Introduction:
The following essay reflects on the prominent evolution of trends in technological services in the realization of business communication and the contemporary challenges encountered in the present scenario. The selection of Woolworths which is a core business organization operating in the retail industry of Australia for the essay allows considerable practical insights to derive critical implications about the topic. The essay is specifically structured into distinct segments depicting a concise interpretation of the evolution of business communication over 20 years, challenges associated with business communication in the present scenario, and the impact of the changes introduced in business communication on the operational aspects of business (Abodohoui, Mohiuddin & Su, 2014). The depiction of specific aspects related to the case study organization i.e. Woolworths such as the application of novel forms of business communication to obtain plausible objectives about strategic business performance. The examples of utilization of novel channels and approaches for business communication could help in providing a credible impression of the varying implications of the efficiency of business communication in the external as well as internal environment of business organizations (Azari, et al., 2015).
Development of business communication:
The illustration of the background of business communication approaches dates back to 1996 when public relations were in the initial stages of development for specialized activities such as investor relations, the increasing accessibility of the internet, and the impact of corporate social responsibility. The varying dimensions of business communication that have led to the success of companies could be observed in five specific aspects. As per Breslow, the problems associated with typing press releases and sending physical copies through mail to different publications could have been observed 20 years ago (Breslow, 2015). According to Hagerty, et al, the introduction of technology has made it easier for professionals to prepare press releases as well as send them flexibly to reporters and stakeholders within minimal time possible. Examples of following reporters on social media for the apprehension of their characteristic behavior and utilizing it to prepare pitches of press releases indicate a formidable change introduced by technology in communication. Business communication was also associated with the disadvantages of quantified measurement of the reach of the information circulated by the organizations (Hagerty, et al., 2017). The sales of newspapers and readership of articles could not be related to the purchase of products thereby creating pitfalls for measurement. The existing technical infrastructure accounts for plausible benefits for measuring the significant impressions of business communication especially in the examples of data analytics services which provide a comprehensive and quantified interpretation of the reach of information circulated by business organizations. One of the profound changes in business communication over the last 20 years is the introduction of social media. Social media websites have provided innovative prospects for the realization of business communication objectives. Hebert said that the large-scale utilization of social media by Internet users reflects the wide assortment of potential marketing opportunities that can be accessed by business organizations (Hebert, 2016). The different approaches for perceiving information adopted by customers have also depicted profound changes due to the introduction of social media. Business communication has become explicitly flexible in terms of cost-effectiveness since the integration of technological frameworks such as information and communication technologies alongside social networking initiatives in an organization provides a viable reduction in costs associated with marketing and other communication objectives. As per Jensen, blogging can also be accounted as a profound entity that has transformed the domain of business communication since the channel of blogging offers conclusive opportunities for interactive engagement with customers and the audience (Jensen, 2016). The dependency of organizations on media agencies for circulating external business communication material is reduced as organizations could facilitate press releases and other internal communication needs through leveraging technical changes such as social networking.
Challenges for contemporary business communication:
The domain of business communication has been profoundly associated with plausible modifications that have led to numerous benefits for strategic business performance. However, the existing business environment, uncertain trends of the future, and prominent changes in the behavioral traits of individuals create profound challenges for business communication in the present scenario. As per Kolesnik & Tretyak, globalization has accounted for the reduction of international barriers in terms of culture, politics, geography, and society. However, the process of business communication has become complex with the introduction of a diverse workforce in various business operations thereby signifying the requirement of unique competencies to address socio-cultural diversity (Kolesnik & Tretyak, 2016, July). The observation of national cultural dimensions to frame business communication approaches could be accounted as a major pitfall for business organizations in terms of communication. The competence of a communication business can be aptly perceived as a viable resource that is crucial for the organization’s success. The identification of challenges in contemporary business communication can be assumed as a promising approach to resolving the issues. According to Latif, et al, the application of social media in the core business objectives of communication suggests that business managers have to adopt cognizable strategies that could ensure that dependency on technology for communication is not excessive. The varying behavioral perceptions noticed in the audience could be also considered as one of the challenges encountered by business communication in the 21st century. The different perceptions of messages provided on social media could lead to conflicts of organization with customers as well as internal friction among employees. The use of social media specifies the implications of technology for saving money, time, and energy albeit with the formidable challenge of addressing the aspect of emotion in business communication (Lim & Yi, 2014). Other profound challenges that can be noticed in contemporary business communication could be derived from the uncertain trends associated with the business environment as well as the evolution of social media that requires consistent revision of organizational business models.
