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Crafting Effective Communication for Digital Media

Learn to utilize email, blogs, social networks, and podcasts for business messages. Enhance proficiency in writing for electronic platforms and engage with audiences effectively. Develop strategies for content creation on social media.

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Crafting Effective Communication for Digital Media

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  1. Chapter 7 Crafting Messages for Electronic Media

  2. Learning Objectives • Identify the major electronic media used for brief business messagesand describe the nine compositional modes needed for electronic and social media • Describe the use of social networks in business communication • Explain how companies and business professionals can use information and media sharing websites

  3. Learning Objectives • Describe the evolving role of email in business communication and explain how to adapt the three-step writing process to email messages • Describe the business benefits of instant messaging (IM) and identify guidelines for effective IM in the workplace

  4. Learning Objectives • Describe the role of blogging and microblogging in business communication today and explain how to adapt the three-step writing process to blogging • Explain how to adapt the three-step writing process to podcasting

  5. Text Messaging Social Networks Blogging & Microblogging Content Sharing Sites Podcasts Email Online Video Instant Messaging Electronic and Social Media Options

  6. Compositional Modes for Electronic Media • Conversations • Comments and Critiques • Orientations • Summaries • Reference Material • Narratives • Teasers • Status Updates & Announcements • Tutorials

  7. Linkedin Highlights

  8. Twitter Highlights

  9. Creating Content for Social Media (Twitter) Links to an article in a respected business magazine Links to an article and information about the firm’s consulting services in this market Links to a video on YouTube

  10. Creating Content for Social Media • 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

  11. Twitter Highlights This post features a story with historical interest to the running community. This post offers information to help runners select the optimum shoe from the new “minimalist” style of footwear.

  12. Social Network Categories

  13. Business Communication Uses of Social Networks • Integrating company workforces • Fostering collaboration • Building communities • Socializing brands and companies • Understanding target markets • Recruiting employees and busines partners

  14. Specialized (Internal) Social Networks A number of companies now host their own social networking sites, where product enthusiasts interact by sharing personal stories, offering advice, and commenting on products and company news—all brief-message functions that replace more traditional media options. Specialized, a major bicycle manufacturer based in Morgan Hill, California, hosts the Specialized Riders Club (www.specializedriders.com), where customers can interact with each other and the professional riders the company sponsors.

  15. User-Generated ContentCustomer Videos Zappos invites customers to create and upload videos that communicate their experiences with Zappos and its products.

  16. Value-Added Content Via Blogging The Quizzle personal finance blog offers a steady stream of articles and advice that help people manage their finances.

  17. Value-Added Content Via Online Video Lie-Nielsen Toolworks of Warren, Maine, uses its YouTube channel to offer valuable information on choosing and using premium woodworking tools. By offering sought-after information for both current and potential customers free of charge, these videos help Lie-Nielsen foster relationships with the worldwide woodworking community and solidify its position as one of the leaders in this market.

  18. Strategies for Business Communication on Social Networks • Choose the best compositional mode • Offer valuable content • Join conversations • Facilitate community building • Restrict conventional promotional efforts • Maintain a consistent personality

  19. Social Network Categories

  20. Content Curation Sites

  21. Email Advantages • Ease of correspondence • No memberships or software downloads required • Short-to-medium length messages • Private communications • Non-urgent • Review at your leisure

  22. Planning Email Messages • Only send necessary emails • Don’t cc or bcc unnecessarily • Understand company email policy • Practice email “hygiene” • Follow chain of command

  23. Writing Email Messages

  24. Email for Business Communications Burgman includes enough of the original message to remind Williams why she is writing—but doesn’t clutter the screen with the entire original message. By itemizing the steps she wants Williams to follow, she makes it easy for him to respond and helps ensure that the work will be done correctly.

  25. Completing Email Messages • Revise and proofread carefully • Keep layout simple and clean • Use email signature • Check recipient list before sending • Use caution with “urgent” label

  26. Instant Messaging and Text Messaging Instant Messaging Text Messaging Phone-based Marketing Customer service Security Crisis management Process monitoring • Instantly on user screen • Internal and external • Conversational exchange • Progressive technology • Basic chat • Presence awareness • Remote document display

  27. Planning Writing Completing Evaluate Content Audience Proofread Style & Subject Purpose Tag & Post Resource Links Scope Adapting the Three-Step Process for Successful Blogging

  28. Understanding Business Applications of Blogging • Social media hub • Project management • Internal company news • Customer support • Public and media relations • Recruiting

  29. Understanding Business Applications of Blogging • Policy discussions • Crisis communication • Market research • Brainstorming • Word-of-mouth marketing • Influencing traditional media coverage news

  30. Effective Business Blogging Convenient action buttons for printing and social sharing are located directly below the post title. The comment box makes it easy for readers to respond to and participate in a conversation about the post topic.

  31. Microblogging • Character restrictions • Short summaries or teasers with links • Public microblogs archived with Library of Congress • Use hashtag/# to label and facilitate social media integration

  32. Understanding Business Applications of Microblogging • Short summaries or teasers with links • Company updates • Coupons • Sale notices • Product usage tips • Crowdsource questions • Retweet, share content • Backchannel in meetings and presentations

  33. Podcasting • Use transitions, previews and reviews • Plan content and create an outline or a script • Use computer and/or smartphone to record • Identify a theme or purpose for a podcast channel • Distribute through iTunes, a blog or podcast channel

  34. Understanding the Business Applications of Podcasting • One-way teleconference • Training • Marketing • Product information • Company information (HR)

  35. Summary of Objectives

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