Business Communication: Modern Era of Digitalization Report 2022

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Business
Communication

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Introduction
In the modern era of digitalisation, the role of technology has increased substantially and
organisations are relying social media as an effective tool to improve their business
communications. The purpose of this report is to analyse the topic of “using social media in
the workplace to communicate” in order to understand how companies are using social media
sites to conduct their business operations and effectively manage their communication
channels. The intended audience for this report is businesses and their executives that can
rely on this information to improve their business operations. This report will evaluate the
example of Woolworths, which is an Australia based organisation that operates in the retail
sector. The company uses integrated communication strategy in order to interact with its
employees and top level executives. It uses different offline and online techniques for internal
communication such as online platforms, discussion forums, meetings and others. This
report will analyse four sources on this topic that can assist Woolworths in improving its
communication strategy while relying on social media in the workplace.
Source 1
Name: Cardon, P. W., & Marshall, B. (2015). The hype and reality of social media use for
work collaboration and team communication. International Journal of Business
Communication, 52(3), 273-293.
Type: Journal article
Summary
In this source, the researchers conducted a study to understand frequent use of social media in
the workplace and how it effective social networking among employees. The study collected
data from workplace in which Gen X, Gen Y and Baby Boomers which evaluated that the use
of social media in workplace increases social networking among employees and they
positively affect their productivity as well by allowing them to work on products (Cardon &
Marshall, 2015). However, baby boomers mostly rely on traditional methods rather than
social media platforms while networking in the workplace as compared to other generations.
Reliability test

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The authority is present because both the authors are published and they have experience in
this field. The audience of this report was companies that allow their employees to use social
media in workplace. Transparency was evident because researchers clearly highly sources
and methods that were used for data collection. Objective was available since ethical
concerns and gaps were highlighted. Currency is available since the study was conducted in
2014.
Source 2
Name: Leonardi, P. M. (2014). Social media, knowledge sharing, and innovation: Toward a
theory of communication visibility. Information systems research, 25(4), 796-816.
Type: Journal article
Summary
In this source, the researchers conducted a study to determine how communication visibility
can be achieved through social media which facilitates knowledge sharing and innovation.
This study collected data through interviews from employees and companies that use social
media sites in the workplace (Leonardi, 2014). It concluded that if social media sites are used
correctly, they can ensure knowledge sharing and promote innovation in the workplace.
Reliability test
The authority is present because the researcher is a professor in the University of California.
The audience was companies that foster innovation and promote knowledge sharing through
social media. Transparency was evident all data collection methods and interviews were
clearly highlighted by the researcher. Objective was available because confidentiality was
ensured and gaps in the research are identified. Currency is available since the study was
conducted in 2014.
Source 3
Name: Miller-Merrell, J. (2013). The Power of Social Media for Workplace Communication
& Distribution. Retrieved from https://workology.com/social-media-enterprise-
communciation/
Type: Website