In last decades, Internet(Social media) and its tools have developed very quickly andstarted to put impact the society specially in last 10 years.This impact has forced companies to transform their communication with internaland external environment. Nowadays public are responsible consumer’s that urge organizationto improve society, by using social media and its tools, With the advancementin communication technology, social media has changedthe way of people communicate with each other. The essay argues, in previousyears how social had a positive effect on internal and externalcommunication.it aims to examine the use of social media, its challenges whileusing as an internal communication tool, its attitudetoward social media asan internal communication tool and its influence oncommunication strategies.
The first explores the impact of social media inincreasing effeteness and collecting support for local health activism with thebenefits of social media in term of cost effeteness, job satisfaction,productivity and sharing of information.Firstly, Social is expandingday by day and As huge advancement of social media (e.g. Twitter andFacebook) have promote the e-mobilization of local activist, new social media tools are affectingproductive, logical communication with the public and their recent promisingexternal members (Seo, Kim, & Yang, 2009; Sriramesh 2010). Moreover healthactivist (Zoller, 2005) attain attention of peoples toward both sectors privateand public of society with doubling efforts in balanced communication betweenprivate and public areas is highly accentuate, Inregard global health is being related to human rights and values moreover ,health activist rests on particular political act (Zoller, 2005).
For example,in the Korean companies, main political forces existed in social work, such asanti-Western sentiment and resistance to reformation and policy making. Howeverthe recent social events has brought efficientand significant changes to the planning communication of health organizations in Korea, with rise upin e-mobilization has been accompanied by boosting in the number of small donations andI cover the larger part of the company’s budget. Consistent part of each singledonor eases the responsibility of the organization. Otherwise organization haveto rely on few rich and well known corporations. It then assumed that as socialmedia are integrated into both health NGOs’ routines and individualscontributing efforts in two-way balanced and transparent communication betweenhealth NGOs and the public will also be facilitated. Secondly, with the advancementof communication technology, social media has changedthe way people communicate with each other.
According to Edosomwan et al. (2011), socialmedia is derived with the beginning of human interference. It play an importantrole in revolutionize business communication and now play amajor role in many business people lives.
Inaddition, social media has expanded and most used communicationchannel in the world. Major research supports the useof social media in organizational method in which manycorporation had used social media such as, YouTube, blogs and Facebookfor communication and bond with the consumer or peoples and workers. Theimportance ofusing social media for internal communication areprofit (Greenwald, 2010), betterment of job, its high production and allocatinginformation among company members and leaders (Burrus, 2010) as well as making good communication skills,stronger bonds and commitment betweenthe management, business heads and workers in company (Khan & Khan, 2011).Leadership communication is an major element of learning in organizationas this build communication affects between organizational members andemployees, which affect the organization’s performance, productivity andreputation. However internal communication – an areawhich was ignored in the previous years and now it gainingmore attention. Studies illustrate the active internal communication has positive influenceon the workers, office environment, production and the company’s bottom line. Communication is thekey to be a better manager, thus, manager’s active communication withthe worker will motivate and inspire them to work which increase company’sfinancial success and its reputation. Meredith (2012) in his researchjustify that leaders should take social media on its maximum potential toreach internal and external audiences which includesemployees, shareholders, stakeholder, consumer and media.
Inaddition, a survey from a marketing solutions company claimthat near about 48% of business heads planning to spent more budgetson social media to achieve better result in market.Thirdly, Public awareness is increasing day by day regardingsocial, environmental and humanitarian causes permanent consumer are imploring organization to behave honestlyin society and to their shareholders. To comply with that request of people andin association with their corporate responsibility (CSR) programs, companyshould maintain and develop communication with consumer and keep them up-to-dateof actions and projects (Castelló and Ros, 2012).
According to Brown and Dacin(1997), buyer’s support and trust will grow stronger if corporation actsensibly in case of environment and corporate responsibility (Safi and Ramay,2013). Using internet can allow corporative (csr) actions to determines anorganization’s commitment and impact on its e-reputation (Kiousis etal. , 2007). The internet has become accepted as a informationalchannel for developing and relations between organization and the customers(Waters et al. , 2009), and online channels are trending rapdly andbecoming an major tool used to manage reputation of comapany (Jones, 2009;Castellano and Dutot, 2013).
Scholars have suggested that corporations’websites could provide number opportunities to present and describe theircorporate identity, product sales to their stakeholders and market (Rolland andBazzoni, 2009). Inconclusion, this essay explores the positive influence of social media oninternal and external business communication. Social media has impact oncommunication from past decade, in term of its role in health activism inNGO’s, leadership, ttaining people trust and their commitment, higher productivity,e-reputation and last in CSR (corporate social responsibility. REFERENCES1.
Civelek,M.E., Çemberci, M. & Eralp, N.E.
2016, “The Role of Social Media inCrisis Communication and Crisis Management”, International Journal of Research in Business and Social Science, vol.5, no. 3, pp. 111-1202. Dutot, V., Lacalle Galvez, E.
, D.W. 2016, “CSR communications strategies through social mediaand influence on e-reputation”, ManagementDecision, vol. 54, no. 2, pp. 363-389.
3. Huotari, L., Ulkuniemi, P.,Saraniemi, S. & Mäläskä, M. 2015, “Analysis of content creation in social media by B2B companies”, The Journal of Business Marketing, vol. 30, no.
6, pp. 761-770.4. (Catherine)Lee, C.E. 2015, “THE USE OF SOCIAL MEDIA IN LEADERSHIP COMMUNICATION: BENEFITS, CHALLENGESAND LEADERS’ PERSPECTIVES”, International Journal of Arts , vol. 8, no.
1, pp. 513-529.5.
Shim,K. 2014, “Impact of Social Media on Power Relations of Korean HealthActivism”, Media and Communication, vol.2, no. 2, pp. 72-83.