Use of Digital Media in the Workplace: A Case Study of Amazon Inc.

Business communication
Proposal – Use of digital media in the workplace: A case study of Amazon Inc.

Introduction
Communication is the lynchpin for the success and growth of any organization. Therefore
effective communication is integral to the business. Communication is not merely a way of
sharing information, it is rather used as a strategic tool for effective advertising, stakeholder
management, customer relationship management and employee management (Sadia et. al.,
2016). Organizations consistently strive towards creating an atmosphere for efficient
communication within the business ecosystem.
This purpose of this proposal is to understand the importance of effective business
communication within any organization. This proposal as well as the report that follows will be
based on the Ecommerce giant Amazon Inc. which consistently aspires to use digital solutions
for better engagement with customers as well as employees.
Background
Traditional communication forms are slowly taking a backseat and leaders within the business
are striving towards innovating and adopting new and strategic tools of communication within
the organization. Amazon Inc. started as an online book store and gradually converted into “The
Everything Store”. The advent technology and the growth of internet usage have been
preliminary factors leading to the success of Amazon Inc. The growth of social media tools and
the creation of chat bots is a clear reflection upon how business communication has changed in
the recent years (Wang, Pauleen & Zhang, 2016). All these tools have improved the quality of
communication that takes place within the business. Initially, the purpose of communication was
to simply share required information. Today, communication is used as an extensive tool to
manage customer relationships, ensure stakeholder satisfaction and improve levels of employee
engagement (Pearson, 2017).
Context
Amazon was founded in the year 1994 through the vision of Jeff Bezos. At present, the business
has offices in more than 12 countries and customers across the globe. The brand earns an annual
revenue of over USD39 Billion. For an organization as vast at Amazon, communication tends to