Excellence in business communication 12e by vthill and brovee chapter 07
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Copyright © 2017 Pearson Education, Inc.
Excellence in
in
Excellence
Business Communication
Communication
Business
Chapter 7
Crafting Messages for Digital Channels
Copyright © 2017 Pearson Education, Inc.
Learning Objectives
1.
(1 of 3)
Identify the major digital channels used for brief business
messages, and describe the nine compositional modes needed for
digital media.
2.
3.
Describe the use of social networks in business communication.
Explain how companies and business professionals can use
information and content sharing websites.
Copyright © 2017 Pearson Education, Inc.
Chapter 7 - 3
Learning Objectives
4.
(2 of 3)
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
6.
(3 of 3)
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
for
Digital
Business Communication
Communication
Business
(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
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Chapter 7 - 7
Compositional Modes for Digital Media
•
•
•
•
Conversational Elements
Comments and Critiques
Orientations and Guidance
Summary Functions
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•
•
•
•
•
Reference Materials
Narratives and Storytelling
Teaser Messages and Links
Announcements and Updates
Tutorials and Advice
Chapter 7 - 8
Compositional Modes: Status Updates
and Announcements
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Chapter 7 - 9
Creating Content for
Social Media
Start Conversations, Not Sales Pitches
Write Informally, But Not Carelessly
Use Concise, Informative Headlines
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Chapter 7 - 10
Optimizing Content for
Mobile Devices
Mobile
Specific
Options
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•
Location-Based Services
•
Gamification
•
Augmented Reality
•
Wearable Technology
•
Blogging and Podcasting
•
Cloud-Based Services
Chapter 7 - 11
Social Networks
Networks
Social
(LO 2) Describe the use of social networks in business
communication.
Copyright © 2017 Pearson Education, Inc.
Chapter 7 - 12
Categories of Social Networks
Information
Advice
Support
Public,General
GeneralPurpose
Purpose
Public,
Public,Specialized
Specialized
Public,
Private,Internal
Internal
Private,
Introductions
Copyright © 2017 Pearson Education, Inc.
Chapter 7 - 13
Business Communication
Uses of Social Networks
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
and Media
Media
Information
Sharing Sites
Sites
Sharing
(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 People Want
to See and Share
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Content That’s Easy to
Find, Use, and Share
Chapter 7 - 17
Content Curation Sites
Alternative
Alternative to
to Newsfeeds
Newsfeeds
Topical
Topical Material
Material
Power
Power of
of Community
Community
Power
Power of
of Shared
Shared Expertise
Expertise
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Chapter 7 - 18
Community Q&A Sites
•Build Your Personal Brand
•Commit to Customer Service
•Counter Misinformation
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Chapter 7 - 19
Community Building via
Social Media
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Chapter 7 - 20
(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 Alternatives
Indiscriminate Use
Low-Value Messages
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Accessing Messages
Indiscriminate Use
Scheduling Messages
Chapter 7 - 22
Planning Email Messages
•Analyzing the Situation
•Gathering Information
•Organizing the Message
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Chapter 7 - 23
Business Communication
Writing Email
Expectations for Message Quality
Importance of Subject Lines
Importance of Opening Words
Use of Emoticons
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Chapter 7 - 24
Completing Email Messages
Revising
Revising
Proofreading
Proofreading
Producing
Producing
Distributing
Distributing
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Chapter 7 - 25
