Sample Essay Paper on Digital Media within Organizations

Digital Media within Organizations

Introduction

The current initiatives across various organizations have proved that the extensive use of the digital media can spur significant increase in productivity and cost savings. As organizational activities become progressively more global and competitive, digital media is playing an active role due to its ability to bridge distances and allowing the establishment of relationships, which is a major aspect of any business. The digital media is entirely reshaping how organizations communicate. It has largely contributed to organizational effectiveness, branding as well as customer relations. Improved openness and teamwork are significantly having a positive impact on the businesses and contributing to the establishment of the internal and external set of connections and communities. It is a fact that digital media has already become a major part of the workplace, so organizations need to accept the novel realities. This paper discusses how the digital media such as: web videos, e-books, and social media have each shaped the communication strategies organizations employ to engage customers (Dutton, 1996).

Digital Media within Organizations

Many organizations have realized the importance of digital media in shaping the communication strategies and the value it can bring to these organizations, which is something workers and customers are expecting. The digital media has been an integral element of the organizations, and is expected to be a part of the work environment. It has allowed the emergence of novel business environment as majority of the workers have the ability and the desire to use these tools to interact with each other, for instance the managers and customers in accomplishing tasks differently as compared to the traditional methods. On the consumer part, this has been proved by the development of social media sites like facebook that enable them to assess dealers. A website like Twitter is being utilized by organization to respond to customer concerns, while facebook allows clients to become fans. As a result of utilization of the digital media, organizations are going through a transformation, and are changing strategies as a result of how social media is enhancing the recruitment, selection, and communication processes. It is also affecting rewards and incentives, describing the employment roles and leadership in addition to training and development (Sproull & Kiesler, 1986).

Digital media is transforming how organizations are recruiting new employees and how individuals find new employment opportunities. The social media sites are extensively being utilized in the recruitment procedure. They are instrumental in establishing links with prospective candidates through job posting, provision of career content and invitation of prospective workers to engage in conversations. The fact remains that digital media has already become a major part of the workplace, so organizations need to accept the novel realities. Some of the significant outcomes that have stemmed from these realities are such as novel marketing and client relations channels; improved client acquisition, service and allegiance; novel strategies for branding and communication; joint innovations for the creation of a product; recruitment of competent candidates and enhanced worker engagement. This trend however, comes with threats, for instance, workers posting intolerable comments about each other and about their organization. To avoid misuse, it is necessary for organizations to come up with policies that govern the utilization of the digital media that restricts particular content, which includes private issues, contract agreements as well as business policies (Dutton, 1996). Forward thinking organizations are shaping worker’s digital media skills and teaching them to become brand wardens and helping them endorse trustworthiness and support for the company. Positive comments on workers’ social networks can enhance a company’s employment brand. They can assist position an organization as a company of choice. The organizations that are dynamically involving in the digital media normally have their workers more engages with their institutions. The significance is that they get citizens talk positively about the organization across borders. The advantage of this is that it allows greater transparency, trustworthiness, responsibility, innovation as well as enhanced client service.

For the digital media use to be efficient, organizations should ensure they have established sensible expectations and strategies and plainly communicated to all the workers at the same time permitting opportunity for dialog and commentary. The workers also should be conscious of not just the advantages but also the disadvantages of digital media. It is essential for the workers to be careful on how they utilize organization information on the digital media. Organizations have also achieved satisfaction by the use of digital media through encouraging the workers to avail ideas and opinions through the social media and incorporate them into both the organization programs and products. Digital media has ensured that organizations have accessibility to unprecedented quantity of information concerning customer behavior and likings. However, making sensible use of it and transforming it into actionable plan has been indefinable.

The recognition and utilization of digital media has skyrocketed, and as an outcome, how workers communicate has transformed. Digital media has made it possible to receive feedback and answers. Within numerous organizations, digital media has resulted to enhanced organizational learning, improved transformation readiness and good relations among organizational members. Organizational leaders have learnt how to leverage digital media within their companies, just as individuals do independently. With this capability, these leaders have reduced the time taken to make decisions and radically improved their organizational performance and the degree of innovation. The digital media has had a great positive impact on the organizational Return on Investment (ROI). Digital media has become essential to the fabric of organizations instead of being just an element that can be utilized for news and advertisement. Digital media has been a foundation that facilitates collaboration among organizational leaders to attain organizational goals. An enhancement of communication as well as collaboration efforts that has been achieved through the use of digital media is helping to improve the overall performance of several organizations. This is for the reason that leaders have embraced the opportunity of making digital media a fundamental and integrated part of their companies. This has been the perfect solution of streamlining the time, capital and the resources needed for the purpose of communicating and collaborating with members, which has also made it seamless for them to contribute to the successful achievement of organizational goals. In addition, it has resulted in better contributions, donations and membership dues. The more effectual the communication plan, the more probable is an institution to realize its objectives. Thus, the RoI for digital media plan can be determined through the improved efficiency an organization attains. This explains why optimization of the communication strategy of a company through the digital media is essential. For numerous organizations that have done this, it has resulted to a more efficient operational strategy that has helped save the company’s time, capital and resources. It is significant to note that digital media does not only concern marketing and getting fans, but it is about enhancement of the general mission of a company. Engaging a social scheme has provided several companies with a linked network that has efficiently, safely and quickly reached people at any instance of the day (Bauman et al 2008).

