Student name: Abdul Salam Mohamed Sajmee 
Student ID:1708228
Module code:BMSK 4003
DIGITAL SKILLS AND RESEARCH METHODS 
LECTURER: RENUGA JAYAKUMAR



evaluates the effectiveness of the use of modern technologies within the workplace and explore social media as a tool for marketing 


This assignment discussing about the impact of social media on the way businesses are conducted today in terms of technological, economical, political and cultural exchanges brought about by these form of modern communication. As we know this modern communication platform giving impact to businesses today. We don't have any control to social media because this platform giving users freedom to express their opinions, experiences or anything that they wants. Social media providing big opportunity to organization to build better relation with clients and providing real one to one communication. Customers are now become more particular about with whom and from where they are buying products or services. One of the main reason why businesses must use social media is because their competition using this platform daily as marketing strategy. Customers and future customers also using that.
Case study on giant restaurant McDonalds showing that even big companies also unable to control the power of social media.
Wildfire ROI Survey 2011 survey shows that, marketers admits social media helping them to increase brand awareness and increasing customer relation. Businesses that directly interacting with customers should use social media to increase their revenue and increase the brand awareness.
Many organizations now start using internal social network which connects their employees all around the world. For example, Red Robin Gourmet Burgers Restaurants have more then 460 outlets in America using internal social network to make sure daily operation getting much better and they become one of the famous restaurant in America. The number one world retailer who have more then 2.2 million employees in 2018 Wal-Mart using social media platform to streamline supply chains and manage the stocks and inventories more efficiently to reduce the product price.
Any products related to social media also helping boost the world economy. Products like laptops, iPads, iPhones, headphone, headset and so on which used by customers to access social media received very high demand.
Thousands of companies worldwide involved in offering social media services offers thousands of jobs opportunity.
Some Fail Stories of Businesses when Using Social Media is Netflix where they are one of the top internet subscription service for watching movies and TV programs from any countries lost 800,000 customers because avoid listening to customers feedback form social media.
Example of Success Companies because of Social Media is KLM Royal Dutch Airlines where successfully enjoy with "meet and seat" campaign which let the passengers choose the seatmate before board the plane.
As a conclusion, Social media promising a lot of opportunities and challenges, so organization must prepare themselves to facing this.
What is Social Media?
Andreas Kaplan and Michael Haenlein describe social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content".
Social Media contains two words. The first one is "Social" which means interaction, sharing and so on. Another word is "Media" where to say that social media is a medium for publication.
Social media contains a lot of tools and applications which let the users express their opinion, publish articles, sharing videos and so on easily.
Social Media Landscape
The chart below shows the social media network landscape. There have a lot of different tools and services which allow users to do almost anything that they want.
For publishing articles, opinions, news and so on there have blogs, wikis and citizen journalism portals. Twitter is for Micro publication. There have thousands of website that allow users to share videos, pictures, links, music, slideshows and product reviews. Websites like YouTube.com, FlickR and so on are some of the popular sites.
To make discussion and sharing ideas or even making complaint about any companies, there have forums, video forums, instant messaging and VoIP. Social Media also allow us to watch world live tv programs or even live football from anywhere in the world. There also have platforms for virtual words, social gaming and MMO.
The most popular network on internet is Social Networks like Facebook, MySpace, LinkedIn and so on that connecting anybody from anywhere. According to Edison Research Survey in 2012 (the only providers of exit polling information for ABC, CNN, CBS, Fox, NBC, The AP and most of newspapers worldwide) says that, more then half American has created profile in any Social Networking websites.
Edison Research Survey in 2012 also shows that nearly two thirds of social networkers are using social sites daily.
Social Media History
Social Media history began in 1969 when CompuServe Company offers internet services for public using dial-up technology in United States. Then in 1979 Usenet become first bulletin board which connects Duke University and University of North Carolina. The development process continuously moving until Tripod introduced online community for college students and young adults in 1992. In 1997 there have more then one million sites on the internet including social media sites like AOL Instant Messenger. Frindster become biggest social networking site in 2002 with more then 3 million users. In 2003 Myspace, Frindster clone site launched and LinkedIn also launched their business-oriented social networking site for professionals. In 2004 Facebook started their operation which offers networking opportunity for Harvard College. YouTube come to the world in 2005 and give excitements to the world with video sharing features. In 2011 social media can be accessed from anywhere in the world and become one of the important thing in our life. Thousands of sites offers social media services in 2012 and all this sites very flexible and can be accessed through many different devices. Companies are now forced to use social media to make sure their brand always in customers mind.
