Communication Essay: Social Media Impact in Singapore Organizations

This essay provides a comprehensive analysis of social media communication in Singapore, focusing on both external and internal strategies employed by organizations. It begins by highlighting the significant role social media plays in Singapore, with a large percentage of the population actively using these platforms for communication. The essay then delves into the impact of social media on external communications, discussing how it has transformed interactions between organizations and stakeholders. It explores relevant communication theories, such as development communication theory and modernization theory, to explain the effects of social media. The essay also details the advantages of using social media for external communication, including cost-effectiveness and increased visibility. Furthermore, the essay explores internal communication, emphasizing how social media enhances collaboration, project communication, and decision-making within organizations. The advantages of internal communication are also discussed. The essay acknowledges the disadvantages of social media, such as the need for investment and constant monitoring. The essay concludes by providing a case study of the Singapore Red Cross to illustrate the positive impact of social media on charitable organizations. Overall, this essay provides a well-rounded view of social media's role in communication within the Singaporean context, offering valuable insights into its benefits and drawbacks.

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Running head: Communication Essay
COMMUNICATION ESSAY

Communication Essay
Table of Contents
Introduction......................................................................................................................................3
External communications............................................................................................................4
Internal communications.............................................................................................................7
Conclusion.....................................................................................................................................11
Reference list.................................................................................................................................12
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Communication Essay
Introduction
In this essay, the learner has elaborately described the usage of social media communications in
the country Singapore. As per the report, ‘We Are Social 2017’, seventy per cent of the
Singaporeans access social media accounts through their mobile for both external and internal
communications. In this trending and technological advanced era, more and more people are
engaged through the use of social media communications. This creates a direct impact on the
organizations for using social networking tool for communication both internally and externally
as well. Communication to the world via social networking can enhance the feasibility and fame
for the companies of Singapore. As maximum citizens of this country are engaged via social
media, the promotion, as well as communication process, will significantly enhance for the
reputed organizations of the country. The learner has critically provided the relevant theories of
communications both internal and external along with the advantages and disadvantages
associated with such practice in the organization. A brief description of the significance of the
use of social media communications by organizations of Singapore has also been provided for
enabling social media as “communities of practice”.
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Communication Essay
External communications
The importance of social media in the business world specifically Singapore is remarkable in the
current era. Through social media, a drastic change has been noticed in the way of interaction
between each organization with their stakeholders. A social media networking tool can be
developed in an organization through learning, surveying, training, following guidelines,
reporting, empowering and monitoring. Modern technology has critically changed the base of
external communications while making the Internet a valued resource towards reaching and
attaining new customers (Botan & Hazleton, 2010). Organizations must create websites for
letting various people learn about the upcoming product and latest services. Social media
networking tools have a huge impact on the people of Singapore which can lead to success as
well as failure. Hence, this technology has to be accessed appropriately with specific measures.
The development communication theory clearly states that there is no development possible
without communication which at present social media took an integral part in it (Melkote, 2003).
Shannon described communication theory through the seven elements of communication which
are the receiver source, sender, destination, feedback, channel, message, and entropic elements
(negative and positive). These elements are well involved in social media networking tools
which are accepted by 70% of the population of the country Singapore.
Social media networking tools such as YouTube, Blogs, Facebook, Twitter, Vimeo, Linkedin,
Google+ and Flickr are convenient for the people of Singapore as well as the organizations to
communicate. This, in turn, will be both cost-effective as well as time sparing and will help to
reach target demographics significantly. This kind of networking communications allows various
organizations to interact with audiences throughout the world. This, in turn, lets organizations to
attain more visibility as well as will be profitable for the organization in each and every aspect.
The top most potential benefit of enabling social media in an organization is significantly the
ability to attain low-cost exposure or promotion of the company all over the globe (Cheney et al.
2010). Modernisation theory also supports external communication via social media networking
which clearly states that at the final stage people will accept and enjoy the conveniences which is
offered by technology while replacing traditional culture completely (Bernstein, 1971)). This
theory implies perfectly on the current situation of Singapore.
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Communication Essay
There are several advantages of social media networking tools over traditional marketing tools as
through technology reaching out customers is more easy and acceptable by the people at present.
