Crafting Messages For Digital Channels: Twelfth Edition

Excellence in Business
Communication
Twelfth Edition
Chapter 7
Crafting
Messages for
Digital Channels
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 3)
7.1 Identify the major digital channels used for brief
business messages, and describe the nine
compositional modes needed for digital media.
7.2 Describe the use of social networks in business
communication.
7.3 Explain how companies and business professionals can
use information and content sharing websites.
7.4 Describe the evolving role of email in business
communication, and explain how to adapt the three-step
writing process to email messages.
7.5 Describe the business benefits of instant messages (IM),
and identify guidelines for effective IM in the workplace.
7.6 Describe the use of blogging and microblogging in
business communication, and briefly explain how to
adapt the three-step process to blogging.
7.7 Explain how to adapt the three-step writing process for
podcasts.
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.
Media Choices for Brief Messages
Social Networks Information Sites
Content Sharing Sites Email Messages
Instant Messages Text Messages
Blogs & Microblogs Podcasts
Compositional Modes for Digital
Media
• Conversational Elements • Reference Materials
• Comments and Critiques • Narratives and Storytelling
• Orientations and Guidance • Teaser Messages and Links
• Summary Functions • Announcements and
Updates
• Tutorials and Advice
Compositional Modes: Status
Updates and Announcements
Figure 7.1 Compositional Modes: Status Updates and Announcements
Creating Content for Social Media
• Start Conversations, Not Sales Pitches
• Write Informally, But Not Carelessly
• Use Concise, Informative Headlines
Optimizing Content for Mobile
Devices
• Mobile Specific Options
– Location-Based Services
– Gamification
– Augmented Reality
– Wearable Technology
– Blogging and Podcasting
– Cloud-Based Services
Social Networks
(LO 2) Describe the use of social networks in business
communication.
Categories of Social Networks
Business Communication Uses of
Social Networks
• Recruiting Employees and Partners
• Fostering Collaboration
• Understanding Target Markets
Business Communication Strategies
on Social Networks
Information and Media Sharing Sites
(LO 3) Explain how companies and business professionals
can use information and content sharing websites.
User-Generated Sites
• Content That People Want to See and Share
• Content That’s Easy to Find, Use, and Share
Content Curation Sites
• Topical Material
− Alternative to Newsfeeds
− Power of Community
− Power of Shared Expertise
Community Q&A Sites
• Build Your Personal Brand
• Commit to Customer Service
• Counter Misinformation
Community Building via Social Media
Figure 7.2 Community Building via Social Media
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.
Using Email in the Workplace
Disadvantages
• Availability of Alternatives
• Indiscriminate Use
• Low-Value Messages
Advantages
• Availability of Alternatives
• Indiscriminate Use
• Low-Value Messages
Planning Email Messages
• Analyzing the Situation
• Gathering Information
• Organizing the Message
Writing Email
• Business Communication
– Expectations for Message Quality
– Importance of Subject Lines
– Importance of Opening Words
– Use of Emoticons
Completing Email Messages
• Revising
• Producing
• Proofreading
• Distributing
Email for Business Communication
Figure 7.3 Email for Business Communication
Instant Messaging and Text
Messaging
(LO 5) Describe the business benefits of instant messaging
(IM), and identify guidelines for effective IM in the workplace.
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
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
Adapting the Three-Step Process for
Successful IM
• Planning Instant Messages
• Writing Instant Messages
• Completing Instant Messages
Using Workplace IM Effectively
• Use Instant Messaging Courteously
• Use “Away” Status While Working
• Be Cautious with Private Information
• Avoid Sending Personal Messages
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.
Effective Blogs and Microblogs
• Use Personal, Authentic Style
• Feature Topics of Peak Interest
• Deliver New Information Fast
• Encourage Conversations
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
Adapting the Three-Step Process for
Successful Blogging
Business Applications of Blogging
Figure 7.5 Business Applications of Blogging
Microblogging
• Microblogs in Business
− Company Updates
− Sales Promotions
− Tips for Product Use
− Information from Experts
− Customer Service
− Backchannel for Meetings
Business Applications of
Microblogging
Figure 7.6 Business Applications of Microblogging
Podcasting
(LO 7) Explain how to adapt the three-step writing process
for podcasts.
Using the Three-Step Process for
Podcasting
Resources Required for Podcasting
• Recording
− Audio Recording
− Editing Software
− Production Quality
• Distributing
– Media Stores
– Hosting Services
– Blog Content
Copyright

Crafting Messages For Digital Channels: Twelfth Edition

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Crafting Messages For Digital Channels: Twelfth Edition

Uploaded by

Copyright:

Available Formats

Excellence in Business

Social Networks Information Sites

Content Sharing Sites Email Messages

Instant Messages Text Messages

Blogs & Microblogs Podcasts

You might also like