Discuss about the Digital Communication.
Digital tools allow companies to maintain a constant flow of information and much-needed feedback, both with external and internal audiences. Despite this, many companies still resist participating in the digital social ecosystem, or participate with extreme shyness, without taking full advantage of it. It is vital to progressively include social digital spaces in communication, public relations and marketing plans. Digital communication, in addition, should not be an exclusive tool of a single employee or department, but actively include management positions, middle managers, employees, collaborators, customers, investors, in short, all audiences (Andrews, 2012).
Digital communication must start from the company’s own business plan, then move, implement and execute from all departments, with a main emphasis on marketing, customer service and human resources. This process generates a huge benefit for the organization: credibility. With digital communication, it is possible to transform the exchange of a vertical process to a horizontal process, in which there is greater openness, participation, transparency and the sensation of democracy (Ang, 2011).
Some useful digital communication tools for the management of companies that are in the process of digitalization are:
Corporate digital media own and won, such as a website, blog, microsites of products and services, profiles on social networks. This will allow you to generate a digital community around the brand.
Monitoring platforms and analysis of internet and social networks.
Applications for mobile devices, especially for e-commerce and customer service.
Project management or cloud-working platforms (Asana, Slack), which allow different collaborators to organize their own tasks and projects as a team, while each one can monitor the progress and evaluate the result (Ashley, & Tuten, 2015).
Digital communication is something that has become indispensable for all companies. Therefore it is important that you keep yourself informed of the latest updates and the tools that can support you in this area to get the most out of it.
Digital communication for companies evolved from a static web environment, as it did 15 years ago, to a subject that, like water, moves, transforms and adapts to the current “communicative ergonomics”, portrayed on tablets, smartphones and even the new SmartTV.
What other tools do you know about digital communication?
Do we use digital communication tools correctly?
It has not happened to you that, reading a mail you miss certain information and you do not understand what they are asking you or where does that request come from? And once you ask, you discover that they have written that e-mail from your mobile phone almost automatically, while they were taking the subway, having a coffee or taking advantage of that slight moment between meetings. What to say about meetings via Skype? Those in which people gathered in person chat while digitally connected people try to “catch something” of that conversation (Blanchard, 2011). Let’s face it: the face-to-face conversation attracts us much more. Habit? comfort? I think not exactly, let’s analyze a little more in depth what is happening:
What do these two situations have in common? That we use means beyond the traditional to communicate…. Where then lies the problem? I do not know suppose we live in the age of communications? What new technologies are the Panacea of ??communication? Digital communication is a great advance in our personal and professional life, but the problem comes when such an apparently simple analysis, as what channel we should use and when and how to do it, so that communication is effective, does not always occur.This capacity lies in the development of digital communication (Bondarouk & Olivas-Lujan, 2013). . This is the digital competence I want to address. More specifically, the differences it has with communication as we have traditionally understood it.
What is communication for us, the ability to express ideas clearly and convincingly, so that the message is understood clearly. It also assumes the ability to listen and understand others establishing a dialogue effectively.
If we look at both definitions, in reality digital communication is the “natural” evolution of communication in a digital environment, that is, an emerging competition in the era of digital transformation, and how any change or evolution involves an effort initial, however minimal, and as the first step is to recognize it, I wanted to reflect on that effort we must make to develop our ability to communicate digitally (Madia, 2011).
In any type of communication the choice of the appropriate channel comes into play: the message is as important as the channel we chose to share it. In addition, adapting the message to that channel is vital. In digital media we have many options (from an e-mail to the corporate website or the RRSS), and we must know what kind of message we can give in each of them.
Digital communication encompasses all types of information shared with multimedia supports. Yes, you are also communicating digitally when you use your ppt to make an oral communication, or when you use different platforms to manage documents / information, or when you create a new post for the blog. The multimedia supports help to have a greater interaction, and we must know how to attend to it.
A higher level of both types of communication is to be able to adapt the message to the channels and share information (with multimedia in the case of digital media), while choosing the most optimal channel to generate the greatest impact, interspersing tools / media / communication formats (synchronous and asynchronous). So, sometimes, it will be more useful to make a videoconference than an infinite chain of mails; or publicize a new service of our organization through a video that through a catalog, etc.
