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Running head: COMMUNICATION AUDIT REPORT

Communication Audit Report: GigSalad


Prepared by:
Jenny Anguisaca
Megan Cartwright
Andrew Cremer
Deryk Dionne
Hannah Imhoff
Kaylie Miller
University of North Carolina Wilmington
April 14, 2016

COMMUNICATION AUDIT REPORT

Executive Summary
This audit was conducted to see how effective the inter-office and remote communication
is across GigSalad, examine the traffic to GigSalads website, and to examine bookings on
GigSalads booking platform to provide ideas that would lead to an overall increase in revenue.
The audit inspects any improvements that could be made in GigSalads current techniques as
well as any strength's that should be kept in use.

COMMUNICATION AUDIT REPORT


Communication Audit Report: GigSalad
Table of Contents
The Purpose of the Communication Audit..4
An Overview of GigSalad....4
The Communication Audit
Methods used ...5
Collection and Evaluation of Past Communication...5
Internal
External
The Survey Results...6
Employee Survey Results
Potential Clients Survey Results
Overall Recommendations for Internal Communication..8
Overall Recommendations for Increasing Traffic to Website......8
Overall Recommendations for Increasing Bookings on Booking Platform.9
References.11
Appendices12
A. Survey Results from Employees
B. Survey Results from Potential Clients

COMMUNICATION AUDIT REPORT

The Purpose of the Communication Audit


Communication within the workplace is what drives a company to succeed and operate at
its optimal potential. The communication audit will act as a tool to help pinpoint strengths and
weaknesses within the organization.
The goal of this communication audit will be to:

Analyze the internal communication habits of the company.

Analyze the external communication methods of the company.

Report strengths and weaknesses within GigSalad through interviews, surveys, and
research.

Provide new ways of enhancing the communication and revenue for GigSalad.

Improve inter-office and remote communication across the company

Increase traffic to GigSalads website

Increase the number of bookings on GigSalads booking platform.

An Overview of GigSalad
GigSalad is an organization that allows individuals to book bands, musicians,
entertainers, speakers, and other services for parties, productions, and other various events.
Although this organization has a main branch in Missouri, our primary focus is on the
Wilmington branch which is home to six employees, a lead engineer, three sub engineers, an
individual to ensure quality assurance, and a product manager.

COMMUNICATION AUDIT REPORT

The Communication Audit


Methods Used
Throughout this communication audit the methods used were an interview with two
employees of GigSalad Locke Bircher (Lead Engineer) and Heather Roonan (Quality Assurance
Specialist). We conducted a survey through GigSalad employees about their internal
communication and ways they think the company could communicate more effectively. Finally,
we conducted another survey geared towards potential clients of GigSalad and their initial
reaction to the overall layout and information on the GigSalad website.
Collection and Evaluation of Past Communication
Internal
During the interview with Locke Bircher and Heather Roonan we discussed the internal
communication technique that GigSalad is currently using, which include:

Texting Group chats

Instant Messaging

Emails

Increased communication between supervisors and subordinates suggests a higher degree of job
satisfaction as well as greater job performance. After conducting an internal communication
survey that analyzed the communication habits of employees, 75% of the respondents claimed
that they receive most of their information through the grapevine.
External

COMMUNICATION AUDIT REPORT

Through our interview with Locke and Heather and through our own research we concluded that
GigSalads current external communication outlets include:

Print Ads

Website

Social Media (Facebook, Instagram, Twitter)

The Survey Results


Employee Survey Results
Considerations for Survey
Four out of the six employees that work for the Wilmington branch completed the survey
(See Appendix, Survey, for percentage results). The survey consisted of 10 questions revolving
around workplace communication and different methods of receiving information.
Strengths

Employees 100% agree they have a good relationship with colleagues

Relatively frequent communication with main branch

Colleagues understand each others communication effectively

Employees Suggestions for Improvement

More frequent communication in regards to current projects (updates and feedback)

Chain of command to help day to day operations run more smoothly

Opportunity for Improvement

COMMUNICATION AUDIT REPORT

75% of participants stated they received updates and information Through the
grapevine but wished to receive this information via newsletters, company leadership, or
group text.

