Business Communication in Google - Case Study Example

Name Tutor Title: Google Institution Date Outline This report is aimed at understanding Google as an organization that employs business communication in its daily activities. The report will create a deeper insight into the various business activities that are undertaken by the organization as well as enable the reader to know more about the most popular search engine today. Similarly, various forms of business correspondence will be identified especially those that are used by Google Inc as an organization to pass information to stakeholders. The most efficient way of understanding business communication is through identification of various stakeholders in the organization then point out how information is communicated to each stakeholder. Consequently, an analysis of the role played by business communication in attainment of Google’s objectives will be outlined. This report will also look into loopholes that Google may have identified in the course of its business communications and relevant recommendations will be made based on the challenges. Executive summary Effective business communication is a critical aspect of each business enterprise aimed at achieving its short term as well as long term goals. This is because it is through communication that customers, suppliers and employees get to know about any message meant for their consumption. Google is among the most widely utilized search engine in the world with a large following in terms of stakeholders hence the essence of establishing the nature of business communication that is used by the organization. This information can only be obtained through thorough research in addition to application of theoretical knowledge learnt in class. This research enabled the student to obtain a detailed overview of challenges faced by Google based on the forms of communications used as well as addressing the issues in the form of recommendations. Introduction Business communication refers to use of relevant modes of communication to pass information from one party to another in a business setting. Different organizations use different types of communication that may consist of branding, advertising and even public relations. Consequently, organizations such as Google have been known to employ these types of business communication to ensure that all stakeholders are updated on issues that affect the organization. This business communication report aims at carrying out intensive research on Google, the types of communication it utilizes as well as identifying the various stakeholders and the role they play in determining the preferred mode of communication. Discussion Google Inc. Ownership and management Google Inc is among the most lucrative American companies which are also multinational. Google was founded in the late 1990s as a project that was undertaken by post graduate students at Stanford University. The two students namely Larry Page and Sergey Brin had incorporated their efforts towards developing software that would make any internet searches quite easy. These were driven by a motive whereby all information in websites could be put together in one source then make it easily accessible to all who wished to access the information. The other aspect of developing Google was as a way of transforming all information found online into useful data that could benefit users around the world (Ignatius, 2006). Google Inc whose headquarters are present in Mountain View, California held its initial public offer in August 2004 and it was transformed from a private business into one of the largest public multinational corporations. Recent research places visitors at Google over one billion every day. The visitors are mainly users seeking information through the search engines, advertisers and internet searches for all types of businesses. The rapid growth of Google can be attributed to the fact that today there are more online learning institutions as well as the fact that most business undertake their marketing online. Therefore, as most companies ventured into online business transactions, Google provided all resources necessary to make these activities possible. It is for this reason that Google managed to open more that one million centers around the world which act as servers for Google service users. Other factors that have tremendously contributed to Google’s growth include the endless acquisitions and partnerships with companies whose line of business is not related to web search tools as a way of expanding its market share (Marshall, 2010). The journey to the top has never been smooth for Google as a lot of controversies have emerged over the years. Immediately after Google was founded, its pioneer owners had developed a philosophy popularly known as ‘don’t be evil. However, this changed after the initial public offer as the key shareholders failed to recognize the ethics which had prevailed at the company previously. Other controversial issues involved accusations of ageism as well as sexism raised by former employees who had been subjected to the deteriorated organizational culture (Schmidt, 2010). However, despite the controversial allegations, the value of Google has increased over the years such that the share value which was $85 at the time of the initial public offer has grown to the current value of $700 per share. This growth is attributed to the growing number of visitors in the company’s website, those purchasing Google products as well as unique visitors who are constantly seeking new products via Google websites. Similarly, Google has a large following of its current investors being individuals rather than companies hence making it clear that stakeholders at Google are satisfied with the nature of events being undertaken. Consequently, these results show that Google has employed adequate measures to enhance transmission of relevant information to those who need it at any given time (Stross, 2008). Products by Google Inc Google Inc has a large number of products which are made available to online buyers through online shops. A key product that generates a lot of revenue for the company is its advertisements. Basically the adverts that are present in Google’s websites are not necessarily Google’s but rather companies pay to get Google to air their adverts. In other words Google sells marketing space to companies and based on the large number of visitors at Google per day, the adverts get to reach a far wider client base (Gomes, 2010). The adverts that are made in any of Google’s websites are technologically sound such that by incorporating technology such as DoubleClick, Google makes it easier for online shoppers seeking to purchase related products. This is made possible by placing related or linked products together such that a