Social Media Influence
According to Sir Andrew Likierman, London Business School Dean, "social media has completely disrupted the way businesses assess their performance". This statement is completely true because social media not longer an option but is a must especially companies that dealing straightly with customers. Some business can completely avoid thinking about social media like wholesalers because they just dealing with another business. Since social media become more power, organization facing difficulties to measure their performance. They must have specific strategy for social media or even companies could have one special unit that handle feedbacks and responses from user. Any negative feedbacks should grab attention and they have to discuss on how to react with any negative comments. Any negative response from customers will be there on net forever. No way to remove that and because of that, companies that avoid think about social media will lose some customers.
Customers are now become more particular about with whom and from where they are buying products or services. They willing to make online search before making any purchase decision especially for expensive items. Since internet is now more conveniently searchable through smart phones, customer can make search in just a minutes. That's why companies must have social media presence and put some attention to manage customer response and try to convincing them that the business is reputable and trusted. Social media providing big opportunity to organization to build better relation with clients and providing real one to one communication. There have no better advertising then "word of mouth". Satisfied customers surely will share to their friends in their social network about their experiences with a particular company. If one person shares their experience to his 400 Facebook friends, and that friends spread that news to their friends, the information moves extremely fast. If a video uploaded in YouTube with attracting title like "Think Twice before you eat XXX", this video surely will grab thousands or even millions of social medial users. With "Share" function available almost in any site, in just a second we can share anything to social media community.
One of the main reason that we must use social media is because our competition using that daily as marketing strategy. If we not use mean we loosing customers. Emarketer says in 2011, the Facebook advertising revenue estimated at 3.8 billion dollar and can increase to 5.2 billion dollar in 2012. What does it mean?, this numbers shows that a lot of businesses using social media to make advertising. A lot of businesses have social media networks account. As a result, competitors are forced to make online presence. They have no option, make appearance in social media or you will lose customers.
Another big reason why a business should using social media because their customers and future customers using it. A lot of people have at lease one social media account like Facebook, YouTube and so on. A business should present their brand where customers are. Traditionally we can see people open shops at crowd places like in shopping mall and so on. The same case here where a business should present in crowd place like social media. Million of people using that every day. You didn't show mean, the competitor getting stronger.
According to McKinsey, organization that using social media able to increase 50 percent customer's satisfaction. They also able to catch 48 percent in business lead and the most important is, their profit increase 24 percent.
The Impact of Social Media on the Way Businesses are Conducted Today
Technological Impact
Many organizations now start using internal social network which connects their employees all around the world. For example, Red Robin Gourmet Burgers Restaurants have more then 460 outlets in America. They are using internal social network which look similar like Facebook to teach their employees and managers about the recipes and how to make them fast. They are no more using traditional ways like send out bunch of books to each outlet. They are also no more waiting for feedback when store visit by headquarters and so on. Any problems that occur in any outlet get fast response from headquarters in just in few minutes. Everything becomes more easy and fast with internal social networks. Managers communicate with other managers in other outlet through chat or video conversation function. More exiting news is, they are creating burgers according to customer's feedback in social media. As a result, Red Robin Gourmet Burgers becomes one of the famous restaurants in America.
More and more companies are now using social media technology to speed up the business process and make sure every job done effectively. The number one world retailer who have more then 2.2 million employees in 2012, Wal-Mart using social media platform to streamline supply chains and manage the stocks and inventories more efficiently to reduce the product price. Many banks in America using social media to reduce cost for processing mortgages.
SupeValu is one of the company who have number of supermarket chains in America using Yammer (enterprise social network software) to connect all 11,000 executives and store managers. They created 1000 groups in that network to discuss about challenges and discussing new ideas. All store managers are in one group where discussing problems and ideas. Another group of supervisors discussing problem related to their controls. This method is more cost effective rather then holding meeting where participated by all managers.
