Digital Resource Analysis: Telstra Corporation Ltd.

This report analyzes the implementation of a digital communication strategy within Telstra Corporation Ltd., an Australian telecommunications company. The report focuses on the use of social media within the workplace for internal and external communication. It examines the benefits of social media strategies for achieving organizational goals and objectives, including building a positive brand image, enhancing employee communication, and reaching a wider customer base.

MGT502 BUSINESS COMMUNICATION
(Assignment 1 – Digital Resource Analysis)
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Table of Contents
Introduction......................................................................................................................................3
Digital Communication...................................................................................................................4
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
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Introduction
The report study is aimed and purposed to analyse over the implementation of digital
communication strategy within an organisation. The analysis of digital resource has been made
in this report study. For such purpose, an organisation has also been selected as an example. The
organisation chosen is named as “Telstra Corporation Ltd.” which is an Australian based
telecommunication company. The company has a high media and network established across
Australia and in many other economies as well. The reported study focuses on the using of social
media within the workplace in order to communicate within the organisation. The overall report
provides with the views and argument that is aimed at strategising of social media strategies
which results in the benefits of the organisation and helps them in achieving the organisational
goals and objectives. The use of social media in the company Telstra for communicating is stated
in this assignment. In the end, e meaningful conclusion is also drawn.
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Digital Communication
According to the viewpoints and opinions of the author Zeng, et. al. (2011), the digital
communication is referred to as the communicating through the means and use of digital
technology or media. It is possible through the way of using multimedia developers and thereby,
the managers make use of such technology for creating the communication method. It includes
the variety of entertainment, design, and graphs for communicating from one place to another.
Nowadays many of the companies are switching towards the use of digital communication in its
structure and implement many of software and tools for it. In addition to this, the digital
communication implement comprises of the digital media, social or mobile technology, web
services and others which has drastically executed towards the expansion of communication
(Zeng, et. al., 2011).
Figure 1: Digital Communication
Source: (Dr. Kwami's, 2018)
Media or Tools of Digital Communication
In the words and light of the news published in an article Market Place.net (2018), a number of
digital communication tools and techniques have been used by the organisation on a daily basis.
The below figure represents the different social media tools such as Instagram, FaceBook,
YouTube, Pinterest, Twitter, Google and many others. In the current modern world, which is
highly dependent upon the digitalisation and modern technologies the use of such media or
network helps in shaping a positive brand image of the company (Market Place.net, 2018).
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Figure 2: Social Media and Digital Communication Symposium
Source: (Market Place.net, 2018)
Social Media at Telstra
At Telstra, the company also make use of various social media or network for providing services
to its customers effectively and efficiently. The social media network used by Telstra is Twitter,
Facebook, YouTube, LinkedIn, Instagram and many others. The use of social media for
communicating is very helpful in the building a brand image for a company in the wider
consumer market. It can lead to creating of a positive as well as a negative image of the company
within the minds of the consumer (Barry, et. al., 2012).
Digital Communication Strategy
The creation of digital communication strategy refers to as the following of key steps which is
essential for the success and growth of the company (Singhal & Rogers, 2012). These steps are
as follows –
 Identify the business goals and objectives – Such as demonstrating of business
innovation and many others.
 Understanding and analysing of the business situation – Analysis of marketing or
communicating internally or externally.
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 Gaining the insight within the target audience – Searching for the ways and path to
reach the end users or adopting of various channels in order to accomplish the goals and
objectives.
 Developing of communication strategy – Online hub, websites and many others
(Singhal & Rogers, 2012).
After, analysing as well as adopting of various ways in order to formulate effective and efficient
digital communication strategy the list of various strategies is stated below:
Figure 3: Digital strategy
Source: (Penceo, 2018)
 User Experience – It is referred to as the person’s emotions, behaviour or attitude
towards using a particular product or service of a company. It is derived from the once
own personal experience which can be positive as well as negative for the respective
product. Telstra which has a very wide network always try to provide best
telecommunication services to their customers and ensure that they feel good experience.
In the digital communication, the user experience matters a lot and it is essential that the
customers are happy and well satisfied with the offerings of the company.
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 Brand Strategy – For making an effective digital communication, first of all, it is
important that there is a particular long-term plan which is aimed at developing and
achieving a specific goal and objective. It is a well-defined plan which includes all of the
aspects that are directly or indirectly comprising on the consumer needs, emotions,
demand as well as gaining of the competitive market environment. Telstra has framed an
innovative and comparative brand strategy which is aimed at achieving a higher market
position and gaining of the large customer base in the coming years. Telstra is also
making use of innovative digital communication technology in the framing of the
business towards growth and success.
