BM 565 – DIGITAL TECHNOLOGY AND BUSINESS CW1- DIGITAL TECHNOLOGY AND BUSINESS Name of Student: Stanislava Pavlova ID: 21800140 Class: BA(HONS)BM YEAR 2 SEP 18 GROUP: A MODULE TUTOR: Mr. Alex Addo TABLE OF CONTENTS Introduction. 3 Assignment Tasks. 4 Why you deem this topic to be of importance. 4 How this topic has developed. 4 Detailed description of the technology used in this topic and what it is used for 4 Technological platforms and software are used in the topic. 6 Type of business and organisation uses the technology. 6 How is it used as a business tool and is this effective. 7 Content and discussion on the nature of the relationship between digital technologies and both old and newly emerging theories on business and management structures and practices. 8 Conclusion. 12 References. 13 Introduction Technological advancement is constantly increasing that has generated a need in modern business to effectively comply with such technologies for improving working efficiencies and quality. The satisfaction of customer is key priority for business that should be improved by using Facebook messenger as it holds to provide better customer experiences. The current report will emphasize on following topic “social media and impact of social media on London Real”. A reason for choosing topic will be explained with technology description, software it uses, business that adopts it and tool efficiency. London Real is an organisation started in 2011 that is a podcast and has numbing effects of mainstream media, it relates to the perspective on the latest topics interviews of the guest that provides inspiring knowledge by giving in depth interview. Further, relation in social media with management and business practice as well as structured will be discussed. Thus, the study will identify need of technology in future and will provide issues that managers have while complying with such technologies. Assignment Tasks Why you deem this topic to be of importance The selected topic “Facebook messenger- social media and impact of social media on London Real” in a modern era is important topic as it represents firm’s interaction with buyers that helps to develop brand reputation at global level. It is only possible by complying with latest technologies that can improve customer experiences. The reason for deeming such topic is to explain importance to give satisfaction to customers by securing time and cost for which compliance with latest technology can develop conditions of business successfully. It provide services that are straightforward and describes relevant topics effectively using automated format (Efimov, 2019). How this topic has developed Customer service has become crucial requirement for which best tools and technologies are needed by businesses. For giving better user experience and targeting planned audience that topic has huge and great importance while discussing. Using simple and sorted methods are vital for businesses for which the current topic has been developed. Social media has impacts on the organisations by communicating it to the individuals and the objective is create understanding for using the latest technologies for increasing benefits in terms of profits, better customer experiences and best positioning globally. The role of Chatbots to attract customer is also objective due to which topic has been developed (Androutsopoulou et al., 2019). Detailed description of the technology used in this topic and what it is used for Daily lives have been integrated by artificial intelligence in which Facebook messenger is its main example that holds ability to develop communication with customers by improving experiences. It is identified as interactive agents, artificial conversation entities, smart bots and digital assistants that link the buyers with organization. Facebook messenger are computer designed program that stimulates communication through internet with human users. 90% of marketers uses as there is increase in the social media technology and the individuals are connected by using the platforms that are used within. It promotes fast, simple and reliable interactions that help to give fair information to customers on time without wasting a single penny. It is messaging method or application that is present at app or website of business and comes up when customer enter the home page. The objective is to seek attention of customer for providing better services either by helping with certain issue or providing directions to purchase and using any product (Adamopoulou and Moussiades, 2020). Figure 1: Facebook ChatBot (Source: ChatBot, 2021) Technological platforms and software are used in the topic Facebook messenger platform are ways or aspects that can be used for conducting chats and interaction within customer and business. It helps to improve relationships that can lead to success within business. Currently, top Chatbots platform includes Telegram, messengers and Facebook messengers. It is beneficial as the preset answers are given to people that helps to resolve any query at various kinds of circumstances. London Real is using platforms such as Crowdsourcing, Futurism, Block chain and Programming. These platforms provide assistance to the guest who visits to enhance knowledge of the visitors. Such technical advancement is created using artificial intelligence and a natural language processing that is NLP (Nucciarelli et al., 2019). They hold learning power and could effectively respond on time just like humans that eliminates the need of human resource for typing and sending answers for a basic query. Type of business and organisation uses the technology Disruption with AI technology for using Facebook messenger is vital as holds greater potential in number of businesses and industries. The most probable business that can adopt Facebook messenger technology is airlines. For instance, Aeromexico has introduced Facebook messenger as chatbot that effectively handles 1000 passenger in single day that will even cannot managed by two human employees. It saves a cost and time. Even it is used by food service businesses as it takes orders on it and resolve issue of customer easily. For instance, Dominos has chatbot on the Facebook Messenger that has feature of easy ordering with single command or click (Lebeuf, et al., 2017). In addition, business related to financial services, news media and healthcare are other sectors that take use of such Chatbots. There are many more organisations that uses Facebook messenger such as Airlines, food services, healthcare, financial services and news media. Social media helps