Copyright © 2017 Pearson Education, Inc.

Excellence in
Excellence
Business Communication
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 email in business
communication, and explain how to adapt the
three-step writing process to email 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
Channels for
Business Communication
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
Social Networks Information Sites

Content Sharing Sites Email Messages

Instant Messages Text Messages

Blogs & Microblogs Podcasts

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

Start Conversations, Not Sales Pitches

Write Informally, But Not Carelessly

Use Concise, Informative Headlines

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 10
 Optimizing Content for
Mobile Devices
• Location-Based Services
• Gamification
Mobile • Augmented Reality
Specific • Wearable Technology
Options
• Blogging and Podcasting
• Cloud-Based Services
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 11
 Social Networks
Social Networks

(LO 2) Describe the use of social networks in

business communication.

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 12

 Categories of Social Networks
Information

Public,General
Public, GeneralPurpose
Purpose
Support

Advice
Public,Specialized
Public, Specialized

Private,Internal
Private, Internal
Introductions
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 13
 Business Communication
Uses of Social Networks
Recruiting Employees and Partners

Fostering Collaboration

Understanding Target Markets

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 14

 Business Communication
Strategies on Social Networks

Compositional Valuable Existing

Modes Content Conversations

Online Community Promotion Consistent

Presence Building Efforts Personality

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 15

 Information and
Information and Media
Media
Sharing Sites
Sharing Sites
(LO 3) Explain how companies and business
professionals can use information and content
sharing websites.

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 16

 User-Generated Sites

Content That Content That’s

People Want to Easy to Find, Use,
See and Share and Share

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 17

 Content Curation Sites

Alternative to Newsfeeds

Topical
Power of Community
Material

Power of Shared Expertise

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 18

 Community Q&A Sites

•Build Your Personal Brand

•Commit to Customer Service

•Counter Misinformation

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 19

 Community Building via
Social Media

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 20

 Email

(LO 4) Describe the evolving role of email in

business communication, and explain how to
adapt the three-step writing process to email
messages.
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 21
 Using Email in the Workplace
Disadvantages Advantages
• Availability of • Accessing Messages
Alternatives • Indiscriminate Use
• Indiscriminate Use • Scheduling
• Low-Value Messages
Messages

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 22

 Planning Email Messages

•Analyzing the Situation

•Gathering Information

•Organizing the Message

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 23

 Business Communication
Writing Email

Expectations for Message Quality

Importance of Subject Lines

Importance of Opening Words

Use of Emoticons
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 24
 Completing Email Messages

Revising
Revising Proofreading
Proofreading

Producing
Producing Distributing
Distributing

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 25

 Email for
Business Communication

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 26

 Instant Messaging and
Instant and
Text Messaging
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 7 - 27

 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 email
– Ability to mimic conversations
– Available on a wide range of devices
– Less misuse as a broadcasting method

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 28

 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 7 - 29

 Adapting the Three-Step
Process for Successful IM
PlanningInstant
Planning InstantMessages
Messages

WritingInstant
Writing InstantMessages
Messages

CompletingInstant
Completing InstantMessages
Messages

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 30

 Using Workplace
IM Effectively
Use Instant Messaging Courteously

Use “Away” Status While Working

Be Cautious with Private Information

Avoid Sending Personal Messages

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 31
 Blogging and
Blogging and Microblogging
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 7 - 32
 Effective Blogs
and Microblogs

Use Personal, Deliver New

Authentic Style Information Fast

Feature Topics of Encourage

Peak Interest Conversations

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 33

 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 7 - 34
 Adapting the Three-Step
Process for Successful Blogging
1 Plan 2 Write 3 Complete
Write in a
Audience Evaluate
Comfortable,
Personal Style
Purpose Proofread
Know Your
Subject and
Scope Post
Provide Links
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 35
 Business Applications
of Blogging

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 36

 Microblogging

• Company Updates
• Sales Promotions
Microblogs • Tips for Product Use
in Business • Information from Experts
• Customer Service
• Backchannel for Meetings
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 37
 Business Applications
of Microblogging

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 38

 Podcasting
Podcasting

(LO 7) Explain how to adapt the three-step

writing process for podcasts.

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 39

 Using the Three-Step Process
for Podcasting
1 Plan 2 Write 3 Complete
Transitions,
Situation Editing
Previews, and
Reviews
Information Preparing
Scripting vs.
Organization Improvising Publishing
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 40
 Resources Required
for Podcasting
• Audio Recording
Recording • Editing Software
• Production Quality

• Media Stores
Distributing • Hosting Services
• Blog Content
Copyright © 2017 Pearson Education, Inc. Chapter 7 - 41
 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.

Copyright © 2017 Pearson Education, Inc. Chapter 7 - 42