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Social Media for Business Communication Chapter 8 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not.

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Presentation on theme: "Social Media for Business Communication Chapter 8 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not."— Presentation transcript:

1 Social Media for Business Communication Chapter 8 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

2 Chapter Overview  Characteristics of the Social Age  Effective communication with blogs, wikis, and forums  Blogs for external communication  Online reputation  Ethical use of social media © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-2

3 Learning Objectives LO8.1 Explain characteristics of the emerging Social Age. LO8.2 Use blogs, wikis, forums, and other social tools for effective communication within organizations. LO8.3 Create blogs for effective external communications. LO8.4 Build a credible online reputation. LO8.5 Describe the ethical use of social media for work. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-3

4 The Evolving Workplace © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-4

5 Communicating in the Workplace in the Social Age  Social Age an era in which people engage in networked communication, collaborate across boundaries, and solve problems communally. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-5

6 Characteristics of the Social Age  Web 1.0 most Web pages were read-only and static  Web 2.0 read-write Web, where users interact extensively with Web pages—authoring content, expressing opinions, and customizing and editing Web content among other things © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-6

7 Comparisons Between User 1.0 and User 2.0 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-7

8 Characteristics of the Social Age  Increasingly, companies are adopting social networking platforms that contain Web 2.0 communication tools  These platforms contain many of the features available on social networking websites: user profiles, microblogs, blogs, wikis, and file uploading. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-8

9 Benefits and Challenges of Social Media in the Workplace © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-9

10 Using Social Media Tools for Communication within Organizations  Organize Your Dashboard to Control Your Communication and Information Flow  Create a Complete and Professional Profile  Use Blogs for Team Communication  Use Wikis for Team Communication  Use Forums to Discuss Ideas  Other Social Media Tools © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-10

11 Return on Investment for Internal Social Media © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-11

12 Organize Your Dashboard to Control Your Communication and Information Flow  Nearly all social software systems contain a dashboard, your front page when you log in to the system, which operates as your communication hub.  In most cases, you can customize the dashboard to display the features that most interest you. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-12

13 Sample Dashboard with Enterprise Social Software © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-13

14 Use Blogs for Team Communication  Microblogs (such as Twitter) shorter blogs that contain just a few sentences, are part of most enterprise social networking platforms tools for broadcasting announcements and urgent information © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-14

15 Use Blogs for Team Communication  Team blogs typically organized around formal work teams, and  Project blogs organized around particular projects that generally involve temporary teams. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-15

16 Sample Team Blog © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-16

17 Use Wikis for Team Communication  Wikis collections of pages that anyone with approved access can edit, thus lending themselves to collaborative writing. allow employees to collaborate and participate in decision making more easily, creatively, and effectively create a culture of transparency, simplicity, and openness © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-17

18 Sample Wiki in Edit Mode © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-18

19 Use Forums to Discuss Ideas  Avoid leading posts  Avoid ignoring competing points of views  Avoid strong, rigid language  Avoid complaining  Avoid blaming  Avoid off-topic points  Avoid excessively short or lengthy posts  Avoid sarcasm © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-19

20 Using Forums to Improve Team Productivity  Read your peers’ comments completely and carefully  State the purpose of the forum clearly  Use flexible, open, and inviting language  Build on the ideas of others and pose questions  Show appreciation for your teammates and their ideas © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-20

21 Using Forums to Improve Team Productivity  Participate often  Meet in real time for touchy points  Summarize and, as appropriate, identify next steps  Talk with your team about ways to make forums help your decision making and coordination © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-21

22 Forum Examples © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-22

23 Write Posts for Your Organization  The primary goal of blogs for organizations is effective public relations (PR)  PR is fundamentally about building relationships with employees, customers, communities, the media, and other stakeholders  A primary goal of building these relationships is to improve corporate reputation or credibility. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-23

24 Corporate Reputation  Corporate reputation an intangible asset that allows the company to better manage the expectations and needs of its various stakeholders, creating differentiation and barriers vis-à-vis its competitors the intellectual, emotional and behavioral response as to whether or not the communications and actions of an organization resonate with their needs and interests © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-24

25 A Press-Release Style Blog Post © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-25

26 An Op-Ed Style Blog Post © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-26

27 Guidelines for Using Social Media in the Workplace  Be an Active Contributor and Participate Often  Listen and Learn  Focus on Content  Make Your Content Accessible  Make Your Messages Authentic and Friendly  Be Responsive and Help Others  Respect Boundaries © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-27

28 Managing Your Online Reputation  Personal brand A unique set of professional skills and attributes that others associate with you © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-28

29 Developing a Credible Online Reputation © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-29

30 Use Social Media Ethically  Much more than your online reputation is at stake with social media use; the reputation and performance of your company is at stake as well  The line between what you believe is private use of social media and your role as an employee can be murky, since your private actions can damage your employer and hurt your career. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-30

31 Example of Social Media Guidelines © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-31

32 Chapter Takeaways  Characteristics of the Social Age  Effective communication with blogs, wikis, and forums  Blogs for external communication  Online reputation  Ethical use of social media © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-32


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