1. Chapter 26 Social Media
This chapter explores how social media are used, with increasing frequency, for professional
communication. Students will be well versed in the personal use of these media, but
they will need to know how to approach them responsibly before entering the workforce.

2. Learning Objectives Understand audience and purpose for social media
Understand how to write for social media
Recognize different types of social media
Understand uses of social media for workplace communication
Consider the legal and ethical implications of these media
Understand how these media are changing the ways we work and learn

3. Social Media
Social media are playing an increasingly important role in the workplace. In the workplace, social media can serve as a resource for:
staying in touch with colleagues
acquiring information from technical experts
learning more about customer preferences
sharing updated information with customers
keeping professionals connected

4. Considering Audience and Purpose
In the workplace, social media can have two kinds of audiences: internal (people inside the organization) and external (people outside the organization). External audience members can be important contributors to social media sites.
The purpose of using social media in the workplace can vary widely. Tailor your purpose to your audience, whether internal, external, or both.

5. Blogs
The word “blog” is short for “web log.” A blog is a type of online journal.
Internal blogs (shared by a company’s employees) allow for in-house communication and collaboration.
External blogs (shared with the public) facilitate customer feedback, enhance marketing and public relations, provide timely news and updates, and help personalize a large organization.

6. Wikis
A wiki is a type of Web site used to collect and keep information updated. Companies use wikis to update content in a wide variety of technical and scientific areas.
Internal wikis (shared by a company’s employees) are usually limited to authorized users who can add to and update shared content.
External wikis (shared with the public) like Wikipedia can be updated by anyone, allowing for an enormous range of potential information. However, they lack editorial oversight.

7. Guidelines for Blogs and Wikis
When using blogs and wikis on the job, follow these guidelines:
Use standard software.
Keep Web writing guidelines in mind.
Write differently for internal versus external audiences.
Think carefully before posting comments.
For an external blog, focus on the customer’s priorities and needs.

8. Guidelines for Blogs and Wikis
(continued)
Check blog and wiki entries for credibility.
Before editing or adding to a wiki, get your facts and your tone straight.

9. Professional Networking Sites
Social Networking and
Professional Networking Sites
Social networks like Facebook connect people to each other and to sites of mutual interest. Many organizations maintain pages on social networking sites to highlight or promote a particular product or service. Social networks can also be used for public relations and sharing news updates.
LinkedIn and similar sites exist for the specific purpose of supporting professional networking and job hunting.

10. Guidelines for Writing For and Using Social Networks
When writing for or using either social networking sites or professional networking sites, follow these guidelines:
Write with a friendly yet professional tone.
Keep ideas focused and specific.
If using photos or video, check the licensing agreement and other copyright information.
Be discreet about what you post.
Keep global readers in mind.

11. Customer Review Sites and Twitter Feeds
Restaurants, hotels, and entertainment venues are influenced by customer review sites like Yelp, where customers post feedback in the form of short reviews and ratings. In some cases, companies can write follow-up responses.
Twitter feeds are another way for companies to keep customers informed and updated, using “tweets,” the concise form of writing on Twitter that is limited to 140 words per tweet.

12. Ethical and Legal Considerations
Social media harbors potential for information abuse, such as “stealth marketing” (undisclosed flattering paid reviews of products and services).
As with , employees who discuss proprietary matters or post defamatory comments can face legal consequences.
Also like , blogs, wikis, and social networks carry the potential for violations of copyright or privacy.

13. Review Questions
1. What are five advantages of using social media in the workplace? 2. What are the two types of audiences for social media when it is used on the job? 3. What is the main reason companies value external audiences? 4. What are the business uses of internal blogs? 5. What are the business uses of external blogs?
Answers
1. Staying in touch with colleagues, acquiring information from technical experts, learning more about customer preferences, sharing updated information with customers, and keeping professionals connected.
2. Internal and external audiences.
3. They can be important contributors.
4. Internal blogs (shared by a company’s employees) allow for in-house communication and collaboration.
5. External blogs (shared with the public) facilitate customer feedback, enhance marketing and public relations, provide timely news and updates, and help personalize a large organization.

14. Review Questions (continued)
6. What are the business uses of internal wikis? 7. What are the business uses of external wikis? 8. What are the business uses of social networking sites? 9. What are the business uses of professional networking sites? 10. What are the business uses of Twitter feeds?
Answers (continued)
6. Internal wikis (shared by a company’s employees) are usually limited to authorized users who can add to and update shared content.
7. External wikis (shared with the public) like Wikipedia can be updated by anyone, allowing for an enormous range of potential information.
8. Social networks like Facebook connect people to each other and to sites of mutual interest. Many organizations maintain pages on social networking sites to highlight or promote a particular product or service. Social networks can also be used for public relations and sharing news updates.
9. LinkedIn and similar sites exist for the specific purpose of supporting professional networking and job hunting.
10. Twitter feeds are another way for companies to keep customers informed and updated.