The Role of Facebook in Modern Business Communication Strategies

This report examines the significant role of Facebook in modern business communication, highlighting its impact across various sectors. It explores how Facebook serves as a powerful tool for business development, particularly in retail, e-commerce, and consumer packaged goods, with examples like ASOS and Tropicana. The report also discusses the application of Facebook in the tourism industry, emphasizing its integrated marketing communication approach. It references academic research to support its findings, including the benefits of Facebook advertising, consumer engagement, and brand communication. The report concludes by acknowledging the need for caution regarding online information authenticity and consumer data security. This analysis provides insights into how businesses can leverage Facebook for marketing, customer retention, and overall business growth.

Running head: FACEBOOK AS A TOOL OF BUSINESS COMMUNICATION
Business Communication
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FACEBOOK AS A TOOL OF BUSINESS COMMUNICATION
The world of social media has no doubt brought in ample amount of business
development opportunities alongside its very strong networking and marketing approach. The
reach, the speed coupled with cost effectiveness is increasingly making social media the most
chosen platform for business transactions by large as well as small scale companies.
According to Shin, Pang & Kim, H. J. (2015), Facebook with its 2.27 billion monthly users
has potential to promote business products and services, increase customer retention and
support as well as boost recognition. In this article, the central emphasis would be in
understanding the potentials of Facebook in business development and what are its wide
spread impact across varied business sector.
In the retail and e- commerce business, Facebook for Business has shown tremendous
success results where it ensures perfect reach of the brand across its 2.5 billion user base
every month, to bringing in more buyers through effortless signup process, email marketing
and hassle free mobile app installations to finally making the sell happen. One of the leading
example in this sector is ASOS, the online fashion retailer operating on a dynamic mobile
platform which has significantly used Facebook ads to get customised and personalised
advertising messages spread across varied social media platforms and increase sales by
volumes (Lee, Hosanagar & Nair, 2018). Next is the consumer packed goods sector where it
has been observed that globally 1.59B people have access to Facebook everyday and these
CPG can easily market their products using this social media platform. One of the finest
examples of this is none other than the renowned brand Tropicana (Luarn, Lin & Chiu, 2015).
The next business sector where Facebook has made remarkable effect is the Tourism Industry
also known as Destination marketing which is increasingly becoming popular in today’s age
of digitalisation (Erkan, Gokerik & Acikgoz, 2019).
The concept of Facebook for business is no doubt an integrated marketing
communication approach which according to Schivinski & Dabrowski, (2015) aids the

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FACEBOOK AS A TOOL OF BUSINESS COMMUNICATION
business organisation by providing multi-media promotional campaign ether through its class
advertisings attractive announcement aspects or sponsored brand advertising stories.
However one needs to be quite conscious regarding the authenticity of information available
online alongside the security of consumer transactions and personal information as there is no
such gate keeping when it comes to business transactions.

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FACEBOOK AS A TOOL OF BUSINESS COMMUNICATION
References:
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer
engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-
5131.
Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts
on online engagement. Online Information Review.
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on
brand equity through Facebook. Journal of Research in Interactive Marketing.
Shin, W., Pang, A., & Kim, H. J. (2015). Building relationships through integrated
online media: Global organizations’ use of brand web sites, Facebook, and Twitter. Journal
of Business and Technical Communication, 29(2), 184-220.