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Annotated Bibliography: Social Media's Positive Influence on Business Communication

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Added on 2024/06/28

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This annotated bibliography explores the positive impact of social media on both internal and external business communication. It examines how social media platforms facilitate enhanced communication processes, improve employee engagement, and foster collaboration within organizations. The bibliography analyzes various studies that highlight the benefits of social media for brand awareness, customer engagement, and overall business growth.

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Annotated Bibliography-
Business Communication
1

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Topic: Social Media is a positive influence on internal and external business
communication
2

Introduction
This assignment comprises of the annotated bibliography which reflects the knowledge and
understanding about ‘Positive influence of Social media on internal and external communication of
businesses. The businesses nowadays are able to derive best results through effective
communication processes as a result of use of social media.
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Langer, E., 2014. What’s trending? Social media and its effects on organizational
communication. Journal of Undergraduate Research, vol. 17, pp.1-14.
According to Langer (2014), the business world is changing drastically with the use of available
modern technologies. The biggest change as noticed is in communication processes. Social media
is a technology based on computers which facilitates the sharing of information and ideas and
building virtual communities and networks. Through social media, the processes of
communication has been changed tremendously. It is crucial for all the businesses to keep their
clients and customers close as much as possible and therefore communication is vital piece of
entire processes of a business (Langer, 2014). Originally, social media wasn’t designed for use in
business but the fact that vast number of people and organizations are using social media platforms
for communication and marketing. Social media can provide enormous expose to business by
enabling direct communication between potential customers and businesses. Based on
examination conducted by Langer (2014), all businesses are using social media increasingly to
improve their processes of internal and external communications. When it is successfully
implemented, it can impact internal efficiency, innovations, team collaborations, cultural
transformations and organizational alignment dramatically. It is becoming an important tool for
businesses as it has potential benefits. The openness and collaboration are being greatly impacted
by social media thereby resulting in internal and external communities and networks at workplace.
It is reshaping the organizational communication processes (Langer, 2014).
Social media is playing a major role in globalization of businesses and in increasing their
competitiveness by bridging the gap of effective communications and enabling the development of
relationships. There are no longer clear boundaries establishing outside and inside life of
organization and in this, social media is the biggest contributor. Social media tools are used in
organizations for rethinking innovative ideas and contributes in valuable outcomes in different
organizational cultures. It also enhances value in reputational, social, knowledgeable and
networked capital senses. It further encourages meaningful knowledge sharing and interactions
processes between employees across different departments of an organizations and with the
external customers and clients. Langer (2014) further indicated that social media uses personal and
subjective narratives in storytelling by its openness, nature, involvement, interaction and
identification. Businesses can use social media for staying in touch with their customers and can
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establish better connections with their customers through communication processes. Initially,
when the social media started, it was more relevant for people and individuals for exchanging
personal information and was more common among people sharing common interests. At that
time, business did not even fall into the equation (Langer, 2014). After that, communications
through social media among businesses has changed to dynamics of how businesses communicate
externally and internally.
Baruah, T. D., 2012. Effectiveness of Social Media as a tool of communication and its
potential for technology enabled connections: A micro-level study. International Journal of
Scientific and Research Publications. vol. 2(5). pp. 1-9.
Advertising is one way in which social media can be used by businesses to communicate with
customers, there are certain other ways through which the internal and external business
communications can be enhanced and the business can use them to communicate with customers.
These ways includes connections, campaigns, visualization and presence round the clock. Baruah,
(2012) insisted that the focus of companies nowadays is on engaging with customers and clients
rather than being limited to selling them products. They are using social media platforms for
connecting with customers, aligning the customer with their brand and keeping them engaged with
fresh and unique content continuously. The process of promoting products and services and getting
feedbacks from customers has been made exponentially faster by social media (Baruah, 2012).
Previously, vast amount was efforts and time were deployed for such feedbacks from customers
which through social media has been made faster and with less efforts. The customers can be
engaged with the brand and the company within 15 minutes of marketing campaign going live. It
further allows the businesses and people associated with it to constantly track and monitor the
performance of marketing campaigns.
Baruah, (2012) stated that the business can further provide better visualizations of products and
