Discuss about the digital communication strategy followed by the Coles Supermarket.
Digital communication technologies have been exploding all around the world and trying for transforming the aspect of data and media. Various organizations have been maintaining a firm strategy in their communication media fir maintaining a healthy approach to customer (Westman 2018). Organizations need to be responsive and transparent to clients for better services. Therefore, organization need to be precisely effective in their communication strategy. Business organizations have been adapting several strategies for their development in the organization. This report has focused on the digital communication strategy followed by the Coles Supermarket. This Company have tried to use the social media communication strategy or their development in the market. Although the company has successfully implemented social media communication strategy, still there are some loop holes in it.
This report has focused on identification of challenges faced by the company in this context. The shift to the digital communication has helped in changing the way of thinking and expectation of people for engagement ad participation. The use of several social media platforms have helped in connecting all over the world within a click (McClain & Neeley 2014). Therefore, the rapid change in the technology has been creating a lot of opportunities for business organizations in the market. This report has helped in providing a detailed information about social media commutations strategy as a digital communication in Coles Supermarket.
Social media has been developed over the last decade in all of forms of communication. Social media has been a major tool and platform for communication purposes. Due to the enhancement in the technological factors in the market, social media has able to gain attention of maximum users and public in the market (Grayson, McLaren & Spitzeck 2017). Social media has continuously effective for arising the communications many organizations. The use of social media has been of both external and internal structure of an organization. Various researches have shown instance in which social media has been increasingly incorporated with operational behavior of an organization (Zappavigna 2018). In this report, Coles Supermarket has been using the social media as tool for their digital communication strategy.
Coles has been benefitted by the use of the social media and have increased its business in the market. The use of social media has been maintaining the change in the traditional perspective of communication. The traditional communication systems was depended upon oral and written communication skills. The draft into digital communication transformation has been maintaining the change in the communication skills of the company officials. Customers gave been always provided with highest priority in the product and service based industry (McGookin & Kytö 2016). Customer satisfaction has been the most important agenda for the companies in the market. Therefore, Coles has been focusing in the satisfaction level of the customers in the market. The company has been working in its communication with the clients and customers to make a better brand image than its competitors. Therefore, the use of the branding has been an important factor of determining the success of the company (Buinac & Lundberg 2015). The use of the social media has been maintaining proper communication with customers and clients. The stakeholders of the company have focused on the development of customer relationship in the market. The use of social media as a communication tool has helped in connecting with various customers at different parts of the world. The website of the Coles Supermarket has been helping in connecting with different customers. The website has a feedback portal that help customers to input their comment regarding products and services of the company in the market. However, the company has been curious for replying back to the comments provided by the customers in the portal. The company has been continuously checking feedbacks of the clients and customers in the market. Therefore, it took a longer time for communicating with a person (Bauer 2016). The company has been focusing in the brand image and value of the company in the market.
Communication in organizations has been always an important part as it helps in connecting various people and group in the work environment. Communication is a critical component in the organization as it depend on the identification of the organization in the market. The brand values and image of the Coles Supermarket has been high in the market. Therefore, there are little problems faced by the company. Most of the customers are online over the social media platforms (Moscoso, Eldridge & Peck 2018). A both way communicating between client and company helps in creating transparency in the relationships. The customer relationship manager needs to be active in this field. There are various benefits of the social media access in the company. For conducting the research, around 1800 personnel from an insurance firm were chosen to assess their usage of social media for work purposes. The employees are able to share their feelings and views over the website. This strategy has helped the company to communicate with a large number of customers at a time. Therefore, it has become easy for the company to communicate with them.
