Business Communication

Unit 8
Online Communication and Social Media
Unit 8 - Online Communication and Social Media

Introduction
As Bankers, it is imperative that we use different communication tools and methods depending on the situation. The rules and etiquettes
require us to be formal, polite, and curt in our communications.

Online communication is one of the new popular tools in Business Communication.

Work staffs in an organization use instant messaging, video chat, or social networking to communicate with others. You can choose
whichever methods best fit your business.

In this unit, we will learn, how to utilize the online

communication tools effectively.

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Learning Objectives
At the completion of this unit, you will be able to:
• Define online communication
• Identify the forms of online communication
• Explain the role and importance of social media and online communication
• List the do’s and don’ts in social media and online communication
• Apply the etiquette of online communication and social media to communicate
effectively

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Table of contents

S.No Details Page No.

1. Introduction to Online Communication 6
1.1 - Definition 6
2. Evolution of Communication 8
3. Forms of Online Communication 9
3.1 – Skills for Online Communication 10
4. Role and Importance of Social Media and Online Communication in Business 12
5. Positive and Negative Effects of Using Technology to Communicate 13
5.1 – Advantages 13
5.2 - Disadvantages 13
6. Do’s and Don’t’s in Social Media and Online Communication 15
6.1 – Chattiquette 18
7. Impact of Social Media at the Workplace 19
8. Best Practices for Communicating Effectively Online 20

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Table of contents

S.No Details Page No.

8.1 – Apply some Logic to the Meeting Invitations 20
8.2 – Remember that Most Communication is Two-Sided 20
8.3 - Make Your Meetings Visual 21
8.4 - Don’t Interrupt a Great Working Relationship 22
8.5 - Pay Attention to Non-Verbal Cues 22
9. Tips to Start an Online Communication 23
10. Privacy Protection 24
11. Summary 26

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Unit 8 - Online Communication and Social Media

1. Introduction to Online Communication

1.1 Definition
Earlier, there was only verbal and non-verbal communication, but now there is another more effective form of communication, which is
Online communication. Many people have started to communicate with the help of online communication. In fact, during the recent
pandemic of COVID-19, online communication has picked up like anything.
Online communication is extremely prevalent in our current society, and it is an essential business tool. Almost everyone participates in
some form of computer-mediated communication. It allows us to communicate with a person halfway around the world or a person in the
cubicle next to us.
Paper-based communication has reduced a lot since the evolution of online communication. It is convenient, easy, and does not cause
any harm to nature. It is also fast and can be communicated anywhere in the world.
The term "online communication" refers to reading, writing, and communication via networked computers. Online communication is
very important in a modern organization, since it contributes greatly to the success of a professional and a company. Communication is
instant and no longer do people in the workplace have to wait to communicate with other workers. Crediting to the advent of technology,
many companies now find it very convenient and more practical to keep in contact with each other using online communication tools.
Many offices have utilized online communication to help them contact clients and disseminate information to other office branches. It's
definitely the fastest, more convenient, cheaper, and more reliable means of communication that can be utilized by employees at their
workplace.

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Synchronous Computer-mediated Communication: Whereby people communicate in real time via chat or discussion software and
applications, with all participants at their computers or smartphones at the same time.
Asynchronous Computer-mediated Communication: Whereby people communicate in a delayed fashion by computer, using
programs such as e-mail.
The focus on online communication is on:
• How do the processes which occur in online communication bring in clarity of ideas, thoughts and opinions in a general sense?
• What etiquette is required, to communicate effectively in the online realm?