According to McKinsey & Co. Survey, they found that two-third of big companies in United States are now using web 2.0 application like internal social networks or blogs, 50% increase from year 2008. 90% of this companies admit that, this new communication way improved their operation and the process getting much faster.
Eric Lesser, one of the Director at IBM's Institute for Business Value, said that social media make the communication between the world's professionals with various skills to sharing ideas and solving problems easily.
Social media technology moving extremely fast. This forcing company to have dynamic team which can learn new thing much faster. The software related to social media updated more regularly. The team must always ready anytime to facing new challenges. They must understand the most effective way to use social media which can bring good result for the company. All this pushing companies to spend more and have specific budget.
Social media increased the number of internet users worldwide. From 2008 to 2012 the world internet users increased by 30% according to BBC. This forced internet service providers to finding new ways to speedup the internet connection. This to make sure all business activities can be done much faster, cheaper and in more effective way. Now we can use 4G and Fiber Optic network to send out emails or any services just in second. Conversation thought Skype becomes more comfort without any interruption. More and more companies using latest technology for communicate with other people. This is another good impact of social media.
Economical Impact
Social media helped businesses to create product which have high demand and according to customers needs. Customer giving feedbacks which helped many companies to develop their products and services. Companies like Dell using ideas from customers to creating and improving their products. One of the example is created backlit keyboards which is more suitable when working on airplanes. Companies who creating products according to customers needs surely will help boost the economy because high demand to that products.
Any products related to social media also helping boost the world economy. Products like laptops, iPads, iPhones, headphone, headset and so on which used by customers to access social media received very high demand. Meg Whitman who is CEO of HP, says that in the past 2 years the sales for their laptops increased to more then 60%. The dramatic increase mainly because of impact of social media. More and more people using social media now and devices such as laptops receive high demand. Apple, Inc also admits that the sales for their hot product iPad received high demand as a result of social media.
Social media also created job opportunities which can help the economy. Social media created thousands of jobs opportunities. Facebook has more then 2,000 employees, Twitter has 300 employees and Groupon employed more then 4,500 workers. This only some figures, there have thousands of companies worldwide involved in offering social media services which offer thousands of jobs opportunity. World economy increased and unemployment rate decreased. Business associated with facebook created 232,000 new job opportunity in Europe in 2012 according to the news published by CNN.
Social media also created new industry where many people able to make income online. Many people are now enjoying income from home and helped house wife's to generate income to helping their husband while take care of their children at home.
Social media contributed many benefits to the economy but there also have some negative impact. Entertainment industry especially film industry affected by social media. Film makers invest million of dollars to make movies. Thought social media sites like You Tube or any file sharing sites, any people can enjoy new movies at no cost. Even though industry players took some actions to reduce the impact, but they unable to stop this activity totally.
Political Impact
Many country leaders are now encouraging people to use social media. One of the greatest example is Malaysian Prime Ministers, Najib Tun Razak. He has more then one million Facebook fans as well as Tweeter. He sharing a lot of information though his network about his daily activity and so on. As a result, many companies start using social media especially Facebook on their daily operation. Most of businesses in Malaysia have Facebook ID.
If we go deeper about the impact of social media in Malaysia, we can see Lynas Corporation project. Lynas project is from Australian company Lynas Corporation. This company supplies rare earths for many businesses. Many opposition political parties in Malaysia shows protects against this project because they believe this project provide danger for local environments. Malaysian citizen shows protect against this project thought social media. Facebook and many other social networks filled with feedback about this project. As a result government took some action to explain to citizen about this project and promise to evaluate back the existence of this project in Malaysia. This in one of the example showing clearly how social media impact governments' decision and businesses.
Cultural Exchanges Impact
Social media highly impact most of business aspect. Now many businesses especially who have big number of employees' start using internal social networking utilities which makes communication among them made simple. According to research made by Garner, in 2014 it assumed that more then 20 percent of businesses will use internal social networking utilities which will replace email communication now. With internal communication social network, any latest activities by company and so on will known by their employees much faster.