People surf through the internet as well as various websites for gathering information other than
learning through newsletters, printed papers and other traditional modes (Welch & Jackson,
2007). It is evident from the report of ‘We Are Social 2017’, more and more people of Singapore
are engaging in social media world via their mobile which states that if an organization uses
social media as communities of practice then it can significantly attain the best position in the
target market. Business networking, as well as hiring platforms such as Linkedin, helps various
organizations for communicating with its each stakeholder (Guffey & Loewy, 2010).
Organizations are benefitted with the use of social media networking as it is free of cost to begin
with. Through social media networking organizations can save their time as well as their money.
Even few links that are attached to the sites can be charged to the customers. Hence, this kind of
tools can be helpful for developing, following and attaining several potential clients, which helps
the organizations in several ways. Through social media networking, a two-way communication
model can be established as it can have a more successful approach towards customers. Posting
questions and surveys will significantly help an organization to learn the views and needs of
various customers that will also help to rectify the faulty areas while serving better services
(Chermak & Weiss, 2005). Social media networking tools help to raise awareness among various
people while enabling the people to understand the services, norms, and values of the
organization. Social content boosts the links to the websites through appearing in search results
which in turn enhances online sales as well as search traffic. This tool helps an organization to
enhance advocacy and loyalty from various customers those are already a part of the
organization, as well as new customers, can learn about it through new networking modes while
generating new leads (Arvidsson, 2010). For instance, if an organization uses the tools of social
media networking and delivers the latest message to its clients via online then there is a higher
chance that it will gain the attention of several customers than using traditional methods such as
newsletters, leaflets, etc.
Along with advantages come disadvantages as well. However, with the increasing engagement of
people in Singapore through social media will surpass the disadvantages. As social media
networking tools will engage each people to the organization. This kind of social networking
tools require huge amount investment as well as constant monitoring for better output. For
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instance, if an organization has a smaller group of employees then it will be hard for the team to
cope up with the attention needed while monitoring the networking tools. This in turn might
hamper the reputation of the company. Each employee related to the networking team must be
aware of each feedbacks or comments that are being uploaded by the customers. Later, replying
to the comments is also required (Bailey, 2016). Few organizations do see this as a downside as
well. This is because few employees might misuse the opportunities that are provided to them
and might neglect the urgency of such comments and feedbacks. A sincere commitment of
resources is desired towards managing the social media presence over the Internet such as
responding towards feedback as well as producing latest content. If it’s not done in regular basis
then there is a chance to lose potential customers from the organization which will lead to the
bad reputation of the organization in the target market. Sometimes it is tough to engage in social
media networking tools as few posts can have an adverse effect towards the business of the
company. Few times people send poor comments or reviews about the company on the websites
like Twitter which can have an adverse effect on the company (Barker & Gower, 2010). Hence,
it can be said that few comments can upgrade the reputation of the company as well as few
comments or posts can degrade the reputation of the company. Few of these bad criticisms can
also come from the employees. For instance, disappointed employees tend to share their views
and thoughts in the online platform which in turn can make the wholes organization in disastrous
place. Negative feedback or failing to respond while engaging with customers can damage the
reputation of the organization. Therefore, there is a potential risk of social media networking.
However, if the tools are managed accurately and effectively then these disadvantages can
significantly be lowered down. For instance, if a customer leaves a bad comment on the online
website then other people will also review the comment which can lower the reputation of the
organization significantly.
A case study about the charity organization named Singapore Red Cross, critically described
how five years ago this organization just similar to other organizations behaved similarly like a
monarchy. Each of the strategic decisions was made on the basic assumptions of the need of the
charity’s audiences. The access of social media networking tools has significantly helped
organization to engage with various stakeholders in more meaningful conversations regarding
the various ways the charity can engage, support and educate the people (Coombs, 2010). The
social media activities launched by the organization have helped them to gain more volunteers as
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well as to raise more funds for the people going through severe diseases. At present, the
organization has a YouTube channel, a Flickr account, a Vimeo Account, a Twitter account as
well as two Facebook accounts. These communicating tools have significantly gained the
attention of various people worldwide. People at present can tag themselves in photographs
during fund raising events (Hooghiemstra, 2000). Even the organization communicates with
people who tweet their own plans for taking part in the charity events. This strategy has helped
the organization to attain a successful position in the market for serving various people while
sharing their mission and vision among others.
