Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Crafting Messages for Electronic Media

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Learning Objectives Compare strengths and weaknesses of the media available for short messages Outline six guidelines for creating successful social media content Explain how to treat as a professional communication medium and identify the qualities of a good subject line

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Learning Objectives Identify guidelines for successful instant messages (IM) in the workplace Describe the role of blogging in business communication today and explain how to adapt the three-step process to blogging Explain how to adapt the three-step writing process for podcasts

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Media for Brief Messages Social networks User content sites Electronic mail Instant messages Text messaging Blogs Podcasts Online video

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Printed Documents Make a formal impression Follow legal requirements Stand out from e-messages Offer security and permanence

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Content for Social Media Use conversational approach Write informally but not carelessly Create concise informative headlines Get involved and stay involved Use promotion indirectly Be transparent and honest

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter in the Workplace Overall quality Legal issues Confidentiality Network security hygiene

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Three-Step Process Planning Writing Completing

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Planning Business Practice etiquette –Control number of messages –Limit multiple recipients –Respect chain of command

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Writing Business Aim for high quality Include subject lines Control emotions

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Completing Business Revising Producing Proofreading Signing Distributing

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Using Instant Messaging Routine communication Online meetings Internal communication

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Using Text Messaging Marketing Customer service Security Crisis management Process monitoring

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Business IM Benefits Rapid response Reduced costs Conversational aspects Wide availability

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Business IM Concerns Technical issues –Security and privacy –User authentication –Message logging –Incompatible systems –SPIM messages

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Three-Step IM Process Planning Writing Completing

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Workplace IM Guidelines Schedule IM usage Protect confidential information Avoid personal messages Limit impromptu meetings Avoid complicated messages Minimize multiple conversations Follow security guidelines

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Effective Business Blogs Use personal style and authentic voice Deliver new information quickly Pick topics of interest to audience Encourage user comments

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Using Blogs in Business Project management Team communication Company news Public relations Media relations

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Using Blogs in Business Customer support Recruiting Policies and issues Crisis communication Market research

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Using Blogs in Business Brainstorming Viral marketing replacement News syndication Community building

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Three-Step Blog Process Planning –Audience, purpose, and scope Writing –Content, style, and information Completing –Evaluate, proofread, and post

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Using Podcasts in Business Audio-video Training sessions Product brochures Virtual tours

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Three-Step Podcast Process Planning –Situation, information, and organization Writing –Previews, transitions, and reviews Completing –Revising, recording, and posting

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter The Podcasting System Basic options –PC microphone and sound card –PC software Advanced options –Audio processor, mixer, and microphone –Advanced software

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Distributing Blog and Podcast Content Syndication Aggregators Pod-catchers

Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter Connecting with Audiences Feed capabilities Directories Tagging Blog-rolls Trackbacks