Copyright © 2017 Pearson Education, Inc.

Excellence in Business Communication Chapter 7 Crafting Messages for Digital Channels Copyright © 2017 Pearson Education, Inc.

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 in business communication, and explain how to adapt the three-step writing process to 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 Copyright © 2017 Pearson Education, Inc. Social Networks Content Sharing Sites Instant Messages Blogs & Microblogs Information Sites Messages Text Messages Podcasts Chapter 7 - 7

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

Compositional Modes: Status Updates and Announcements Copyright © 2017 Pearson Education, Inc.Chapter 7 - 9

Creating Content for Social Media Copyright © 2017 Pearson Education, Inc. Start Conversations, Not Sales Pitches Write Informally, But Not Carelessly Use Concise, Informative Headlines Chapter

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

Social Networks (LO 2) Describe the use of social networks in business communication. Copyright © 2017 Pearson Education, Inc.Chapter

Categories of Social Networks Copyright © 2017 Pearson Education, Inc. Introductions Information Support Advice Public, General Purpose Public, Specialized Private, Internal Chapter

Business Communication Uses of Social Networks Copyright © 2017 Pearson Education, Inc. Recruiting Employees and Partners Fostering Collaboration Understanding Target Markets Chapter

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

Information and Media Sharing Sites (LO 3) Explain how companies and business professionals can use information and content sharing websites. Copyright © 2017 Pearson Education, Inc.Chapter

User-Generated Sites Copyright © 2017 Pearson Education, Inc. Content That People Want to See and Share Content That’s Easy to Find, Use, and Share Chapter

Content Curation Sites Copyright © 2017 Pearson Education, Inc. Topical Material Alternative to Newsfeeds Power of Community Power of Shared Expertise Chapter

Community Q&A Sites Copyright © 2017 Pearson Education, Inc. Build Your Personal Brand Commit to Customer Service Counter Misinformation Chapter

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

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

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

Planning Messages Copyright © 2017 Pearson Education, Inc. Analyzing the Situation Gathering Information Organizing the Message Chapter

Writing Copyright © 2017 Pearson Education, Inc. Business Communication Expectations for Message Quality Importance of Subject Lines Importance of Opening Words Use of Emoticons Chapter

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

Copyright © 2017 Pearson Education, Inc. for Business Communication Chapter

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

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 –Ability to mimic conversations –Available on a wide range of devices –Less misuse as a broadcasting method Copyright © 2017 Pearson Education, Inc.Chapter

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

Adapting the Three-Step Process for Successful IM Copyright © 2017 Pearson Education, Inc. Planning Instant Messages Writing Instant Messages Completing Instant Messages Chapter

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

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

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

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

Adapting the Three-Step Process for Successful Blogging Copyright © 2017 Pearson Education, Inc. Audience Purpose Scope Write in a Comfortable, Personal Style Know Your Subject and Provide Links Evaluate Proofread Post CompleteWritePlan 123 Chapter

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

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

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

Podcasting (LO 7) Explain how to adapt the three-step writing process for podcasts. Copyright © 2017 Pearson Education, Inc.Chapter

Using the Three-Step Process for Podcasting Copyright © 2017 Pearson Education, Inc. Situation Information Organization Transitions, Previews, and Reviews Scripting vs. Improvising Editing Preparing Publishing CompleteWritePlan 123 Chapter

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

Copyright © 2017 Pearson Education, Inc. 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. Chapter