Internal communications
Internal communication in an organization can significantly enhance project communication and
collaboration among employees. Social media networking tools is an integral component for
organizations as it enhances the quality of business decisions. This will have a direct positive
impact on the quality and speed of customer service as well. These tools provide a medium of
information gathering and sharing which is quite impossible in terms of other corporate tools. If
these tools are adopted and managed well in the organization then it can provide a competitive
advantage as well (Schoop, Köhne & Ostertag, 2010). It has a huge potential for creating a sense
of affirmation and community for each employee in an organization. Social media networking
tools also enable employees to gather employees for solving out work related problems or issues.
It helps to strengthen and build relationships with other co-workers as well. Great corporate
utilization of social media networking will significantly result in better correspondence and joint
effort, increment thought initiative, support deals, increment referrals, and help to give better
client benefit. The Diffusion theory of innovation states that how innovative ideas are adopted
while making a decision towards it (Rogers & Shoemaker, 1971). This theory clearly supports
the internal communication at the workplace by focusing more on innovations such as social
media networking towards attaining sustainability and development at the workplace.
There are several advantages that are associated with internal communication which helps an
organization to achieve the highest level of collaboration among its employees. Even internal
communications assist employees to learn their tasks and complete them in definite interval of
time. Employees can freely share their own views and thoughts. Representatives regularly feel
just as their voice is not being heard (Curtis et al. 2010). Setting up an interior web-based social
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networking stage can diminish corporate chain of command. Interacting specifically to senior
initiative all of a sudden is more achievable (Ruck & Welch, 2012). It empowers and facilitates
correspondence, starts a community oriented trade of thoughts. The tools such as Facebook,
Twitter, Blogs, YouTube, Vimeo, Linkedin, and Google+ straighten the corporate chain of
command, which in turn helps to communicate with the senior management without any
difficulties. Internal communication via social media networking helps employees to understand
each other thoughts as well as solve issues whenever desired. The issues gets easily solved as
well as new ways of betterment comes up with diversified knowledge. Organizations must
implement this kind of tools in the system for aligning each employee towards their work while
accepting new views and ideas (Holm & Laursen, 2007). Through the advancement of
technology in the current era, higher management can also learn the potential of each employee
while implementing social media networking (Verčič, Verčič & Sriramesh, 2012). Social media
networking tools has become a structure towards both learning the potential of employees as well
as enhancing the stability and performance of the business. Sites, for instance, Facebook, Twitter
and LinkedIn provides free promoting and also serves various advantages for an organization or
business, however combining interpersonal interaction into the working environment likewise
opens an organization up to a few inconveniences. Social penetration theory supports internal
social media networking communication which increases the reliability and dependence of each
employee towards other, thus forming a strong and effective team (Altman & Taylor, 1973).
The disadvantages of adoption of social media networking tools come along with the advantages.
There are few organizations who still think that using social media networking tools for internal
communication can affect environment of the company and is also a waste of time. However,
there is the evident fact that supports the statement as social media networking tools also lets
hackers and frauds to damage the stability of the business organization in several ways (Friedl &
Verčič, 2011). Social media networking tools can also have an adverse effect on internal
communication as there can be times when due to unjustified comment from one employee will
cause damage to the other employee. Employee may send irrelevant comments or posts to others
through informal communication tools which in turn may prevent their capacity to cooperate. For
instance, it increments the danger of individuals to bring about information and may cause fraud.
This kind of tool can also bring negative comments or posts from the employees which may
destroy the reputation of the company as well as can make a hostile environment (Moorhead et
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al. 2013). Conceivably result in lost profitability, particularly if representatives are caught up
with refreshing profiles, and so forth.
A case study on Nokia, Singapore is an evident example of the use of Social media networking
tools for internal communication. Nokia allows employees via its powerful internal
communication system named BlogHub, VideoHub, and Infopedia for creating their own
community through videos and posts. Hence, with the use of social media networking tools, the
company has completed its vision which is ‘connecting people’. Employees of Nokia at present
can easily communicate with its other employees and share their thoughts and ideas as well.
