Boiler Room Doom Organizational Behaviour Case Study

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Army Social Media
As a part of the Public Affairs of the Canadian Forces, it is our duty to keep the Canadian citizens well informed about the whereabouts of the Canadian Army. This obligation is primarily done to build people’s confidence in the Army and to support operations in peacetime, conflict and war.1 However, due the negativity created from the recent wars and the lack of communication from the Forces, Canadians feel disconnected from the Army. Taxpayers are enraged as they do not know how their money is being spent. Therefore, it is time to rethink our strategies in conveying the organization’s messages. In order to do so, we need to make sure we use all the tools that are at our disposal. Amongst these tools, social media takes an important place as it helps to spread the Army’s message faster than ever.2 Social media has a variety of available platforms that can rapidly connect users on a global network, making the transfer of information even more universal. Today, social media is a highly effective tool since you can reach out to larger communities and audiences. We believe that the Forces should invest and take advantage of Facebook, as it is the most popular social networking website. We believe that by investing in Facebook, the Canadian Forces will be able to increase awareness, interactions and involvement with the population. According to Major Mark Gough, “Facebook is a nice, casual channel for people to talk to the army and to ask questions. I think there's a lot of potential, and I think there's a lot of curiosity and interest in the Army.”3 By investing in Facebook, we will be able to respond to this curiosity and interest towards the Army. Furthermore, Facebook is considered as the third largest country with over 800 million users, with more than 350 million of them logging on at least once a day.4 Additionally, Facebook is a mixture of different social media tools. Through Facebook, the Army will be able to communicate in different...
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