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Chapter 6

Chapter 6. Crafting Messages for Electronic Media. Learning Objectives. Using electronic media in business Using networking, UGC, and Q&A sites Creating effective e-mail messages Creating effective IM and text messages Creating business blogs and microblogs Creating effective podcasts .

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Chapter 6

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  1. Chapter 6 Crafting Messages for Electronic Media

  2. Learning Objectives • Using electronic media in business • Using networking, UGC, and Q&A sites • Creating effective e-mail messages • Creating effective IM and text messages • Creating business blogs and microblogs • Creating effective podcasts

  3. Using Electronic Media for Business Communication

  4. Brief Message Media Social Networking Community Participation E-Mail Messages Instant Messaging

  5. Brief Message Media Text Messaging Blogs and Microblogs Podcasting Online Video

  6. Printed Documents Make a Formal Impression Stand Out From E-Messages

  7. Printed Documents Follow Legal Requirements Offer Security and Permanence

  8. Human Side of Electronic Communication Conflict Emotions Security Privacy

  9. Compositional Modes for Electronic Media Conversations Critiques and Comments Orientations Summaries

  10. Compositional Modes for Electronic Media Reference Materials Narratives Teasers Updates and Announcements

  11. Communicating on Networking, UGC, and Community Q&A Sites

  12. Business Use of Social Networks • Market Intelligence • Recruiting and Connecting • Marketing Communication • Brand Communities • Location-Based Networks

  13. Business Communication Strategies Compositional Mode Community Building Existing Conversations Promotional Efforts Online Presence Consistent Personality

  14. User-Generated Content Compelling Easy-to-Use

  15. Community Q&A Sites • Customers • Public Access • MembersOnly

  16. Creating Effective E-Mail Messages

  17. Universality • Message Length • Flexibility • Legal Issues • E-Mail Hygiene Workplace E-Mail

  18. Planning E-Mail Purpose Audience Protocol

  19. Writing E-Mail Subject Lines Opening words

  20. Completing E-Mail • Revising • Proofreading • Producing • Distributing

  21. Creating Effective Instant Messages and Text Messages

  22. Business IM Benefits Reduced Costs Rapid Response Reduced Costs Rapid Response Conversation Aspects Wide Availability Conversational

  23. Business IM Concerns • Security Issues • User Authentication • Logging Messages • Incompatibility • Spim Messages

  24. Three-Step Process Planning Writing Completing

  25. IM in the Workplace Courtesy Impromptu Meetings Work Focus Complex Messages Security Concerns Multiple Discussions Personal Messages Security Guidelines

  26. Creating Effective Business Blogs

  27. Effective Blogs • Personal Style • Authentic Voice • Timely Information • Interesting Topics • Audience Participation

  28. Blogs in Business • Project Management • Team Communication • Company News • Customer Support • Recruiting

  29. Blogs in Business • Public Relations • Media Relations • Policies and Issues • Crisis Communication • Marketing Research

  30. Blogs in Business • Brainstorming • Engaging Employees • Viral Marketing • Traditional Media • Community Building

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