$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!

Impact Of Social Media: Contemporary Business Communication

tag 0 Download8 Pages / 1,984 Words tag Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT


Discuss about the Impact of Social Media for Contemporary Business Communication.




Business Communication has taken huge leaps of evolution since the last twenty years. Communication modes that have been invincible at times have become obsolete in modern day communication. As life tends to be fast paced, face-to-face interaction is decreasing, with the advent of new technological advancements which include the internet, extensive use of the social media network, email, blogs, online paid advertisements and so on. The biggest game changers in the field of business communication are the Email and the social media networks like Facebook, Instagram, Twitter, LinkedIn, Skype, Pinterest, Google+, YouTube, and so on (Ward  2016). The common outcomes of contemporary business communication include high speed and low cost communication, enhanced market research, improved Public Relations campaigns, tapping into new customer bases, direct and customized product/service marketing, enhanced sales, better customer support and retention, embellished customer relationship management and even attracting the best talents at work, ultimately aiming towards higher competitive advantage (Carroll and Buchholtz 2014).


Changing Business Communication Practices

A lot has changed in the last couple of decades when it comes to business communication. The modes of sharing information about a new product release have smoothened by the technological advancements. PR agencies and professionals may choose to communicate to millions of customers at the click of a few buttons. Blogs, Emails and Direct Messaging features have changed the long ornamental formal letters (Shwom and Snyder 2015). Marketers are able to communicate their messages through Facebook, Twitter, Pinterest and Instagram and reach out to new customers with their new or existing offerings, and even “listen” to their existing customers through these mediums. These practices ensure better customer relationship management and brands get to enjoy higher equities with a few ‘clicks’ (Luxton, Reid and Mavondo 2015). Recruiters choose to attract the best of talents from the industry with the help of the second largest social network, LinkedIn and this reduces the cost and time required for the process. Organizations use intranet and message portal applications to ensure smooth corporate communications and even interpersonal communication within the organization. Both corporates and start-ups rely heavily on social media to build a connection with their followers on social media so that the company gains further trust. Posting about social issues they are passionate about rather than posting new offerings is the trend in social media and social networks. Since “Money never Sleeps”, business houses can’t afford to be in the regular nine to five working hours, rather they need to be in continuous touch with their followers at any time from any part of the world (Jussila, Kärkkäinen and Aramo-Immonen2014). Businesses in today’s world find their customers and followers waking up to electronic devices in their hands, and thus companies may have to face a steep price if they choose to refrain from the digital world.


Challenges of Business Communication in the 21st Century

Though businesses are adopting fast to these changes of the 21st century in business communication, there are still many challenges that plague the entire process. Most of the time, individuals listen to someone only to reply, rather than understand the other person. This gives rise to the first realm of problems in business communication. Whether it be internal or external communication, listening qualities from front line managers to top level management are not yet up to the mark in many organizations, leading to conflict (Modaff, Butler and DeWine 2016). Workplace diversity helps in enhancing culture and divergent thinking, but it also poses to be a problem when it comes to communication. Verbal and non-verbal communication have different meanings all over the world. For example the ‘thumbs up’ gesture is taken quite positively in Malaysia, a Muslim dominated nation, whereas the same gesture is considered to be a rude sexual signal in many Muslim dominated Middle Eastern countries. With the ongoing spree of globalization, businesses are engaging in activities across borders and oceans which often leads to communication problems across various time zones, business norms and etiquettes and most importantly different languages (Argenti 2015). Communication in the 21st century is even hindered by employees and teams who lack the training/provision to use various electronic devices to communicate their messages. For example a firm based in the U.S. may face communication difficulties with its outsourcing partner in Somalia which doesn’t have access to laptops and smartphones. Though communication has received a great boost with the new technological advancements, it is often desirable to have face-to-face communication in order to better comprehend the aspects of non-verbal communication like kinesics, oculesics paralanguage, proxemics and so on (Esser and Hanitzsch 2013). Communication in social media and social networks is fast and has greater reach to the masses. Thus there is a high probability that an unwanted piece of communication may be all over a follower’s PC, before the organization is able to take it down from its profiles. Even the high level of communication from corporates and start-ups to their customers often lead to an extended Zeroth Moment of Truth (ZMOT) (Leeflang et al. 2014). It is during this time a customer thinks of all the buying options available to him and then makes the purchase. Social networking is thus instrumental to gain competitive advantage (Young 2014). Communication that is not face to face often gives rise to misinterpretation, confusion, lacks the emotion and even out of business context (Cornelissen 2014). Now, only a trained intrinsically motivated employee can settle down with the best communication channels as long as the budget allocation permits him to do so.  Without capital budgeting and proper resource allocation, it is next to impossible to implement the sophisticated communication channels as employed by the market leader or a larger corporation.