services offered to customers through social media thereby making the customers decide more
quickly on whether or not to buy the product and services from any specific brand. In the past, the
customers can be aligned with the brand only through company logo or image. However, social
media has completely transformed this concept by providing more customized and personalized
experiences to customers (Baruah, 2012). Social media has allowed the companies to stay in touch
with their customers round the clock. The top two platforms of social media, Facebook and Twitter
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can be used as an example here. A customer is not required to wait for working hours of business to
reach the company and its agents, but the company can be reached anytime round the clock. These
platforms are used by customers because they provide time flexibility and more personalized
response. Further, smartphones are a major contribution in effective communication through social
media. The customers are not required to wait until reaching home and dropping a mail to the
company, instead they can reach the company anytime they want. Moreover, with platforms of
social media, a plethora of tools are provided to company to work on, the tasks of marketers have
been made even easier, especially at the time of relaying messages to a specific target customer.
As per Baruah, (2012), social media is an extensive business tool as it can be used internally for
communications and idea sharing. It is helping the company in reaching new audience both locally
and globally. Further, it is an important element for monitoring the performance of brand of
company, its competitors and determining how people perceive the business of company. Such
process can help the company in communicating a polished image to the customers and in market.
The communications through social media has transformed the communication processes of
company as they are becoming more democratic, participatory and open than ever before. These
processes are happening at a speed which has not been seen in businesses previously (Baruah,
2012). The platforms of social media help employees of an organization remain focussed and
aligned with the objectives of their organization. Resources and information can be exchanges
effectively through these platforms. Such exchange of information can be in time effective manner.
The tools of social media flatten the hierarchy of corporates thereby empowering the employees at
all levels and providing them with a direct path for decision making.
Treem, J.W. and Leonardi, P.M., 2013. Social media use in organizations: Exploring the
affordances of visibility, editability, persistence, and association. Annals of the International
Communication Association. vol. 36(1), pp.143-189.
Treem, and Leonardi, (2013) stated that the processes of internal communications can be enhanced
using social media and pollinate ideas can be crossed among employees and they can develop
valuable insights. The employees, by using social media platforms, can develop new ideas by
communicating issues more effectively and using insights and solutions more effectively. The
employees of the company can more effectively and easily consolidate and search for skills sets to
match the specific requirements in the project. The use of social media in internal processes have a
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dramatic positive impact on horizontal and vertical communications in organizations (Treem, and
Leonardi, 2013). The biggest impacts that social media have on businesses includes generation of
revenue and brand development. It can be used to attract new customers through promotions and
getaways. Nowadays, platforms like LinkedIn, Facebook and Twitter are being used by companies
to communicate people about vacancies in their organizations and to make the process of
recruitment more effective. These platforms are used by companies to advertise the vacant
positions and attract deserving and skilful candidates.
Social media can be used to build networks inside and outside the company. It can be used to
exchange ideas with like-minded people for improving ways in which businesses manage their
operations and develop performances. When the company and people associated with it does not
have much time to research details on certain matters, platforms of social media can be used by
simply logging in to systems and extracting the information. In this article, Treem, and Leonardi,
(2013) deployed that the processes of communication through social media is also cost-effective. It
helps the company in saving costs of communication. Almost all the applications of social media
are free to use and therefore the company can use these sites and applications for direct contacts
with customers and other people associated with business without spending even a single penny.
Previously, the companies had to consider different channels for advertisements by paying heavy
amounts to them for communicating the prospective customers about the products and services.
(Treem, and Leonardi, 2013). However, nowadays, in era of social media, the whole cost that the
company has to pay is for drafting an advertisement which can be displayed and posted on social
media websites. Therefore, social media can be used for cost saving purposes in communications.
Haddud, A., Dugger, J.C. and Gill, P., 2016. Exploring the Impact of Internal Social Media
Usage on Employee Engagement. Journal Social Media for Organizations, vol. 3(1), pp.1-17.
Social Media Platforms can also be used by companies for partnering with other companies and
brands. The company can connect with partners and can establish such partnering with other
brands during marketing initiatives and campaigns. Both of such brands can use social media for
effective communication and delivery of marketing strategies. Haddud, et. al., (2016) explained
that social media can provide better exposure to both the companies and these companies ca help
each other in attracting more audience. It increases the opportunities for creating unique products
and services through effective interaction and communication processes. The companies can
7

