagement
on the social media page, such as responding to the feedback
immediately and avoiding the use of automated messages when
responding. The Director of Marketing could also practice high
levels of user engagement by relying on different strategies.
The strategies include integrating photographs and texts in
product promotion messages, links to more detailed
information, and real-world tie-ins to set the foundation of the
company’s brand that will make it difficult to ruin its reputation
(Klassen et al., 2018).
How to Successfully Communicate the Importance of Social
Media within a Business Report
A business report is defined as a summary of research and
assessment findings, in the form of written communication, with
the intention of informing managers about the importance of the
business issue being addressed (Quintanilla & Wahl, 2020). In
this case, the business issue that will be included in the business
report will be the importance of social media. To successfully

8. communicate the importance of the business report will include
numbers, surveys, statistics, percentages, and recommendations
regarding social media usage and its subsequent benefits.
Simply, the business report will include qualitative and
quantitative data about the need and competitive advantages of
social media. These factors will be tailored to suit the context
of Anthony’s Orchard.
Additional Strategies to Build Trust with the Director of
Marketing through the Business Report
Building trust with the Director of Marketing through the
written business report will require the inclusion of a section
that addresses how the social media page will be used to market
Anthony’s Orchard’s products and services. However, this will
not be a challenge as social media is widely known as a
powerful marketing tool in contemporary organizations based
on scientific evidence. For instance, scholars argue that
consumers who are fans of various social media pages often use
such spaces to explore available offers, seek new products, and
purchase preferred products (Klassen et al., 2017). Therefore,
the written business report will include such information as a
strategy for building trust with the Director of Marketing. Also,
it will be essential to outline how the use of social media as a
communication tool will transform the Director of Marketing
into a champion of communication skills (Van & Caldeira,
2006).

9. References
Hahn, L. K., Lippert, L., & Paynton, S. T. (n.d.). Chapter 11:
Organizational communication. In Survey of Communication
Study (pp. 144–161). Retrieved from
https://www.saylor.org/site/wp-
content/uploads/2012/05/COMM001_Wikibooks_-Survey-of-
Communication-Study_Chapter-11_5.11.2012.pdf
Joo, T. M., & Teng, C. E. (2017). Impacts of social media
(Facebook) on human communication and relationships: A view
on behavioral change and social unity. International Journal of
Knowledge Content Development & Technology, 7(4), 27-50.
Klassen, K. M., Borleis, E. S., Brennan, L., Reid, M.,
McCaffrey, T. A., & Lim, M. S. (2018). What people “like”:
Analysis of social media strategies used by food industry
brands, lifestyle brands, and health promotion organizations on
Facebook and Instagram. Journal of medical Internet
research, 20(6), e10227.
Laureate Education (Producer). (2015). Sample corporate
website: Anthony’s Orchard. Retrieved from
https://mym.cdn.laureate-
media.com/2dett4d/Walden/MMSL/6115/02/anthonys_orchard_
website/index.html
The purposes of business communication objectives. (2018,
June 1). Business Communication. Retrieved from
https://bizcommunicationcoach.com/the-purposes-of-business-
communication-objectives/
Van, D. D., & Caldeira, S. J. (2006). Effective leaders
champion communication skills. Nation's Restaurant News,
40(13), 20–20, 28.

10. Discussion 2: Peer Feedback: Communication Portfolio
This week, you will continue to participate in a peer review
process where you will envision yourself in a specific role and
you will provide feedback through that lens. Your feedback
involves giving and receiving input regarding the feedback to
your course work from your peers. Each week, you will upload
your portfolio element completed the week before to the weekly
discussion board. You will then become part of a scenario, in
which you will be asked to provide constructive feedback to
your peers, reflect on what you have learned in the process
about the portfolio element, and on what you have learned that
will help you further improve your own work. Be sure to take
time during and after the discussion to reflect on the process
and the feedback you gave and received. Also, review the
feedback that others provided to your peers for input that might
help you further improve your own portfolio element.
In this discussion, you are to envision yourself in the role of the
Director of Marketing.
Assignment:
Review & Respond to at least two (2) of your peers’ posts in the
following manner:
· Evaluate the effectiveness of the message by discussing the
types of appeals used (e.g., ethos, logos, pathos).
· Identify specific needs you would have as the receiver of this
message and discuss whether and to what extent the writer
persuaded you to take action.
· 3 – 4 paragraph response per each colleagues
· No plagiarism

11. · APA citing
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1st Colleague – Natasha Mills
Discussion 2 - Week 4 - SEE ATTACHMENT
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2nd Colleague – Douglas Hayes
Discussion 2 - Week 4 – SEE ATTACHMENT Top of Form
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