Crafting Messages for Electronic Media

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


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



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


Electronic Media for Business Communication

Electronic Media for Business Communication


Electronic Media for Brief Electronic Media for Brief MessagesMessages


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


• Conversations

• Comments and Critiques

• Orientations

• Summaries

• Reference Material

• Narratives

• Teasers

• Status Updates & Announcements

• Tutorials

Creating Content for Social Creating Content for Social MediaMedia


• 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


Social Networking and Community

Participation Websites

Social Networking and Community

Participation Websites


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


Using User-Generated Content Using User-Generated Content Sites for Business Sites for Business CommunicationCommunication


Using Community Q&A Using Community Q&A Sites for Business Sites for Business CommunicationCommunication


Using Community Participation Using Community Participation Sites for Business Sites for Business CommunicationCommunication


Multiple User InputMultiple User Input

Social Bookmarking

Social Bookmarking Group BuyingGroup Buying CrowdsourcingCrowdsourcing Product &

Service ReviewsProduct &

Service Reviews

Groupon YelpStumbleUpon

EmailingEmailing


Evolving Role of EmailEvolving Role of Email


• 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


Planning Planning Planning Planning

WritingWritingWritingWriting

Planning Planning Planning Planning

WritingWritingWritingWriting

CompletingCompletingCompletingCompleting

Planning Email MessagesPlanning Email Messages


Writing Email MessagesWriting Email Messages


Completing Email MessagesCompleting Email Messages


Instant Messaging and Text Messaging

Instant Messaging and Text Messaging


Using Instant MessagingUsing Instant Messaging


Using Text MessagingUsing Text Messaging


• Marketing

• Customer service

• Security

• Crisis management

• Process monitoring

Business IM BenefitsBusiness IM Benefits


Adapting the Three-Step Adapting the Three-Step Process for Successful IM Process for Successful IM


Workplace IM GuidelinesWorkplace IM Guidelines


MultipleConversations

Efficient and Effective

ConfidentialInformation

SecurityGuidelines

PersonalMessages

UsageSchedule

MessageComplexity

ImpromptuMeetings

Blogging and Microblogging Blogging and Microblogging


Elements of Effective Elements of Effective Business BloggingBusiness Blogging


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


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


Podcasting Podcasting


Understanding the Understanding the Business Applications of Business Applications of

PodcastingPodcasting• One-Way Teleconference

• Training

• Marketing

• Product Information

• Company Information (HR)


Adapting the Three-Step Adapting the Three-Step Process for Successful Process for Successful

PodcastingPodcasting



Chapter 7Chapter 7

Crafting Messages for Electronic Media

Crafting Messages for Electronic Media

Business

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