Case Study under Consideration - Burberry

Amongst the various challenges faced by 21st century organizations, Burberry, a luxury fashion brand didn’t waste much time to join the digital league and emerge out as a pioneer in the digitally transforming fashion industry. Former CEO Ahrendts and CCO Christopher Bailey were agile enough to spot the differences in the approach in traditional and digital shopping and was courageous enough to take the leap that would change the face of the industry forever (Skorobogatykh, Saginova and Musatova 2014). Burberry’s long time legacy had been the iconic trench coat but it was losing the momentum and Bailey had spotted it. The agents in the organization were willing to make the shift to a new paradigm to leverage core business strategies and nurture core competencies.

Leap of Faith - Strategies Adopted by Burberry

In early 2006, Burberry got all geared up to take on the digital transformation and Ahrendts knew that digital strategy had to be Burberry’s core strategy to sustain in the fads industry. The product had to be iconic, so choosing the trench coat to be at the cornerstone of the new paradigm shift was no coincidental move from the Chief Creative Officer Bailey. In early 2009, Burberry launched its own social networking site; the very first of its kind by a leading fashion house. By November 2009, Burberry was out with its Art of the Trench web page which had collaborations with ace bloggers and photographers including Scott Schuman. The website was designed to facilitate user generated content which included Burberry trench coat owners publishing pictures of themselves wearing their ‘pride’. Customers were provided the liberty to like and comment on their own as well as others’ images. To facilitate the sharing provisions, Burberry included the one touch call to action button which enabled users to share their content on Facebook, Twitter, Instagram and Pinterest instantly (Bass 2016). The highly collaborative strategies put the users, fans and the organization on the same pedal to enhance the customer shopping experience. Further, to have a stronger emotional bond with the millennials, a new campaign, Burberry Kisses was designed. It allowed the user to send virtual kisses to any loved one sitting at any other corner of the globe. Burberry had collaborated with Google Earth and Street View to understand the locations of their users better and ‘bring to life’ the journey of the kiss travelling from one city of the world to another. It had been a whooping success story for the brand as kisses from more than 150 countries were delivered. In 2011, the brand used Twitter (Zhang, Xue and Burns 2015) and Instagram to reveal its 2012 clothing line collection and streamed the actual event on YouTube. The most out of the world shopping experience provided by Burberry was at its flagship store at Regent Street, London where the store used RFID chips to display customized product videos for customers who walked passed nearby LED screens. The customers were provided iPads to make a quick order and even help them be a part of the Burberry legacy. Burberry has extended the customized and relevant product video feature to its website, so that customers can have an unforgettable online shopping experience and get into the precious loyalty loop which promises greater revenues. 


The Dream Road to Success

Being at the forefront of Omni-channel customer relationship and engagement, Burberry has proved to be immensely successful with its vibrant social media channels, website and brick and mortar stores. The paradigm shift to undergo the digital transformation and adopt the digital strategy as a core strategy provided Burberry the opportunity of tapping into a new segment of younger customers who felt associated with the brand given its social media and web presence. Believing that ‘Content is King’, use of open source tools like WebGL, CSS3 and HTML 5 combined with the complex operations of Machine Learning and Artificial Intelligence (Zhang, Xue and Burns 2015), maintaining high user engagement rates, recognizing the accurate KPIs have helped the brand increase its revenue by 68% from USD1650 Million to USD2750 within 4 years from 2011 to 2015 (Bass 2016). From the perspective of a business student, it was not its products that Burberry was trying to push to its buyers, but rather the pursuit of providing its buyers, an unforgettable shopping experience was the driving force behind Burberry’s success of being the pioneer in digital innovation in the fashion industry.



