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Question: Discuss about the Interpersonal and E-Communication. Answer: Introduction Communication is extremely vital and integral part of business organizations that connects both their internal and external stakeholders with core business process. The business communication of contemporary business organizations has changed completely over the last 20 years with the evolution of social media (Schivinski and Dabrowski 2016). Moreover, contemporary business communication is much more focused on enhancing stakeholder involvement. Social media sites lead to improved relationship between the employers and employees. On the other hand, such sites also facilitate the business organizations to share their unique product information openly and in attractive manner. This study will discuss the impact of social media on contemporary business communication. The study will undertake the business case of Coca Cola Amatil for reflecting the impact of social media on their business communication. Discussion Business communication over last 20 years has changed drastically with the evolving nature of the information technology. The evolution of mobile and internet mobile technologies have completely reconditioned people towards preferring consumption of information in small chunks (Ngai, Tao and Moon 2015). The content of business communication, which does not extract the essence of actual communication message, is just a waste of time. In an increasingly interconnected and diverse business world, contemporary business communication is changing too rapidly. Visual and shorter communication message has become the new trends of contemporary business communication. Contemporary business communication has minimized the gaps and distance among the organizational members. Traditional long-distance business communication has become outdated with the changes in contemporary business communication. The communication of contemporary business communication is much more interactive than the conventional business communication. As per Dijkmans, Kerkhof and Beukeboom (2015), the advancement of digital technology has encouraged the organizational members towards using digital communication tools to communicate with both external as well and internal stakeholders. Such communication tools have absolutely altered the way of business communication. In such communication, the stakeholders are highly informed and interactive with each other regarding the progress of business. On the other hand, Hassan, Nadzim and Shiratuddin (2015) opined that business communication of 21st century business organization is always focused on persuasive style. Such persuasive style of business communication enhances the interest of both external as internal stakeholders towards the business performance. Furthermore, the style and nature of communication message is quite controversial that it was previously. Social media sites have completely changed the contemporary business communication, where the business persons can immediately reach at their target customers for conveying the most important business information. The con temporary business communication has taken a revolutionized form towards meeting the demand of increasingly changes business world. According to Georgescu and Popescul (2015), 21st century business communication must be persuasive and intensified so that it can provide personal feeling among the organizational stakeholders. 21st century business communication faces the challenges to make the communication message persuasive to the stakeholders. Contemporary business organizations are to communicate with the overseas working team virtually with increasing tends of globalization (Ainin et al. 2015). Furthermore, contemporary global businesses always face extreme challenges in communicating the core business goals and objective to the overseas employees properly. As per Kumar et al. (2016), contemporary business organizations often face the challenges of communicating unique product or service value to the customers within right time. Such challenge also hampers the competitive advantage of the organizations in high competitive market environment. Contemporary business communication faces the challenges of interaction among culturally different employees. More often, the actual meaning of the communication gets distorted and misinterpreted due to poor communication among the culturally different employees. Trainor et al. (2014) opined that the 21st century business communication face the issues of lack of perspective of the stakeholders to understand the right meaning of particular business matter. The contemporary business communication is always two folded between the organization and its stakeholders. Traditional communication medium is ineffective to get genuine feedback from the customers regarding their product and service experience. With globalized nature of business, the contemporary businesses have to adopt decentralized approach for managing their global business (Godey et al. 2016). In such situation, the contemporary business communication faces the challenges of managing the decentralized employees through mainta ining proper communication among them. The social media on information technology has established an interactive platform that allows the groups or individual towards creating, modifying and publishing independently generated content. The mobile and web technology of social media have turned the business communication into interactive dialogue. Social media has just changed the way contemporary businesses communicate with both of its external as well as internal stakeholders. The social media sites like Facebook, Instagram, Twitter, Orkut and Skype have helped a lot to minimize the business communication issues (Ioan?s and Stoica 2014). Hence, these tools are used extensively for the purpose of business communication. While considering the case of Coca Cola Amatil (CCA), it can be seen that social media has just changed the way this organization communicates with its external and internal stakeholders. The social media communication tools like Facebook, Instagram, Twitter, Orkut, Hi 5 and Skype has facilitated the organization to share online information among the stakeholders. Hence, such tools have become extremely effective for keeping the stakeholders engaged with the business progress. On the other hand, McCann and Barlow (2015) opined that social media communication tools have just changed that way in which Coca Cola Amatil communicates with its global stakeholders. Moreover, such tools have facilitated the global workforces to build a global and virtual network across the national boundaries. Hence, the employees being connected through such virtual network can easily resolve complex organizational issues. Social media communication tools are the best way of communicating personalized communication message to the external stakeholders. Such personalized promotional contents facilitate Coca Cola Amatil to make a persuasive appeal among the customers. Moreover, the