ABC Company: Social Media Impact on Communication Strategies Report

This report examines the impact of social media on business communication, focusing on the case of ABC Company. It explores the definition of social media, its various platforms (Facebook, Twitter, YouTube, WhatsApp), and its effects on business operations, including marketing, customer engagement, and internal communication. The report identifies the issues faced by ABC Company, such as a lack of effective marketing strategies, declining organic reach, and internal communication gaps. It then proposes strategies to address these challenges, emphasizing the importance of a comprehensive approach that aligns with overall business objectives. These strategies include understanding the target audience, setting clear objectives, developing effective tactics, and leveraging appropriate technologies. The report concludes that adapting to the evolving landscape of social media is crucial for businesses like ABC Company to maintain effective communication and achieve their goals.

Running head: IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
Name of the Student:
Name of the University:
Author Note:

1IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
Executive summary
The report aimed to discuss the various issues that ABC company had faced for not utilising
the social media in their business and how it affects the internal and external environment of
the company. The purpose of this paper is the identify the strategies so that the company can
get benefits from the social media platforms. The companies while utilising the influence of
social media for supporting their business needs to have perfect strategies without which they
will never be successful in achieving the goals that they set to grow their business. Therefore,
it has become vital for the companies to present on the various platforms of the social media
so that they can reach their consumers and get ample information about the current trends.
They interact and communicate with the consumers.

2IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
Table of Contents
Introduction:...............................................................................................................................1
Definition of social media:.....................................................................................................2
Platforms:...............................................................................................................................3
Impact of social media in business:.......................................................................................3
Issues faced by ABC company:.............................................................................................4
Strategies:...............................................................................................................................5
Conclusion:................................................................................................................................6

3IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
Introduction:
The report discusses the impact of social media in the business communication both
internet and externally. Social media has been gaining attention and importance in the
business world including the communication with the consumers. Business have now begun
to find the values in investing in the social media. The focus therefore is shifting from the use
pf traditional media advertisements to the emerging social media. The next generation
consumers have been executing the new consumer behaviours where they are most
accustomed with the change of technology and adapting the new trends more quickly (Hinz,
Schulze and Takac 2014, p. 2840). These people are not at all ready to accept the forced
information rather have become more aware about what they are going to buy. For
convincing these consumers, social media has a huge potential that decreases distance
between the buyer and seller. Through social media, the business gets opportunity to allow
their target customers to pick and choose products and create news of their own that helps the
companies to gain brand awareness, engagement and immediate feedback of their products.
Definition of social media:
Media communication enables the people around the connect to the news and follow
them. It is the fastest way to spread information and from a business perspective, it has
become the most valued mode of advertising information. Social media, among the
communities who gather and share information, is one of the chief mode of activities,
practices as well as behaviour (Ho and Vogel 2014, p.31). According to the researchers,
social media create and easily transmit the contents in forms of words, video, audio and
pictures that build ideologies as well as control trends all over the world. It creates incredibly
dynamic environment with various kinds of activities to which the users are interested.

4IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
It can be said that social media has become a part of everyday life which is constantly
changing and growing. It is not getting affected by the geographical distances anymore. The
internet has connected individuals with the world but social media has connected individuals
to one another. Therefore, it can be said that people connected with the social media networks
have more knowledge about the utility of any brands which they convey to others (Hajli 2014
p. 20). For this reason, the entrepreneurs are avoiding traditional method of advertising and
exploring social media to increase their business.
Platforms:
As mentioned before, the social media has become an efficient platform for
communicating among the organizations and their targeted customers. According to Jin, Liu
and Austin (2014, p.78), the impact of social media has overshot the popularity of internet.
To them, it has transformed internet from the podium of information to the podium of
influence. Social media can be categorised in several types such as for collaborative projects,
content communities, blogs, social networking sites, virtual social worlds and virtual gaming
world (Iturrioz, Aragón and Narvaiza 2015, p. 105). Among these there are three most
popular social media platforms namely Facebook, Twitter and You tube and WhatsApp.
These help the companies in both internal and external communication.
Facebook helps to connect with people both known and unknown where they share
personal experiences in their wall through pictures, videos and audios. It allows to make
groups where the news is shared via newsfeeds that aggregates all activities of the Facebook
friends. Most importantly the friends or interested individuals can comment on the activities
and share their views on that particular topic. The companies can take advantages greatly by
posting gather events or bands in this site in order to get involved with their customers and
enhance brand reputation.

5IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
Some of the companies have utilised WhatsApp as the chief media for communicating
with their employees by creating groups and provide instructions. Through these they do not
need the physical representation yet connect them through video calling, chatting and sending
any documents.
Impact of social media in business:
Social media has large effect on the consumer behaviour. It has proved to be a new
and revolutionary tend that must be fully utilised by the companies while operating in the
online space as well as other spaces now a day. It can be used as the most necessary
marketing tool that has a strong appeal to the customers. Social media adds value to the
brands of the companies (Jussila, Kärkkäinen & Aramo-Immonen 2014, p.609). Despite the
fact that social media is not mend just for marketing, ABC company can use it to support any
other business functions connected to marketing. The management must utilise them in
internal communication.
The researchers have found out that companies like Dell Computer and Comcast have
successfully internalised the social media in their customer service operations (Georgescu &
Popescul 2015, p.279). It has helped them to gain competitive advantage in the international
markets. The companies can use social media in their product development as well as
innovation based on the inputs provided by the customers. Social media help the
organizations in their market research so that the firms understand the current demands of the
customers. They gain information therefore identify the factors affecting their brands. It is the
most serious way for ABC company to reach the masses especially the niche group.
Issues faced by ABC company:
ABC company has been suffering from lack of advantages in the marketing area. It
lacks strong marketing strategies that has affected the company greatly in making authentic

6IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
connection with the audience. Social media marketing strategies helps to make a particular
plan so that ABC company stop experimenting and reach the goal easily.
The company has faced a dramatic drop in the organic reach therefore cannot reach
the target market despite of having consistently good content. The company is losing
competitive advantage than its competitor as it has failed to promote or share the service to
huge number of audience in limited time.
ABC company has failed to track data within the corporation therefore there has been
a communication gap between the various sectors of the company.
Strategies:
According to the researchers, the success in the social media platform does neither
happen in overnight nor they happen by accident rather the companies need to engineer them
as the survey reveals that the influence of social media is not add-on rather an integrated part
in the overall strategy of the companies. Therefore, the organizations need a comprehensive
approach to ensure the reliable customer experience, study content, creation proper data
governance finally adequate regulatory compliance. The companies need to develop
comprehensive strategies to avoid uncertainty and worst consumed by social media (Lin, Fan
& Chau 2014, p. 595). A systematic social media strategies integrated in the entire company
will provide the firms with detailed as well as instant feedback from the customers with
valuable market knowledge (Maier et al. 2015).
Social Media strategies of a company must start with outlining overall business
strategies, tactics, objectives and targets of any the organization. A completely organized
Social Media strategy with a fully cohesive communication mechanism can reinforce the
effect of each function in the association by leveraging the supremacy of human networks via
social networking platforms (Fernández-Pérez et al. 2015, p.43). The companies need to

7IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
strategize for each and every single case instead of following a ready-made model. Therefore,
the companies will be getting a clear guide for generating their Social Media strategies based
on the chief four targets: namely people, objectives, strategy and technology (POST).
People: through the platform of social networks the companies will be able to identify
their specific audience and develop further steps to determine strategies. They identify
the people with whom the company will be communicating, identify their
requirements as well as their interest. Through social media the companies will be
getting responses from diverse population qualities for example age, sex, level of
engagements with the media and preferences (Ngai, Tao & Moon 2015, p.43). It acts
as a both way response. The companies make estimates based on their feedbacks and
people understand utility of new products according to their requirements.
Objectives: listening, talking, energizing, supporting and embracing the customers are
their main objectives of the companies. Based on these factors the companies set
goals and objectives. Setting proper goals with accordance to the feedbacks of the
target audience improve the products and services of the companies.
Strategy: strategy focuses on identifying the proper ways to execute the engagement
with the customers. The steps to create brand awareness, product engagement and
effectiveness of word of mouth in reaching more customers are to be judged.
Technology: after considering three mentioned factors, the companies need to make
itself acquaint with the most upgraded technologies or tools so that it can reach more
customers as well as gain more market penetration (Schoonjans et al. 2013, p.70).
Blogs, video channels, content communities, social networks with other approaches
need to be regularly undated.
Conclusion:

8IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
Therefore, it can be concluded that communication strategies are required to be
corrected and changed regularly as the world is fast changing. The trend and preferences of
the consumers are changing fast therefore the companies must change their strategies
according to the demands and be consistent in all channels to avoid confusion. Social media
has become the most valued mode of communication for ABC company both internally and
externally.

9IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
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10IMPACT OF SOCIAL MEDIA IN COMMUNICATION STRATEGIES
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