Report on Implementing Digital Strategy in Business Communication

This report examines the implementation of digital strategy in business communication, focusing on the use of social media in the workplace, using Crown Resorts as a case study. It discusses the importance of social media in fostering communication, sharing ideas, and increasing engagement among employees. The report highlights the benefits of implementing social media, such as reducing communication gaps, staying updated with market trends, and promoting the brand. It provides recommendations for Crown Resorts to effectively utilize social media platforms like Facebook and Instagram to improve internal communication, promote services, and enhance employee interaction. The report emphasizes the positive impact of digital marketing on business communication, brand promotion, and overall business success.

Running head: BUSINESS COMMUNICATION
Business Communication
Implementation of Digital Strategy

BUSINESS COMMUNICATION 1
Table of Contents
Introduction................................................................................................................................2
Social Media...........................................................................................................................2
Importance of social media at the Workplace........................................................................3
Benefits of using social media at the workplace (Crown Resort)..........................................3
Conclusion..............................................................................................................................4
Recommendation....................................................................................................................4
References..................................................................................................................................6

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Introduction
Nowadays, social media is considered to be one of the effective ways to encourage
communication among employees and support in sharing the ideas and augment engagement
at work as well as at home (Jeanetta, 2017). Hence, it is very important for different
businesses to allow their employees to use social media such that they can share important
information. However, there is a number of businesses that do not allow to use social media
due to the fear of information leak. The purpose of this report is to present a paper discussion
about the implementation of digital marketing in the workplace. In order to do so, the report
has selected Crown Resorts of Australia and in order to link it with the purpose, the use of
social media such as WhatsApp, Facebook, Instagram, etc. is being encouraged at the
workplace of the company.
Crown Resorts Limited is the largest entertainment and gaming group of Australia
with the market capitalization of around A$8.7 billion in 2018. This group is said to be the
major contributor to the economy of the country by performing a major role in the training,
corporate responsibility program, employment, and tourism (Crown Resorts Limited, 2014).
Social Media
Social media are collaborating computer-mediated technologies that provide the
facility of creating and sharing information, interest, and ideas through virtual communities
and networks (Funk, 2011). In other words, social media is considered to be the applications
and websites that are created to enable people to share their information quickly and in real-
time. There is a number of people who determine social media as the apps on their tablet or
smartphone, but the reality is that this tool of communication started with computers
(Hudson, 2019).

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Importance of social media at the Workplace
Many people find it weird about encouraging the workplace to make use of Instagram,
Twitter, Facebook and other sites of social media at the workplace. But, using social media at
the workplace is not a taboo thing which was used to be considered in the past. As per the
survey conducted in 2014, it was identified that there are around 90% of the businesses that
make use of social media for business purposes (Jeanetta, 2017). Nowadays it has become
important for businesses to get involved in the use of digital marketing or social media
marketing in order to attract a maximum number of customers. Similarly, encouraging the
workforce to make use of some specified social media sites at the workplace to decrease the
communication gap, to get more and new ideas for the growth of the business.
Implementing the use of social media at Crown Resort is very important because it
operates in the entertainment and gaming industry where there the trend changes very quickly
and impacts the business majorly. Besides this, if Crown Resort initiated the use of social
media at its workplace and encouraged employees to use it effectively it can reduce the
chances of miscommunication and reduce the communication gap between employer and
employee. In addition to this, it is important for Crown Resorts to adopt the use of social
media as it will help it in staying updated with the strategies of its competitors and changing
market trends.
Benefits of using social media at the workplace (Crown Resort)
Workplace communication is developing at a higher rate because of the introduction
of new and altering technologies like social media. There are around 1.32 million active users
on a monthly basis who use Facebook alone. As per the estimation, there are around 86% of
the job seekers hold a profile on social network and one out of six job seekers get their job
through the online social network, and around 54% of the users of social media have used
Facebook (Criminal Watchdog, 2020).

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Once there was a time when businesses used to make use of newsletters in order to
provide information to the employees. But now social media is called to the new newsletter.
If Crown Resort will implement the use of social media at the workplace then private
Facebook events and pages can help its employees to stay updated with the current changes
and events of the gaming, tourism, and entertainment industry. Besides this, social media is a
road for creating a community and assertion among workers and business partners (Carlson,
Zivnuska, Harris & Harris, 2016).
In addition to this, it is not just enough to have a good website for the company. But,
in today's period for reaching the maximum number of people, social media is essential
(Awolusi, 2012). If the Crown Resort will make use of social media there the employees of
the company tweet and retweet the news of the company, post attractive pictures of the
infrastructure, entertainment activities, videos on Instagram, and can invite people to like
company’s Facebook page.
Conclusion
In the conclusion, it can be said that today people do not just use social media to
interact with people who stay away from them, but businesses are also making use of this and
encouraging its employees to use it. The above report has analyzed the benefits that Crown
Resort can gain by implementing the use of social media at the workplace. From the analysis,
it has been identified that if the company implemented the use of social media at the
workplace, then it will result in decreasing the communication gap between employer and
employees and increase the promotion of the brand and services it offers.
Recommendation
From the above analysis, it has been identified that the use of social media was used
to be considered negative for the profit of the business as it can distract the employee’s
attention from work. However, nowadays it helps in informing the employees and increasing

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the promotion of the brand. Therefore, in order to implement social media use at Crown
Resort, the company can allow its employees to use Facebook and Instagram for information
on each other related to new trends and promoting the services by posting videos and pictures
on these sites.

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References
Awolusi, F. (2012). The impacts of social networking sites on workplace productivity.
Journal of Industrial Technology, 28(1), 28(1), 2-4.
Carlson, R.J., Zivnuska, S., Harris, B.R., & Harris, J.K. (2016). Social Media Use in the
Workplace: A Study of Dual Effects. Journal of Organizational and End User
Computing, 28(1), 15-31.
Criminal Watchdog. (2020). Why Social Media in the Workplace is a Good Thing. Retrieved
from https://www.criminalwatchdog.com/resources/workplace-culture/why-social-
media-in-workplace-is-good
Crown Resorts Limited. (2014). About us. Retrieved from
https://www.crownresorts.com.au/about-us/crown
Funk, T. (2011). Social Media Playbook for Business: Reaching Your Online Community
with Twitter, Facebook, Linkedin, and More 1st ed. U.S: ABC-CLIO.
Hudson, M. (2019). What Is Social Media? Retrieved from
https://www.thebalancesmb.com/what-is-social-media-2890301
Jeanetta, T. (2017). 7 Reasons Social Media in the Workplace can Help Employees. Retrieved
from https://theolsongroup.com/5-reasons-social-media-workplace-can-help-
employees/