Importance of Online Communication in Business
Abstract
Globalization has compelled many businesses to realize the importance of communication within the workplace as well as outside the business. Communication plays an eminent role in the business success. The modern business environment has changed the traditional communication trend. Now, businesses have shifted towards the internet. Communication effectiveness is depended on numerous factors such as Clarity of the message; the medium used for transferring information like the internet, email correspondence; Eliminating any distortion that hinders effective communication; and the receiver ability to decode the message. Email correspondence is different from the verbal conversations so the words must be selected sensibly to make the draft more clear and professional. It is advisable not to include slang language while writing a business email. The website is an effective method of communication. Through which, the message is communicated to the vendors, customers, and business partners. Businesses communicate internally through internet usage via an intranet site. The site is useful for transferring information pertinent to the organization to its employees. This site is accessible to the members of the organization. . Social media is the communication medium in which customers get the information promptly without any delay. Business has introduced customer services on their social media pages. Thus, it can be concluded that the online communication is replacing the traditional communication mediums. To get the most of it, it is advisable for the businesses to share information clearly to the audience.
Importance of Online Communication in Business
Introduction
Communication plays an eminent role in the business success. Communication is two types: written and verbal communications. Globalization has compelled many businesses to realize the importance of communication within the workplace as well as outside the business. Traditionally, companies within the workplace followed a strict hierarchical system where employees were not allowed to pass the hierarchical barrier for communication. Still, many organizations follow the same hierarchical system in which communication is restricted to a certain level. The modern business environment has changed the traditional communication trend (Written business communication, 1994).
Now, businesses have shifted towards the internet. To position the brand among customers or potential customers, it is eminent to engage in the external online communication like Facebook, Twitter, etc. The company needs to transfer clearly the mission, vision and other business correspondence with employees through internal online communication. No matter whether the company is engaged in the internal or external online communication, the desired outcomes would be only possible if the information passed through effectively to the receptor. Yahoo is the best example of a company where communication gap exists. The worst financial performance indicates the importance of communication. The study discusses the significance of communication specifically online communication within business settings.
Discussion
Business can run smoothly only if communication is passed through effectively. Communication can be defined as the information transmission from a source to receptor. Effective communication is one in which receptor comprehends the actual jest of information. If a receptor does not get to understand the actual message, then it is known as ineffective communication. In a business setting, it is eminent to effectively transfer message to the receptor. Communication effectiveness is depended on numerous factors such as:
Clarity of message
The medium used for transferring information like the internet, email correspondence
Eliminating any distortion that hinders effective communication
The receiver ability to decode the message.
The message can be in two forms of online communication: internal communication and external communication. Internal communication is that in which information is transmitted within the business environment like emailing to the employees. The external online communication is that in which message is delivered externally through social media, email to stakeholders, etc. (Whitehead, 1996).
Forms of Online Communication
The internet is the major source of online communication. Through the internet, the message can be conveyed to the mass audience orally as well as in written form. In business communication, the written form of communication is more formal then it is in daily lives. There are numerous do and don’ts, which need to be considered before transferring information. In the online communication, the internet enables to connect with the mass audience. The information transferred to the audience through the internet can be of different types. For instance, it can be the purchase information transferred in written form to the vendor or customers. The effectiveness of written business communication depends on the medium used. One of the forms of internet communication is email (Rodriques, 2013).
As per Forbes, the email correspondence has been increased in the business setting for transferring information from one end to other. It is expected that by 2018, the increased number of email correspondence would be around 140 in a day. The current email correspondence until 2014 is the 121per day, which is expected to increase by 140 billion by 2018. The misconception by few professional that the trend of email correspondence in the business setting would obsolete in future. The study negates the statement by providing the data regarding email correspondence increasing trend in the business. In the business, the written form of communication is always appreciated and preferred. However to keep the communication effective, there is a need to follow some dos. An effective business emails need to be concise and must include the key information. The invitation or the request must not be put at the end of the email as the last line might be ignored by the reader. Email correspondence is different from the verbal conversations so the words must be selected sensibly to make the draft more clear and professional. It is advisable not to include slang language while writing a business email. It has been proven that the reader takes interest in an email draft just for 15 to 30 seconds, the message after that might be ignored. To make the most of it, business emails must be written by considering the fact that it must be read within 15-30 seconds time. If the message does not fit the first screen, then readers might lose interest because of a psychological hindrance (MacLennan, 2003).
As email is the written form of communication, so it is eminent to create a formal tone by selecting appropriate words at the start of the email. The subject and the starting words of an email play a major role in communicating the message to the recipient in an effective way. The purpose of the email must be written in the first line of an email. To maintain more interest in the email, it is advisable to discuss the context of purpose. The separate thoughts need to be discussed in paragraphs. Once the leaders in an organization understand the do and don’ts of email writing, the business heads towards progression. The more communication gap lessen, the more company's mission and vision along with other information get among customers, employees, suppliers, etc.
