Social Media In Formal Communication: Tracksuits Essay


Discuss about the Social Media in Formal Communication for Tracksuits.



The assignment studies an organisation which wants to develop its present communication channel to facilitate business transactions with its new location in China. The paper starts with a summary of the communication requirements of the organisation with

Tracksuits-N-Sportswear Company Limited, Australia as its backdrop. The section is deals with the ethical and cultural implications followed by recommendations to improve the communication channel by incorporation of skype to hold business conferences.

Summary and Evaluation:

Summary of the Proposal:

Tracksuits-N-Sportswear Company Limited is a Brisbane based sport wear manufacturing firm headquartered in Brisbane, Australia. The company acquired the logos of universities and sports companies and manufactured garments in a garage. The owners in order to expand their operation to cope to increase in demand, the owner took commercial premises on lease. The firm opened a second sales and marketing branch in China. The existing flow of communication took place among the employees over the mobile phones and landlines. The departments exchanged invoices and order over email network while the general news was shared in form of newsletters. This expansion in business resulted in lack of effective communication which resulted in time lapse between receipt of orders and shipments. The owners want to strengthen the formal communication channel in use and include social media. The relevant requirements from the social media application were to allow sending messages, track location of employees for safety reasons and facilitate online conferences. It can uses application like skype which allows conferencing, chatting through written messages and location of the employees (Jaggi et al. 2014).


The evaluation of the new communication model based on social networking site shows that it is the requirement of expanding organisations like Tracksuits-N-Sportswear Company Limited. The communication model applies to the organisation because the expansion will necessitate stronger communication between the offices in China and Australia. The model of communication followed by the firm in question consists of several modes of communication which the staffs used to communicate with each other. The staffs exchanged invoices and other business related documents over email. They conversed with each other over mobile and landline telephones. The important news was circulated in form of newsletters issued by the superiors. The interactive model of communication followed by the firm allowed the employees to communicate within the commercial area in Brisbane, Austalia (Stohl and Ganesh 2014). However, expansion of business and its subsequent entry in China required it to install a system that would support overseas business communication.

The proposal of the firm to set up a communication model which incorporates overseas communication would have a modernisation effect on the communication model in use. The firm can use skype to communicate between the two offices in Australia and China. The application will allow the employees to hold conference with each other and exchange documents. They will also be able to send messages and the managers would be able to locate their subordinates to ensure their security. It allows video calls which will facilitate conferencing between the employees of the two offices and with their clients. It will help faster processing of orders and faster delivery of products (Skype, 2017).

Ethical and Intercultural Implications:

Employee, Employer or Customer Privacy when Using Technology:

The expansion of the business operations into China will necessitate the Australian garment manufacturer to communicate between people like Chinese customers and employees. It implies that the firm’s Australian employees need to communicate with their Chinese counterparts ethically. Onatolu, Akwaowo and Zobisch (2016) state in their work that expansion into other countries like China requires effective communication with the people having different culture, languages, religions and other diversity factors. The management and the top executives of the firm should communicate with the Chinese employees ethically. They should maintain privacy of the important business data exchange over the internet platforms. The management should extend the use of the modern multipurpose applications like skype to the Chinese employees as well. The management should employ high security technology to secure the crucial business data and regulate access to it to secure it from data theft and illegal usage. These ethical sharing and application of data will create a more conductive and ethical business environment in the organisation (Holtbr?gge, Weldon and Rogers 2013).

Impact of Technologies or Organisational Structure on Intercultural Communication:

The use of technology, structure of the organisation and its information flow impact the intercultural communication between the employees and the customers located in the two countries (Australia and China).

Technology today helps in bridging the gaps between cultural and facilitates transparent business communication between people from diverse cultures (Battistella, De Toni and Pillon 2016). Moran, Abramson and Moran (2014) point out that today expansion of businesses into foreign countries requires business operations to suit to the cultures, religious and national values of the people involved in the business. The Chinese and the Australian people have distinct culture, perception of words and understanding of body language. The Australian organisation should use the modern communication system over skype to exchange transparent business information to enforce trust between their business partners in Australia as well as China. The structure of the organisation should be based on ethical treatment of employees irrespective of their origin. This ethical flow of information will enforce greater coordination and cooperation between the Australian and the Chinese employees. Thus, ethical use of technology and an employee centric organisation structure will facilitate smooth flow of business operation between the Australian employees, clients and their Chinese counterparts (Jensen 2013).


  1. The management should incorporate skype as a part of its new communication model that would allow conferencing, messaging and locating activities between the Australian and Chinese offices. The modern system will allow faster transmission of data between the company employees and the clients with incorporation Toulmin’s model. It will allow the parties in the communication process presents rebuttals or counter statements and back their statements up with documentary evidences like invoices and emails (Pedemonte and Balacheff 2016).
  2. The modern video conferencing over skype will facilitate the parties exchanging business information to see each other which will lend credibility or ethos to the communication. They will be able to understand each other’s pathos or emotions and logos or logic(Emanuel, Rodrigues and Martins 2015). It will enable more effective intercultural communication between the Australian employees, customers and their Chinese counterparts.
  3. The video conference will allow faster processing of the invoices and reduce the gap between order and shipment time. The parties can exchange the documents itself during the video conferences which will help them to communicate their specific requirements like dates and material specifications. This will allow the firm to understand the requirements of the clients and deliver with greater accuracy.


The study shows that modern webchat software like skype can make business communication more effective. It can make cross cultural business communications between the multiple locations of the companies more effective and business aligned. The management of the garment company should incorporate modern video conference systems to ensure faster receipt and processing of business orders. It will also promote healthier relationship and understanding between the employees stationed in the two locations of Australia and China.


Battistella, C., De Toni, A.F. and Pillon, R., 2016. Inter-organisational technology/knowledge transfer: a framework from critical literature review. The Journal of Technology Transfer, 41(5), pp.1195-1234.

Emanuel, B., Rodrigues, C. and Martins, M., 2015, August. Rhetoric of Interaction: analysis of pathos. In International Conference of Design, User Experience, and Usability (pp. 417-427). Springer International Publishing.

Holtbr?gge, D., Weldon, A. and Rogers, H., 2013. Cultural determinants of email communication styles. International Journal of Cross Cultural Management, 13(1), pp.89-110.

Jaggi, M., Smith, V., Tak?c, M., Terhorst, J., Krishnan, S., Hofmann, T. and Jordan, M.I., 2014. Communication-efficient distributed dual coordinate ascent. In Advances in Neural Information Processing Systems (pp. 3068-3076).

Jensen, J.V., 2013. Ethical issues in the communication process. Routledge.

Moran, R.T., Abramson, N.R. and Moran, S.V., 2014. Managing cultural differences. Routledge.

Onatolu, A., Akwaowo, E. and Zobisch, P., 2016. Business Strategic Leadership, Marketing, and Cultural Competence in International Business. J Bus Hum ResourManag, 2(011).

Pedemonte, B. and Balacheff, N., 2016. Establishing links between conceptions, argumentation and proof through the ck?-enriched Toulmin model. The Journal of Mathematical Behavior, 41, pp.104-122.

Skype. 2017. Retrieved 24 May 2017, from

Stohl, C. and Ganesh, S., 2014. Generating globalization. The Sage handbook of organizational communication: Advances in theory, research, and methods, pp.717-742.

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