Analyzing Social Media's Impact on Business Communication and PR

This report comprehensively analyzes the profound impact of social media on various facets of business communication. It begins by defining social media and its components, highlighting its role in marketing, advertising, sales, customer relationships, and internal communications. The report emphasizes the increasing adoption of social media by global companies and its benefits, including increased brand awareness, improved sales, and enhanced customer satisfaction. It delves into how social media affects internal communications, customer care services, marketing, and public relations, with a focus on how businesses can leverage social media to connect with consumers, improve their products, and gain competitive advantages. The report also discusses the shift from traditional media to mobile platforms, concluding with a reflection on the transformative changes social media has brought to the business landscape, emphasizing the need for businesses to adapt and integrate social media effectively to stay connected with their customers.

Social Media and Businesses Communications.
Social Media and Businesses Communications
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Social Media and Businesses Communications.
Introduction
Social media refers to internet-based platforms that cluster together people of the same ideology,
interest, occupation, geographic location, characteristics and many others to share photos ,stories , chats
and experiences( Kaplan & Haenlein 2010,p.57) . Social media is not just for communication, it
contains several other components like participation, openness, communication and connectedness. The
overall advantage of social media is it allows you to create a profile that will attract customers and
allow them to share their findings, ideas and recommendations to other related topics. Companies are
using social media to market, advertise, sales, innovate, customer relationships and problem-solving,
information technology, human resource and to change their culture.
All companies across all the industries are exploring social media to get a piece of the marketing and
research opportunities availed. In addition, they are also interested in product promotion and
development, consumer relationship and service, interaction with stakeholders, employee engagement
and recruitment. Of all the global wealth 1000 companies, 78% are active on Twitter with accounts,
those with Facebook fan pages are 69%, YouTube accounts 65% and most have active online blogs
(Rosendale 2015, p. 49). The benefit of this is to ensure increased brand awareness, improved sales,
search engine optimization (SEO) and customer satisfaction. Plus, the heightened feedback from
consumers provides the executives with an insight into consumer mindset and ideas. They can then use
this available information to improve their products' quality and customer satisfaction.
Most companies have also discovered that they can also observe their competitors and markets through
these same social media sites. This gives the companies an opportunity to make necessary changes to
their approaches to strategies.
In the world of global business, the role of social media is dramatically increasing. Companies now
require an advanced level of communication that will connect them to the global consumer so they are
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Social Media and Businesses Communications.
able to confidently grow their incomes. Internet-based social networks are crucial in the progress of the
business units globally. They provide a platform for safe quick and easy communication with their
consumers and the ability of companies to get a view of the consumer market through the eyes of the
consumers which provide the companies with a competitive chance (Crews & Stitt-Gohdes 2013, p.
53).
From the consumer's point of view, they are able to access a variety of companies that are battling to
gain their interest. They have a chance to pick their favorite company which allows for maximum
customization. Companies have a responsibility to invest properly in social media integration that
would offer a chance to constantly communicate with the consumer world.
Impact of Social Media on Internal Communications
Usually, people assume that social media is an egress to various countries in the world. But several
companies understand the effectiveness of the in internal communications .Their freedom is most
appealing especially to big organizations that use this means of communication to foster employee
interaction. Intra-organizational networks like Yammer have expanded their services now by providing
an internal social-media like communication. Through their assistance companies have built
customized groups suited best for their needs and are actively encouraging their employees to
constructively work together and connect with one another. That said, it does appear as though several
other corporate social networks doesn't see a similar attention that created social platforms , most staffs
seemed more concerned about equally distributing internally on their work platforms and altering their
constant preferences on social media platforms. Thus, social giants like Facebook are picking up on
that concern and have launched a new product called Facebook at Work, which would allow workers to
use company logins.
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Social Media and Businesses Communications.
Impacts of Social Media on Customer Care Services
While every organization is creating a relationship with a client through the use of the tools such as
Twitter, other organizations discovered that they are able to thrive, immediate channel for customer
service. So, when all the other brands are responding to client complains directly on their sites, they
just have a rapid chat on the platforms to solve their client's problems, since most people have already
joined these networks anyway, it is easier for them than spending more energy to make a phone call or
be on the queue while waiting wait. On the negative side, consumers are often ignored by these brands
on social media. Consequently, while social networks allow transparency development in
organizations, efficient and quick ways to connect with customers, there is still is a huge gap in the
market.
Impact on Marketing Communications
Every new business now seems to follow a trend, and used URL is to open up a various social media
platforms. A company can choose any strategy to pick a social media platform to communicate with a
large consumer base. Form the definition of social media, the virtual world created is almost exactly
similar to the real world (Chung & Austria 2010). A company needs to basically examinations the
determination of every web-based social networking stage and build up a justifiable methodology,
which centers on the business destinations. The organization can't look to build up a comprehensive
online networking technique by incorporating any sort of web-based social networking device (Bruhn
2012). It is principal to contemplate the extent of each web-based social networking instrument inside
the customer market and the effective ways of using the device by the organizations.
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Social Media and Businesses Communications.
Online networking has changed a considerable measure, rather than organizations being the ones that
give buyer showcase data; they now need to tune in to the exercises of the purchaser. This gives the
purchaser, the ability to talk about an organization's execution (Fogel 2010). It has likewise given the
purchaser a look at their buying force and effects their execution in the business condition (Khang,
2012, p.280). As a reward, when utilizing diverse stages gave, they can really impact the choices made
by organizations.