organization gets access to the demographic information and preferences of customers easily through social media tools (Paniagua and Sapena 2014). Hence, CCA can easily communicate personalized offerings to the customers by knowing about their personal preferences. In this way, the organization gains high level of competitive edge through offering customized offerings. Contemporary business communication is always two-ways, which leads to the effective flow of communication between the organization and its stakeholders. In case of Coca Cola Amatil, the organization has to communicate with its internal stakeholders and shareholders before opting for any new business policy. Such communication enhances the involvement of shareholders and employees with the organization in terms of implementing any business policy for the achievement of organizational goals. Dijkmans, Kerkhof and Beukeboom (2015) opined that social media sites help CCA to be connected with the internal stakeholders all the time. Hence, the organization can easily communicate their core business policies to the stakeholder before implementing them. Skype has lot of contribution in this area, where the employers of the organization can easily communicate with the overseas employees and shareholders through video chat (Kumar et al. 2016). Hence, the organization can have effective and fl exible discussion with such stakeholders regarding the implementation of business policies. The blessing of social media has facilitated the Coca Cola Amatil to communicate its unique offering to the customers. Moreover, the organization uses photo sharing features of social sites like Facebook, Instagram, Twitter and others for sharing attractive photos and attributes for their drinks. Such appealing communication persuades the purchasing intension of the customers. Furthermore, Ainin et al. (2015) opined that social media sites allow Coca Cola Amatil to share attractive and persuasive videos about their drinks for influencing the purchasing intension of the customers. Moreover, the organization uses YouTube for uploading persuasive videos of the drinks. In this way, the organization can easily communicate their best product offerings to the customers. On the other hand, Cardon and Marshall (2015) pointed out that Social media sites are the most preferred medium used by organizations to communicate the influential promotional message to the customers instantly. CCA uses su ch sites for communicating their personalized offering to the customer within a fraction of time. In this way, social media has facilitated the organization to keep the actual meaning of communication intact on its communication with the stakeholders. It also saves the time of communication of the organization, while communicating with overseas stakeholders. Coca Cola Amatil has adopted decentralized business approach for managing the global workforce across the national boundaries. Traditional communication tools are quite ineffective to manage the workforce across the national boundaries. Likewise, the organization used to face extreme challenges in managing the decentralized and globalized organizational departments. However, the organization has recently adopted social media as their most effective communication tool for managing their decentralized work team and department. Dolan et al. (2017) opined that Coca Cola Amatil uses social media sites like Facebook, Twitter and Instagram to communicate their core organizational principles and policies to the decentralized organizational department. Apart from that, Godey et al. (2016) stated that CCA uses Skype to organize meetings with the decentralized and global organizational department. Such virtual communication keeps the decentralized working department interconnected with each oth er towards achieving the common organizational goals. Moreover, such communication improves the internal communication of the organization. Direct communication with the customers is extremely important for the contemporary business organizations for getting genuine feedback from the customers regarding their product experience. Braojos-Gomez, Benitez-Amado and Llorens-Montes (2015) opined that Coca Cola Amatil regularly gather the customer feedback for assessing their product experience. In such situation, traditional method of customer survey becomes quite effective for the organization, where the organization has to gather customer feedback upon face-to-face meeting with the customers. It can also take a lot of time to gather customer feedback through traditional communication medium. Hence, the organization has recently shifted on social media sites for gathering genuine feedback of the customers regarding their product experience. Moreover, the customers can easily and flexibly share their opinion regarding their product experience through these social media sites (Dolan et al. 2017). Hence, the organization can eas ily know about their further improvement areas in their products for providing best customer experience in future. Coca Cola Amatil can communicate with the customers through social media by asking their suggestions over further product improvement. Ashley and Tuten (2015) stated that the customers can easily share their product experience and suggestions over the products for having better product experience in future. The customers feel highly valued and satisfied, when their suggestions are considered by the organization over product development. In this way, social media networks have changed the way of CCA in which it takes initiatives towards enhancing customer satisfaction. Such sites are mostly emphasized on enhancing customer engagement rather than just selling products and service to the customers. On the other hand, Cardon and Marshall (2015) mentioned that the social media sites have major contribution in communicating the promotional message to mass customer sections within shorter period. Furthermore, such sites are also helpful for generating customer referrals, which ultimately in creased the numbers of customers of the organization. Moreover, the customers recommend their preferred drinks to their closed ones through social networking sites. In this way, social media has enhanced the effectiveness of word-of-mount communication of the organization. Conclusion While concluding the study, it can be said that social media has huge level of impact on contemporary business communication. It has completely changed the way contemporary business organizations communicate with their stakeholders both external as well as internal. The case of Coca Cola Amatil perfectly reflects the impact of social media sites on contemporary business communication. The usages of Facebook, Twitter, Instagram and Skype have facilitated the organization towards communicating their organizational goals and objectives to the virtual working teams. Furthermore, the organization can also upload attractive photos and videos of their drinks on social media sites for persuading the purchasing intension of the customers. 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