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2. Evolution of Communication
Nomads Early Man Dialectal Man Modern Man

Signs Sounds Language Speak WeChat

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3. Forms of Online Communication

i. e-mail: This is a digital version of sending letters. You can send text-based messages to anyone with an email account. They travel
almost instantly. You can also attach other files to the email such as documents and images. This is a good form of communication if
you want to send some project work, reports, and data to your colleagues, supervisors, bosses, customers, vendors at the work
place.
ii. Blog or Discussion Forums: This is a website or online tool which works like an online diary where you can publish your thoughts
and interests. For example, Twitter, LinkedIn, etc. Other people can come and read your posts and take a look at your pictures and
videos. This is a good form of communication if you want to network and share your ideas, showcase your brand, products or service
with a wide audience or customers. It allows you to connect with anyone else who has access to the web.
iii. E–newsletters: This is a cross between an email and a newspaper. It is emailed to everyone on a list rather than to an individual.
Like emails, newsletters travel almost instantly. Newsletters are subscribed by the customers; You can send the E-newsletters after
they have subscribed or registered with your brand for products or services. Some examples are Forbes Inc., Wall Street, RBI, etc.
iv. Instant Messaging: This is a way to send text-based messages to other people connected to the internet using communicators or
chat windows or Google apps. For example, Lync messenger chats, Google chats, WhatsApp. They will be able to reply in real time.
This is a good form of communication if you want to speak quickly to your colleagues and bosses.
v. Video Calling or Conferencing: This is an Audio Visual call where you use the internet to transmit the signal. It lets you see and
talk to someone in real time. You can use a webcam to send a live video of yourself. This is a good form of communication, if you
need to see someone's face and discuss or present your products and services to stakeholders.

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vi. Cloud Computing: Cloud computing lets people use the internet to tap into hardware, software, and a range of related services on
demand from powerful computers usually based in remote locations hosted by service providers and business consulting companies
e.g., Infosys, TCS etc.
Cloud computing can help meet the following challenges:
• Universal Connectivity • Security
• Open Access • Privacy
• Reliability • Economic Value
• Interoperability and User Choice • Sustainability
vii. VoIP or Voice over Internet Protocol: This is used to denote any transmission between more than one user. Usually, multiple users
can use VoIP. It is a viral communication method and also captures the subtle nuances of verbal communication. Voice-over-Internet
protocol (VoIP) is a technology that lets users make calls using a broadband Internet connection instead of a standard phone line.
VoIP technology converts the voice signal used in traditional phone calls into a digital signal that travels via the Internet rather than
analog phone lines.

3.1 Skills for Online Communication

1. Clear and Concise Language: When it comes to online communication, especially in the website content, you must focus on the
language of communication. The written or visual cues should be clear and precise. It should not divert from the topic, and it should
be easy to understand.
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Technical jargon, while necessary to some extent, should not be used excessively. Wherever possible, it is recommended to use
acronyms in brackets. For example, instead of Know your customer, use KYC.
Too many shortcuts would ruin the intention of the message and may not serve all the audiences. Many online communications are
customized for their audiences, and it is highly recommended for all companies since it increases the effectiveness of the
communication.
2. Thanking, Acknowledging and Supporting People: People cannot see you nod, smile or frown as you read their messages. So, if
they get no acknowledgement, they may feel ignored and be discouraged from contributing further.
3. Acknowledging before Differing: Before you disagree with someone, try to summarise the other person’s point in your own words.
Then they know you are trying to understand them and will be more likely to take your view seriously.
4. Making Your Perspective Clear: Try to avoid speaking or writing in a dogmatic and impersonal way, so avoid phrases like ‘It is a fact
that …’ as they leave no room for anyone else’s perspective. So, why not start with ‘I think …’? When you are studying a course, you
may want to present someone else’s views; if so, say whose they are, perhaps by a quote and acknowledgement.
5. Clearly Showing Your Emotions: Smileys or emojis can be used to express your feelings. Other possibilities are punctuation (?!
#@*!), <grin> or <joke>.
Emotions can be easily misunderstood when you cannot see faces or body language. People may not realise when you are joking,
and one person’s joke may not seem amusing to someone else. You should always be aware of the receiver(s) of your message,
particularly as people from widely differing cultures and backgrounds may read what you write online. What you find funny may be
offensive to them.
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6. Avoiding ‘Flaming’: If you read something that offends or upsets you, it is very tempting to dash off a reply and hit ‘Send’ – but
don’t! Online discussions and Twitter exchanges seem to be particularly prone to such ‘flames’, and can escalate into a flaming spiral
of angry messages. So if you feel your temperature rising as you write, save your message, take a break or sleep on it – don’t hit
‘Send’.
4. Role and Importance of Social Media and Online Communication in Business
New technologies such as social media and customer preferences are forcing banks to adapt their business models and evolve at an
unprecedented pace. It is better that the banks stick to their knitting and focus on getting the basics right. Besides, this is not the time for
banks to be taking on new risks (both financial and reputational) for the sake of social engagement.
In fact, one could argue that social media when properly harnessed—could be the solution to almost all of the problems that banks
currently face. From customer loyalty and the re-establishment of trust, to new product development and more efficient approaches to
customer service, social media offers innovative banks a fairly straightforward and cost-effective approach to transformation.
Is There a Language and Etiquette Followed in Online Communication and Social Media?
Yes! It is especially important that we have guidelines in place for the etiquette of communicating in an online setting and social media. In
business communication, it is customary to use a formal tone, even if the readers are quite well known. We convey our thoughts,
opinions, ideas, and emotions through texts, it is easy for people to misinterpret our meaning. As a professional or a personal brand, you
also have a duty of care to use appropriate language and ensure that communication is:
• Positive
• Not discriminatory
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5. Positive & Negative Effects of Using Technology to Communicate