 Content Strategy – It is referred to as the planning, development, as well as
management of content may be in a written or in various another format. For achieving
the effective communication in an organisation it is important to have a well-structured
and systematic procedure of communication hierarchy. Telstra uses of other media in
regards to planning as well as the development of strategies. Telstra also uses certain
software and application in regards to planning effectively and efficiently.
 Mobile – This includes promoting and advertising through the means of mobile.
Telstra which is a telecommunication company majorly adopts of such digital
communication strategy in its practice. The advertisement and promotions are mainly
done through the mobile as it is one of the easiest and widely adopted methods or strategy
by the organisation.
 Social Media – As per the thoughts and mindsets of the author Tuten & Solomon
(2017), the social media refers to as the marketing plan which includes summarising of
various tools used for communicating at a large level. The social media is defined as the
computer-medicate technologies which lead to facilitating and sharing of ideas,
information, and many others. It is expressed via virtual communities as well as
networks. In addition to this, it is observed that many of the economist as well as authors
as rated the social networking sites and media on a specific scale. From such ratings, it is
evident that Facebook is ranked at the topmost priority and remaining others is in the
respective queue.
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Figure 4: Top 15 Most Popular Social Networking Sites and Apps
Source: (Kallas, 2018)
On the basis of the above figure, it has been observed that the Facebook is listed as the topmost
priority. The next topmost priority is known as YouTube, Instagram, Twitter and many others
respectively. This shows that the use of social media or network helps in gaining a specific
positive in the market and also in gaining a competitive market position. The above assessment
shows that the digital communication in an effective as well as efficient manner. Moreover,
Telstra also adopts of such phases and steps in its business model so as to formulate effective and
efficient digital communication strategy (Telstra, 2018). The most widely used and
recommended digital communication strategy is using the social media or network for
communicating within the organisation. Telstra is a telecommunication company which requires
of communicating with a large number of customers on a regular basis (Telstra, 2018). For such
purpose, the social media acts as a benefit for the company in gaining of profitability and market
share. According to the ideas and thoughts of the author Saravanakumar & SuganthaLakshmi
(2012), the implementation of a digital communication strategy within the organisation leads to
creating an effective communicating with the employees. Furthermore, the use of social media,
intranet, extranet, social blogs and others helps in establishing a good communication system
among the employees (Saravanakumar & SuganthaLakshmi, 2012).
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Conclusion
On the basis of the above-reported study, it has been analysed that the use of social media in the
workplace leads to creating effective communication in between the employees and
management. Moreover, it is also revealed that execution of a digital communication strategy
within the organisation i.e. Telstra helps in enhancing the communication hierarchy. It is also
observed that the use of such tool also ensures achievement of desired aims and objectives of the
organisation. Furthermore, the implementing of social media also helped in raising the customer
base for the company and enable gaining of the competitive advantage in the near future. Hence,
it is also analysed that the use of such network or media ensures good interaction and
communication with the employees.
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References
 Barry, J. R., Lee, E. A., & Messerschmitt, D. G. (2012). Digital communication.
Springer Science & Business Media.
 Dr. Kwami's. (2018). Digital Technology. [Online] furmandigicom. Available at:
https://furmandigicom.wordpress.com/ [Accessed: 19 March 2018]
 Kallas, P. (2018). Top 15 Most Popular Social Networking Sites and Apps. [Online]
dreamgrow. Available at: https://www.dreamgrow.com/top-15-most-popular-social-
networking-sites Accessed: 19 March 2018]
 Mangini, A., Perlman, S., Fredrick, J., & Arkenberg, C. (2012). Strategies for
effective communication in the new digital media landscape. City Council Ad hoc
Committee on Technology.
 Market Place.net. (2018). Social Media and Digital Communication Symposium.
[Online] Thepress. Available at: https://www.thepress.net/calendar/cs_events/social-
media-and-digital-communication-symposium/event_2cfab98c-630d-5e5d-96b5-
e734f73ed6b8.htm [Accessed: 19 March 2018]
 Penceo. (2018). Digital Strategy. [Online] Penceo. Available at:
http://www.penceo.com/services/strategy Accessed: 19 March 2018]
 Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life
Science Journal, 9(4), 4444-4451.
 Singhal, A., & Rogers, E. (2012). Entertainment-education: A communication
strategy for social change. Routledge.
 Telstra. (2018). About Us. [Online] Telstra. Available at: https://www.telstra.com.au
Accessed: 19 March 2018]
 Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
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 Zeng, W., Yu, H. and Lin, C.Y. eds. (2011). Multimedia security technologies for
digital rights management. Elsevier.
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