2. Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7- 2 Chapter 7 Crafting Messages for Electronic Media

3. Learning Objectives 1.Identify the major electronic media used for brief business messages and describe the nine compositional modes needed for electronic and social media 2.Describe the use of social networks in business communication 3.Explain how companies and business professionals can use information and media sharing websites Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 3

4. Learning Objectives 4.Describe the evolving role of email in business communication and explain how to adapt the three-step writing process to email messages 5.Describe the business benefits of instant messaging (IM) and identify guidelines for effective IM in the workplace Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 4

5. Learning Objectives 6.Describe the role of blogging and microblogging in business communication today and explain how to adapt the three-step writing process to blogging 7.Explain how to adapt the three-step writing process to podcasting Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 5

6. Electronic and Social Media Options Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 6 Podcasts Online Video Blogging & Microblogging Blogging & Microblogging Text Messaging Email Instant Messaging Content Sharing Sites Social Networks

7. Compositional Modes for Electronic Media Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 7 Conversations Comments and Critiques Orientations Summaries Reference Material Narratives Teasers Status Updates & Announcements Tutorials

8. Linkedin Highlights Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 8

9. Twitter Highlights Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 9

10. Creating Content for Social Media (Twitter) Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 10 Links to an article in a respected business magazine Links to an article and information about the firm’s consulting services in this market Links to a video on YouTube

11. Creating Content for Social Media Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 11 Use a conversational approach Write informally but not carelessly Create concise, informative headlines Get involved and stay involved Use promotion indirectly Be transparent and honest

12. Twitter Highlights Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 12 This post features a story with historical interest to the running community. This post offers information to help runners select the optimum shoe from the new “minimalist” style of footwear.

13. Social Network Categories Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 13 Public, general-purpose networks Public, specialized networksPrivate networks

14. Business Communication Uses of Social Networks Integrating company workforces Fostering collaboration Building communities Socializing brands and companies Understanding target markets Recruiting employees and busines partners Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 14

15. Specialized (Internal) Social Networks Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 15 A number of companies now host their own social networking sites, where product enthusiasts interact by sharing personal stories, offering advice, and commenting on products and company news—all brief-message functions that replace more traditional media options. Specialized, a major bicycle manufacturer based in Morgan Hill, California, hosts the Specialized Riders Club (www.specializedriders.com), where customers can interact with each other and the professional riders the company sponsors.

16. User-Generated Content Customer Videos Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 16 Zappos invites customers to create and upload videos that communicate their experiences with Zappos and its products.

17. Value-Added Content Via Blogging Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 17 The Quizzle personal finance blog offers a steady stream of articles and advice that help people manage their finances.

18. Value-Added Content Via Online Video Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 18 Lie-Nielsen Toolworks of Warren, Maine, uses its YouTube channel to offer valuable information on choosing and using premium woodworking tools. By offering sought- after information for both current and potential customers free of charge, these videos help Lie- Nielsen foster relationships with the worldwide woodworking community and solidify its position as one of the leaders in this market.

19. Strategies for Business Communication on Social Networks Choose the best compositional mode Offer valuable content Join conversations Facilitate community building Restrict conventional promotional efforts Maintain a consistent personality Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 19

20. Social Network Categories Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 20 User- Generated Content Sites Content Curation Sites Community Q&A Sites

21. Content Curation Sites Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 21 Collect and republish material on a particular topic. Pinterest.com Scoop.it

22. Email Advantages Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 22 Ease of correspondence No memberships or software downloads required Short-to-medium length messages Private communications Non-urgent Review at your leisure

23. Planning Email Messages Only send necessary emails Don’t cc or bcc unnecessarily Understand company email policy Practice email “hygiene” Follow chain of command Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 23

24. Writing Email Messages Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 24

25. Email for Business Communications Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 25 Burgman includes enough of the original message to remind Williams why she is writing— but doesn’t clutter the screen with the entire original message. By itemizing the steps she wants Williams to follow, she makes it easy for him to respond and helps ensure that the work will be done correctly.

26. Completing Email Messages Revise and proofread carefully Keep layout simple and clean Use email signature Check recipient list before sending Use caution with “urgent” label Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 26

27. Instant Messaging and Text Messaging Instant Messaging Instantly on user screen Internal and external Conversational exchange Progressive technology Basic chat Presence awareness Remote document display Text Messaging Phone-based Marketing Customer service Security Crisis management Process monitoring Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 27

28. Adapting the Three-Step Process for Successful Blogging Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 28 PlanningWritingCompleting Evaluate Proofread Tag & Post Content Style & Subject Resource Links Audience Purpose Scope

29. Understanding Business Applications of Blogging Social media hub Project management Internal company news Customer support Public and media relations Recruiting Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 29

30. Understanding Business Applications of Blogging Policy discussions Crisis communication Market research Brainstorming Word-of-mouth marketing Influencing traditional media coverage news Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 30

31. Effective Business Blogging Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 31 Convenient action buttons for printing and social sharing are located directly below the post title. The comment box makes it easy for readers to respond to and participate in a conversation about the post topic.

32. Microblogging Character restrictions Short summaries or teasers with links Public microblogs archived with Library of Congress Use hashtag/# to label and facilitate social media integration Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 32

33. Understanding Business Applications of Microblogging Short summaries or teasers with links Company updates Coupons Sale notices Product usage tips Crowdsource questions Retweet, share content Backchannel in meetings and presentations Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 33

34. Podcasting Use transitions, previews and reviews Plan content and create an outline or a script Use computer and/or smartphone to record Identify a theme or purpose for a podcast channel Distribute through iTunes, a blog or podcast channel Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 34

35. Understanding the Business Applications of Podcasting One-way teleconference Training Marketing Product information Company information (HR) Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 35

36. Summary of Objectives Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 36

37. Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallChapter 7- 37