Post on 24-Jun-2015
description
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7- 1
Chapter 7Chapter 7
Crafting Messages for Electronic Media
Learning ObjectivesLearning Objectives
1. Identify the electronic media available for short messages, list nine compositional modes used in electronic media, and discuss the challenges of communicating through social media
2. Describe the use of social networks, user-generated content sites, community Q&A sites, and community participation sites in business communication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 2
Learning ObjectivesLearning Objectives
3. Describe the evolving role of email in business communication, and explain how to adapt the three-step writing process to email messages
4. Describe the business benefits of instant messaging (IM), and identify guidelines for effective IM in the workplace
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 3
Learning ObjectivesLearning Objectives
5. Describe the role of blogging and microblogging in business communication today, and explain how to adapt the three-step writing process to blogging
6. Explain how to adapt the three-step writing process to podcasting
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 4
Electronic Media for Business Communication
Electronic Media for Business Communication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 5
Electronic Media for Brief Electronic Media for Brief MessagesMessages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 6
PodcastsPodcasts
Online VideoOnline Video
Blogging & Microblogging
Blogging & Microblogging
Text MessagingText Messaging
EmailEmail
Instant MessagingInstant Messaging
User Content SitesUser Content Sites
Social NetworksSocial Networks
Compositional Modes for Electronic Media
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 7
• Conversations
• Comments and Critiques
• Orientations
• Summaries
• Reference Material
• Narratives
• Teasers
• Status Updates & Announcements
• Tutorials
Creating Content for Social Creating Content for Social MediaMedia
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 8
• 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
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 9
Social Networking and Community
Participation Websites
Social Networking and Community
Participation Websites
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 10
Using Social Networks for Using Social Networks for Business CommunicationBusiness Communication
• Gathering Market Intelligence
• Recruiting New Employees and Finding Business Partners
• Sharing Product Information
• Fostering Brand Communities
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 11
Using User-Generated Content Using User-Generated Content Sites for Business Sites for Business CommunicationCommunication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 12
Using Community Q&A Using Community Q&A Sites for Business Sites for Business CommunicationCommunication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 13
Using Community Participation Using Community Participation Sites for Business Sites for Business CommunicationCommunication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 14
Multiple User InputMultiple User Input
Social Bookmarking
Social Bookmarking Group BuyingGroup Buying CrowdsourcingCrowdsourcing Product &
Service ReviewsProduct &
Service Reviews
Groupon YelpStumbleUpon
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 15
EmailingEmailing
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 16
Evolving Role of EmailEvolving Role of Email
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 17
• Ease of Correspondence
• No Memberships or Software Downloads Required
• Short-to-Medium Length Messages
• Private Communications
• Non-Urgent
• Review at Your Leisure
Adapting the Three-Step Adapting the Three-Step Process for Email MessagesProcess for Email Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 18
Planning Planning Planning Planning
WritingWritingWritingWriting
Planning Planning Planning Planning
WritingWritingWritingWriting
CompletingCompletingCompletingCompleting
Planning Email MessagesPlanning Email Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 19
Writing Email MessagesWriting Email Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 20
Completing Email MessagesCompleting Email Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 21
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 22
Instant Messaging and Text Messaging
Instant Messaging and Text Messaging
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 23
Using Instant MessagingUsing Instant Messaging
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 24
Using Text MessagingUsing Text Messaging
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 25
• Marketing
• Customer service
• Security
• Crisis management
• Process monitoring
Business IM BenefitsBusiness IM Benefits
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 26
Adapting the Three-Step Adapting the Three-Step Process for Successful IM Process for Successful IM
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 27
Workplace IM GuidelinesWorkplace IM Guidelines
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 28
MultipleConversations
Efficient and Effective
ConfidentialInformation
SecurityGuidelines
PersonalMessages
UsageSchedule
MessageComplexity
ImpromptuMeetings
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7- 29
Blogging and Microblogging Blogging and Microblogging
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 30
Elements of Effective Elements of Effective Business BloggingBusiness Blogging
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 31
Understanding Business Understanding Business Applications of BloggingApplications of Blogging
• Social Media Hub
• Project Management
• Internal Company news
• Customer Support
• Public & Media Relations
• RecruitingCopyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 32
Understanding Business Understanding Business Applications of BloggingApplications of Blogging
• Policy Discussions
• Crisis Communication
• Market Research
• Brainstorming
• Word-of-Mouth Marketing
• Community BuildingCopyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 33
Adapting the Three-Step Adapting the Three-Step Process for Successful Process for Successful
BloggingBlogging
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 34
Planning Writing Completing
EvaluateEvaluate
ProofreadProofread
PostPost
ContentContent
StyleStyle
InformationInformation
AudienceAudience
PurposePurpose
ScopeScope
Understanding Business Understanding Business Applications of Applications of MicrobloggingMicroblogging
• Short Summaries with Links
• Company Updates
• Coupons
• Sale Notices
• Product Usage Tips
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 35
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 36
Podcasting Podcasting
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 37
Understanding the Understanding the Business Applications of Business Applications of
PodcastingPodcasting• One-Way Teleconference
• Training
• Marketing
• Product Information
• Company Information (HR)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 38
Adapting the Three-Step Adapting the Three-Step Process for Successful Process for Successful
PodcastingPodcasting
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 39
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 40
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 41
Chapter 7Chapter 7
Crafting Messages for Electronic Media
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7- 42