Impact of Social media on PR
Online networking has additionally changed general society area as well. Online journals are a web-
based social networking apparatus where customers can display their perspectives and encounters with
a given organization. This device can likewise be utilized as an advertising advocate for the
organization since it can be utilized to impact the popular's supposition. Furthermore, in light of the fact
that these online journals are posted by individuals from the customer group themselves, they are sure
to affect general society. Sites are not a promoting ploy by the organization; they are consequently
considered as a customized perspective of a normal shopper. It is hence that they can impact general
sentiment. A positive survey by a significantly prevalent blog can positively affect an organization's
substance (Inversini and Sykes 2013, p.133).Today the technological world has moved from being
dominated by desktop computers and laptops to high powered mobile phones. Companies now carry
the burden of having to keep up with this aggressively changing world of mobile phones (Hernández-
Méndez 2013, p.15). Arguably, the biggest contribution the mobile phone has made to the business
community is market penetration (Palmer & Koenig-Lewis 2009, p.168).
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Social Media and Businesses Communications.
Summary of Reflection
From the studies, I have learnt that both the interior and outer correspondence are vital to the business.
Much the same as the development of new innovation, web-based social networking has turned into a
piece of my life, it has likewise shaped the an integral part of the present associations that are utilizing
it for various purposes and are getting dependent on it every day. Organizations make use of the online
networking to help in completing different business operations, such as expanding the yearly offers of
the association. Through web-based social networking, organizations have possessed the capacity to
better their inward correspondence and unite representatives. On the outer situations, online networking
has helped associations upgrade their image mindfulness and brand picture. Be that as it may, anything
with a positive side needs to have a negative one as well. False data on promoting can prompt item
disappointment. Deluding online journals can impact the general population to buy a wrong item. An
association additionally risks overexposing itself and should it neglect to tackle an issue then the
purchasers will lead a harming effort against the organization. Organizations need to secure themselves
by setting up hierarchical abilities to guarantee online networking joining is compelling and that it fills
its need. Along these lines its center capacities (promoting, publicizing, advertising and customer
fulfillment) are appropriately improved. There can be little uncertainty that the universe of business has
changed. Surely, even headways like fax are everything with the exception of ended. Not to express
that faxes are not being sent yet rather they are coordinated through a PC. Recalling this, it is basic to
stay in correspondence with our customers through whatever contraptions they are using. Moreover,
though electronic person to person communication wasn't at first proposed for business use, one can't
block the tremendous number from guaranteeing people using these phases for advancing and
correspondence. Having your own particular web based systems administration arrange looks like
having a tweaked broadcasting structure without the need of spending a fortune on publicizing.
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Social Media and Businesses Communications.
Already, clients could take days or even a long time to impart their experience to a business, today; it
takes just minutes to achieve this on the web.
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Online networking has become significantly more individual than messages. For organizations, this
gives them a human appearance, so disregard back in the times of frantically attempting to keep some
sort of a bound together front by anticipating a refined organization picture. Today organizations see
individuals as simply that individuals. This assembles trust with your customers and will achieve others
with comparable interests, any sort of news voyages like rapidly spreading fire. At long last, if New
York or Las Vegas are the urban areas that never rest, at that point the web is the place business never
closes. Individuals are swinging to these web-based social networking destinations since they get the
opportunity to work together and take care of issues on their terms. The feeling of flexibility and
control offered by social locales is generally luring. The planning works best for the client, on the off
chance that they had an issue that needed help, they will get the appropriate response at whatever point
they are accessible to get it. In this way, to organizations, what's to come is here so you ought to
consider every one of your choices and join your clients on the web and remain associated.
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List of References.
Crews, T, & Stitt-Gohdes, W 2013, 'Using Social Media to Develop Business Communication Skills In
A Service- Learning Setting', Journal For Research In Business Education, 55, 1, pp. 53-68, Education
Full Text (H.W. Wilson), EBSCOhost, viewed 7 May 2018.
Kaplan, A.M. and Haenlein M 2010, 'Users of the world, unite! The challenges and opportunities of
Social Media', Business Horizons 53, pp. 59-68, EBSCOhost, viewed 7 May 2018
Bruhn, M., Schoenmueller, V., & Schäfer, D. B 2012, 'Are social media replacing traditional media in
terms of brand equity creation?' Management Research Review, 35, 9, pp. 770-790, EBSCOhost,
viewed 7 May 2018
Chung, C., & Austria, K 2010, 'Social Media Gratification and Attitude toward Social Media Marketing
Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value.
Proceedings of the Northeast Business & Economics Association'.
Fogel, S 2010, 'Issues in Measurement of Word of Mouth in Social Media Marketing', International
Journal of Integrated Marketing Communications, 2, 2, EBSCOhost, viewed 7 May 2018
Khang, H., Ki, E. J., & Ye, L 2012 'Social media research in advertising, communication, marketing,
and public relations, 1997–2010', Journalism & Mass Communication Quarterly, 89, 2, pp. 279-298,
EBSCOhost, viewed 7 May 2018
Inversini, A., & Sykes, E 2013, 'An Investigation into the Use of Social Media Marketing and
Measuring its Effectiveness in the Events Industry', In Information and Communication Technologies
in Tourism 2014, pp. 131-144, EBSCOhost, viewed 7 May 2018
Hernández-Méndez, J., Muñoz-Leiva, F., & Sánchez-Fernández, J 2013, 'The influence of e-word-of-
mouth on travel decision-making: consumer profiles', Current Issues in Tourism, pp. 1-21,
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EBSCOhost, viewed 7 May 2018
Palmer, A., & Koenig-Lewis, N 2009, 'An experiential, social network-based approach to direct
marketing', Direct Marketing: An International Journal, 3, 3 , pp. 162-176, EBSCOhost, viewed 7
May 2018
Rosendale, JA 2015, 'New Communication Technologies in Organization Communications and
Branding: The Integral Role Social Media Now Play', Florida Communication Journal, 43, 2, pp. 49-
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