Social Media's Impact on Business Communication: A Case Study

This essay examines the profound impact of social media on contemporary business communication, highlighting both the opportunities and challenges it presents. It discusses how digital advancements have reshaped communication methods, emphasizing the shift towards shorter, more visual content and increased interactivity. The study explores the challenges of globalization, cultural clashes, and the need for genuine customer feedback. Through the case study of Domino's Australia, the essay illustrates how social media platforms like Facebook, Twitter, and Instagram facilitate effective communication with global teams, personalized marketing, and customer engagement. It concludes that social media has revolutionized business communication, enabling organizations to connect with stakeholders in more efficient and meaningful ways.

Running head: INTERPERSONAL AND E-COMMUNICATION
Interpersonal and E-communication
Name of the Student:
Name of the University:
Author’s Note:

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Introduction
Communication is extremely important and integral part of business, which allows the
organizations towards communicating effectively with both external as well internal stakeholders
(Cardon and Marshall 2015). Effective communication helps in building positive relationship
between employers and employees, which in turn improves the productivity of the employees.
On the other hand, effective business communication helps the organization in encouraging the
purchasing intension of the customers (Schivinski and Dabrowski 2016). Social media sites have
changed the ways of business communication over 20 years. Such sites have become the most
effective medium for contemporary organizations towards sharing important business
information with the stakeholders. This study will discuss the impact of social media sites over
the business communication of contemporary businesses. Moreover, the study will select the
case study of Domino’s Australia for representing the impact of social media sites on its business
communication. The study will demonstrate the way social media sites have changed the way
this organization communicate with its stakeholders.
Discussion
Contemporary businesses are moving quite faster than ever. The means of
communication have just changed over the last 20 years with advancement of digital
technology. Mobile and Internet communication have just reconditioned the business people to
prefer consuming information in small chunks (Constantinides, Schepers and Vries 2015). The
content of business communication, which is not boiled down to the exact essence is a time
waster. Hence, shorter, tighter and visual communication is the go-to method for getting
everybody in the same page quickly. Today’s business communication has brought people

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together by minimizing the distance among them. The traditional long distance business
communication has become too easy through the changes in contemporary business
communication (McCann and Barlow 2015). Moreover, the business persons can easily
communicate with the stakeholder through telephonic medium or emails by sitting their desk
only.
Contemporary business communication is much more interactive than the traditional
communication. Jin, Liu and Austin (2014) stated that the digital advancement has encouraged
the business persons to use advanced digital media for communicating with both external and
internal stakeholders. Such communication mediums have completely changed the way of
business communication, where each stakeholder is highly informed and interactive regarding
the progress of business. As per Ngai, Tao and Moon (2015), the contemporary business
communication has led a strong network of employees, who are focused on the common goal
their organization. On the other hand, the persuasive communication style of 21st century always
enhanced the interest of the external stakeholders on the business. Instant messaging has come
along with more interactive and shorter length of message. Moreover, Hassan, Nadzim and
Shiratuddin (2015) opined that the style of messaging in social median sites is much more
controversial than the previous days. Social networks have transformed the business
communication from one-to-one conversation to new programs, where the business persons can
access and utilize it as and when they require an update and have something to say immediately
to stakeholders.
The business communication have once again revolutionized for meeting the demand of
incredibly fast paced retail and corporate world. Kumar et al. (2016) opined that the business
communication in 21st century should be intensified enough to provide personal touch to the

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organizational stakeholders. Moreover, 21st century business communication is facing the
challenges of persuasive interaction with the stakeholders for keep them engaged with the
business. With the increasing trends of globalization, most of the business organizations are to
communicate with their overseas working team virtually (Razmerita, Kirchner and Nabeth
2014). In such situation, the contemporary business persons face huge challenges of
communicating the core business goals and objectives to the overseas employees. On other hand,
Trainor et al. (2014) pointed out that the marketers of contemporary organizations often face the
challenges of communicating the core business values to the customers and shareholders in
highly competitive market environment. It is extremely difficult for the contemporary marketers
to communicate the unique factors to the external stakeholders due to competitive barriers.
21st century business communication is also facing the issue of cultural clashes among the
employees. Moreover, poor communication among the culturally different employees may lead
to misinterpretation of communication message. It can ultimately result in low morale and
distrust among the culturally different employees. On other hand, Hajli (2014) opined that lack
of perspective on the way stakeholders receive message regarding any particular and complex
business issue can lead to major business issue. The contemporary business faces in issues in
getting genuine feedback from the customers for improving their products and services. Poor and
traditional communication medium can be ineffective as well as expensive to communicate and
gather effective customer feedback. Furthermore, Ioanăs and Stoica (2014) opined that physical
and traditional communication method is quite challenging for 21st century business persons to
keep the employees engaged in organized and connected project goals. In this way, the scattered
business communication often leads to disorganized project management in the contemporary
business.