Even they communicate about the issues they face that are relevant to the company as well as to
themselves. Tools like Facebook, Twitter and Linkedin are well accepted by the people of the
organization leading to a stimulating environment. This kind of communication encourages each
employee towards their work as well as help to form a better relationship with the customers.
The higher management of the company can easily reach out to its subordinate through the
networking tools which saves time as well as it is a faster process. Hence, it can be said the
internal communication of the company Nokia is well adopted which assists the company in
every possible way and also enhanced the communication level between each member of the
company.
Following are the suggestions which must be initiated by each organization those are
willing to enable social media networking as ‘communities of practice’-
1. In terms of internal social media networking correspondence, the motivation of
representatives to get tied up with to new procedures and group themes is desired. For
external or client based social media networking correspondence, usage of online home
bases, geotarget groups of onlookers and arrangement of important data pieces is desired
for the effective productivity of the organization. Organizations must focus on developing
such programmes as well as along with social media networking tools that will prevent
from frauds and spams (Huang, Baptista & Galliers, 2013). Higher management must
apply rules for the subordinates and must also monitor that they comply with the rules.
2. In terms of internal social media networking correspondence, utilization of strategies to
keep thoughts new is required as well as the formation of effective learning basis. For
external or client based social media networking correspondence interchanges, energizing
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commitments, utilizing particular inquiry tools like dialect based devices and constantly
screen correspondences with smart devices is required for communicating effectively.
Programmers can confer extortion, dispatch spam, or even dispatch company-wide
infections through a web-based social networking stage (Jin & Liu, 2010). It's essential to
ensure your system with a similar level of security that applies to exclusive business data.
When propelling a worker engagement program as of late for an administration
temporary worker with a worldwide impression, E Group worked with their IT group to
guarantee that social ware was not some portion of their stage. Given their best mystery
security work all around, the lightening of any hazard was the correct call.
3. In terms of internal social media networking correspondence, providing easier ways to
find imperative data by utilizing information bases, news feeds and extend based
programming is required for enhancing internal communications at the workplace
(Kaplan & Haenlein, 2010). For external or client based social media networking
correspondence, customization of online networking messages, selection, as well as
introducing data utilizing proficient or master learning is needed for attaining huge client
base for every organization.
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Conclusion
In this essay, the learner has elaborately described the significance of social media networking of
various organizations in Singapore. Social media networking helps a company to gain several
potential customers and also enhances visibility and reach via an online platform. It has both
positive as well as negative effect on the organizations both in terms of internal and external
communications. The trend of social media is rising on a regular basis in the countries like
Singapore which has led organizations to evolve in the field of technological advancement. This
can assist organizations to gain a reputation as well as higher revenues for the company. Each
and every organization must use social media networking tools for communicating to each
customer effectively. The case study of Singapore Red Cross and Nokia has also been provided
for learning the effect of social media networking on organizations.
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Reference list
Books-
Botan, C. H., & Hazleton, V. (Eds.). (2010). Public relations theory II. Routledge.
Cheney, G., Christensen, L. T., Zorn Jr, T. E., & Ganesh, S. (2010). Organizational
communication in an age of globalization: Issues, reflections, practices. Waveland Press.
Guffey, M. E., & Loewy, D. (2010). Business communication: Process and product. Cengage
Learning.
Journals-
Altman, I., & Taylor, D. (1973). Social penetration theory. New York: Holt, Rinehart &\Mnston.
Arvidsson, S. (2010). Communication of corporate social responsibility: A study of the views of
management teams in large companies. Journal of Business Ethics, 96(3), 339-354.
Bailey, M. (2016). Perceptions of interdisciplinary collaboration and communication: A
comparative study (Doctoral dissertation, Capella University).
Barker, R. T., & Gower, K. (2010). Strategic application of storytelling in organizations: Toward
effective communication in a diverse world. The Journal of Business Communication
(1973), 47(3), 295-312.
Bernstein, H. (1971). Modernization theory and the sociological study of development∗. The
Journal of Development Studies, 7(2), 141-160.
Chermak, S., & Weiss, A. (2005). Maintaining legitimacy using external communication
strategies: An analysis of police-media relations. Journal of criminal justice, 33(5), 501-512.
Coombs, W. T. (2010). Parameters for crisis communication. The handbook of crisis
communication, 17-53.
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