1. Copyright © 2010 Pearson Education InternationalChapter 7 - 1 Crafting Messages for Electronic Media

2. Copyright © 2010 Pearson Education InternationalChapter 7 - 2 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 e-mail as a professional communication medium and identify the qualities of a good e-mail subject line

3. Copyright © 2010 Pearson Education InternationalChapter 7 - 3 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

4. Copyright © 2010 Pearson Education InternationalChapter 7 - 4 Media for Brief Messages Social networks User content sites Electronic mail Instant messages Text messaging Blogs Podcasts Online video

5. Copyright © 2010 Pearson Education InternationalChapter 7 - 5 Printed Documents Make a formal impression Follow legal requirements Stand out from e-messages Offer security and permanence

6. Copyright © 2010 Pearson Education InternationalChapter 7 - 6 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

7. Copyright © 2010 Pearson Education InternationalChapter 7 - 7 E-Mail in the Workplace Overall quality Legal issues Confidentiality Network security E-mail hygiene

8. Copyright © 2010 Pearson Education InternationalChapter 7 - 8 Three-Step E-Mail Process Planning Writing Completing

9. Copyright © 2010 Pearson Education InternationalChapter 7 - 9 Planning Business E-Mail Practice e-mail etiquette –Control number of messages –Limit multiple recipients –Respect chain of command

10. Copyright © 2010 Pearson Education InternationalChapter 7 - 10 Writing Business E-Mail Aim for high quality Include subject lines Control emotions

11. Copyright © 2010 Pearson Education InternationalChapter 7 - 11 Completing Business E-Mail Revising Producing Proofreading Signing Distributing

12. Copyright © 2010 Pearson Education InternationalChapter 7 - 12 Using Instant Messaging Routine communication Online meetings Internal communication

13. Copyright © 2010 Pearson Education InternationalChapter 7 - 13 Using Text Messaging Marketing Customer service Security Crisis management Process monitoring

14. Copyright © 2010 Pearson Education InternationalChapter 7 - 14 Business IM Benefits Rapid response Reduced costs Conversational aspects Wide availability

15. Copyright © 2010 Pearson Education InternationalChapter 7 - 15 Business IM Concerns Technical issues –Security and privacy –User authentication –Message logging –Incompatible systems –SPIM messages

16. Copyright © 2010 Pearson Education InternationalChapter 7 - 16 Three-Step IM Process Planning Writing Completing

17. Copyright © 2010 Pearson Education InternationalChapter 7 - 17 Workplace IM Guidelines Schedule IM usage Protect confidential information Avoid personal messages Limit impromptu meetings Avoid complicated messages Minimize multiple conversations Follow security guidelines

18. Copyright © 2010 Pearson Education InternationalChapter 7 - 18 Effective Business Blogs Use personal style and authentic voice Deliver new information quickly Pick topics of interest to audience Encourage user comments

19. Copyright © 2010 Pearson Education InternationalChapter 7 - 19 Using Blogs in Business Project management Team communication Company news Public relations Media relations

20. Copyright © 2010 Pearson Education InternationalChapter 7 - 20 Using Blogs in Business Customer support Recruiting Policies and issues Crisis communication Market research

21. Copyright © 2010 Pearson Education InternationalChapter 7 - 21 Using Blogs in Business Brainstorming Viral marketing E-mail replacement News syndication Community building

22. Copyright © 2010 Pearson Education InternationalChapter 7 - 22 Three-Step Blog Process Planning –Audience, purpose, and scope Writing –Content, style, and information Completing –Evaluate, proofread, and post

23. Copyright © 2010 Pearson Education InternationalChapter 7 - 23 Using Podcasts in Business Audio-video Training sessions Product brochures Virtual tours

24. Copyright © 2010 Pearson Education InternationalChapter 7 - 24 Three-Step Podcast Process Planning –Situation, information, and organization Writing –Previews, transitions, and reviews Completing –Revising, recording, and posting

25. Copyright © 2010 Pearson Education InternationalChapter 7 - 25 The Podcasting System Basic options –PC microphone and sound card –PC software Advanced options –Audio processor, mixer, and microphone –Advanced software

26. Copyright © 2010 Pearson Education InternationalChapter 7 - 26 Distributing Blog and Podcast Content Syndication Aggregators Pod-catchers

27. Copyright © 2010 Pearson Education InternationalChapter 7 - 27 Connecting with Audiences Feed capabilities Directories Tagging Blog-rolls Trackbacks