Organizations that have benefited from the use of Digital media

Among the numerous organizations that have employed the digital media to communicate information to achieve a specific goal is the health care sector. The digital media has been a main source for online medical information, support, discussion and prescriptions as well as accessibility to general practitioners. Digital media can offer first hand infrastructure for an incorporated multi-media campaign. An effectual illustration is the CDC’s general VERB movement that was established to promote exercise among pre-teens. This campaign achieved an extensive employment of the web functionalities. A research conducted in order to compare the web-based and the non web-based involvements and twenty-two articles that involved about twelve thousand participants discovered improved health with the use of web-based tools (Bauman et al 2008).  Campaigns can employ digital media such as the internet for inexpensive message distribution through online open service promos as well as spots and long form video messages. For instance, health care system has used YouTube organ contribution video, which stimulated organ contributor registration. Compensated health promotion advertisements on social media sites have higher probability for impact because of more well-known placement in addition to more specific targeting. One study discovered that, the utilization of these features in health promotion advertisements leads to enhanced user engagement as well as participation in the advocated health sector. Digital media interventions has proved to enhance awareness, outlook, intents, overall health maintenance, quality of standard of living as well as self worth within numerous health sectors. The interventions have applied numerous design attributes, media set-up as well as the execution forms like user comment as the base for message interference. Medical outcomes together with care procedures have been enhanced through harmonizing typical care with reminders, supervision, and management of diseases and well as education through the digital media (Backer, Rogers & Sopory, 1992).

Another organization that has benefited from digital media communication is the Red Cross. 40 members of the American Red Cross were interrogated for the purpose of exploring its use in communicating with their clients. The outcome of the interview indicated that exercising public relations through the digital media is efficient and essential in the emerging digital era as illustrated through the Red Cross development of a 2-way discussion with juvenile constituents, the media as well as the society. This 2-way discussion has been made possible mainly through the social media sites such as twitter and facebook. The information shared by the Red Cross have been helpful for public relations students as well as professionals which has helped them in understanding and applying digital media practices for the purpose of establishing strong and lasting relationships. The Red Cross has been utilizing digital media to establish relations. The two-way discussion has helped create quicker services (Briones et al, 2011). It is clear that digital media communication is very widespread within the workplace. The federal government has also proved that the extensive utilization of digital media can spur great minimization in energy consumption as well as greenhouse gases, and at the same time attain considerable cost saving and enhance production.

Conclusion

The digital media has been very essential in shaping the communication strategies of various organizations. It has been an integral aspect of the organizations and is expected to be a part of the work environment. Digital media has helped transform how organizations are recruiting new employees and how individuals find new employment opportunities. They have been instrumental in establishing links with prospective candidates through job posting, provision of career content and invitation of prospective workers to engage in conversations. Forward thinking organizations are shaping worker’s digital media skills and teaching them to become brand wardens and helping them endorse trustworthiness and support for the company. Digital media has resulted to enhanced organizational learning and good relations among organizational members. An enhancement of communication as well as collaboration efforts that has been achieved through the use of digital media is helping to improve the overall performance of several organizations. Among the numerous organizations that have employed the digital media to communicate information to achieve a specific goal is the health care sector, which has used digital media as the main source for online medical information, support, discussion and prescriptions as well as accessibility to general practitioners. Another organization is the Red Cross, which has exercised public relation through the digital media.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Reference

Bauman, A., Bowles, H. R., Huhman, M., Heitzler, C. D., Owen, B., Smith, B., & Reger-Nash, B. (2008). Testing a Hierarchy-of-Effects model: Pathways from awareness to outcomes in the VERB™ campaign 2002-2003. American Journal of Preventive Medicine, 34(6), S249-S256.

Briones, R. L., Kuch, B., Liu, B. F., & Jin, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37(1), 37-43.

Backer, T., Rogers, E., & Sopory, P. (1992). Designing health communication campaigns: What works? Newbury Park, CA: Sage.

Dutton, W. H. (1996). Information and communication technologies: Visions and realities. Oxford University Press, Inc..

Sproull, L., & Kiesler, S. (1986). Reducing social context cues: Electronic mail in organizational communication. Management science, 32(11), 1492-1512.