Implementing a Digital Communication Strategy Using Social Media in the Workplace to Communicate: Proposal for AUB Group

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Business Communication
Proposal
02 December 2018

PROPOSAL 1
Introduction
The following proposal is intended to provide an outline of the report on the
implementation of a digital communication strategy in the chosen organisation.
Communication is one of the most important elements of functioning of organisations.
Almost every business operation and department is dependent upon the effective
communication among the leaders and the employees of the organisation. The
communication strategy chosen for the organisation is “Using social media in the workplace
to communicate.” The following proposal is designed with the assumption that the chosen
organisation has not been using the chosen communication strategy as part of their business
operations. Hence, it is proposed to introduce the same in the communication plan of the
entity.
Background
The use of the social media in the communication structure of the organisation can be
significant in terms of the technology use, engagement of the employees and customers, as
well as passing the messages down the organisation in an effective and efficient manner. In
terms of the internal communication, the three major benefits of the social media use in the
entity is the aids in the socialization for the employees, building of the power relations and
the sharing of the information, as accorded by the authors (Treem & Leonardi, 2013). In
terms of the external communication, social media use helps in analysing the preferences of
the consumers and accordingly, design various other strategies. Further, these serve as a
means of providing feedback to the organisation from various stakeholders. In addition, the
time and the cost considerations are also significant. The implementation of the digital
communication strategy is based on the analysis of the vitality of the same, as depicted in
various works and researches. The sources so analysed would help the leaders understand and
motivate the employees of the organisation, to make use of the said communication channel
effectively for the official purposes.
Context
The organisation chosen for the implementation of the digital communication strategy
is the AUB Group. The company AUB Group Ltd is a popular ASX listed organisation of
Australia. The entity had started its business operations in the year 1985. Earlier the company