Social Media Impact and Applications

This assignment delves into the multifaceted impacts and applications of social media. It examines how digital platforms facilitate prefigurative participation in protests, analyze their benefits and limitations in healthcare communication, explore their use in local government initiatives, and discuss their significance in digital marketing strategies.

BUSINESS COMMUNICATION
DIGITAL COMMUNICATION
Name of the Student: SAI PRAFULLA KUMAR REDDY SAGILI
Student ID:00223334T
Name of the Organization: Torrens University

1BUSINESS COMMUNICATION
Table of Contents
Article 1...........................................................................................................................................2
Article 2...........................................................................................................................................2
Article 3...........................................................................................................................................3
Article 4...........................................................................................................................................4
Article 5...........................................................................................................................................4
Article 6...........................................................................................................................................5
Article 7...........................................................................................................................................5
Article 8...........................................................................................................................................6
Article 9...........................................................................................................................................7
Article 10.........................................................................................................................................7
References........................................................................................................................................9

2BUSINESS COMMUNICATION
ARTICLE 1
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business Horizons, 57(6), 703-708.
According to the article by Tiago and Verissimo (2014), communication is the key to
organizational success. Effective communication lays the foundation of the organization thereby,
having a competitive advantage. The article highlights that the traditional method of
communication creating issues in establishing effective communication within the organization.
As a result, both employee and organizational performance are severely hampered. Therefore,
the use of digital communication needs to be implemented by the organizations in order to
ensure effective communication. The types of digital communication include the use of social
media, emails and group chats.
Therefore, it can be concluded that the use of digital communication will help in ensuring
effective communication within the organization thereby, enhancing the employee and
organizational performance.
ARTICLE 2
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit
organizations use social media. Journal of Computer‐Mediated Communication,
17(3), 337-353.
According to the article by Lovejoy and Saxton (2012), communication through social media is
different from communication through the official organizational website. Communication

3BUSINESS COMMUNICATION
through organizational website narrows down the range of communication. According to the
article, the use of social media includes internet relay chats, blogging, and instant messaging that
broadens the range of organizational communication. Digital communication helps in opening
greater possibilities for organizational and interpersonal communication. For example, the non-
profit organizations use Facebook for building capital that is used for other benefits of the
society.
Therefore, it can be concluded that social media communications provide interactivity,
interpersonal engagement and dialogue within the organizations effectively.
ARTICLE 3
Leonardi, P. M., Huysman, M., & Steinfield, C. (2013). Enterprise social media: Definition,
history, and prospects for the study of social technologies in organizations. Journal
of Computer‐Mediated Communication, 19(1), 1-19.
According to the article Leonardi, Huysman and Steinfield (2013), social media is used
increasingly as the main of communication for the employees within the organization. This paper
aim towards understanding the how the organizations use and conduct the communicative
activities through social media in order complete the work successfully. Enterprise social media
is considered as a platform rather than a channel that provides an opportunity for the employees
to communicate with different employees within the organizations. Therefore, any employee can
participate in the communication at any time regardless of the time and venue.
Therefore, it can be concluded that it is important to know the use and constraints of
social media communication platform.

4BUSINESS COMMUNICATION
ARTICLE 4
Treem, J. W., & Leonardi, P. M. (2013). Social media use in organizations: Exploring the
affordances of visibility, editability, persistence, and association. Annals of the
International Communication Association, 36(1), 143-189.
According to the article by Treem and Leonardi (2013), the use of social as a communication
tool is increasing incredibly. The managers of the organizations aim towards using digital
communication in order to enhance the organizational communication process. This article
argues that whether social media plays a significant role in communication. This is because the
behaviors of the individuals associated with social media communication are unpredictable and
unreliable. It has been seen that social media communication has failed to cover association,
visibility, persistence, and affordance that has eventually hampered the overall communication
process.
Therefore, it can be concluded that the use of social media communication has both
positive and negatives while being used for organizational communication.
ARTICLE 5
Macnamara, J., & Zerfass, A. (2012). Social media communication in organizations: The
challenges of balancing openness, strategy, and management. International Journal
of Strategic Communication, 6(4), 287-308.
According to the article by Macnamara and Zerfass (2012), government departments,
multinational companies, and small sized business organizations are increasingly using social
media as the communication tool. The openness of Web 2.0 has brought a positive development