Potential Clients Survey Results


Considerations for Survey
A total of seventy one individuals participated in the survey to analyze the current
website. The survey was created in hopes to generate feedback in regards to the structure and
user friendliness of it. The survey was distributed by group members via Facebook sharing and
posting.

Strengths

92.45% of participants feel the website is easy to navigate

81.69% of participants feel the website is user friendly

Opportunity of Improvement

9.86% of participants either find the website not understandable at all or relatively
understandable

Minimum of 25% of participants find the Booking, Contacts, Technical Support, and the
Signup process to either be average or below average

I wasn't aware a website like this even existed, so I think it's really cool to find out it
does! - Participant #28

COMMUNICATION AUDIT REPORT

Overall Recommendations for Internal Communication


Hierarchical Communication
GigSalad is currently using an application called Slack in order to communicate with one
another. Messages are continuously being lost within the massive group text. Having a system
where one person is in charge of announcing updates on current projects would help everyone
stay up-to-date on information. With a Hierarchy; communication becomes more effective within
the workplace. These three propositions below describe ways that benefit organizations and their
organizational communication when a hierarchy is applied.

Proposition One: Supervisors are not motivated by the context of the command structure
to protect their subordinates public self-images when communicating with subordinates
(Bisel, Kelley, Messersmith, 2012).
o If any subordinate were to look foolish or untrustworthy in front of the
supervisor they run risks of negative effects on job security (Bisel, Kelley,
Messersmith, 2012).

Proposition Two: Subordinates are motivated by the connect of the command structure
to protect their own self-image when communication with supervisors (Bisel, Kelley,
Messersmith, 2012).
o Similarly, subordinates are likely to help their supervisors maintain their public
self-images if for no other reason than to reduce the likelihood of being associated

COMMUNICATION AUDIT REPORT

with negative feelings and harming their relationship with their boss (Waldron,
1991).

Proposition Three: Subordinates are motivated by the context of the command structure
to protect their supervisors public self-images when communicating with supervisors
(Bisel, Kelley, Messersmith, 2012).
o Increased communication between supervisors and subordinates suggests a higher
degree of job satisfaction as well as greater job performance.

Overall Recommendations for Increasing traffic to Website


Netsertive
The use of a company to help establish internet presence is encouraged. Netsertive
enables businesses and brands to take the lead in driving local sales opportunities by unleashing
the full potential of local digital marketing and channel marketing technology (Netsertive,
2016). GigSalad is only using print ads in order to advertise their business but a company like
Netsertive could help them reach a larger audience.
Overall Recommendations for Increasing Bookings on Booking Platform
Moving forward our team has come up with several potential options the GigSalad team
could take in order to increase their bookings and social media presence resulting in an increase
in revenue.
Social Media:

Weekly Entertainer Spotlight: For $10 a week entertainers can get advertising on your
website that promotes their talent.

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Hootsuite: For only $120 a year ($9.99/month), GigSalad will be able to connect their
social media platforms to create one consistent message to all followers.

GigSalad Application: With the creation of a user friendly application, GigSalad will be
able to offer their services to their consumers convenience. The application will result in
an Increase in bookings, website traffic, and also serves as a marketing tool.
Recommended to have general information regarding each form of entertainment in a
user friendly manner. Link your credit card, allows fast payment and encourages
returning customers.

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References
Adler R., Elmhorst, J., & Lucas, K (2013) Communicating at work: Strategies for success in
business and the professions. (11th ed.). New York: McGraw Hill.
Bisel, R. S., Messersmith, A. S., & Kelley, K. M. (2012). Supervisor-Subordinate
Communication: Hierarchical Mum Effect Meets Organizational Learning. Journal Of
Business Communication, 49(2), 128-147. doi:10.1177/0021943612436972
Hootsuite. (n.d.). Social Media Management Dashboard. Retrieved April 12, 2016, from
https://hootsuite.com/
Netsertive. (n.d.). Retrieved April 12, 2016, from http://www.netsertive.com/
Survey Retrieved March 29, 2016, from http://www.questionpro.com/surveytemplates/company-communications-evaluation
Waldron, V. R. (1991). Achieving communication goals in superior-subordinate relationships:
The multi-functionality of upward maintenance tactics.
Communication Monographs, 58, 289-306