Identification of business:
The essay utilizes the case of Woolworths which is a prominent core business organization operating in the Australian retail industry. The selection of the company for the essay could be validated based on the profound acceptance of social media as a business communication resource by large firms in Australia (Lussier, et al., 2016). The commitment of the organization to its interaction with customers could be validated by the integrated social media tools applied by the organization as well and the inclination towards recognition of innovative modifications in existing business communication models could be considered as apt reasons for selecting Woolworths as the plausible choice for this essay depicting the impact of social media usage on the performance of business communication (Mahmoodi, Feyzollah & Samadi, 2016).
Impact of social media on business operations:
Woolworths has the potential capabilities to be accounted as one of the powerhouses of the Australian retail industry and the impressive scales of revenue of the organization imply the formidable reach of employees. According to Mai, et al, the use of online platforms for business operations could be assumed as a prolific example of the integration of technology in business communication. Therefore social media and e-commerce applications of Woolworths suggest a profound change that is reflective of the transformation of existing business models and approaches for communication (Mai, et al., 2014). Changes in strategies for business communication could lead to the requirement of reforms in approaches to address communication with internal as well as external stakeholders. As per Makara Fuller, et al, the leading position of Woolworths in the Australian retail market signifies the implications for the organization to understand customers from an industrial perspective and address their requirements specifically. The primary reason why business communication and operational strategies are interrelated in the context of the case study organization is observed in the diverse assortment of products and services facilitated by the organization (Makara Fuller, et al., 2015). Therefore the necessary implications of acquiring information about customers could provide a reliable interpretation of the requirements of the customers thereby obtaining reasonable insights into the data related to customers. The recognition of customer traits before the preparation of appropriate business communication instruments would help tailor the communication approaches for efficiency. The understanding of the technological inclination of customers as well as the brand loyalty of customers could be used as potential sources of information by the organization to induce valid improvements in its operations (Motaghed Larijani, et al., 2014).
Critical reflection on the use of social media by the organization could be observed in the formidable challenge of perceiving target customers as well as devising precise methodologies for interacting with the concerned target groups. As per Omenugha, the primary emphasis of the organization is shifted towards the communications aspect of the organization, especially through social media and the plausible benefits associated with the same could be considered as appropriate reasons for prioritizing it (Omenugha, 2015). The applications of business communication are reflective of outcomes such as the acquisition of a larger picture of the reach of the organization among customers and effective reporting through online mediums as well as the recognition of content that could facilitate reasonable outcomes in business performance. Therefore, the introduction of a new workforce for ensuring business communication could be observed as a major change in the way business organizations operate (Parkinson, 2014). Proficiency of the social media management personnel as well as the competencies of the organization to provide supporting technical infrastructure and maintain it could be perceived as noticeable changes in the operational management of business organizations. Business communication through social media also accounts for the privileges of employees to stay updated with the evolving trends of the industry thereby ensuring the development of specific skills for monitoring and management of the social media channels of the organization. Furthermore, the introduction of revised standards of communication by the new systems could also be assumed a prolific indicator of the changes in the operation of a business. According to Pastae, an interpretation of the practical implementation of social media for realizing business communication objectives in Woolworths can be a viable contribution to understanding the changes introduced in business operations due to the reforms in business communication (Pastae, 2016, April).
The practical response of the organization to an unsatisfied customer on social media channel Facebook could be assumed as the first example of how business operations assumed change from the reforms in business communication. As per Sharabi, the incident involved the response of a customer who had purchased a popular snack only to find that it was affected by mold. The feedback from the customer was inclusive of references to Ice Cube, a popular celebrity, and rapper, which was addressed by the organization in a unique approach by replying to the customer with a style similar to that of Ice Cube (Sharabi, 2013). This example suggests the interactive approach for business communication through social media and its implications in resolving the business objectives of customer support and complaint resolution. Therefore these modifications suggest the drastic influence of social media on the interaction of businesses with customers alongside indicating novel prospects for acquiring the trust of customers through effective provision of support (Sharabi, 2013).
The ranking of Woolworths as a renowned Australian retail brand on the NetBase Love List proves to be a plausible indicator of the promising outcomes of reforms in business communication. The recognition of the organization among the other prominent retailers in Australia is indicative of the practical applications of Woolworths’ profound association with social media as a source of communication with customers. The preferences for ranking the companies on the NetBase Love List could be obtained based on positive responses and discussions on brands on social media platforms (Zhang, 2015). The identification of a higher share of customers reflecting plausibly on the value proposition acquired by them from the products of Woolworths could also be accounted as a formidable advantage that can be derived from changes in business communication. On the contrary, the use of social media platforms should be extended to accomplish the objectives of creative involvement of customers as well as innovative approaches for internal and external communication.