Website
The external use of written communication is a website. The website is an effective method of communication. Through which, the message is communicated to the vendors, customers, and business partners. Businesses may use the website as a tool in which information about the company or products is provided. The product purchase rate indicates that the message is delivered to the customers effectively. The message delivers via website need to be shared in a manner that helps the readers to understand the message. The website is a communication medium that is used for the companies to actuate potential employees, customers, stakeholders to get insights about the company. The words use in the website must be clear and precise. The more information is simply written on the site, the more people understand and get interested in the company profile (Kaul, 2003).
Intranet Sites
For the small businesses, setting up intranet is one of the best ways to keep their employers connected with company’s updates. Employees can perform well if they are connected with the organizational information, updates and overall organizational mission and vision. Businesses communicate internally through internet usage via an intranet site. The site is useful for transferring information pertinent to the organization to its employees.
This site is accessible to the members of the organization. The written information is transferred through the site to the employees in the form of community bulletin boards as well as a place where they can access information, forms and other useful resources. To secure internal information, the intranet site is usually protected by a password. It depends on the management that which part of the information they need to share with the employees. Intranet site is the best-written way of communication, which helps employees to stay connected with organizational happenings.
A separate section “what’s new" helps in sharing information about company insights, job opportunities, feedbacks, etc. There are companies that use Microsoft SharePoint in which sites are designed for sharing information about specific projects. These communication mediums help in sharing information with the specific audience in an effective yet efficient manner. One of the best examples of intranet is known as ‘Fetch.’ San Diego Humane Society handles the intranet for sharing information regarding employee’s benefits and compensation, career opportunities, and events calendars, etc. the most fun element of such intranet is that, the online photo album option has been added which helps employees to stay connected to each other.
The feature of Fetch is the employee recognition feature. In that feature, employees can fill out the form and nominate the best-performing employee. Fetch is considered as the most interactive yet effective writing communication medium because it helps in aligning company goal, culture, and brand. It also becomes an eminent resource tool for the workers not only that it helps employees to stay connected with the business insights and performs their jobs well. The employee appraisal and connected can be increased by using this form of written business communication tool. The traditional medium of communications is not cost effective for the business (Jain, 2012).
Social Media Sites
The internet has shaped e-commerce in which companies operate and deliver their product/brand information digitally. Brands are striving hard to be connected with the customers through social media. To get more understanding about effective communication through social media, there is a need to comprehend how things over media communications have been evolved in the past years. The traditional sources of communication like TV radio and print media etc. engage existing or potential customers in one-way communication. However, social media engages them to engage in two-way communication. Social media is the communication medium in which customers get the information promptly without any delay. Business has introduced customer services on their social media pages. Companies use social networks to be connected with the customers. The customer engagement with the product is easier through social networking sites than traditional mediums for communication.
The social networking sites are the most effective yet interactive medium of communication, which helps in transferring information to the receptor but also receptor, can ask questions and give feedbacks on the shared post. Businesses now are more responsive towards any loophole exists in their business processes. The social media sites help the companies to get customer feedbacks promptly after the post-purchase experience of a product. Companies can create a positive brand image of their products. This can be done by engaging customers.
The employees share and post the information about their company or product on the social sites, which help them in taking prompt suggestions from their existing or potential customers. Businesses on social sites are considered that they never are closed just like New York and Las Vegas cities. Facebook and Twitter are the most used social sites, which help the company to market and communicate their products/business anytime at any place. Social media sites have replaced verbal communication medium of communication like telephone etc. People are using social sites and engage in written communication more than phoning. The message communicated through social media sites help companies to drive their sales, find the potential candidates, build traffic, create a positive brand image and build community.
Today, big giants are using social media sites to strengthen their relationships with the customers like Dell and Skittles. LinkedIn is a professional social networking site, which helps the company to strengthen its B2B focus. It assists the business to share information and attain alike minds, peers, potential employees, and suppliers. This site is also helpful in attaining the market information and insights as this helps in conducting cost-effective market research. The most interactive social media site is Facebook, where a company can grab the untapped customer market. This site is helpful in sharing information to the masses. The valuable information can be attained by using this communication medium. The platform enables companies to be connected with the customers. Twitter is another site, which helps the company for creating product branding and visibility (Rodriques, 2013; Jain, 2012).
Conclusion
The online communication is replacing the traditional communication mediums. There are different written business communication mediums, which help businesses to augment the sales of the product and create a global presence. These communication mediums include emails, websites, intranets and social networking sites. To get the most of it, businesses are striving hard to communicate in an effective manner. There is a need to use appropriate written content before sharing information to these mediums. The more information shared is clearly communicated to the audience; the more business can attain lucrative returns.
References
Jain, N., & Mukherji, S. (2012). Effective business communication. New Delhi: Tata McGraw-Hill.
Kaul, A. (2003). Effective business communication. New Delhi: Prentice-Hall of India.
MacLennan, J. (2003). Effective business communication. Toronto: Prentice Hall.
Rittman, S., & Gonzalez, J. (1991). Effective business communication. Boston: PWS-KENT Pub.
Rodriques, M. V. (2013). Effective business communication. Place of publication not identified: Concept Publishing.
Whitehead, J. (1996). Effective business communication. Kingston upon Thames: Croner Publications.
Written business communication. (1994). Hong Kong: Kwun Tong Vocational Training Centre, Hong Kong Christian Service.