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Appendix
Survey I. Internal Communication Analysis
Question 1: How often do you communicate with your main branch?
Answer: 75% responded with Multiple times a day (3 People). 25% responded with once a
week (1 person)
Question 2: How often do you find yourself missing updates/feedback on current projects?
Answer: 100% response to sometimes (4 people).
Question 3: How often do you receive updates/feedback on current projects?
Answer: 100% response to sometimes (4 people).
Question 4: Which best describes your impression of communication within your
company?
Answer: 100% response to keeps us fairly well informed (4 people).
Question 5: You think your communication is being understood by your colleagues
effectively.
Answer: 25% response to neutral (1 person). 75% Agree with the statement (3 people)
Question 6: You understand your colleagues communication effectively.
Answer: 25% response to neutral (1 person). 75% Agree with the statement (3 people)
Question 7: You have a good relationship with your colleagues.
Answer: 100% agree (4 people)
Question 8: You believe a chain of command would make day to day operations run more
smoothly.
Answer: 50% neutral (2 people). 50% agree (2 people)
Question 9: From which of the following sources do you now receive most of your
information about what is going on in the company? Check all that apply.
Answer: Grapevine 75% (3 people)
Company Leadership 25% (1 person)
Bulletin Board 0%
Newsletters 25% (1 person)
E-mail 75% (3 people)
Group text 75% (3 people).
Question 10: From which of the following sources would you prefer to receive most of your
information about what is going on in the company? Check all that apply.

COMMUNICATION AUDIT REPORT


Answer: Grapevine 25% (1 person)
Company Leadership 50% (2 people)
Bulletin Board 0%
Newsletters 75% (3 people)
E-mail 50% (2 people)
Group text 75% (3 people).
Survey II. External Communication Analysis
Question 1: How user friendly do you find the website?
Answer: Not user friendly at all 1.41% (1 person)
Somewhat user friendly 5.63% (4 people)
Indifferent 11.27% (8 people)
Relatively user friendly 47.89% (34 people)
Extremely user friendly 33.80% (24 people)
Question 2: Do you understand the purpose of GigSalad based off of the website?
Answer: Not at all 1.41% (1 person)
Somewhat understandable 8.45% (6 people)
Indifferent 2.82% (2 people)
Relatively understandable 49.30% (35 people)
Extremely understandable 38.03% (27 people)
Question 3: How easy is it to navigate through the website
Answer: Couldnt navigate at all 1.41% (1 person)
Could navigate somewhat 2.82% (2 people)
Indifferent 2.82% (2 people)
Easy to navigate 69.01% (49 people)
Extremely easy to navigate 23.94% (17 people)
Question 4: Rate the website based on the following aspects
Homepage: - 69 respondents
Excellent 42.03% (29 people)
Very Good 44.93% (31 people)
Average 13.04% (9 people)
Contacts: - 66 respondents
Excellent 19.70% (13 people)
Very Good 43.94% (29 people)
Average 33.33% (22 people)
Poor 1.52% (1 person)
Terrible 1.52% (1 person)
Booking: - 64 respondents
Excellent 26.56% (17 people)
Very Good 40.63% (26 people)
Average 29.69% (19 people)
Poor 1.56% (1 person)

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Terrible 1.56% (1 person)


Technical Support: - 67 respondents
Excellent 17.91% (12 people)
Very Good 44.78% (30 people)
Average 35.82% (24 people)
Poor 1.49% (1 person)
Sign Up Process: - 67 respondents
Excellent 26.87% (18 people)
Very Good 34.33% (23 people)
Average 32.84% (22 people)
Poor 1.49% (1 person)
Terrible 4.48% (3 people)
Question 5: Please take time to write down any additional thoughts or feedback for
GigSalad
They have to work on the categories. Looks like there are jazz bands in bluegrass, and
jazz bands in blues. Properly break up the bands by category so when you are looking for
blues, you only get blues.
Should be able to swipe through the famous companies rather than watch them scroll
by.
I wasn't aware a website like this even existed, so I think it's really cool to find out it
does! It's a very clever and useful idea!
Main page should describe what the website is for
Live chats are always helpful and quick. First time recognition of this site/service;
market heavily to increase recognition.

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