Social media impact on human resource process from recruitment, development, career management, mentoring and so on. For example, LinkedIn is a social networking site for peoples in professional occupations. This site has more then 140 million members. Many organizations using this site to search for real talent peoples. Many HR departments using LinkedIn nowadays for recruitment where this site offer many tools that can be used to view full profile and so on. Companies also posting jobs at this site. This site opens new way to search for talented professionals. Professionals enjoy sharing their experiences on this site.
Social media sites also used by companies to evaluate their employees and future employees. For example, after Human Resource department conducted interview for job openings, they will search candidate details through social network sites such as Facebook to examine whether that candidate suitable or not or has any bad things about them. This is one of the way how human resource department are now evaluate their candidate.
Social networks like Facebook extremely giving big impact to world culture. We could have friends from many countries and communication with them able us to understand about their culture. Businesses now try to explore new markets. Companies like KFC and McDonalds try to localize some of their foods. Using customer's feedback from social network, these companies try to add some local foods from that particular country together with their main menus. "Nasi Ayam" which is one of the Malaysia local foods available at KFC. They also try to add foods from other countries to local market.
Social media useful to trading companies. If they found Iranian drink getting popular in Malaysia, they start importing these drinks to be sold at Malaysia. The ideas are come from customer's feedback from social media. Now we can enjoy foods and dresses which belongs to other culture available at local market.
Some disadvantages of social media to companies is, social media will give negative impact to workers productivity. Employee's may wasting time to engage with their friends rather then doing the work that they should do. Now days we can see many employees using social network in office hours especially when their bosses are not around.
EFFECTIVENESS OF WEB EMAIL
Email communication is important type of written communication. Today, communications are conducted among business firms, organizations and companies mostly via emails. This is not only the cheapest but also the most reliable means of communications. The companies and organizations communicate with other companies and organizations for business purposes through emails. The orders are placed through emails; the enquiries are placed through emails; the picture samples of being imported/exported things are sent via emails as attachments. Moreover email provides most authentic and secure means of communication. The records of past emails can be retrieved very easily in moments.
Nowadays, email communications has extended to more than business among employees, which opens doors to many ethical and technological complications. In some cases employees tend to spread rumors about other staff or organizations, disclose information or data to unwanted parties, use offensive language in their communication which conflict the ethical practices of an individual in organizations.
Furthermore, employees tend to send large amount of attachments, movies and sound clips to one another or to large group of people. Thus, unwanted network traffic, increase of unrequired email storage
Some of the employees behaviors are as follows are as follows
Employees use there office emails to receive newsletters from their favorite e-magazine, or use their office emails in website such as Facebook or LinkedIn or etc. which opens many doors of junk and spam attacks!
Employees use their office emails to stay in touch with their families and friends
Employees receive personal mails i.e. their credit card details, bank statements or sometimes medicals histories... etc.
Instead of using company's intranet to for announcements and memos, People send heavy attachments to huge number of people from their emails
The aim of this research is to understand how emails are being used in organizations, what is the outcome of in-proper usage and then conclusion of what needs to be done to properly use emails and other communications channels such as intranet (MS SharePoint) telephones. also, what policies and procedures the organization should put in practice to increase users' awareness on email usage and provide control over the information within it.
Emails in general, what the importance of it,
Effective communication plays vital role in the success of an organization. Every organization, great or small, uses different forms of communication to make its links stronger with other both inland and overseas organizations. The purpose of all types of business communications is to impart and convey information and messages through different communication media. Jennifer M. George and Gareth R. Jones in their book 'Contemporary Management, comment about richness of information: "The amount of information that a communication medium can carry and the extent to which the medium enables the sender and receiver to reach a common understanding." There are many types of communication that exists in business entity, yet there are four major types of Business communication, which are common and extensively used. They are Face-To-Face Communication, Telephone or Voicemail, Personal Written Messages and Impersonal Written Messages.
Of all the forms of communication, email is the most significant. The small organizations communicate with other organizations on small scale depending upon its business needs. Larger organizations deploy its specific departments to deal with huge number of emails and online communications. These greater organizations' business depends to a great extent upon emails. To cope with this challenge, they employ special IT staff to manage and maintain the availability of this communication media.
