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Excellence in business communication 12e by vthill and brovee chapter 07

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

Copyright © 2017 Pearson Education, Inc.

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
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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


Email
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 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


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