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Business communication developing leaders for a network world 2nd CHAPTER 8

Social Media for
Business
Communication
Chapter 8

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.


The Evolving Workplace

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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.

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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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

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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.

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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.

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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.

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
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

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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.

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

8-26


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