5BUSINESS COMMUNICATION
for digital communication as this influences active participation of the employees, exchanging of
dialogues, community building along with democratizing the voices. However, according to the
article, some of the organization in Australasia and Europe has prohibited the use of social media
for communication (Mercea, 2012).
Therefore, the use of social media provides an opportunity for the organizations and the
employees to communicate effectively.
ARTICLE 6
Lapidoth, A. (2017). A foundation in digital communication. Cambridge University Press.
According to the article by Lapidoth (2017), digital communication helps in establishing
effective communication between the employees of the same organization. Due to digital
communication, the employees of different branches are able to maintain a healthy
communication between them. This helps in gaining a competitive advantage for the
organization as the employees are connected in spite of being present in different branches.
Additionally, digital communication facilitates communication by leading to advanced
information discovery and delivery.
Therefore, it can be concluded that digital communication has been a revolutionary
change in terms of communication between the employees and the organizations.
ARTICLE 7
Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013).
A new dimension of health care: systematic review of the uses, benefits, and

6BUSINESS COMMUNICATION
limitations of social media for health communication. Journal of medical Internet
research, 15(4).
The article by Moorhead et al., (2013), highlights the lacks of information about the benefits and
uses of social media communication in the healthcare system. Effective communication in the
healthcare system is essential as this helps the healthcare professionals to be aware of the past
and present conditions of the patients based on which the treatment is provided. Social media
communication thus provides an opportunity for the patients and the healthcare professionals to
communicate thereby, providing better service (Bennett & Segerberg, 2012).
Therefore, it can be concluded that social media communication in healthcare allows
effective communication thereby, enhancing the quality of care.
ARTICLE 8
Oliveira, G. H. M., & Welch, E. W. (2013). Social media use in local government: Linkage
of technology, task, and organizational context. Government Information Quarterly,
30(4), 397-405.
The article by Oliveira and Welch (2013), highlights that social media communication as started
entering the governmental departments in order to achieve enhanced public service and
engagement. In today's world, the majority of the population are active social media users and
can be reached easily through this platform. Therefore, the governmental departments are using
social media to communicate with the population in order to know their issues or things that can
be improved for the betterment of the country.

7BUSINESS COMMUNICATION
Therefore, it can be concluded that the incorporation and implementation of social media
communication by the government is beneficial in enhancing the public service.
ARTICLE 9
Huang, J., Baptista, J., & Galliers, R. D. (2013). Reconceptualising rhetorical practices in
organizations: The impact of social media on internal communications. Information
& Management, 50(2), 112-124.
The article by Huang, Baptista and Galliers (2013), enlightens the impact of social media on the
internal communication of the organizations. The majority of the employees uses social media
that is considered as one of the best media for establishing effective organizational
communication. The use of social media platform provides an opportunity for the employees to
communicate with each other without any boundaries in terms of time or venue. Additionally,
even the managers can implement a friendly approach for the employees thereby, facilitating the
participation of all the individuals within an organization.
Therefore, it can be concluded that digital communication within an organization is an
effective way of establishing communication.
ARTICLE 10
Lane, T. S., Armin, J., & Gordon, J. S. (2015). Online recruitment methods for web-based
and mobile health studies: a review of the literature. Journal of medical Internet
research, 17(7).

8BUSINESS COMMUNICATION
The article by Lane, Armin and Gordon (2015), highlights the use of social media or digital
communication for both internal and external recruitment. The business organizations posts
desired vacancies in the social media that is accessible to both internal and external applicants.
This saves the financial resources of the company in terms of advertising and publishing.
Moreover, the organizations are also able to communicate with the applicants freely and judge
their suitability.
Therefore, it can be concluded that digital communication helps the business
organizations to communicate with applicants for effective recruitment.