As argued by Beri (2017), implementation of social media in the organization might led to degrade in the quality of products and services provided to customers. Employees might get indulge with the social media platforms including Facebook, Twitter, Instagram, Pinterest and LinkedIn. Employees might waste their time in these social media platforms rather than working in the office. This become a huge loss to the company. Therefore, implementation of social media might be a loss for the company. As argued by Judie (2015), employees might upload some official documents and information over the social media platform that might be personal in the company’s point of view. Therefore, this create a hacky moment for the company over the internet. However, there have been various cases on social media account hacking for collecting data. Therefore, many employees provided their some valuable data about the company over the social media, which is not safe. The use of the social media needs to be done properly under specific conditions. A new generation system helps in maintaining a keen approach to study. Various challenges related to the implementation of social media in the organizational behavior (OSAZEE-ODIA 2017). The use of social media in the organization has been a positive movement with some challenges. The shareholders might up be agree with the implementation of social media in the company, The use of the social media can be hazardous for the development of the company as discussed early. The use of the social media might get public over the internet.
Various digital technologies have been adopted by many small and medium sized organization. Therefore, the competition has been increased in the market related to the sales of products and services offered by the company. The managerial cost of the company needs to be updated with the latest digital technology in the market for the updating their software and hardware (O’Loughlin & Hogan 2016). The company has been working in its communication with the clients and customers to make a better brand image than its competitors. Therefore, the use of the branding has been an important factor of determining the success of the company. The use of several social media techniques have been helping in collecting data and information for the business organization in the market. Therefore, social media as a communication toll has been an effective way to communicate with other customers at a time. The use of social media has been maintaining the change in the traditional perspective of communication. The traditional communication systems was depended upon oral and written communication skills. Therefore, it took a longer time for communicating with a person. The draft into digital communication transformation has been maintaining the change in the communication skills of the company officials (Kampf & Stolero 2015). The company has been increasing its brand value in the market. The current practice of the social media in the Coles Supermarket has been leading to the development of the company in the market. The use of social media as communication tool have been beneficial for the customers. Most of the users are uploading their personal details over the social media that might be lost. However, social media might help in improving the social awareness about the products and services provided by the company in the market.
Customers can provide feedbacks, comments and reviews of any products and services provided by the Coles Supermarket over the social media including Facebook. Therefore, this help in providing a clear approach to other customers in the market. Digital fluency in the workforce has been maintaining a proper approach to the development of communication skills (Huang 2015). Social media has been one of the best platform for enhancing communication among employees and customers. The impact of the digital technology on the employees will be discussed in the proposal. Social media platforms including Facebook, Twitter, Instagram and Linked In have been helping in consulting with clients and stakeholders of the company. The digital communication strategies have been maintaining a better approach to development of company. The review system of the company has been helping in creating a transparent image of the company in the market. The marketing strategy of the company has been depending in the customers approach (Young, 2014). This helps in providing a positive outcome to the customers in the market. The use of social media in the company has been helping in gaining the trust of the customers in the market. Coles have been advertising their products and services over the social media platform including Twitter, Facebook and LinkedIn.
As argued by Beri (2017), there has been various challenge in the implementation of the social media including cyber bullying and hacking. Cyberbullying is one of the major problems in the social media. There has been so many fake profiles in over the internet that might create havoc in the society. In the organizational context, various fake profiles might bulky the employee of the company fir any amount money or breaching out any kind of data and information over the internet. This might be a great loss to the company as the personal data and information might get leaked I the public. Hacking has been another major problem in the social media communication strategy. There are various hackers that are targeting various companies in the market for the breaching out data and information form theme. They used to hack any social media account and breach out data related to the company (Young, 2014). Therefore, this has been great loss for the company both in financial and business out of context.
Conclusion
It can be concluded that communication has played an important role in the development in the company in the market. The proposal has described about the digital communication strategy of the Coles Supermarket. A brief company overview has been provided in the proposal. The importance of the social media as a digital communication strategy has been discussed in the report. The concept of social media and implementation in the Coles Supermarket has been explained. The social media communication strategy has been examined in this report. A critical analysis of the literature has been provided in this report. The use of social media in the business context has been discussed in this report. The impact of the social media as digital communication strategy on Coles Supermarket has been analysed.
References
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