Finally, already for true experts in digital communication, within the infinite possibilities of interaction with which we have, we find the ability to generate positive influence in favor of communications, to generate open spaces of communication with a high level of impact and participation , in which to share knowledge and help improve other participants.
And what does this have to do with my two initial examples? Both situations would not have occurred if the participants of the same had taken into account the characteristics of the digital communication and had known how to get the most out of them (and that we have dealt with two very basic examples).
Digital communication is vital both internally and externally to achieve greater organizational effectiveness. Increasingly, social digital spaces are part of the strategy of organizations, so we must pay attention to how, when and where we communicate digitally ( Davison, 2011).
Business Communication is an intangible asset; but it brings one of the highest success rates to the Company, because it allows the organization to “communicate” internally and externally to develop its “social purpose”.
In order to study the Business Communication Plan, it is necessary to analyze the existing classifications in relation to the type of communication. The first category that will be developed is according to the issuer of the communication, this can be:
1.1. Descending or Complementary: Taking as reference the theory proposed by Max Weber, in which the rationalization of work is the main factor that originates an organizational structure called bureaucracy thus generating a hierarchical structure, in which each lower charge is under the influence and control of a higher position, allowing the development of downward communication (Ruck & Welch, 2012).
1.2. Ascendant: The experiments developed in Hawthorne Works made by George Elton Mayo offer important discoveries that allow to establish channels of communication:
The structuring of the Business Communication must be the responsibility of a work team (department or communication unit) that carries out the integration of the necessary factors and techniques for its application, providing it with the appropriate means and resources throughout the Company.
The Business Communication is based on establishing actions that lead to decrease the uncertainty about the information that circulates internally and externally; developing direct flows with each of the publics with which it is related.For this it is necessary to establish channels and specific spaces, using different types of communication that allow to effectively and efficiently integrate work teams.
Starting from this point, it is necessary to consider that, the first necessary element is the “information”; which allows us to build a communication between two or more people; they exchange messages using similar codes whose purpose is to influence each other, producing one or more actions (Vuori, &; Okkonen, 2012).
Bases of Business Communication
Communication theory
Each of these elements can be identified in the Organization; However, the most important ones will be presented grouping them as follows:
To analyze the scope of the communication, we will use as reference “The Five Axioms”] by Paul Watzlawick, who was one of the main authors of the “Theory of Communication”. It is impossible not to communicate, in this it is made clear that all human behavior contains a form of communication.
All communication has a level of content and a level of relationship. The level of content means that all communication contains more information related to how He who speaks wants to be understood; which generates a relationship between the sender and the receiver (Chalkiti, 2015).
The nature of a relationship depends on the score of the procedures (sequences) of communication between the communicators, in which the sender and the receiver construct a flow of communication in a different way; where each part contributes to the development of a cyclical and continuous process (Vinerean, &; Tichindelean, 2013).
Human communication involves two modalities: digital and analogous, representing digital communication with words and analog communication with non-verbal communication.
The communication procedures between humans can be symmetrical or complementary, making a comparison with the organizational communication symmetrical are observed when the participants of the communication are in equal conditions such as work groups, friends, etc .; otherwise, communication is complementary, because a type of superior-subaltern authority is presented.
References
Andrews, C. (2012). Social media recruitment. Applied Clinical Trials, 21(11), 32. Ang, L. (2011). Community relationship management and social media. Journal of Database Marketing & Customer Strategy Management, 18(1), 31-38.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization. Pearson Education. Indianpolis, Ind.
Bondarouk, T., & Olivas-Lujan, M. R. (2013). Social Media in Strategic Management. Bingley, UK: Emerald Group Publishing Limited.
Madia, S. A. (2011). Best practices for using social media as a recruitment strategy. Strategic HR
Review, 10(6), 19-24. Ou, C. X., & Davison, R. M. (2011). Interactive or interruptive? Instant messaging at work. Decision Support Systems, 52(1), 61-72.
Ruck, K., & Welch, M. (2012). Valuing internal communication; management and employee perspectives. Public Relations Review, 38(2), 294-302.
Sigala, M., & Chalkiti, K. (2015). Knowledge management, social media and employee
creativity. International Journal of Hospitality Management, 45, 44-58.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage. United Kingdom.
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media
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Vuori, V., & Okkonen, J. (2012). Knowledge sharing motivational factors of using an intra-
organizational social media platform. Journal of knowledge management, 16(4), 592-603.
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