visitor practically clicks from one product to the other systematically while viewing the same page. Other advertising tools include Google Analytics that keeps track of websites which users or visitors frequently use. Such a tool enables Google to place some of its products in related websites which visitors like that way increasing chances of marketing its products or services. Other advert products include paying website owners whenever a visitor clicks on a Google advert or product such that even other companies gain from Google’s products (Stross, 2008). The search engine is yet another of Google’s popular product whereby in the United States alone, it accounts for most internet searches as it is the most dominant. Though there have been significant copyright claims against Google search it is arguably the fastest search tool where the users only needs to known key words of the information they are seeking. The search engine basically provides answers to almost anything be it maps or hot music videos (Li, 2002). Consequently, Google also developed productivity tools aimed for frequent users who undertake a lot of their activities via the internet. Such tools include Gmail that serves as an email option for visitors wishing to communicate online. Clients are also presented with an opportunity to engage in document creating and editing while still online through a Microsoft Word look alike named Google Docs. Google Inc has expanded its array of products as a way of bringing increasing the numbers of visitors to its online stores and an example of this is the Google translator with a capacity to translate over 20 different languages. Google also has a mobile phone operating system by the name Android for non-computer Google visitors and most recently, Google launched its online social networking site. This site Google+ is currently competing with Facebook and Twitter which have been around for a while. This social networking site performed beyond expectation during the 2-weeek trial period when the number of users surpassed the 2 million targets that had been made (Sherman, 2005). From the analysis of Google products, it is apparent that Google Inc has custom made products that are meant for all sorts of clients such that every users needs are met in a personal way. Consequently, the products are up to date whereby only relevant products are manufactured or sold by the company. The huge sales are proof that customers as well as other stakeholders are satisfied with the flow of information based on products that are up for grabs (Wiley, 2010). Business Communication at Google Communication involves any aspect of passing information from one person to the other regardless of whether it is verbal or non-verbal. However, business communication comprises of official channels that are universally acceptable to relay messages to customers, employees and other stakeholders whose interests lie in the organization (Marovich, Wankel and Miller, 2011). Over the years, non-verbal communication has been the most provocative type of business communication as its messages are known to last for long. Some of the most widely used non-verbal forms of business communication involve branding, consumer behavior and reputation management. These channels are vital as the nature of message relayed is usually original with minimal alterations. This is in contrast with verbal communication where clients or the organization could pass information that has been distorted especially if longer channels of communication are involved (Harvard business school press, 2003). It is essential to note that the managerial team at Google is currently mixed up to combine both the youthful generation as well as the seniors who have amassed plenty of skills in the field of management. Therefore, the mode of business communication chosen should be acceptable and easily understood by the diverse age difference in management at Google (Ellison, Steinfield, & Lampe, 2007). A reliable mode of communication across generations is one that portrays minimal chances of being misunderstood while at the same time presenting the message as accurately as possible. This makes emails or video conferencing more favorable for use as a form of business communication due to the degree at which the sender can present detailed information regarding the message (Chesebro and Bertelsen, 1998). Similarly, alerts and reports are made available to clients as well as other users of Google products whenever an issue has risen. This is exemplified by the numerous privacy alerts and notifications that are made whenever users move from one site to the other via links provided in Google websites. The reports are essential as they arm the visitor with information such that in case anything goes amiss the visitor will not blame Google. Consequently, clients and users are able to make informed decisions based on information provided before hand (Gopal, 2009). Branding is a form of business communication that makes it easier to pass information across to competitors. Branding entails use of a company name that can be remembered easily as well as ensuring that all products emanating from the Google stable are appropriately labeled. This reducing conflicts as well as enhancing the client’s memory such that at any given time they can recall as many Google products as possible. Banding as a form of communication is aimed at creating awareness to clients and competitors such that the existence of the organization is felt (Montana, Patrick & Charnov, 2008). There has been a number of blogs that are owned by Google that act as a type of communication where Google product users lodge their complaints and suggestions as well as compliments towards the services. Customer response is vital in any business organization as it allows the organization to analyze its strengths and weaknesses as far as customer satisfaction is concerned. As an example of upward communication, anonymity creates privacy and the user is not intimidated by raising a complaint against Google or its products (Almonte and Guffey, 2009). Similarly, the working environment at Google Inc is very favorable for social conversations which eventually turn out to be serious. For instance employees at Google Inc are advised to take time off and wind down in the prestigious recreational centers at Googolplex. This recreational center draws all employees at Google together be it top management or the other junior employees hence presenting an informal venue where serious issues are raised and solved. Such a relaxed atmosphere is appropriate for employees to release any pent up emotions they could be having especially against management (Levering and Moskowitz, 2007). Stakeholders at Google Inc and business communication Practically as a way of developing an understanding