Other means of communications (2 Paragraphs)
Apart from emails, organisations also have other means of communication medias available such as telephones. Telephone is the most important form of communication for exchange of ideas, information and solving various issues promptly and urgently. This mode of communication is effective when parties are exchanging their ideas with same language and they can understand. So telephone is the best form of communication, but it is convenient for short and important discussions. When both the parties belong to different countries and they speak different languages, it is feared they may misunderstand each other.
Sometimes, when the organisation conveys a message or announce new product or service to selected or multiple group of staff, they use the following channels
Business Letters
Annual and Monthly Meetings
Publications
Notices and Manuals
Advertisements
Declarations
Publications
Memos
Frequent Meetings
Campaigns
Declarations
Press Releases
Journal Articles
Facsimile
Of all the modes of communication that has been mentioned so far, email is has attained the most important place in the world of business. Without email, the promotion and development of the business is almost impossible. This is why business communications and correspondence are carried out mostly through email. Every flourishing business organization receives hundreds, even thousands of emails daily from all over the world.
In 2003, the Radicati Group conducted a digital research after studying fifty companies worldwide; typical corporate user receives an average of 81 e-mail messages per day and sends 29 e-mails per day. That daily total of 110 messages represents growth of about 80 percent compared with last year. Most of the increase is not spam-related, according to the study. The average size of e-mails with attachments is also rising, another research by the same group indicates, "Daily global e-mail volume of 210 billion messages will double by 2012".
Radicati Group research indicated a remarkable growth of emails received by corporate user in 2006, 55% increase of email volume received since 2003. If users spend an average of one minute to read and respond to each message, this flood of e-mail traffic will consume more than a quarter of the typical eight hours workday - with no guarantee that users actually read the messages that are most important. Additionally, if e-mail traffic continues to increase at this rate, the average corporate e-mail user will spend 64% of the workday managing e-mail messages in 2010.
Advantages of Using tablets and smartphones in the Workplace:
	0.	1.     Improves communication:
Many businesses are using various business communication technologies to change the way their employees interact and communicate while at work. Employees can use various communication tools to interact or exchange information at work. For example, employees from different departments in a company can use text messaging services or video conferencing tools like Skype to share and exchange information. Virtual communication tools like Skype can be used to share screens and this can help workers to share projects while in different departments, the same application can be used to support group decision making. Also communication technologies can be used in the customer service department to serve customers on time.
	0.	2.     Encourages Innovation and Creativity:
Workers can use different business technologies to create innovative business ideas which can be used in business growth and expansion. Many companies create technological challenges and reward employees who come up with creative ideas using technology. Employees can use internet technology to innovate ways of promoting a business online. Social enterprise networks like Yammer.com can be used by employees to socialize and interact with other creative employees from different organizations, this interaction will result into information exchange and it also encourages brain storming on various work related issues.
	0.	3.     Improves on Human Resource Management:
Technology in the workplace can change the way human resource managers do their job. It improves on the process of screening, recruiting and hiring new employees. Many human resource managers are using internet to advertise job openings. Targeted candidates will be in position to apply for these positions online by submitting their resumes to the human resource manager. The all process saves time and it makes the human resource managers work easier. Technology can also be used to track performance and productivity of each employee at work. Once employees are aware that they are being monitored, their productivity will increase.
	0.	4.     Saves Time:
Technology can be used to automate various tasks at work, this automation will guarantee efficiency and will also increase on production at work. The use of computers to accomplish specific tasks at work creates room of making corrections on instant and it also reduces on human errors. Using databases to capture and store information can facilitate quick decision making at work. Employees can easily access business information via one single database; this information can be edited and saved for later use. Use of internal networks at the workplace can help in sharing of gadgets like printers and scanners, so employees do not have to move to different departments to share technological tools.
	0.	5.     Creates Mobility:
The use of internet and computers to work has eliminated space and time boundaries. Employees can work from anywhere at anytime, this mobility makes employees stay in control of their jobs. Technological tools like virtual meeting applications save us time, we don’t have to be in meetings physically yet information and data will be shared in real-time. For example, a mobile workforce management software allows field workers to access real-time work order information when they’re on the job.
