The scope of business communication is enhanced by the five C’s of social media. These have been discussed further ahead.Community: The fundamental attribute of social media is the establishment of community that includes a relationship and fellowship with others sharing common goals, interests and attitudes. There can be formation of business community quickly that will further enhance the effectiveness of communication. Business communities have been establishing their goodwill from the key member in the hostage of organization. Connection: Accessibility of information across the internet only stays a click away. There is thriving of social media on connections in the own vehicles of Web and by links to a number of sites, automatic feeds, people, and resources. People can also be successful in the creation of personalized platform of connections. Collaboration: Social media helps in promoting the exchange of information between the business and its stakeholders, by the invitation to participate. Creation of simple and quick collaborative platform holds the requirement that there must be easy distribution and organization of information.Contribution: Social media is responsible for encouraging reactions and contributions from anyone within the scope of interest. Encouragement is the main ingredient here, as social media results in soliciting negative and positive interaction by simplifying the overall contribution. Conversation: No more communication can be considered as one way, broadcasting or even sensing across a passive group of stakeholders.
Social media provides a better scope of two way conversation, and often, this conversation involves multiple dimensions. Social media helps in engaging everyone in involvement with the business. Crediting the introduction of social media, the power underlying communication driven by consumer has started to transform how there is communication in the business. It has revolutionized communication that shakes up traditional mode of one- way communication in which there is control of message by a business and the delivery is made to the stakeholders. Now the consumer is responsible for determining the message and has the accessibility of communication in a two way communication and interaction with a large population of customers. A profound statement was made by Williams (2008) that introducing the tools of social media can be considered as the most revolutionary trend towards communication as internet has been introduced and evolved. Shao (2008) states the far reaching effect of social media that means, media generated by user deal with fundamental changes in the world of information, communication and entertainment. With such major claims on social networking, it is evident that with the increased number of promotion and advertising that results in conglomeration for working out agreements with the giants of social media like LiveWorld and Facebook.