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Social media has led to the usage of mobile and web-based technology, which has turned
the business communication into an interactive dialogue (Trainor et al. 2014). Moreover, the
effectiveness of social media has facilitated the 21st century businesses to overcome complex
challenges of business communication. Social media takes various forms like internet forum,
social blogs, micro blogging, podcast, picture and photograph. In the midst of social media
communication, Facebook, Twitter, Instagram, Skype, Myspace, orkut and others are used
extensively for the purpose of business communication (Constantinides, Schepers and Vries
2015).
The case of Domino’s Australia can better reflect the impact of social media on the
business communication. The organization uses social sites like Facebook, Twitter and
Instagram for sharing information online among the stakeholders towards keeping them engaged
with the business progress. Hence, it improves the communication among different stakeholders
of the organizations. Furthermore, McCann and Barlow (2015) opined that social media
communication tools facilitate the Domino’s Australia to communicate with the global work
team effectively. Moreover, the global work team of this organization has built a virtual network
by creating social account on the social media sites. Hence, they can easily communicate with
each other virtually regarding resolving any complex issue of organization. On the other hand,
Paniagua and Sapena (2014) opined that social media tools are the best option to communicate
with the external stakeholders for keep them engaged with the business operation. Social media
sites are the best way of communicating personalized promotional message to the customers.
Moreover, Dominos can effectively access the personal preferences and demographic
information about the customers through their social network profiles. In this way, they can offer
personalized offering to the selected customers for attracting their purchasing intension. Hence,

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such communication mediums help the organization to foster high level of customer loyalty
through personalized communication with them.
Contemporary business communication is always two folded whether it is internal
communication or it is external communication. Domino’s must have to communicate with the
employees and shareholders before taking any new business policies for gathering their personal
opinions over those policies (Kumar et al. 2016). Such communication ultimately enhances the
involvement of the employees and shareholder in implementing the business policies towards
achieving organizational goals (Cardon and Marshall 2015). In such situation, social media sites
help the organization in conducting two way communications with the employees and
shareholders. Moreover, the organizations can gather the opinions of the employees and
shareholders regarding the business progress through the social networking sites. It ultimately
improves the communication among the employees and employers leading to improved
involvement of the internal stakeholders with business process.
Instead of communicating via print media, Domino’s Australia has given more focus on
social media for communicating their unique product information to the customers. Moreover,
the organization uses photo sharing method on the social sites like Facebook, Instagram and
Twitter for communicating the unique product attributes to the customers (Hassan, Nadzim and
Shiratuddin 2015). Such effective communication encourages the customers towards being
interested in the Pizzas of the organization. It ultimately encourages the purchasing intension of
the customers to purchase the pizzas. Ainin et al. (2015) pointed out that social media allows
Domino’s Australia to share attractive videos regarding their pizzas with their customers.
Communication of attractive videos facilitates the organization towards encouraging the
purchasing intension of the customers. YouTube is the most commonly used video sharing and

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communicating media, which conveys the unique information regarding the products to the
customers. Furthermore, Braojos-Gomez, Benitez-Amado and Llorens-Montes (2015) opined
that the blessings of social media have facilitated Dominos towards communicating with the
global customers within a fraction of time. The organization can convey the useful information
of business with the global stakeholders like customers and shareholder within a fraction of time.
In this way, social media communication has reduced the time to communicate with the oversea
customers.
According to Ashley and Tuten (2015), the globalized nature of Domino’s Australia has
led it to adopt decentralized business management approach. In such situation, traditional
communication tools for workplace communication have become ineffective for managing the
decentralized global department of the organization. Previously, the organization was facing the
issues of disorganized organizational project with traditional communication method. In such
situation, social media has caused changes in business communication, which has impacted the
way Dominos does its business. Moreover, the social media sites like Twitter, Skype and
Instagram facilitate the organization to convey the business objectives, goals and policies to the
decentralized employees in different branches (Trainor et al. 2014). Skype is extremely
important for the managers to organize important business meetings with the virtual work team
and convey important business information with the employees towards engaging them with
business goals. In this way, the organization has become able to organize the decentralized
project effectively through effective internal communication with the employees.
Razmerita, Kirchner and Nabeth (2014) opined that contemporary business organizations
must have to get feedback from the customers for enhancing customer satisfaction. Likewise,
Domino’s Australia takes regular feedback from the customer for understanding their likes and

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dislikes about their pizzas. However, traditional customer survey through face-to-face meeting
with the customers is extremely expensive and inefficient for the organization. Hence, the
organization has recently started to gathered customer feedback through social median sites.
Moreover, the customers easily and openly share their feedback regarding their food experience
in Dominos.
Ainin et al. (2015) opined that social media sites allow Dominos to communicate with
the customers for gathering their suggestions over product improvement. Hence, the customers
feel highly valued, when their suggestions over product improvement are granted by the
organization. In this way, social median sites have changed the way Dominos communicate with
its customers towards enhancing customer satisfaction. Moreover, social media communication
is intended to engage customers with business rather than just selling products to them. On the
other hand, Constantinides, Schepers and Vries (2015) opined that social median sites like
YouTube, Twitter, Facebbok and Instagram help organizations towards communicating with
huge customer groups within shorter period. Moreover, such sites lead to effective word-of-
mouth communication through customer referrals. In such communication, the customers of
Domino’s Australia recommend their preferred Pizzas to their closed ones with social media
sites.
Conclusion
While concluding the study, it can be said social media sites has changed the way
contemporary business organizations communicate with internal as well as external stakeholders.
Domino’s Australia has successfully used social media sites for its business communication.
Moreover, the organization uses social media sites like Facebook, Twitter and Instagram for

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effectively communicating with the overseas employees. Moreover, such sites help the
organization to communicate their core organizational goals with the virtual teams for keep their
engaged with these goals. On the other hand, the organization uses social media sites to upload
attractive photos and videos of their pizzas for encouraging the purchasing intension of the
customers. Furthermore, the organization utilizes social media sites towards for communication
with the customers with an intension to gather their feedback regarding food products. Social
media sites also facilitate the organization to communicate with the decentralized work team for
marinating collaboration with them and encouraging them towards leading organizational
success.

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