Exploring Social Media's Role in Modern Business Communication (Essay)

This essay explores the significant positive influence of social media on both internal and external business communication. It examines how social media has revolutionized corporate communication, enabling direct marketing and fostering interactions with stakeholders, shifting from traditional one-way communication to dynamic engagement. The essay highlights the adoption of social networking tools like blogs, intranets, and video conferencing, emphasizing their impact on business efficiency. It argues that social media facilitates long-term relationships, global market access, and efficient internal communication. Furthermore, it discusses how businesses leverage social media for brand networking, customer engagement, and the sharing of user-generated content. The essay concludes by emphasizing the inevitable role of social media in future business communication, facilitating collaboration and success for organizations worldwide. It also provides several references to support the claims made in the essay.

BUSINESS COMMUNICATION
INSTITUTIONAL AFFILIATION(S)
STUDENT NAME

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Social media is a positive influence on internal and external business communications
Corporate communications has been revolutionised to a great extent by Social media.
Social media not only allows direct marketing but also enables communication with
stakeholders of company thereby shifting from traditional one way output of business
communications to elaborated interactions between them. Online technologies enable social
networking practices in which people generates contents to share their insights, perspective
and experiences with other people. Blogs, intranets, photo sharing, virtual world, podcasts,
instant messaging and video conferencing are few examples of social networking that are
been adopted by today’s business corporate (Langer, 2014). This essay will look at the
influence of social media on internal and external business communication especially
focussing on positive sides of social media while analysing the changes it had made within
business with the help of social media tools.
Last few decades have shown many changes in communicational strategies of businesses that
have raised the popularity and predetermined uses of technology. Whether any public
department practitioner or marketing campaigning department, all are depended on social
media that shows inevitable quality of social networking in today’s business communications.
Social network operates as a broadcast technology in which transformation of communication
and conversation between people takes place through small programs also called as social
media sites that can be accessed whenever people wants to (Matthews, 2010). Although this
new means of communication has restricted face to face communications still by adding new
dimensions to interactions, it has made business operations more efficient. Some people
believes that social media provides businesses with marketing benefits only. But, the key for
using this application is to fully participate in business world along with marketing strategy

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so that daily dedication and automation provides organisations with competitive advantages.
It can also be said that social media are used by businesses to maintain long term relationship
and network of stakeholders for direct and indirect creation of incomes (Paquette, 2013).
In this globalisation era, breaking of national borders and cultural differences are enabled
mostly because of social networking. Organisations show news and pictures of real time to
gain attention and association of audiences. The challenge that lays here in front of
organisations is that they need to monitor their communicational strategies timely so that
potential audiences do not get over bored with one stance. The web tool is even controlled by
niche markets that allow person to person ecommerce after realising considerations of
customers desires (Siricharoen, 2012). Through web, businesses open up to markets to
release their controllable social media where content generation or SEO are filtered and often
not edited. Successful businesses give up their control over advertisements that draws
incredible word of mouth while drawing attention of thousands of visitors for visiting
company’s promotional websites. By making external interactions via brand networking,
deep affinity and longer relationship with customers are enabled. Organisations that
understand the uses of new applications and technologies related to social media are expected
to be enhanced in terms of internal communication of business even. By making
collaboration with partners, suppliers, customers and internal users, businesses advantages
themselves in profound manner (Damonte, 2013). Social sites like Facebook and Twitter are
two of the most popular online metropolis that have allowed exchanging of data’s in
relatively cheaper and enhanced way. With remarkable growth of unique technologies,
services and markets have become integrated into day to day life through which social site
users have given rise to new e-commerce and innovative business models (Arca, 2012).
To maintain organisational status and efficiency in work flow, corporate worlds are
implementing social media due to which corporate world’s are becoming more complex and

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competitive. With the growth of social media uses, businesses have placed high significance
on consideration regarding methods of using social media channels more appropriately. The
influence of social media in integrated organisational communication in many workplaces
have been seen positively due to inexpensive nature and user friendly way for sharing user
generated contents. Social media in internal communication process of organisations also
have positive impacts over customers as they can experience dynamic capability while
allowing timely adjustments according to their needs (Linda, 2010). Social media has also
altered everyday communications that occurs both internally as well as externally by making
interactions and active conversations between individuals and organisations. The two ways
communication process does not limits communication between employees and company’s
management only but also enabling horizontal dimensions. Since company’s stakeholders are
increasingly taking part by communicating with each other, it results in complex and infinite
mode of communication. With the increase of different voices, chances of getting diversified
thoughts are also probable and thus social media allows freedom of speech to all people
connected with organisations. Other positive influence recognised by social media is that they
help in achieving new ideas and clarifications that can even lead to real change. Although
there are few negative aspects of social media also like misinterpretation of ideas or lack of
information’s for which organisations are constantly participating in ongoing interactions to
avoid both internal as well as external consequences (Baruah, 2012).
The existence of social media and technology for internal and external communication in
business can be a motivating factor also as users share their personal ideas and gives
recommendations accordingly which develops a sense of ownership within them. Social
media communication have proved most advantageous for MNC’s as earlier they had to
spend lot of time in travelling but now all their communicational works are carried without
any delays. Internal communications has not only helped in participation of management with

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employees but also enabled clarification through introduction of various channels of social
communications. To sum up, social media indicates that new technology will become an
inevitable part of business communications in upcoming years. On concluding note it can be
said that social media has brought many positive influences over business communications
within and with outside people. It had ultimately brought success of organisations along with
bringing facilitation of collaboration between million of people using social media
worldwide.

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REFERENCES
Arca, C., 2012. Social Media Marketing benefits for businesses. [Online] Available at:
http://vbn.aau.dk/ws/files/63562608/CelineArca_MScInternationalMarketing_MasterThesis2
012.pdf [Accessed 07 May 2018].
Baruah, T.D., 2012. Effectiveness of Social Media as a tool of communication and its
potential for technology enabled connections: A micro-level study. [Online] Available at:
http://www.ijsrp.org/research_paper_may2012/ijsrp-may-2012-24.pdf [Accessed 07 May
2018].
Damonte, M.S., 2013. Internal communications through new media - A narrative study of a
company's first steps. [Online] Available at:
http://epub.lib.aalto.fi/en/ethesis/pdf/13412/hse_ethesis_13412.pdf [Accessed 07 May 2018].
Langer, E., 2014. What’s Trending? Social Media and its Effects on Organizational
Communication. [Online] Available at:
https://www.uwlax.edu/urc/jur-online/PDF/2014/Langer.Emily.CST.pdf [Accessed 07 May
2018].
Linda, S.-l.L., 2010. Social Commerce – E-Commerce in Social Media Context. [Online]
Available at: https://waset.org/publications/2123/social-commerce-e-commerce-in-social-
media-context [Accessed 07 May 2018].
Matthews, L., 2010. Social Media and the Evolution of Corporate Communications. [Online]
Available at: https://www.elon.edu/u/academics/communications/journal/wp-content/
uploads/sites/153/2017/06/02MatthewsEJSpring10.pdf [Accessed 07 May 2018].

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Paquette, H., 2013. Social Media as a Marketing Tool: A Literature Review. [Online]
Available at: http://digitalcommons.uri.edu/cgi/viewcontent.cgi?
article=1001&context=tmd_major_papers [Accessed 07 May 2018].
Siricharoen, W.V., 2012. Social Media, How does it Work for Business?. [Online] Available
at: http://ijimt.org/papers/279-Z042.pdf [Accessed 07 May 2018].