5.1 Advantages
i. Speed and Efficiency: Being able to reach customers, co-workers and vendors quickly helps improve the efficiency of any business
operation. Mobile technology makes it easy to get or to keep contact information in a mobile device. You can reach out with
questions or updates from anywhere. For example, a manager in the field trying to determine why an order hasn't arrived can quickly
contact his office, supplier and delivery courier within a few minutes from the offsite location.
ii. Communication Log: Technology has made it easy to keep extended communication logs. Emails and texts are easily tracked to
confirm what was discussed in previous correspondence. Even phone conversations can be recorded and logged in digital formats
through customer retention management software. Whether to quickly review what was discussed or to keep a legal record of
correspondence, technology has made logging communications much easier.
iii. Mobile Workers: Technology has transformed the workforce into a mobile workforce. This means that people can work from home
or from anywhere in the world, and can collaborate with team members via cell phones, internet resources or video conferencing.
This creates employees who are more productive and happier, and who have greater flexibility in work hours and their location.
Mobile workers can access all relevant forms, information and company materials in exactly in the same way as in-office employees.
5.2 Disadvantages
1. Lack of Relationship Building: Technology has reduced the amount of face-to-face interaction or the number of actual telephone
conversations that people have. It is much easier to send a quick text rather than to engage in a phone call. Although this efficiency
is certainly a benefit, there is value to the chit-chat that's now becoming lost. Relationships are built when a business knows its
customer and discovers opportunities to serve them more effectively through personal interactions.
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2. Informal Communication: Traditional written correspondence such as letters via postal mail is usually more professional in format
and tone, while email and texting can show a lower standard of professionalism. This can become a problem if clients feel that the
informal nature is a reflection of actual capability. Professionalism suggests whether a company is capable of doing the job it was
hired for. Informal communications may tarnish a company's reputation.
For example, if an employee addresses a customer in an email, "Hey Linda," this simple informal salutation may be perceived as too
casual or perhaps even unprofessional by some. If the body of the email uses slang or improper grammar, the reader might delete
the email before finishing it. It's important to know your clients or customers on a fairly casual basis before you jump right in with a
first-name salutation, and to always keep your level of business communications professional.
3. Information Overload: The acceleration of change is accompanied by an increase in the information needed to keep up with all
these development. This, too, leads to psychological, physical, and social problems. A worldwide survey found that two-thirds of
managers suffer from increased tension and one-third from ill health because of information overload. Other effects of too much
information include anxiety, poor decision-making, difficulties in memorizing and remembering, and reduced attention span. These
effects merely add to the stress caused by the need to constantly adapt to changing situations.