9BUSINESS COMMUNICATION
REFERENCES
Bennett, W. L., & Segerberg, A. (2012). The logic of connective action: Digital media and the
personalization of contentious politics. Information, Communication & Society, 15(5),
739-768. http://content.schweitzer-online.de/static/catalog_manager/live/media_files/
representation/zd_std_orig__zd_schw_orig/
004/878/529/9781107025745_foreword_pdf_1.pdf
Huang, J., Baptista, J., & Galliers, R. D. (2013). Reconceptualizing rhetorical practices in
organizations: The impact of social media on internal communications. Information &
Management, 50(2), 112-124.
http://www.sciencedirect.com/science/article/pii/S0378720612000766
Lane, T. S., Armin, J., & Gordon, J. S. (2015). Online recruitment methods for web-based and
mobile health studies: a review of the literature. Journal of medical Internet research,
17(7). https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4527014/
Lapidoth, A. (2017). A foundation in digital communication. Cambridge University Press.
http://www.langtoninfo.com/web_content/9780521193955_frontmatter.pdf
Leonardi, P. M., Huysman, M., & Steinfield, C. (2013). Enterprise social media: Definition,
history, and prospects for the study of social technologies in organizations. Journal of
Computer‐Mediated Communication, 19(1), 1-19.
https://pdfs.semanticscholar.org/d398/beced46641972dfceb26c81e3d9d411860a7.pdf
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit
organizations use social media. Journal of Computer‐Mediated Communication, 17(3),

10BUSINESS COMMUNICATION
337-353.
https://pdfs.semanticscholar.org/0f0d/5ac33a7df55e7294207922b7b2e46090816e.pdf
Macnamara, J., & Zerfass, A. (2012). Social media communication in organizations: The
challenges of balancing openness, strategy, and management. International Journal of
Strategic Communication, 6(4), 287-308.
https://www.researchgate.net/profile/Jim_Macnamara/publication/271997335_Social_Me
dia_Communication_in_Organizations_The_Challenges_of_Balancing_Openness_Strate
gy_and_Management/links/55f0cf0608aedecb68ffc468/Social-Media-Communication-
in-Organizations-The-Challenges-of-Balancing-Openness-Strategy-and-Management.pdf
Mercea, D. (2012). Digital prefigurative participation: The entwinement of online
communication and offline participation in protest events. New Media & Society, 14(1),
153-169.
https://www.researchgate.net/profile/Dan_Mercea/publication/258173711_Digital_prefig
urative_participation_The_entwinement_of_online_communication_and_offline_particip
ation_in_protest_events/links/56557cb708aefe619b1a6463.pdf
Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A
new dimension of health care: systematic review of the uses, benefits, and limitations of
social media for health communication. Journal of medical Internet research, 15(4).
https://www.researchgate.net/profile/Ciska_Hoving/publication/236327697_A_New_Di
mension_of_Health_Care_Systematic_Review_of_the_Uses_Benefits_and_Limitations_
of_Social_Media_for_Health_Communication/links/0c960539872d9432de000000/A-

11BUSINESS COMMUNICATION
New-Dimension-of-Health-Care-Systematic-Review-of-the-Uses-Benefits-and-
Limitations-of-Social-Media-for-Health-Communication.pdf
Oliveira, G. H. M., & Welch, E. W. (2013). Social media use in local government: Linkage of
technology, task, and organizational context. Government Information Quarterly, 30(4),
397-405.
https://s3.amazonaws.com/academia.edu.documents/44678316/oliveira_and_welch_-
_social_media_use_in_local_government.pdf?
AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1510812829&Signature=
nOUtwxQH7swXcIkYjfyQc2YGN9Q%3D&response-content-disposition=inline%3B
%20filename%3DSocial_media_use_in_local_government_Lin.pdf
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.
https://s3.amazonaws.com/academia.edu.documents/35792235/Digital_Marketing_and_S
ocial_Media___Why_bother.pdf?
AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1510812881&Signature=
0W8ijS9yBNqIFmJkLxBgk%2Bloj08%3D&response-content-disposition=inline%3B
%20filename%3DDigital_Marketing_and_Social_Media_Why_b.pdf
Treem, J. W., & Leonardi, P. M. (2013). Social media use in organizations: Exploring the
affordances of visibility, editability, persistence, and association. Annals of the
International Communication Association, 36(1), 143-189.
http://www.coris.uniroma1.it/sites/default/files/13.19.56_social%20media%20in
%20organizations.pdf