The Social Communication Model

The social communication model is interactive, conversational, and usually open to all who wish to
participate. Audience members are no longer passive recipients of messages but active participants in a
conversation. Social media have given customers and other stakeholders a voice they did not have in the
past. And businesses are listening to that voice. In fact, one of the most common uses of social media
among U.S. businesses is monitoring online discussions about a company and its brands. Instead of
transmitting a fixed message, a sender in a social media environment initiates a conversation by sharing
valuable information. This information is often revised and reshaped by the web of participants as they
share it and comment on it. People can add to it or take pieces from it, depending on their needs and
interests. The social communication model offers many advantages, but it has a number of
disadvantages as well. Potential problems include information overload, fragmented attention,
information security risks, distractions that hurt productivity, the need to monitor respond to numerous
conversational threads, and blurring of the line between personal and professional lives, which can
make it difficult for people to disconnect from work.

Communication suggests a linear process. There’s a sender of a message—let’s say that’s you talking.
You put your thoughts into words. And then there’s a recipient of a message. He hears those words and
considers their meaning. That’s your co-worker, listening. It looks something like this:

You, the sender, have a thought. You put that thought into words (encoding). The message comes out of
your mouth, and then it is decoded (processed) by the recipient, your co-worker, who then decides on
the meaning of your words as a result of that decoding process.

Sender

The sender can present his/her views in the form of verbal or non-verbal communication to the
recipient in the understandable form. The sender encodes the message in the form of written text,
speech, digital data, gestures, pictures, etc.

A message from the sender is sent to a receiver or multiple receivers. A sender can also seek feedback
from the receiver to confirm that the message has been understood without any misunderstanding or
confusion.

Sometimes, different techniques are also used by the receivers, which ensure the correct interpretation
of the message.

Channel of Communication

The encoded message as a sequence of signals is transmitted through the channel or medium.

Some natural forces, such as noise sources, human activities, can cause interference in the signal, which
can degrade the quality of signals reaching the receiver.
Today, we can easily convey our message to others using different means of communication, such as
text messages, telephone conversations, video conferences, emails, face-to-face conversations, letters,
magazines, newspapers, radio, television, and social media Internet. Each channel has its advantages
and disadvantages.

For example,

o To send a message or notice through the Internet to small villages is not the correct way for
effective communication due to low network signals in small villages.

o Broadcasting news through letters might be effective for one or two individuals. But to a large
population, it will be expensive. In such cases, television broadcast will be an effective method
of communication.

o Technical information can be better understood in the written form rather than speaking. In
such cases, books, newspapers, etc. are preferred.

Hence, the selection of the correct channel determines effective communication.

Receiver

The encoded message is assembled on the receiver side, which is known as decoding. The received
message is the correct interpretation of the original signal.

The decoding of the message depends on how the receiver feels at the time of the received message.
Sometimes, barriers or obstacles in communication can also affect it. The understanding between the
sender and the receiver also helps correct the message with reduced or minimum misunderstandings.

For example,

If the sender knows the receiver, he/she will send the message according to the receiver's
understanding, which helps in the correct decoding of the received message.

Feedback

It is the final part where the receiver gives the feedback to the sender for the received message. The
receiver can use any communication, such as verbal, non-verbal, visualization, or written, to provide
feedback on the correct understanding of the message. It is useful to correct the confusion between the
sender and the receiver.

The feedback for face-to-face communication will be immediate, while in the case of written
communication (online mode), it can be delayed depending on the receiver.

Effective communication or successful communication is verified through the feedback because it is the
only way to check whether the receiver has correctly understood the message.
How the communication process works:
The following are steps in the communication process:

1. Generation of ideas

The sender starts the communication process by developing an idea they intend to convey to another
person or group of individuals. It's beneficial for the sender to clarify the concept and purpose of a
message. There's a higher possibility of effective communication if you consider what you aim to achieve
and how the receiver may perceive the message before developing your idea.

2. Encoding the message

After formulating an idea, the sender encodes a message using words, symbols and actions that convey
meaning. Since individuals interpret information differently, choosing a widely recognized
communication method is beneficial to avoid misinterpretation. It's necessary to note the receiver's
communication abilities, experiences and culture to achieve effective communication.

3. Selecting appropriate channels

The next step in the communication process is to select the most appropriate medium to convey a
message. This could be virtual, verbal or non-verbal means. For example, while delivering customer
feedback through emails may be relevant, visual tools like tables and charts may be more suitable for
providing financial reports.

4. Decoding the message

Decoding involves interpreting a message or turning words into thoughts. After the recipient receives
the message, they evaluate it and seek to comprehend it. If the sender and receiver share a similar
perception, communication between them may become more effective.

5. Providing feedback

Feedback is essential in communication because it allows the sender to determine if the recipient
comprehends the message. Unless it's a linear communication, the recipient gives feedback as a reply to
the sender. The sender can improve the quality of the feedback they receive by delivering what the
receiver can comprehend at the initial stage.