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6. Do’s and Don’ts in Social Media and Online Communication

You may have heard the term 'netiquette’, which is used to describe the etiquette of communicating online. Below are some of the tips on
how to interact online, using a set of common conventions. These guidelines will help you while communicating online both verbally and
in written form.
Clarity in Messages:
• One must ensure to post a clear and expressive title for readers to find specific messages and easily follow discussions.
• Use of slang or vague or ambiguous titles, must be avoided, such as Spending Vs. Rewards, etc.
• Avoid posting lengthy material in your messages. Always form a message with an appropriate choice of vocabulary—keeping it
simple and to the point always helps.
Acronyms that can be used in Online Communication are:
PFA Please find attached
PFB Please find below
FYI For your information
WEF With effect from
B2B Business to Business
B2C Business to Consumer
ROI Return on Investment
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Don’t Forget the Human Element:

• When you communicate electronically, all you see is a computer screen. You may not have the opportunity to use facial
expression, gestures and tone of voice to communicate your meaning—apart from using emoticons.
• When you're holding a conversation online—whether it's an e-mail exchange or a response to a discussion group posting —
always consider how the other person may read your words.
• If you're angry or annoyed, avoid writing a message until you have settled down a little. Always re-read your words before
hitting the 'send' button, just to make sure they will be clearly understood and will not upset other people.
Be ethical:
• Do not offend another person. Instead, use humour to suit the purpose and audience, since it can easily offend someone
unintentionally.
• Being pleasant and polite always helps.
Be careful before you Initiate:
• Before initiating an online chat or a new discussion group, consider 'listening' to the chat or reading the records. It's just like the
face-to-face world; you wouldn't usually run into a room full of strangers and start talking to everyone straight away.
• Comprehend how the communication is progressing online. Is the flow and tone warm or destructive? Is the language used
casual or formal? When you're prepared, initiate participation by introducing yourself.

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Keep it Short and Simple:

• Remember to use simple and short sentences, to communicate your intended meaning.
• People may spend comparatively less time for reading e-mails. You're actually taking up other people's time in reading your
words, when you send e-mail or post to a discussion group. Notes need to be clear and logical, and the length of your messages
needs to be as short as it can be.
• Avoid bragging, but you must display that you know what you are talking about.
Share Expert Knowledge:
• Posting a question to a discussion group and requesting replies by e-mail instead of replying to the group will give you exclusive
access to the responses.
• You can then prepare a summary and post it to the discussion board.
• This will ensure that you have a clear analysis and inference drawn out for your participants.
No flaming:
• Flaming means when a person expresses a strongly held opinion without holding back any emotions. Flames can be very
entertaining, but netiquette does prohibit the prolongation of flame wars.
• A series of offensive messages, from two or three people directed towards each other can dominate the tone and destroy the
camaraderie of a discussion group.
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• For Example: Commenting on a cricket match, political discussion, being insensitive to the happenings in people’s life and
society.
No Putdown in Public:
• Having good manners yourself doesn't give you a right to correct everyone else.
• So, when someone makes a mistake think twice before reacting.
• If it is important to inform someone of his/her mistake, communicate politely, and in a private e-mail rather than in public.
• Avoid shattering someone’s self-esteem and confidence while communicating a mistake.
• Suggest in your feedback as to how the person could have avoided making the mistake making it a learning opportunity rather
than a criticism.
6.1 Chatiquette
Another term that refers to guidelines for online communication is Chatiquette.
The following are the guidelines to be followed while chatting with a colleague:
i. Respect everyone’s viewpoint iv. Avoid putdowns or insults
ii. ALL CAPS means shouting v. Be brief
iii. Avoid profanity or inappropriate language vi. Stick to the topic
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WhatsApp:
In an emerging economy like India, smartphone penetration has just scratched the surface. WhatsApp has played a big part in getting
users to buy data plans and change their behaviour from using SMS to Internet-based messaging.
Apart from communication, WhatsApp is turning out to be a tool that is empowering many small businesses. You need to identify on how
this tool can be used for your team or business.
For Example: Raman is a vegetable vendor in Vadodara, Gujarat. He used to take orders on call and deliver wherever required. But now,
he takes a snap of whatever he has and sends it to a group of customers on WhatsApp. Customers get to see what he has to offer and if
the vegetables are fresh, before they place an order. This is a huge behaviour change. And it has come about very fast!
7. Impact of Social Media at the Workplace
Right from the work floor to the CEO suite, Online Communication and Social Media are changing the way we work and how managers
at the workplace are perceived. Businesses are creating comprehensive strategies in this area. Needless to say that most of us have a
social media presence—say, a Facebook or LinkedIn page—and that we must use it strategically.
Today’s managers must embrace social media for three reasons:
1. First, they provide a low-cost, highly accessible platform on which to build your personal brand, communicating who you are both
within and outside your company.
2. Second, they allow you to engage rapidly and simultaneously with peers, employees, customers, and the broader public—in order to
leverage relationships, show commitment to a cause, and demonstrate a capacity for reflection.
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3. Third, they give you an opportunity to learn from instant information, trends, best practices, and unvarnished feedback.
To formulate your social media strategy, it helps you to clarify your goals (personal, professional, or both), desired audience (private or
public), and resources (can you justify using your company’s?).
You must also consider the risks of maintaining a large number of connections, sharing content, data, pricing and competitive positioning
of your product or services online.
8. Best Practices for Communicating Effectively Online
Given that so many of today’s meetings occur online, communication isn’t just a nice skill to have – it’s essential. Good communication
can be the difference that prevents problems, improves the flow of work, and even makes working as a team a more satisfying
experience.
Some of the best practices to incorporate to improve online communication are given below:
8.1 Apply Some Logic to the Meeting Invitations
Doing too much will only result in confusion and lack of clarity. That means avoiding inviting people who aren’t necessary to be in on the
meeting in the first place. Sometimes, people want to be in on meetings because they want to be a part of the process, even if they don’t
have much to contribute. That’s perfectly fine. But remember that increasing a meeting size beyond what’s necessary doesn’t increase its
importance; it only reduces clarity and focus.
8.2 Remember That Most Communication is Two-Sided
Seth Godin wrote an insightful post: “Communication is a path, not an event.” In it, Godin details his experience with a CEO who gave
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a one-sided presentation that most people listening immediately forgot. According to Godin, it would have been much more effective to
simply say, Let’s talk. Look for the same opportunities in the way you communicate online. Are you focused on your presentations and
your one-sided communication? If so, where are the opportunities to open it up to both sides?
Schedule some portion of these meetings to include a give-and-take, so you can clarify your points and receive feedback. The more you
let people contribute, the more likely they are to remember what was said.

8.3 Make Your Meetings Visual

Sometimes the best way to communicate effectively online is simply to let go of the need to say the perfect thing. Instead, incorporate
some visual tools.
Don’t just use the audio aspect of GoTo Meeting to stay in touch — use all the features you have at your disposal:
i. Try desktop/application sharing whenever someone needs to explain how a technical detail is done
ii. Utilize the “virtual whiteboard” to keep the meeting organized
iii. HD video conferencing means seeing people face to face
iv. Include drawing tools to illustrate a concept or portray workflow
The old saying that a “picture is worth a thousand words” is your guide here. If you can illustrate a point or better understand a colleague
because you see it rather than hear it, your meeting will accomplish twice as much.

