Technology in Business Communication
Technology has advanced over the years, affecting business in many ways. One of the impacts of technology is on business communication. Communication is important both internally in getting the employees understand the goals and visions, and as well externally in getting the customers and other stakeholders understand the products or services provided. Success of business depends on effective communication as customers get to know the products and services of the entity through this process. The paper delineates on the impacts technology has had on business communication in the last 20 years. It also deliberates on the challenges and areas of improvement, as well as its impact on the modern business using Nike as a case study.
Business communication has changed drastically over the last 20 years. In last few decades, traditional/conventional modes of communication were widely used. Communication was through letters, memos and face to face. These modes of communication were very slow and costly as well to the business. Communication was delayed and this affected the running of the business. However, with technological advancement, many organizations have embraced technology in the business communication (Norris 492). This has altered business communication, as businesses have adopted to different communication media. Some of the changes experienced include communication through email, instant messaging and social networking among many others. Marketers also use internet to reach to different customers in various locations. Information is relayed quickly from one point to another. Technology has also eliminated aspects of hierarchy and social status in communication (Natalie para. 3). Business people are able to communicate freely with the other stakeholders without hindrance. For instance, the lower level employees can easily interact with the executive and managers without hindrance. Technology has also widened the scope of reach as business people are interacting with people from diverse cultural backgrounds. It has widened up the communication space allowing businesses to transact business on global scene.
Despite technological adoption, businesses face various communication challenges that affect their operation. One of the communication challenges is huge chunks of information. This has made it a challenge in selecting credible information. Another challenge is increased cyber crime. Many criminals and fraudsters are using the internet platform to fraud entities (Decarie 449). They hack into the organization’s systems and steal confidential information that they use for their criminal activities. Furthermore, technology communication has become distracting and less clear. A lot of time is spent on conversations through phones, sending emails and on social network. The communication tools intended to make workers more productive have turned into distracting gadgets. Many of the people waste a lot of time engaging in their own personal conversations instead of performing their duties. Instant communication interferes with the smooth operations of a person, leading to failure in meeting project deadlines.
Adoption of technology has had positive improvement on the operations of business, regardless of some of the challenges pointed out. According to Ogara and Chang, the presence of technologies such as mobile phones has become an essential ingredient to the success of business in these modern days (87). Employees and other stakeholders can access information at anytime to ensure that services are provided. The businesses have managed to reduce on the costs of operations as it takes shorter period to communicate or send a message. The communication process has improved in terms of speed (Rogers and Allbritton 177). Businesses have an opportunity to respond to information within a shorter period. This is an advantage, and most businesses have increased their level of productivity. Furthermore, technology has enabled businesses to share information with others and in the process improve the level of creativity and innovation. Through the internet and social network platforms, businesses get to share information and learn more about different strategies to operate or run their businesses better.
Various organizations have already embraced technology in their business communication. One of the organizations is Nike Company. The company has communication departments, which ensure that there is free flow of communication or information across various stakeholders. The company embraced technology as a way of improving its services. It has a website that is accessible across the world (United Nations Global compact, 2014). The website provides enough information on the company’s products and services hence, reach its stakeholders in various parts of the world. Through the website, the company is also able to send to the investors and stakeholders the newsletters, corporate social responsibility reports and community investments reports among other reports. This medium has contributed to its success as it has managed to reach quite a large number of customers across the world.
The company has also efficient internal communication systems that ensure that there is free flow of information between the company management and the employees. Information is send through emails, which enhances the speed of its transition (Forman and Markus 78). This has also helped in reduction of the costs of sending information. The company also uses social networks such as Facebook, Twitter and MySpace to engage and interact with the customers and potential customers on its products and services. Such avenues have played a critical role in bolstering its profits. Therefore, technology has helped to greater level in improving communication in Nike Company. The Company understands the value of communication as it is through effective communication that various activities are carried out.
This case study is one of the many other manifestations or indication of what technology brings to a business. The benefits of technology are huge if well implemented. The business enhances its communications and this increased the level of productivity. It is however important to understand that these technologies are not the sole avenues to communicate. A business also uses other conventional means such as letters, memos and face-to-face meetings to ensure communication especially in situation requiring decision making. Therefore, by balancing this two: conventional and digital technological, it enhances the process of interaction and brings value to the organization.
In conclusion, technology in business has played a major role in enhancing efficiency in provision of services. Companies such as Nike that have already embraced technology have continued to perform well in terms of productivity. Even though there are some challenges such as distraction and interference with service delivery among employees, the benefits and opportunities presented with technology is huge. Being able to supplement traditional communication tools such as face-to-face meetings and memo can do a great deal in affecting the business positively. Every organization must endeavor to invest in information technologies to remain competitive.

Works Cited
Decarie, Christina. ‘Facebook: Challenges and Opportunities for Business Communication Students.’ Business Communication Quarterly, 73.4(2010): 449-452. Print.
Forman, Janis, and Markus, Lynne. ‘Research on collaboration, business communication, and technology.’ Journal of Business Communication, 42.1(2005): 78-102. Print.
Natalie, Burg. ‘How Technology Has Changed Workplace Communication.’ Web. 12.4.2014 http://www.forbes.com/sites/unify/2013/12/10/how-technology-has-changed-workplace- communication/
Norris, Daniel. ‘Sales communications in a mobile world: using the latest technology and retaining the personal touch.’ Business Communication Quarterly, 70.4(2007): 492-498. Print.
Ogara, Solomon, and Chang, Koh. ‘Investigating design issues in mobile computer-mediated communication technologies.’ Journal of Computer Information Systems, 54.2(2014):87- 98. Print.
Rogers, Everett, and Allbritton, Marcel. ‘Interactive Communication Technologies in Business Organizations.’ Journal of Business Communication, 32.2(1995): 177-195. Print.
United Nations Global compact. ‘Corporate Responsibility Communications Update.’ Web. 12.4.2014. < http://unglobalcompact.org/COPs/detail/2977>