Argenti, P.A., 2015. Corporate communication. McGraw-Hill Higher Education.

Bass, C., 2016. An exploration of the way consumers use digital media of luxury fashion brands to create value: A case study analysis of Burberry.

Carroll, A. and Buchholtz, A., 2014. Business and society: Ethics, sustainability, and stakeholder management. Nelson Education.

Cornelissen, J., 2014. Corporate communication: A guide to theory and practice. Sage.

Esser, F. and Hanitzsch, T. eds., 2013. The handbook of comparative communication research. Routledge.

Jussila, J.J., Kärkkäinen, H. and Aramo-Immonen, H., 2014. Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, pp.606-613.

Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.

Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.

Modaff, D.P., Butler, J.A. and DeWine, S.A., 2016. Organizational communication: Foundations, challenges, and misunderstandings. Pearson.

Shwom, B.G. and Snyder, L.G., 2015. Business communication: Polishing your professional presence. Pearson.

Skorobogatykh, I., Saginova, O. and Musatova, Z., 2014. COMPARISON OF LUXURY BRAND PERCEPTION: OLD (UK) VS. MODERN (RUSSIA) CONSUMERS’PERCEPTION TOWARD THE BURBERRY BRAND. Journal of Eastern European and Central Asian Research, p.76.

Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth, profitability, and family leadership. Springer.

Young, A., 2014. Brand media strategy: integrated communications planning in the digital era. Springer.

Zhang, R., Xue, S. and Burns, L.D., 2015. Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology.

Download Sample

Get 100% money back after download, simply upload your unique content* of similar no. of pages or more. We verify your content and once successfully verified 100% value credited to your wallet within 7 days.

Upload Unique Document

Document Under Evaluation

Get Credits into Your Wallet

*The content must not be available online or in our existing Database to qualify as unique.

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2018). Impact Of Social Media: Contemporary Business Communication. Retrieved from

"Impact Of Social Media: Contemporary Business Communication." My Assignment Help, 2018,

My Assignment Help (2018) Impact Of Social Media: Contemporary Business Communication [Online]. Available from:
[Accessed 09 July 2020].

My Assignment Help. 'Impact Of Social Media: Contemporary Business Communication' (My Assignment Help, 2018) <> accessed 09 July 2020.

My Assignment Help. Impact Of Social Media: Contemporary Business Communication [Internet]. My Assignment Help. 2018 [cited 09 July 2020]. Available from:

At, we understand that when students get stuck with tough assignments, they look for affordable services. To assist students with complex assignments, we have built a team of skilled cheap essay writers. has become one stop solution for all students who often look for answers related to their search similar to do my essay at the cheap rate or who can write my essay at affordable prices. Students prefer hiring us as we have the best provisions to render services related to do my essay online at a reasonable rate.

Latest Management Samples

ISYS1055 Database Concepts For Decomposition And Functional Dependency

Download : 0 | Pages : 3
  • Course Code: ISYS1055
  • University: RMIT University
  • Country: Australia

Answer: Answer to Question 1: The candidate key for the doctor table is Rego. The candidate key for Patient Table is ID. The appointment table has candidate key, ID. The tables are already in third normal form. All the attributes in the database are atomic. Each of the tables has primary key. There is no non-functional dependency or transitive dependency. Answer to Question 2: Functional Dependency: The given custID has been presented as ...

Read More arrow Tags: Australia Melbourne Accounting Accounting theory and accountability University of Melbourne 

ACC203 Management Accounting Method

Download : 0 | Pages : 10
  • Course Code: ACC203
  • University: Elite Educational Institute
  • Country: Australia

Answer: 1. Explaining how the management accountant can help contribute design and operations of the new management accounting system for the new hospital: Being the management accountant relevant skill is needed by the individuals for adequately conducting operations. The same skills of a management accountant can help in designing and operating the new management accounting system for the new hospital. In addition, the management accounting...

