- Title
- Assessing the organisational maturity level of Rhodes Music Radio with the introduction of social media
- Creator
- Gavaza, Mudiwa Artwell
- Subject
- Rhodes Music Radio
- Subject
- Rhodes Music Radio -- Marketing
- Subject
- Rhodes Music Radio -- Management
- Subject
- Community radio -- South Africa -- Makhanda
- Subject
- Social media -- Marketing -- South Africa -- Makhanda
- Date Issued
- 2017
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10962/6269
- Identifier
- vital:21076
- Description
- This research seeks to evaluate the organisational maturity of Rhodes Music Radio as it relates to its use of social media. The research takes place within the context of Rhodes Music Radio (RMR) which is a community radio station operating in Grahamstown, South Africa. The station serves the Grahamstown community as a whole, with core listenership coming from the Rhodes University population. RMR has its base on the Rhodes University campus. The contribution of this study is the development of a Social Media Maturity Model which was used to assess the organisational maturity of Rhodes Music Radio with respect to its use of social media. As with other media organisations around the world, social media has become a major factor within the normal operations and functions of RMR. There is much research that has been done about the use of social media as a tool for marketing and branding in business. This tends to be the typical focus of research efforts. Though RMR makes use of social media as a marketing tool, media organisations have gone beyond this one dimensional approach in using social media. Social networking online has become a source of news and trends for organisations within the media space. For an organisation like RMR, social media is used in some way by departments such as Communication, Marketing and Branding, Production, Programming, Music, Technical; together with the presenters and producers who are hosting shows on a daily basis. Bearing the above in mind, this study aims to assess the level of maturity that RMR has as an organisation with use of social media. The goal is to find out how integrated and what systems the station has as a whole to make effective use of social media across the various departments which then helps to make a judgement on the station as a whole. This research has its literature base in the knowledge area of change management and operational excellence. Organisational maturity exists within the broad knowledge area of change management. It provides the theoretical basis upon which to gauge the maturity of RMR in relation to its social media use. Operational excellence provides a basis upon which to judge the quality of RMR’s product which speaks to how well integrated and effective the station is with its use of social media. The method of research was an evaluation that used 2 types of data, making use of both document analysis and interviews as sources of information. This information is then analysed using the Social Media Maturity Model developed specifically for this research from similar organisational maturity models used in other industries such as general management and supply chain management. This model assesses the maturity of the station by first assessing the maturity of the various departments that make up the operations of RMR and then comes up with an aggregate maturity level for the whole organisation. The conclusion of this study is that Rhodes Music Radio is quite mature in terms of its social media use but not yet fully networked. According to the model, the station is described as having a “Community” or “Linked” social media use. On the model, this is Stage 3 out of 5 in terms of maturity. Recommendations given to RMR to further increase this maturity level are for staff members more involved in the social media of the station by following the various RMR accounts and engaging with listeners and other staff members on these platforms. RMR staff need to be trained on the importance of social media and how to use it. The station needs to find a way to convert its social media following into listeners of its broadcast programming. Finally, the station needs to finalise and endorse its Social Media Policy.
- Format
- 103 pages
- Format
- Publisher
- Rhodes University
- Publisher
- Faculty of Commerce, Rhodes Business School
- Language
- English
- Rights
- Gavaza, Mudiwa Artwell
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
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