the organisation in making the policies and technology relevant for the visitors. Figure 2: Chatbot example of Dominos business (Source: Al Roberts, 2017) Currently, there are many companies across the globes that are using chatbots for giving better level of experiences of customers. It includes Lemonade Insurance Chatbot, Marriott International’s Hotel Chatbot, Feebi Restaurant Chatbot, etc. that has helped in serving customer with advanced technology (Perren and Kozinets, 2018). Thus, it shows artificial intelligence technology has huge impact on business growth. How is it used as a business tool and is this effective Technology of Facebook messenger in business has greater importance as it functions as business tool. It helps to grow business without spending money on additional resources that can give customer service, leads and transforms buyers effectively. It brings success within organization as less money and a time is required that helps to make firm and its employees more productive. Facebook messenger helps in conveying a message of the visitor to London Real as this generate leads and provide topics to the guest who come for the interview or lectures on sensitive topics. The general public can provide assistance on topic to address so they can relate to the topic in their personal life. Simple interface can be initiated for setting Facebook messenger that helps to increases interaction with buyers using latest technical ways. According to estimations, Facebook messenger are quite effective as it answers almost 80% of the routine questions. Thousands of issues can be answered in single minute that does not even cost a penny and if humans are hired to solve query it can only answer single issue to customer (Pagani and Pardo, 2017). So, it has high level of efficiency and effectiveness in minimizing workloads. Content and discussion on the nature of the relationship between digital technologies and both old and newly emerging theories on business and management structures and practices Social media and digital technology within organizations has become vital for attracting customer base and profits. A business develops plans for structuring and processing management as well as business practice for which it needs latest technology to comply with. The most important relation that matters is relation of technology with business process and structures. It promotes innovation in criteria of selling and promoting products at global level. It might include chatbots, IT artefacts, big data and social media that can is major aspect for surviving in competitive markets. The innovation is major cause for bringing latest and advanced technologies for collecting revenues and seeking attention of customers effectively. There are many models and structures created within organizations with aim of achieving objectives (Beck, et.al, 2017). However, for dealing with best business models, creativity is needed that comes from digital technologies. Figure 3: Social media theory (Source: jcsocialmedia, 2021) The theory states that that the organisation must follow the marketing channel that is transparent and has a unique way of interaction not just broadcasting the messages. The platform must be helpful in engaging the public to the organisation and can interact from the public on individual basis. The lead generation must be done as the organisations have to manage the visitors base on the platform. Social media is conversation driven as it impacts the local prospects of which must be thoroughly discussed. Social listening should be used in the gauge the sentiments online of the visitors. The tactics followed by the brands must be careful the visitors create a impression in their minds (Dwivedi et.al 2020). The concepts that are used by the various organisations are different and they use different technology for attracting the visitors. For instance, many organisations are using social media to gather customer base and increase their sales.Such as LinkedIn, it gathers customers for the job and provides assistance in finding a job and it create a impact of professionalism on the readers and viewers mind. The chatbots on the facebook messenger helps organisations to address general queries and issues of their customer and the customers feel valued. There are many large scale organisations that have opted for AI and chatbots to address the concerns of the masses. This way the basic queries of the customer are resolved and the organisation is able to maintain a relationship with their existing and potential customer (Jacobson et.al, 2020). This actually shows link within business models and social media that are reasons to give additional growth and success. For instance, launching chatbot will impact models and structure of business at initial stages that can affect long term planning. On other side, forming strategies is vital using latest technologies that can provide higher competitive edge to organization. Even the turbulence from technology impacts business as it is major trend that needs to be followed. A use of social media helps to find choices and customer expectations that can be fulfilled on time. Thus, it shows using technology can improve internal management practices and strengthens structure by satisfying high customer base easily (Bock, et.al, 2017). Even for initiating technology in business, efficient teams are created that focuses on experiments for which budget is arranged to avoid mistakes. Implementation of technologies improves organizational performance as new ideas are used for achieving business objectives. For example – setting Facebook messenger on website will help to resolve issues of customer in single minute that will eliminate need of additional staff members. In such situation, performance will be improved with certain timeframe easily. Suggestion of best technical tools and devices helps to improve performances and makes business innovative that functions with the latest market trends. The innovation using technology will help in improving development of new product and promotion will become much easier that is actually daily practice of business. Even a new strategy for managing operations will be created for scaling business and offering product at right place. The competitive edge is major business practice and process that will be managed as latest digital technologies so the social media can be enhanced so it will help in comparing prices, can access information about product and reactions from competitors will be identified easily (Flyverbom, et.al, 2019). Further, turbulence with