One may communicate and never conduct an economic transaction, but one cannot conduct an economic transaction and not communicate. Online uses sight and sound, but not taste, touch and smell. On-line is both broadcast and interactive. Effective communication has a message, intended receiver and intended result. Online is both informational and effective communication.
Online communication is no different.
If a message-receiver rejects a message, communication is ineffective. The singular focus of messages and media on survival and success of a company. Defined corporate communication determines who communicates what messages through which media to message receivers individually identified both inside and outside and organization. The organization adapts messages, media and audiences, as necessary, to achieve results. Corporate communication does not persuade groups.