The COVID-19 pandemic, which is almost one year old, has spread throughout the world, resulting in enormous changes in various sectors of life, both education, social, as well as economic and business. Many businesses have been affected by this pandemic. Business actors must experience many difficulties in adapting their business to the current crisis situation.
Therefore, in making efforts to adapt to the pandemic, business actors must be able to adapt to the needs of the audience. Many business people are starting to rearrange their communication strategies and marketing strategies. One of them by utilizing social media as an alternative.
According to Djoko Purwanto, the meaning of business communication is communication used in the business world which includes various forms of communication, both verbal and non-verbal to achieve a certain goal.
During the Covid-19 pandemic, consumers are more interested in accessing or making transactions through online media rather than having to do it directly. So with online media marketing messages for a business such as promotions through social media (Instagram, Facebook, WhatsApp, Line, etc.) become more attractive and reach consumers quickly. With a promotional design or bonus, it can attract more consumers so that it can increase revenue turnover.
Promotions that are carried out face-to-face and using social media are of course different. Changes in business communication due to the pandemic also require business people to conduct a re-survey of consumer spending activities. Of course, many obstacles arise because most business actors also use social media as an alternative during this pandemic. But on the other hand, this can have a positive increase in impact due to social distancing policies that require consumers to take advantage of online shopping.
Business actors must also know which type of media will be used by consumers. Whether in seeking information or just communicating, or also media that is devoted to buying and selling communications. As previously explained, the media has its own context. This has become a culture for both business actors and consumers. The media has formed an identity and its use so that it can facilitate business actors and consumers in conducting business communication.
Then no less important is the message creation process that must be done as well as possible. Because it aims to attract consumers so they can decide to buy the product being promoted. For example, by creating attractive designs or giving positive messages to consumers, or you can also hold promos or giveaways. In addition, the message must contain facts that are appropriate and easily understood by consumers or that are effective and efficient.
So, we can conclude that social media is very helpful in changing business communication during this pandemic. Although there are still many obstacles because business actors have to re-adjust their targets and promotions and have not been able to optimize the use of social media, social media remains the best alternative in maintaining business communication during this pandemic.
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