latest technologies will aid in adopting latest technology that will rise on regular basis. Thus, whole performance will be identified by growth in sales and profit that is collected by business. The relationship of social media and digital technologies practices can be understood from different theories. First “Human Relations Theory” that aims on dissatisfied staff members with objective of improving productivity. In this, break time, lighting and temperature of working area was improved for satisfying employees. Also, time given by employees at firm was started noticing that brings issues at workplace. Thus, it is important for researchers that they should develop focus on employees for identifying their nature and providing aspects that can give better performances (Marusin, et.al, 2019). Hence, the theory stated motivation in employees firstly comes from personal attention given by other people and then working situations and money. So, while launching or planning for a latest technology in business, it is vital to comply with such factors. Allowing employees to make strong and personal connection through interaction will improve performance. It effectively shows that theories are linked by plan of initiating digital technologies. On other side “classical management” is another theory that helps to manage process and regular practices in organization. Based on the theory, it is estimated that physical needs are most vital for employees that can be fulfilled using money (Schwertner, 2017). The theory functions with plan of profit maximization, centralized leadership, streamlined operations, labor specialization, emphasize on productivity, decision making and bottom line. The organisation must conduct surveys in order to reach the target audience and London Real effectively uses there platform to engage with people personally and the providing them with knowledge and inspiring them with personal mentorship and stimulates new ideas into the individual. So, complying with classical management theory with plan of initiating new technology will link with plans of profits, tries to apply best leading styles using which initiation of technology can be planned easily and it is applied for improving productive aspects. Thus, the manager finds some of the time challenging as clear managerial structure is required so new technical tools can be used effectively. Even inefficiency in stating employee role and poor labor division can affect plans of complying with social media. Even employee support for managing change in promotion and selling practices could be limited that can affect technology initiation. Thus, using social media, big data or Facebook messenger are important aspects that functions as innovation in organization that helps to improve services. Initiating such social media helps to connect management practices and business process with each other (Ismail, et.al, 2017). It shows that each aspect functions with each other that helps to bring higher revenues and competitive edge. Conclusion In nut shell, the above report has concluded the significance of technologies for coming future in the businesses that can lead to sustainability by providing better customer experiences. For this, a topic has been chosen “Social media and impact of social media on London Real” that has effectively discussed about with its role and need within London Real. Even technology as well as software used in Facebook messenger has been described effectively that created better knowledge to reader in relation of serving customer perfectly. At last, relation of such technologies with that of management practices has been evaluated effectively by listing possible challenges to managers while implementing Facebook messenger at workplace. So, it created better understanding for technical need in business for gaining competitive edge. References Books and Journals Adamopoulou, E. and Moussiades, L., 2020. Chatbots: History, technology, and applications. Machine Learning with Applications, 2, p.100006.Androutsopoulou, A., Karacapilidis, N., Loukis, E. and Charalabidis, Y., 2019. Transforming the communication between citizens and government through AI-guided chatbots. Government Information Quarterly, 36(2), pp.358-367.Beck, R., Avital, M., Rossi, M. and Thatcher, J.B., 2017. Blockchain technology in business and information systems research.Bock, R., Iansiti, M. and Lakhani, K.R., 2017. What the companies on the right side of the digital business divide have in common. Harvard Business Review, 31(01), p.2017.Efimov, A.R., 2019. Do Chatbots Dream of Androids? Prospects for the Technological Development of Artificial Intelligence and Robotics.Flyverbom, M., Deibert, R. and Matten, D., 2019. The governance of digital technology, big data, and the internet: New roles and responsibilities for business. Business & Society, 58(1), pp.3-19.Ismail, M.H., Khater, M. and Zaki, M., 2017. Digital business transformation and strategy: What do we know so far. Cambridge Service Alliance, 10.Lebeuf, C., Storey, M.A. and Zagalsky, A., 2017. Software bots. IEEE Software, 35(1), pp.18-23.Marusin, A., Marusin, A. and Ablyazov, T., 2019, September. Transport infrastructure safety improvement based on digital technology implementation. In International Conference on Digital Technologies in Logistics and Infrastructure (ICDTLI 2019) (pp. 348-352). Atlantis Press.Nucciarelli, A., Li, F., Fernandes, K.J., Goumagias, N., Cabras, I., Devlin, S., Kudenko, D. and Cowling, P., 2017. From value chains to technological platforms: The effects of crowdfunding in the digital game industry. Journal of Business Research, 78, pp.341-352.Pagani, M. and Pardo, C., 2017. The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, pp.185-192.Perren, R. and Kozinets, R.V., 2018. Lateral exchange markets: How social platforms operate in a networked economy. Journal of Marketing, 82(1), pp.20-36.Schwertner, K., 2017. Digital transformation of business. Trakia Journal of Sciences, 15(1), pp.388-393.Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S. and Kumar, V., 2020. Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, p.102168.Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is watching the watchers?. Journal of Retailing and Consumer Services, 53. Online References Al Roberts, 2017 [Online] [Accessed Through] [Accessed On: 27th February, 2021]Chelsea Ward, 2018 [Online] [Accessed Through] [Accessed On: 27th February, 2021]chatbot, 2021 [Online] [Accessed Through] [Accessed On: 27th February, 2021]jcsocialmedia, 2021 [Online] [Accessed Through] [Accessed On: 27th February, 2021]
