Crafting Messages for Electronic Media
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7- 1
Chapter 7Chapter 7
Crafting Messages for Electronic Media
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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
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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
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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
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Electronic Media for Business Communication
Electronic Media for Business Communication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 5
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Electronic Media for Brief Electronic Media for Brief MessagesMessages
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PodcastsPodcasts
Online VideoOnline Video
Blogging & Microblogging
Blogging & Microblogging
Text MessagingText Messaging
EmailEmail
Instant MessagingInstant Messaging
User Content SitesUser Content Sites
Social NetworksSocial Networks
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Compositional Modes for Electronic Media
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• Conversations
• Comments and Critiques
• Orientations
• Summaries
• Reference Material
• Narratives
• Teasers
• Status Updates & Announcements
• Tutorials
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Creating Content for Social Creating Content for Social MediaMedia
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• 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
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Summary of ObjectivesSummary of Objectives
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Social Networking and Community
Participation Websites
Social Networking and Community
Participation Websites
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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
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Using User-Generated Content Using User-Generated Content Sites for Business Sites for Business CommunicationCommunication
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Using Community Q&A Using Community Q&A Sites for Business Sites for Business CommunicationCommunication
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Using Community Participation Using Community Participation Sites for Business Sites for Business CommunicationCommunication
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Multiple User InputMultiple User Input
Social Bookmarking
Social Bookmarking Group BuyingGroup Buying CrowdsourcingCrowdsourcing Product &
Service ReviewsProduct &
Service Reviews
Groupon YelpStumbleUpon
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Summary of ObjectivesSummary of Objectives
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EmailingEmailing
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Evolving Role of EmailEvolving Role of Email
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• Ease of Correspondence
• No Memberships or Software Downloads Required
• Short-to-Medium Length Messages
• Private Communications
• Non-Urgent
• Review at Your Leisure
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Adapting the Three-Step Adapting the Three-Step Process for Email MessagesProcess for Email Messages
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Planning Planning Planning Planning
WritingWritingWritingWriting
Planning Planning Planning Planning
WritingWritingWritingWriting
CompletingCompletingCompletingCompleting
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Planning Email MessagesPlanning Email Messages
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Writing Email MessagesWriting Email Messages
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Completing Email MessagesCompleting Email Messages
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Summary of ObjectivesSummary of Objectives
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Instant Messaging and Text Messaging
Instant Messaging and Text Messaging
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Using Instant MessagingUsing Instant Messaging
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Using Text MessagingUsing Text Messaging
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• Marketing
• Customer service
• Security
• Crisis management
• Process monitoring
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Business IM BenefitsBusiness IM Benefits
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Adapting the Three-Step Adapting the Three-Step Process for Successful IM Process for Successful IM
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Workplace IM GuidelinesWorkplace IM Guidelines
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MultipleConversations
Efficient and Effective
ConfidentialInformation
SecurityGuidelines
PersonalMessages
UsageSchedule
MessageComplexity
ImpromptuMeetings
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Summary of ObjectivesSummary of Objectives
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Blogging and Microblogging Blogging and Microblogging
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Elements of Effective Elements of Effective Business BloggingBusiness Blogging
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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
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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
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Adapting the Three-Step Adapting the Three-Step Process for Successful Process for Successful
BloggingBlogging
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Planning Writing Completing
EvaluateEvaluate
ProofreadProofread
PostPost
ContentContent
StyleStyle
InformationInformation
AudienceAudience
PurposePurpose
ScopeScope
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Understanding Business Understanding Business Applications of Applications of MicrobloggingMicroblogging
• Short Summaries with Links
• Company Updates
• Coupons
• Sale Notices
• Product Usage Tips
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Summary of ObjectivesSummary of Objectives
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Podcasting Podcasting
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Understanding the Understanding the Business Applications of Business Applications of
PodcastingPodcasting• One-Way Teleconference
• Training
• Marketing
• Product Information
• Company Information (HR)
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Adapting the Three-Step Adapting the Three-Step Process for Successful Process for Successful
PodcastingPodcasting
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Summary of ObjectivesSummary of Objectives
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Chapter 7Chapter 7
Crafting Messages for Electronic Media
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