Impact of Social Media on Contemporary Business Communication

Question: Write about theImpact of Social Media on Contemporary Business Communication. Answer: Introduction Social media has changed the business world drastically over the years. A major difference in business comes with better communication. Businesses know that it is critical to stay in communication with their customers through any devices that are within their reach. While social media was not originally designed for this particular purpose, the vast majority of businesses such as Coca-Cola are using this platform for marketing and communication. Despite advertising on social media being just an option, it provides many practical ways for staying in touch with customers (Holland 2016). Many companies use social media to connect with their customers conveniently. While companies have an option to post information about their products and services on these platforms, many of them use it mainly to remain in touch with their customers and leads (Funk 2012). These businesses focus more on using this tool to engage with their customers instead of selling them products and services. Instead of posting information on their stock and prices, they choose to share more personal items such as photos of their new kitten. Social media also provides businesses with opportunities to post about the favorite charity activities. Businesses that use this approach understand that it is a great tool for improving connections (Funk 2012). The challenge, however, is high costs. Companies need to develop cost effective measures to be able to connect with their customers without depleting their resources. Coca-Cola, one of the worlds largest advertisers, has centralized its social media marketing strategy to realize this same benefit. Initially, Coca-Cola had multiple agencies run under several independent accounts, and they found that this strategy was not cost-effective for the brand. The companys flat sales are a testament to this. The company has responded by moving its social media to lower costs and also increase productivity benefits significantly (Minazzi 2014). This particular shift resulted in the creation of a real-time newsroom the North American Social Centre that manages social media marketing for this company and all its trademarked brands such as Sprite, Fanta, and think Diet. This center is focused on listening and analytics, community management, and content strategy. Coca-Cola has already applied this same tactic is in markets such as Mexico. These efforts have been motivated by cost efficiencies. The version that has been adopted in the US, however, is mainly motivated by the need for better quality. This company has consistently done its marketing on social media in a way that no other company can match; its core themes are freshness, happiness, and togetherness. Obviously, these themes focus on helping the company to connect with its customers as the real objective of Coca-Cola is making sales (Joseph 2016). Further, other than cost-related challenges, Coca-Cola is encountering difficulties communicating these themes, happiness, togetherness, and freshness given the increasingly popular believe that its fizzy drinks category is simply flat. In an attempt to address this problem, Coca-Cola is looking for new and innovative ways to connect its customers with their brands. The company recently adopted a global approach that involves growing its social media expertise in-house operations. Coca-Colas empathy model that allows it to effectively see the emotions behind events that are trending online like the Olympics and David Bowies death are being used to try to sort of this issue (Evaluating social media marketing 2016). In addition, businesses use social media as a campaign tool. Companies have discovered that belonging to a social media site is like having their own broadcast network. They can use these sites without having to spend a fortune on traditional advertising methods that are often costly. Before the advent of social media, customers could take several days or weeks to share their experiences involving any business transactions. In the 21st century, it takes only a minute to accomplish the same goal. Just like companies that were using their traditional broadcast network made commitments, they have made similar commitments on how they campaign online today. Coca-Cola, for example, has made certain commitments regarding the manner in which it interacts with the public on social media. Company associates and representatives are also expected to make the same commitments (Making a business from social media 2011). Coca-Cola has made several commitments. The company wants its staff to be transparent in every social media engagement and protect the privacy of its customers in compliance with applicable laws, rules, and regulations. The company also respects copyrights, third-part-rights, and trademarks. Another commitment, which is also a strategy to help Coca-Cola to realize its campaign objectives, is being responsible in its use of technology. The company does not align its company with other organizations and websites that use too much tracking malware and software. Besides, it claims to reasonably monitor its own behavior during social media campaigns and keep the right records of its participation in these activities as dictated by its rules as well as industry best practices (Online social media n.d.; Mclean 2015). As a result of this, businesses have an opportunity to respond to information from their clients in real time as well as stay in touch with them at all times. Businesses can make use this opportunity to acknowledge compliments or sort out issues quickly and efficiently. They have the ability to remedy the situations should any problem arise and make public your efforts to address the issue within a short time and with considerable ease (Social media business models 2016). Social media also makes it easy to share images. Sharing these items in this way gives customers a more human feel of the business. For this reason, many companies are allowing their employees to post some images on the Internet and to blog about the company and its products. By doing this, they are seen as more likable (Online social media n.d.). In the old days, most people were doing a lot of work trying to keep some unified front indicating a polished business image and enable customers to see the firm as it is. This was difficult to realize. Social media makes it possible to realize this and build trust with their clients as well as reach others with the same results (Lomborg 2015). Coca-Cola uses social media for this purpose as well. While the company has authorized the use of social media, it has certain expectations. According to credible information on its official website, the company requires both authorized company spokesperson and those who are not authorized to talk about the company, its brands, and its business on their own social media networks. It, nevertheless, requires any of these individuals to keep in mind Coca-Colas insider trading policy and protection policy, individuals responsibility for their actions, and the significance of everyone as an ambassador for the company. The company also advises social media users to be conscientious when mixing business matters and personal lives. People need to clearly know their groups policies regarding personal use of social media (Online social media n.d.). Social media also increases the visibility and availability of organizations. It is only on social media where businesses are never closed. Many companies are turning to Facebook and Twitter because they help them to address various situations on their own terms and the most prompt moment. If customers send their message to the business and the response delays for any reason, they can still receive the message at any moment when they are available to receive it (Holland 2016). Participation in social media can also increase job satisfaction and productivity. Research indicates that organizations the use these platforms correctly record increased performance. On the other hand, those that use it inappropriately for personal matters face a higher risk of low employee performance. Most companies, including Coca-Cola, have learned their lesson and taken drastic steps to develop special ways of thinking about these issues. At present, Coca-Cola focuses on solving the difficult question of how it can offer greater opportunities for its employees to engage and have fun while increasing its presence on social media rather than only dealing with the policy of the appropriate use at the workplace (Towner Klemz 2016). In conclusion, in the 21st century, modern marketers appreciate social media as an appropriate tool for communicating with their customers. This new communication medium has many advantages and challenges, and many businesses endeavor to find the most appropriate way to use it. The average business owner still has difficulty understanding the risks associated with social media use. Most traders largely use Facebook and Twitter to market their products and communicate with their customers. The main reason most businesses go for social media marketing is cost-related. Twitter, Facebook, and many other social media platforms are free to access, create a profile, and post information. For this reason, it offers the benefit of reaching the target market for little or no investment. Those who want information voluntarily get an opportunity to join and follow the businesses. Social media helps businesses to build trust with their followers and make them look for ways of doing business with them. 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