Social Media for
Business
Communication
Chapter 8
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The Evolving Workplace
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8-2
Communicating in the Workplace in the
Social Age
Social Age
an era in which people engage in networked
communication, collaborate across boundaries,
and solve problems communally.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-3
Characteristics of the Social Age
Web 1.0
most Web pages were read-only and static
Web 2.0
read-write Web, where users interact extensively
with Web pages—authoring content, expressing
opinions, and customizing and editing Web
content among other things
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-4
Comparisons Between
User 1.0 and User 2.0
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-5
Characteristics of the Social Age
Increasingly, companies are adopting social
networking platforms that contain Web 2.0
communication tools
These platforms contain many of the features
available on social networking websites: user
profiles, microblogs, blogs, wikis, and file
uploading.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-6
Benefits and Challenges of Social Media in
the Workplace
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-7
Using Social Media Tools for
Communication within Organizations
Organize Your Dashboard to Control Your
Communication and Information Flow
Create a Complete and Professional Profile
Use Blogs for Team Communication
Use Wikis for Team Communication
Use Forums to Discuss Ideas
Other Social Media Tools
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-8
Return on Investment for
Internal Social Media
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-9
Organize Your Dashboard to Control Your
Communication and Information Flow
Nearly all social software systems contain a
dashboard, your front page when you log in to
the system, which operates as your
communication hub.
In most cases, you can customize the
dashboard to display the features that most
interest you.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-10
Sample Dashboard with
Enterprise Social Software
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-11
Use Blogs for Team Communication
Microblogs (such as Twitter)
shorter blogs that contain just a few sentences,
are part of most enterprise social networking
platforms
tools for broadcasting announcements and
urgent information
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distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
8-12
Use Blogs for Team Communication
Team blogs
typically organized around formal work teams,
and
Project blogs
organized around particular projects that
generally involve temporary teams.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-13
Sample Team Blog
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-14
Use Wikis for Team Communication
Wikis
collections of pages that anyone with approved
access can edit, thus lending themselves to
collaborative writing.
allow employees to collaborate and participate in
decision making more easily, creatively, and
effectively
create a culture of transparency, simplicity, and
openness
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any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-15
Sample Wiki in Edit Mode
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-16
Use Forums to Discuss Ideas
Avoid ignoring competing points of views
Avoid strong, rigid language
Avoid complaining
Avoid blaming
Avoid off-topic points
Avoid excessively short or lengthy posts
Avoid sarcasm
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8-17
Using Forums to Improve
Team Productivity
Read your peers’ comments completely and
carefully
State the purpose of the forum clearly
Use flexible, open, and inviting language
Build on the ideas of others and pose
questions
Show appreciation for your teammates and
their ideas
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-18
Using Forums to Improve
Team Productivity
Participate often
Meet in real time for touchy points
Summarize and, as appropriate, identify next
steps
Talk with your team about ways to make
forums help your decision making and
coordination
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-19
Forum Examples
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-20
Write Posts for Your Organization
The primary goal of blogs for organizations is
effective public relations (PR)
PR is fundamentally about building relationships
with employees, customers, communities, the
media, and other stakeholders
A primary goal of building these relationships is
to improve corporate reputation or credibility.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-21
Corporate Reputation
Corporate reputation
an intangible asset that allows the company to
better manage the expectations and needs of its
various stakeholders, creating differentiation and
barriers in relation to its competitors
the intellectual, emotional and behavioral
response as to whether or not the
communications and actions of an organization
resonate with their needs and interests
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-22
A Press-Release Style Blog Post
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-23
Guidelines for Using Social Media in the
Workplace
Be an Active Contributor and Participate Often
Listen and Learn
Focus on Content
Make Your Content Accessible
Make Your Messages Authentic and Friendly
Be Responsive and Help Others
Respect Boundaries
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-25
Managing Your Online Reputation
Personal brand
A unique set of professional skills and attributes
that others associate with you
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-26