Read More arrow

HI6026 Audit, Assurance And Compliance For Australian Security Exchange

Download : 0 | Pages : 9

Answer: Introduction Auditing is the process to examine the financial statements of the business entities in order to find out any material missstements in them. While auditing the statements, the responsibility of the auditors is to take into consideration the major risks of material misstatements and to take necessary steps to reduce them. On the other hand, Australian Security Exchange (ASX) has provided the companies with eight principles i...

Read More arrow Tags: Australia Campsie Management University of New South Wales 

NUR4232 Protecting Your Clients In The Conduct Of Research

Download : 0 | Pages : 21
  • Course Code: NUR4232
  • University: National Center For Biotechnology Information
  • Country: United States

Answer: Introduction Evidence-based models use a process for framing a question, locating, assessing, evaluating, and repeating as needed. PICO (T) elements include: Problem/Patient/Population, Intervention/Indicator, Comparison, Outcome, and (optional) Time element or Type of Study. The question for this study is as follows: In patients aged 60 years and above (P), what is the effect of being administered the influenza vaccine (I) on contra...

Read More arrow

CP5639 Conceptual Modelling For Attributes And Different Relationships

Download : 0 | Pages : 5
  • Course Code: CP5639
  • University: James Cook University
  • Country: Australia

Answer: Discussion This report discusses the solution for the conceptual modelling of the Joanne Myers Apartments. Conceptual modelling involves following a few steps in order to achieve the final conceptual model for the database. The first step is thoroughly studying the case study to get information on all the entities and their attributes and different relationships that exist between the entities. After identifying the entities, the next...

Read More arrow

Save Time & improve Grade

Just share Requriment and get customize Solution.

We will use e-mail only for:

arrow Communication regarding your orders

arrow To send you invoices, and other billing info

arrow To provide you with information of offers and other benefits




Overall Rating



Our Amazing Features


On Time Delivery

Our writers make sure that all orders are submitted, prior to the deadline.


Plagiarism Free Work

Using reliable plagiarism detection software, only provide customized 100 percent original papers.


24 X 7 Live Help

Feel free to contact our assignment writing services any time via phone, email or live chat.


Services For All Subjects

Our writers can provide you professional writing assistance on any subject at any level.


Best Price Guarantee

Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.

Our Experts

Assignment writing guide
student rating student rating student rating student rating student rating 5/5

2830 Order Completed

97% Response Time

Leroy Bicknell

MBA in Marketing

London, United Kingdom

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

134 Order Completed

95% Response Time

Thomas Nelson

MS in Information Systems Technology with Specialization in Database Administration

New Jersey, United States

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

1692 Order Completed

98% Response Time

Alfred Dodd

PhD in Computer and Information Science with specialization in Database

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

610 Order Completed

100% Response Time

Cheryl Zhao

PhD in Statistics

Singapore, Singapore

Hire Me

FREE Tools


Plagiarism Checker

Get all your documents checked for plagiarism or duplicacy with us.


Essay Typer

Get different kinds of essays typed in minutes with clicks.


GPA Calculator

Calculate your semester grades and cumulative GPa with our GPA Calculator.


Chemical Equation Balancer

Balance any chemical equation in minutes just by entering the formula.


Word Counter & Page Calculator

Calculate the number of words and number of pages of all your academic documents.

Refer Just 5 Friends to Earn More than $2000

Check your estimated earning as per your ability




Your Approx Earning

Live Review

Our Mission Client Satisfaction

perfect work from consultants and they have better knowledge to make assignments.


User Id: 458046 - 09 Jul 2020


student rating student rating student rating student rating student rating

This is a well constructed essay, shows the expert actually did watch my video attachment and did a great job!!!


User Id: 417511 - 09 Jul 2020


student rating student rating student rating student rating student rating

Thank you for being helpful. i appreciate your commitment. my professor is yet to grade the assignment


User Id: 450271 - 09 Jul 2020


student rating student rating student rating student rating student rating



User Id: 292731 - 09 Jul 2020


student rating student rating student rating student rating student rating
callback request mobile
Have any Query?