Copyright 2017 Pearson Education Inc Excellence in Business

Excellence in Business Communication Chapter 7 Crafting Messages for Digital Channels Copyright © 2017

Learning Objectives (1 of 3) 1. Identify the major digital channels used for brief business messages, and describe the nine compositional modes needed for digital media. 2. Describe the use of social networks in business communication. 3. Explain how companies and business professionals can use information and content sharing websites. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 3

Learning Objectives (2 of 3) 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 messages (IM), and identify guidelines for effective IM in the workplace. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 4

Learning Objectives (3 of 3) 6. Describe the use of blogging and microblogging in business communication, and briefly explain how to adapt the three-step process to blogging. 7. Explain how to adapt the three-step writing process for podcasts. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 5

Digital Channels for Business Communication (LO 1) Identify the major digital channels used for brief business messages, and describe the nine compositional modes needed for digital media. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 6

Media Choices for Brief Messages Social Networks Information Sites Content Sharing Sites Email Messages Instant Messages Text Messages Blogs & Microblogs Podcasts Copyright © 2017 Pearson Education, Inc. Chapter 7 - 7

Compositional Modes for Digital Media • Conversational Elements • Comments and Critiques • Orientations and Guidance • Summary Functions Copyright © 2017 Pearson Education, Inc. • Reference Materials • Narratives and Storytelling • Teaser Messages and Links • Announcements and Updates • Tutorials and Advice Chapter 7 - 8

Compositional Modes: Status Updates and Announcements Copyright © 2017 Pearson Education, Inc. Chapter 7

Creating Content for Social Media Start Conversations, Not Sales Pitches Write Informally, But Not

Optimizing Content for Mobile Devices Mobile Specific Options Copyright © 2017 Pearson Education, Inc. • Location-Based Services • Gamification • Augmented Reality • Wearable Technology • Blogging and Podcasting • Cloud-Based Services Chapter 7 - 11

Social Networks (LO 2) Describe the use of social networks in business communication. Copyright

Categories of Social Networks Information Public, Specialized Advice Support Public, General Purpose Private, Internal

Business Communication Uses of Social Networks Recruiting Employees and Partners Fostering Collaboration Understanding Target

Business Communication Strategies on Social Networks Compositional Modes Online Presence Valuable Content Community Building Copyright © 2017 Pearson Education, Inc. Existing Conversations Promotion Efforts Consistent Personality Chapter 7 - 15

Information and Media Sharing Sites (LO 3) Explain how companies and business professionals can

User-Generated Sites Content That People Want to See and Share Copyright © 2017 Pearson

Content Curation Sites Alternative to Newsfeeds Topical Material Power of Community Power of Shared

Community Building via Social Media Copyright © 2017 Pearson Education, Inc. Chapter 7 -

Email (LO 4) Describe the evolving role of email in business communication, and explain how to adapt the three-step writing process to email messages. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 21

Using Email in the Workplace Disadvantages Advantages • Availability of Alternatives • Indiscriminate Use • Low-Value Messages • Accessing Messages • Indiscriminate Use • Scheduling Messages Copyright © 2017 Pearson Education, Inc. Chapter 7 - 22

Planning Email Messages • Analyzing the Situation • Gathering Information • Organizing the Message

Business Communication Writing Email Expectations for Message Quality Importance of Subject Lines Importance of

Completing Email Messages Revising Proofreading Producing Distributing Copyright © 2017 Pearson Education, Inc. Chapter

Email for Business Communication Copyright © 2017 Pearson Education, Inc. Chapter 7 - 26

Instant Messaging and Text Messaging (LO 5) Describe the business benefits of instant messaging (IM), and identify guidelines for effective IM in the workplace. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 27

Understanding the Benefits and Risks of IM (1 of 2) • Opportunities involved in using IM: – Rapid response to urgent messages – Lower cost than phone and email – Ability to mimic conversations – Available on a wide range of devices – Less misuse as a broadcasting method Copyright © 2017 Pearson Education, Inc. Chapter 7 - 28

Understanding the Benefits and Risks of IM (2 of 2) • Challenges involved with using IM: – Danger of security problems – Need for user authentication – Challenges of logging messages – Incompatible, competing IM systems – Aggravation of “spim” messages Copyright © 2017 Pearson Education, Inc. Chapter 7 - 29

Adapting the Three-Step Process for Successful IM Planning Instant Messages Writing Instant Messages Completing

Using Workplace IM Effectively Use Instant Messaging Courteously Use “Away” Status While Working Be Cautious with Private Information Avoid Sending Personal Messages Copyright © 2017 Pearson Education, Inc. Chapter 7 - 31

Blogging and Microblogging (LO 6) Describe the use of blogging and microblogging in business communication, and briefly explain how to adapt the threestep process to blogging. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 32

Effective Blogs and Microblogs Use Personal, Authentic Style Deliver New Information Fast Feature Topics of Peak Interest Encourage Conversations Copyright © 2017 Pearson Education, Inc. Chapter 7 - 33

Understanding Business Applications of Blogging • Anchor for social media presence • Project management and communication • Company news and updates • Customer support for products/services • Public relations and media relations • Recruit potential employees • Market research and feedback Copyright © 2017 Pearson Education, Inc. Chapter 7 - 34

Adapting the Three-Step Process for Successful Blogging 1 Plan Audience Purpose Scope Copyright © 2017 Pearson Education, Inc. 2 Write in a Comfortable, Personal Style Know Your Subject and Provide Links 3 Complete Evaluate Proofread Post Chapter 7 - 35

Business Applications of Blogging Copyright © 2017 Pearson Education, Inc. Chapter 7 - 36

Microblogging Microblogs in Business Copyright © 2017 Pearson Education, Inc. • Company Updates • Sales Promotions • Tips for Product Use • Information from Experts • Customer Service • Backchannel for Meetings Chapter 7 - 37

Business Applications of Microblogging Copyright © 2017 Pearson Education, Inc. Chapter 7 - 38

Podcasting (LO 7) Explain how to adapt the three-step writing process for podcasts. Copyright

Using the Three-Step Process for Podcasting 1 Plan Situation Information Organization Copyright © 2017 Pearson Education, Inc. 2 Write Transitions, Previews, and Reviews Scripting vs. Improvising 3 Complete Editing Preparing Publishing Chapter 7 - 40

Resources Required for Podcasting Recording • Audio Recording • Editing Software • Production Quality Distributing • Media Stores • Hosting Services • Blog Content Copyright © 2017 Pearson Education, Inc. Chapter 7 - 41

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2017 Pearson Education, Inc. Chapter 7 - 42