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communicate its audience and customers of various conferences, events being attending suing
social media. The most convenient way to gain attention in such cases is by creating hashtags
associated with that specific event (Haddud, et, al., 2016).
The authors Haddud, et. al., (2016) provided the primary reason for investing in social media
platforms for communication can be the attention of target audience that is focussed on social
media. Further, the customers can communicate their expectations and requirements to the
company which can help the company in innovating new products and services which are more
suitable to the customers and their needs. The company can learn more about the preferences of its
audience and can use such information for generating more revenue and development of business.
Before social media came into existence, the companies had to rely on the surveys, focus groups
and historical data for getting a better picture of expectations of customers and the next products
that they are required to work on. However, nowadays with the help of social media, the companies
can rely on feedbacks of customers and their demands can be generated in real time on social media
(Haddud, et, al., 2016). The social media platforms can be used as a tool of research and
development to identify what the customer really wants from the company, thereby resulting in
better delivery of products and services. The companies can use social media to stay in top news of
industry which can help the company stay in top of the mind of its customers and other people in
market and industry.
Siljanovska, L., 2015. The Influence of Social Media on Organizational Communication:
Case Study in Republic of Macedonia. European Journal of Interdisciplinary Studies. Vol.
3(1). Pp 83-92.
In article on influence of social media on organization culture, Siljanovska, (2015) explained that
social media is not only great for engaging with potential customers and leads but can also be used
to interact with influences and the people can potentially link to the website of company. The
company can use social media for purposes of brand awareness. Through social media, there are
plenty of people that can be reached by the company using platforms like Facebook, Twitter,
Instagram and others. It can be used to provide exposure to new audience who are unaware of the
brand. The social media platforms can be of huge help for promoting the business of organizations
(Siljanovska, 2015). The businesses are able to collect immense amounts of data of users of social
media platforms and such data can be used by companies for communicating about company and
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its products and services to such users. The revenue of company can be generated using these
platforms of social media as these can be used to drive traffic to the website of company. On such
website, transactions can occur. Effective use of social media platforms can help the company in
establishing better connection in both internal and external environment.
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Conclusion
The social media platforms/applications are creating immense opportunities for companies to
communicate with external environment, improve employee engagement and promote
collaboration between employees. These applications provide employees and customers with an
easy way to communicate and share personal and professional information with company and other
co-workers.
10

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References
 Baruah, T. D., 2012. Effectiveness of Social Media as a tool of communication and its
potential for technology enabled connections: A micro-level study. International Journal
of Scientific and Research Publications. Vol. 2(5). Pp. 1-9.
 Haddud, A., Dugger, J.C. and Gill, P., 2016. Exploring the Impact of Internal Social Media
Usage on Employee Engagement. Journal Social Media for Organizations, Vol. 3(1), Pp.1-
17.
 Langer, E., 2014. What’s trending? Social media and its effects on organizational
communication. Journal of Undergraduate Research, Vol. 17, Pp.1-14.
 Siljanovska, L., 2015. The Influence of Social Media on Organizational Communication:
Case Study in Republic of Macedonia. European Journal of Interdisciplinary Studies. Vol.
3(1). Pp 83-92.
 Treem, J.W. and Leonardi, P.M., 2013. Social media use in organizations: Exploring the
affordances of visibility, editability, persistence, and association. Annals of the
International Communication Association. vol. 36(1), pp.143-189.
11

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Annotated Bibliography: Social Media's Positive Influence on Business Communication

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