Managing a business is not easy. Because people are involved, communication is an important factor in how effectively the business operates. Those who can communicate well with input suppliers, consultants, accountants, customers, and the general public have a leg up on the competition. Developing excellent communication skills takes time and practice. However, the Internet allows us to communicate in new ways. The most common ones have been discussed in this module.

You may find several reasons to communicate. Marketing and selling your product is very important; so too is serving the customer, public relations, and your professional network. Keep in mind that internal communications are vital to well-functioning organizations.

The Internet provides many tools for you to use as you manage your business communications. Websites allow you to add text, including blogs, or to communicate in words. Other tools such as email, list managers, discussion groups, and chats allow for more direct communication back and forth with individuals or groups. Adding a multimedia component, such as digital video or audio, can enhance the experience of visiting your website.

As you consider how to integrate web-based tools into your communication "toolkit," remember that they are just tools. To effectively implement any of them, you must determine what you really want to say and who your audience is. That is no different than any other form of communication you've used throughout your life. All the website bells and whistles imaginable won't communicate a message that isn't clear or properly directed. Once you have a clear message, however, the Internet creates wonderful new methods that may be useful as you better serve your customers.