Chapter 8 Social Media Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 1Chapter 8 -

Learning Objectives 1.Identify seven key social media points 2.Examine social networks in business 3.Review information and media sharing 4.Discuss the use of blogs in business 5.Learn how businesses use microblogs 6.Discover how to contribute to wikis Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 2Chapter 8 -

Writing Strategies for Social Media Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 3Chapter 8 -

Social Media Content Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 4Chapter 8 - Use a Conversational Approach Avoid Lectures and Sales Pitches Write Informally, Not Carelessly Create Informative Headlines

Social Media Content Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 5Chapter 8 - Get Involved and Stay Involved Avoid Blatant Promotional Efforts Be Transparent and Honest Think Carefully Before You Post

Summary of Discussion Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 6Chapter 8 -

Social Networks Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 7Chapter 8 -

Types of Social Networks Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 8Chapter 8 - Public General NetworksPublic Specialized NetworksPrivate Internal Networks

Business Communication Uses of Social Networks Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 9Chapter 8 - Integrating Company WorkforcesFostering Collaboration on ProjectsBuilding Online Communities

Business Communication Uses of Social Networks Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 10Chapter 8 - Socializing Brands and CompaniesUnderstanding Target MarketsRecruiting Employees and Partners

Business Communication Uses of Social Networks Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 11Chapter 8 - Connecting with Sales ProspectsEnabling Customer ServiceExtending the Organization

Business Communication Social Network Strategies Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 12Chapter 8 - Online Presence Online Presence Community Building Community Building Promotion Efforts Promotion Efforts Consistent Personality Consistent Personality Message Types Message Types Valuable Content Valuable Content Existing Dialogues Existing Dialogues

Summary of Discussion Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 13Chapter 8 -

Information and Media Sharing Sites Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 14Chapter 8 -

Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 15Chapter 8 - User-Generated Content Valuable to Users Easy-to-Use Format

Media Curation Sites Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 16Chapter 8 - Collecting Republishing

Community Q&A Sites Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 17Chapter 8 - Build Your Personal BrandCommit to Customer ServiceCounter Misinformation

Summary of Discussion Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 18Chapter 8 -

BloggingBlogging Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 19Chapter 8 -

Effective Blogs Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 20Chapter 8 - Personal Style Authentic Voice Timely Information Interesting Topics User Participation

Blogs in Business Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 21Chapter 8 - Social Media Hub Team Projects Company News Customer Support General Public and Media

Blogs in Business Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 22Chapter 8 - Recruiting Employees Policies and Issues Crisis Communication Market Research Brainstorming for Ideas

Blogs in Business Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 23Chapter 8 - Employee Engagement Customer Education Word-of-Mouth Marketing Media Coverage Community Building

Three-Step Process Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 24Chapter 8 - Planning Writing Completing

Summary of Discussion Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 25Chapter 8 -

MicrobloggingMicroblogging Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 26Chapter 8 -

Microblog Approach Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 27Chapter 8 - Short Summaries Social Aspects

Microblog Applications Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 28Chapter 8 - Company Updates Sales Coupons Product Tips Expert Information Blog Headlines

Microblog Applications Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 29Chapter 8 - Backchannel Real-Time News Customer Service Crowdsourcing Sharing Content

Business Communication Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 30Chapter 8 - Communication Strategy Communication Objectives

Summary of Discussion Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 31Chapter 8 -

WikisWikis Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 32Chapter 8 -

The Wiki Philosophy Traditional authorship expectations Editing and improving the work Templates and formatting options Editing and commenting features Practicing in the “sandbox” Guidelines for new contributors Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 33Chapter 8 -

Three-Step Wiki Process Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 34Chapter 8 - Starting a New WikiAdding Material to a WikiRevising Wiki Material

Summary of Discussion Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 35Chapter 8 -

Chapter 8 Social Media Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 36Chapter 8 -

Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 37Chapter 8 -