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8.4 Don’t Interrupt a Great Working Relationship

If you have a great working relationship with someone, but find that you communicate with them only occasionally and sparsely, it’s
tempting to want to interrupt the pattern.
There’s a chance that communication between the two of you is so sparse because it’s effective. These relationships can serve as a
model for the way you communicate in the future.
What are you doing right here that can be used in other meetings or interactions? In business, it’s just as important to learn from success
as it is to learn from failure.

8.5 Pay Attention to Non-Verbal Cues

The value of face time with video conferencing: non-verbal cues. Some estimates say as much as 90% of communication is non-verbal. If
you pick up on specific issues that need to be addressed, don’t be afraid to confront them.
The world of non-verbal communication is vast, so it’s possible that your interpretation of these cues is off. But if you notice one meeting
attendee showing doubt, or looking like they want to speak up, give them the floor. That’s the reason everyone’s at the meeting to begin
with.
All it takes is a quick sentence as simple as “What do you think?” when you pick up on these cues. Here, you’re keeping it open-ended.
Maybe they have something they’d like to contribute, or maybe you misinterpreted their cue and they want to say something else. Either
way, asking an open-ended question addresses the non-verbal cue without forcing you to stick to any interpretation.

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9. Tips to Start an Online Communication

Few tips to start an online conversation:

i. Ask a question about a product, view or best practices.

ii. Keep the content short and simple.

iii. Share relevant news from external sources (along with your point-of-view).

iv. Keep the language and tone positive.

v. Respond to comments from others.

vi. Avoid flaming, abuse and negative branding.

vii. Monitor trending topics and align your content or brand with it.

viii. Host a feedback tool requesting submissions on your profile.

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10. Privacy Protection

Using networking tools and sites seems to be in direct conflict with another important principle of using the Internet—protect your
professional identity from identity theft. Participating in online and networking sites leaves a trail of business information that can make
stealing your identity a whole lot easier. Each of us should take responsibility for protecting ourselves.

Here are a few tips to help you practice safe business networking and to communicate online:

a) Beware of TMI – Too much information of your work or products

b) Customize privacy options on accessing information of your brand

c) Limit product and pricing details

d) Control comments on your blogs or discussion forums

e) Avoid accidentally sharing confidential information

f) Ensure there is no data leakage to unauthorized recipients

g) Apply settings on online communication to prevent sharing of data with third party or competitors

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Case 1: Compromise of Privacy Protection

In 2008, in the case of the Punjab National Bank vs. Rupa Mahajan Pahwa, a bank was charged of issuing a duplicate passbook of a
joint saving bank account to an unauthorized person.

The account belonged to couple and was being maintained with “operational instructions” of either or survivor. The bank was held
accountable for the disclosed information, and was charged a fine with the instructions to look into the conduct of the officials who were
supplying information to the unauthorized individual.

The fact that, a bank employee permitted an unauthorized person to access personal information raises the question of privacy. Privacy
legislation also raises the question of whether the employees in the financial sector should through training on privacy procedures, or as
applicable to different industries and businesses.

This example further demonstrates the need for:

a) Specific guidelines to the instances in which each type of information can be disclosed.

b) Appropriate notice should be given to the customers for the disclosure of personal information. Notices of disclosure should include:
initial privacy notices of the financial institutions policies and practices with respect to the disclosure and protection of personal
information and annual notices. If there are exceptions to be made, these should be clearly established.

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11. Summary
• Online communication in a modern organization is very important, since it contributes greatly to the success of a professional and a
company.
• The term "online communication" refers to reading, writing, and communication via networked computers.
• The various forms of online communication are e-mails, blogs, video conferencing, newsletters, instant messaging and cloud
computing.
• While communicating online, always maintain a positive, in-discriminatory and an appropriate language in a business environment
and workplace. It is important to be polite and respectful when you are online.
• These guidelines will help you while communicating online both verbally and in written form:
1. Clarity in messages
5. Keep it short and simple
2. Don’t forget the human element
6. Share expert knowledge
3. Be ethical 7. No flaming
4. Be careful before you initiate 8. No putdown in public

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