Conclusion:
The essay depicted formal references to the use of social media as a viable resource for business communication by Woolworths. The primary highlights of the report could be observed in the illustration of the evolution in business communication, the challenges in the contemporary domain of business communication as well and the review of two practical scenarios where Woolworths depicted the use of social media as a prolific resource for garnering advantage in context of business performance.
References
Abodohoui, A., Mohiuddin, M. and Su, Z., 2014. E-communication adoption in Benin Public Administration: Challenges and strategies. International Journal of Business and Management, 9(1), p.43.
Azari, S., Mokhtari, S., Mousavi, H., Mohammadi, M., Aliyari, A., Salimi, M. and Azari, G.H., 2015. Relationship between learning styles and interpersonal communication skills of nursing student in Medical Sciences Tehran University in 2012. Journal of Medicine and Life, 8(Spec Iss 3), p.178.
Breslow, L., 2015. Canadian Post-Secondary Students’ Evaluations of an Online Discussion Forum as a Course-Related Activity: Predictors of Perceived Interpersonal Benefits (Doctoral dissertation).
Hagerty, T.A., Samuels, W., Norcini-Pala, A. and Gigliotti, E., 2017. Peplau’s Theory of Interpersonal Relations: An Alternate Factor Structure for Patient Experience Data. Nursing Science Quarterly, 30(2), pp.160-167.
Hebert, C., 2016. Examining Text Messaging Frequency, Interpersonal Communication Skills, and Relational Satisfaction among College-Age Students: A Correlational Study (Doctoral dissertation, Northcentral University).
Jensen, M., 2016. Touchpoint Management and Interpersonal Communication. Studies in Media and Communication, 4(1), pp.30-48.
Kolesnik, N. and Tretyak, O., 2016, July. IMPACT OF E-COMMUNICATION ON VALUE CREATION IN BUSINESS MODEL OF DIRECT SELLING. In 2016 Global Marketing Conference at Hong Kong (pp. 462-473).
Latif, H., Uçkun, C.G., Gökkaya, Ö. and Demir, B., 2016. Perspectives of Generation 2000 and their parents on e-communication addiction in Turkey. Int. J. Hum. Soc. Sci. Invent, 5, pp.51-61.
Lim, E.J. and Yi, Y.J., 2014. Comparison of operating room nurses and general ward nurses on communicative competence and interpersonal relationship ability within the medical team. Journal of Korean Academy of Nursing Administration, 20(3), pp.313-321.
Lussier, M.T., Richard, C., Glaser, E. and Roberge, D., 2016. The impact of a primary care e-communication intervention on the participation of chronic disease patients who had not reached guidelines suggested treatment goals. Patient education and counseling, 99(4), pp.530-541.
Mahmoodi, F., Feyzollah Zadeh, Z. and Samadi Shahrak, Z., 2016. Comparing the Interpersonal Skills in Students of Tabriz University and Tabriz University of Medical Sciences. Iranian Journal of Medical Education, 16, pp.418-429.
Mai, J.A., Stern, D.F., Hollman, J.H., Melzer, B.A., Thiele, A.K. and Rosenthal, R.S., 2014. Examining the Impact of an Integrated Clinical Experience (ICE) on Interpersonal Skills Before the First, Full-Time Clinical Internship: Cool as ICE. Journal of Physical Therapy Education, 28(3), p.81.
Makara Fuller, K.A., Fishman, B., Karabenick, S.A. and Teasley, S., 2015. Students’ interpersonal connections with peers and staff at the start of higher education.
Motaghed Larijani, Z., Vakili, M.M., Gofranipourv, F. and Mirmohammadkhani, M., 2014. Effects of a health education program on Behvarz’s interpersonal communication skills in Semnan University of Medical Sciences. Koomesh, pp.229-238.
Parkinson, B., 2014. Emotions in interpersonal life: Computer mediation, modeling, and simulation. The Oxford Handbook of Affective Computing, p.68.
Sharabi, A., 2013. E-communication, virtual friends, and sense of coherence as predictors of loneliness among children with learning disabilities. Psychol Educ, 50, pp.42-54.
Simin, S., Eslami, Z.R., Eslami-Rasekh, A. and Ketabi, S., 2014. The effect of explicit teaching of apologies on Persian EFL learners’ performance: When e-communication helps. International Journal of Research Studies in Language Learning, 3(4).
Zhang, Y., 2015. An empirical investigation of the role of e-communication in international collaborations. Handbook of Research on Global Supply Chain Management, p.85.