Disadvantages of Technology in the Workplace:
	0.	6.     Causes Distraction at Work:
Their so many ways technology can distract employees at work. The use of social networks at work can cause so much distraction and it affects the productivity of employees. Some companies have decided to block access to specific websites like Facebook, Twitter and Youtube, because of the unlimited distraction they cause. Other business technologies which cause distraction at work include smartphones, computers and virtual meeting applications like Skype.
	0.	7.       High Maintenance costs: It is expensive to buy technology, but it is also costly to maintain it. Many small businesses can not afford the cost of hiring a full-time technical person, so they resort to monthly tech contractors who charge them for work done. If business technology tools like computers are not well maintained, their performance will decrease and the process of buying new computers or any other business technology can even be more expensive.
	0.	8.     Makes employees lazy:
Since most tasks are automated by technology, many employees become lazy at work, technology kills their creativity and skills. Simple tasks like calculating sales and tracking inventory are being done with computers, so you will find that employees do not put their brains at work, they can’t solve high-end business problems because a computer or software will do it with no challenge.
	0.	9.     Affects  Workplace Relationships:
Employees communicate via cell phones, text messages, email or virtual video conferencing tools. This type of communication technology eliminates face-to-face communication. Interpersonal communications are important in building workplace relationships because employees will get a chance to know each other in person, some times they can even share non-work related information, this type of interaction is killed by communication technology tools. Employees become more reserved and self-centered; they get buried into their work which can be of great harm to a business.
	0.	10.          It’s Risky:
Though we like the advantages that come with technology at work, it also tends to be risky, especially when it comes to data security. All employees in important decision making positions will need access to private business information; this can pose as a threat, because it can be very difficult to monitor the usage and privacy of this information. Many employees come with flash drives at work, so they can transfer critical business information and use it for their own personal gains.
Example of Success Companies because of Social Media
KLM Royal Dutch Airlines in well known as one of the largest airlines in the world. They able to attract future customers in unique ways and convert them as paying customers. They really clear about what customer wants and they believe customers paying for journey. They started social media in 2009, after some failure they come out with very controversial successful idea. They made join venture with social networking sites like Facebook, Twitter and so on and created tool which can help passengers to choose seatmate before board the plane. This campaign named "meet and seat". After passengers choose the seat mate, they can communicate with them using social networks like Facebook before they meet at flight. This one of the great idea KLM where utilizing social media and give ultimate experience to their passenger.
Disadvantage of Social Media for Business
A successful online presence especially in social media, a company needs an experienced team which can improve companies' reputation. Social media becomes unique and able to drive a lot of sales when they engage with their customers. This mean they have to reply messages, comments and so on. Pushing sales without engaging with customers or not respond to negative feedback will damage the companies' reputation. We also must produce new contents and always find out ways to overcome to any negative feedback.
There have thousands of sites in social media which can be used to our business benefit. Is not easy for evaluate which site we should pay attention more and which site gives real value for investments. Return on Investment evaluation process is not an easy with social media.
Wrong online presence strategy will damage the companies' reputation and put them at a viral social disadvantages. Any mistake they make in front of thousand of fans or social media members will result in big reputation impact. So we must careful when perform social media campaign.
Using social media marketing and advertising campaign could be more time consuming because we have to watch out every activity that we should do and engaging with people.
Advantage of Social Media for Business
The advertising cost is much more cheaper then traditional advertising and promotional activities. Social media also gives full value for every penny we spend. Traditional advertising only show the brand to the customer but with social media we can build long term relationship through "Like" function and can get their email address for send future emails.
Future customer able to find our brand through many channels like sharing activities, news, search engine search result and so on which give us free advertising. Social media can bring huge amount of traffic to our content especially when that content grabbing their attention. This what we can call free traffic or free customers.
Social media allows customers to express their experiences to others. A satisfies customers surely can bring another new customer though sharing experience activity. This also able to motivates companies to do the best as they can because consumers are now have freedom to express their views and feedback without any blocks. Companies will improve their products and services.
Conclusion
Social media gives deep impact to the business world today from small companies to big giant companies. Social media landscape is big and the system and technology continuously growing and changing everyday. Companies who using and presented in social media enjoying big benefits. Some companies received negative impact. Social media not longer an option but is a must especially companies that dealing straightly with customers. Social media promising a lot of opportunities and challenges, so organization must prepare themselves to facing this.
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