of how Google employs business communication in passing information to clients, the different stakeholders should be identified and their role in effective business communication established (Schramm, 1954). Various categories of stakeholders must utilize different communication channels so as to maximize on the ability to relay information effectively (Ugarkar, 2010). Google has a number of stakeholders who include users of the organizations products, corporate bodies which engage in online advertising as well as internet service providers. Google users consist of the largest stakeholders who are directly affected by any changes or news emanating from the organization. Visitors and members who enjoy Google products should be provided with adequate as well as timely so that they may make relevant decisions (Barnlund, 2008). Consequently, notifications in the form of emails and reports are often sent to Google users so that whenever they are connected to the internet they receive the messages. This is the most effective way of relaying any information that concerns users as there are higher chances of the users accessing the information that way. Over the years, the Google management has always communicated any news to the users promptly so as not to create inconveniences. This is an effective way of enhancing customer relations as users who are also customers at Google have their needs being safeguarded (Guffey, Rhodes and Rogin, 2009). The other stakeholder includes companies which have managed to carry out business transactions with Google be it partners, companies that have merged or those which engage in Google related business activities. Google Inc also has a wide range of suppliers who provide adequate facilities that have made the services of Google to advance towards the better everyday. Business communication that is popularly utilized when relaying information to suppliers includes use of video conferencing as well as emails that is accompanied by telephone calls. Emails act as permanent sources of information as one can store them as records. Similarly, they are fast and allow the sender in this case Google to provide detailed explanations of the news being communicated. Suppliers as stakeholders require prompt communication especially where the event is bound to have a direct impact on the timing of supplies (Jingtao, 2010). The government is another stakeholder that seeks to be availed with information or news concerning Google. This is because Google is among the most rapidly growing organization with very high revenue which aids the government in meeting its expenditure. The government policies for online organizations have to be followed comprehensively without fail and any breach has to be communicated back to the government. However, there have been several aspects of botched communication where Google has found its activities being questioned by the public. This is especially regarding privacy and confidentiality of personal information placed on the organizations website. This has rubbed many public personalities the wrong way as most of them never received any message regarding privacy breaches (Pinette, 2009). Google employees also form a critical part of the organizations stakeholders who work for Google. Employees should be provided with adequate details or information concerning company events so that they may handle client complaints effectively. The chosen mode of communication should be highly efficient so as to boost the performance of employees at the workplaces (Duke, 2004). Recommendations on enhancing business communication Although Google Inc has been at the center of quite a number of controversies based on poor communication channels, most of the mishaps could have been avoided if the most appropriate mode of communication had been identified. Such a recommendation is supported by use of social networking sites such as Google own Google + which has a very large following. Consequently, employees especially management at Google should take it as a company initiative to communicate directly to clients who are members of Google + (Wiley, 2010). The other recommendation based on the choice of social media as a tool of communication is that Google should sort out its updates and overall alerts so that only relevant messages is sent to Google+ users. This cuts down on the irritation as well as time wastage when Google+ try to comprehend information that was not entirely meant for them hence improve individualized customer treatment. The other recommendation is that Google has to take time in identifying the individual needs of visitors and customers at each of its websites. This is because currently most of the customers are not satisfied by the nature of products being presented to them. Hence it is time Google management came out into the open and undertook personalized attention to individual customers. This is because development of new products can only prove fruitful if and only if the clients need the product otherwise efforts to invest in innovations will be fruitless. Consequently, for Google’s products to remain relevant in the market there is need for Google to invest in adequate market research that involves seeking feedback from existing customers on products which require reinventing. Customer feedback is vital in creating loyalty especially if the sought information is acted upon by relevant authorities at Google (Dovey and Lister, 2009). Customer feedback also acts as a source of information of what the customers need. This is one area where Google has failed to work on as its communication with customers is never aimed at enhancing product quality. Therefore, it is recommended that Google should engage stakeholders in meaningful communication in order to identify the best mode of relaying information be it upward or downward communication so that both parties understand each other (Wiley, 2010). Conclusion Google as an organization has as many stakeholders as any other multinational corporation with a world wide clientele hence the need to employ adequate business communication modes that will ensure that everyone who is connected to the firm gets first hand information. In conclusion, Google has made tremendous efforts to boost its business communication models though more should be done to bride the gap brought about by poor communication channels between Google management and its stakeholders. The recommendations are adequate for Google to remain at the top of the game without having to fear any competition from upcoming organization that target the same customer base. References Almonte R. and Guffey M., 2009, Essentials of business communication. 6th ed. Cengagge learning. Barnlund, D. C., 2008, A transactional model of communication. 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