Analysis of Digital Media Effectiveness in Business Communication

This report examines the role of digital media in business communication, focusing on its impact within the workplace. It analyzes five resources, including articles, to assess the effectiveness of digital tools and strategies. The report explores how internal communication, employee engagement, and team collaboration are influenced by digital platforms. It discusses the use of various communication methods, such as interpersonal meetings and social networking tools, and their impact on employee morale and productivity. The analysis covers the benefits and challenges of digital media, including instant messaging and social media, and their effects on both internal and external communications. The report also looks into the strategies used by companies to foster effective communication and the role of transparency in building trust among employees. Furthermore, the report considers the use of digital tools in education and the challenges faced when integrating them into different aspects of life.

Running head: BUSINESS COMMUNICATION
Business Communication
Name of the student:
Name of the university:
Author note

1BUSINESS COMMUNICATION
Communication in workplace plays a very important role for productive and effective
operation of the organization. With effective upward and downward communication the
employees can increase their morale and commitment towards work in an organization. There
are various strategies used for effective communication such as listening, asking questions,
feedback, observation and so on (Leonardi, Huysman & Steinfield, 2013). The communication
can take place through different media but in today’s world, social media is the most popular and
widely used among all. To find out the effectiveness of digital media in the workplace or
organization five resources have been selected for analysis of the topic.
Name of the resource: Driving Employee Engagement- the Expanded Role of Internal
Communications
Type of resource: Article
According to Mishra, Boynton, & Mishra, (2014), all the organizations and their specific
public relations professionals have realized the importance of an effective internal
communication among the employees. The fact is understood that a culture of transparency can
be built with strong internal communication between the managers and the employees. It can
help in engaging the employees on the organizational priorities. This specific article used the
data gathered from interviewing the PROs too find out the increasing importance of internal
communication in involving the employees. It was known from the PROs that they use a variety
1of tools and methods of communication such as interpersonal meetings for interacting with the
employees. These strategies are useful in gaining trust of the employees thus making them
involved in the organizational performance.
Name of the resource: The Digital Workforce and the Workplace of the Future

2BUSINESS COMMUNICATION
Type of resource: Article
In this article, Colbert, Yee & George, (2016) contradicted by mentioning that there is no
need to find proof of the role played by technology in the everyday lives of the people. It was
found out in a survey conducted by Internet World Stats in 2015 that more than three billion
people in the world use internet. This specific figure is only less than half of the total world
population and the use of internet is more in developed countries. As it is mentioned in the article
that the young generation feel most comfortable in the world of digital devices but that only
helps in intrapersonal communication.
Name of resource: Using mobile instant messaging to leverage learner participation and
transform pedagogy at a South African University of Technology
Type of resource: Article
Rambe & Bere, (2013) have agreed to the fact that using mobile phones or digital
resources have increased the participation of younger generation but at the same has also faced
academic resistance. The instant messaging service in mobile has a negative effect on the social
behavior of the individuals and creates distraction. This paper has argued that instant messaging
has the ability to create substitute dialogic spaces for mutual engagements among the youth. This
system also has the ability to transform teaching and learning via digital resources. The instant
messaging and other digital tools were adopted for the information and communication
technology at the institution for increasing the participation between lecturer and students and
between the students. But there are challenges faced in this system when the Gen X get in touch
with it for merging academic and family life.

3BUSINESS COMMUNICATION
Name of resource: The Hype and Reality of Social Media Use for Work Collaboration and
Team Communication
Type of resource: Article
Cardon & Marshall, (2015) has discussed in the paper that increasing adoption of the
digital resources enhance better communication within the team thus helping in better
collaboration. In order to review the social networking tools, 227 business professional were
surveyed and the results focused on the three critical areas- frequency of the use of social
networking tools as compared to the other tools, effectives of the social networking tools in
comparison to the other channels of communication and the perceived attitude towards the use of
social networking tools. The outcome was analyzed to show that the traditional form of
communication channels are used more often which are beneficial for effectiveness in team
communication. It was also found out in the research that the business professional of the current
and previous generations have assumed the social networking tools as the important channels of
communication for the upcoming days.
Name of resource: Internal communication for employee enablement: Strategies in
American and Italian companies
Type of resource: Article
Mazzei, (2014) in this paper looked into the purpose how the strategies of internal
communication can encourage the employee forthcoming dealings such as dissemination of
constructive information for boosting company’s repute. Such outgoing actions help in the
winning of competitive advantage of the company. The author has used interviews of the internal
communication experts of ten American and twenty- two Italian companies. The focused groups

4BUSINESS COMMUNICATION
of the survey included scholars, experts and internal communication managers. It was found out
that the employee open actions have been divided into examination, sharing, interpretation and
acting. This author has also highlighted that in-house communication strategies help the
employees to be successful communicators.

5BUSINESS COMMUNICATION
Reference
Mishra, K., Boynton, L., & Mishra, A. (2014). Driving employee engagement: The expanded
role of internal communications. International Journal of Business Communication, 51(2), 183-
202.
Colbert, A., Yee, N., & George, G. (2016). The digital workforce and the workplace of the
future. Academy of Management Journal, 59(3), 731-739.
Mazzei, A. (2014). Internal communication for employee enablement: Strategies in American
and Italian companies. Corporate Communications: An International Journal, 19(1), 82-95.
Rambe, P., & Bere, A. (2013). Using mobile instant messaging to leverage learner participation
and transform pedagogy at a South African University of Technology. British Journal of
Educational Technology, 44(4), 544-561.
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.
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.